Often yes, when deals are large and you need to reach a specific decision maker by job title, industry or company size. LinkedIn lets you target by this professional data, but judge it by the cost of a qualified lead and the value of the deal, not by cost per click.
Step by step
- 1
Work out customer value first
If one deal covers the cost of reaching the decision maker several times over, the platform is worth testing.
- 2
Target with professional data
Job title, seniority, industry, company size, company name and skills, without stacking so many criteria that the audience becomes too small.
- 3
Choose the format
Sponsored content with an image, video or document, or ads delivered through messaging, and you can attach a Lead Gen Form that fills in the member's details automatically.
- 4
Reach your own lists again
Upload a list of target companies or contacts, and install the LinkedIn Insight Tag to track conversions and retarget your website visitors.
- 5
Offer value before asking
A guide, a case study or a webinar suits a decision maker better than asking for a meeting on first contact.
- 6
Follow through to the deal
Record leads in a CRM and follow them up to the contract, since business-to-business sales cycles are usually longer than consumer ones.
Judging LinkedIn by cost per click alone is misleading. The real number is the cost of each meeting or deal it brings in.
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