B2B marketers don’t just want leads, they want qualified leads. But it’s that ‘qualified’ part that’s rather difficult. Search engine optimization is great, but without demographic data, there is no way to organically target your persona. Paid search requires educated guessing on what keywords your audience might type based on the services you offer. Now you have B2B organizations relying on referral partners, conferences, outbound sales, and social media. What if the solution to qualified B2B leads is LinkedIn’s Sponsored InMail?
You Should Be Using LinkedIn’s Sponsored InMail
Businesses know that social media is a critical part of their marketing funnel. What they want is a targeted and affordable way to advertise on social media. LinkedIn allows for layered targeting. Meaning you can find people who work in environmental management, have a title related to digital marketing, at a company with more than 500 employees, and then serve them a relevant ad. But how can you try to guarantee that your target sees your ad? There is an even more direct way to use social advertising and that’s through LinkedIn’s Sponsored InMail. Sponsored InMail is a direct and personal way to target your B2B audience at a low cost through targeting, segmenting, messaging, and the right call to action.
Marketers don’t have just one, or even two, but three different ways to target for Sponsored InMail. You can use audience targeting based on pages visited, list-based targeting directly from your CRM (customer relationship management platform), or demographic-based targeting around LinkedIn data.
Two ideas of where to start with your LinkedIn Sponsored InMail targeting include uploading a list of all your dead prospects from your CRM to re-engage with them and target people who have downloaded a specific report.
For the dead prospects targeting this could be a great chance to re-engage with this list in a new channel. As an alternative, you could also upload a list of all your current outbound sales prospects and use Sponsored InMail to add a new layer of sales touches.
As for targeting people who have downloaded a specific report, if you offer say a Google AdWords Optimization whitepaper, you can target everyone who has gone to your landing page but did not convert. That’s true for any or all pages on your site. Retarget users with Sponsored InMail, but exclude all converters, and you’ve used targeting in a very personal and direct way.
Targeting is nothing without segmenting. If you don’t segment and narrow your audience you’re missing out on the personal and direct touch that Sponsored InMail could offer. And you won’t see the conversions and performance that you are hoping for.
Beyond segmenting into verticals, you need to create persona-based messaging. You wouldn’t want to send the same message to a CEO as a CMO. Think about the needs of your audience and craft a unique message for each segment. You’ll be happy to know that these unique messages for different segments are easy to do in Sponsored InMail. You can create a campaign for each vertical plus each persona. Marketers can get as granular or broad as they want with combinations of targeting and segmenting.
You probably learned the parts of a letter in elementary school. Things have changed a bit, but you’ve still got a subject line, an introduction/body, and a conclusion. Once you’ve figured out your targeting and segmenting knowing what to put in your messaging should be the easy part.
Nothing grabs attention like using someone’s name in the subject line. When you combine that with how your message can help them you’ll have a message that gets opened. You can experiment with this a bit, but make sure to appeal to your segment in your subject line, you don’t want to waste spend with messages that don’t get opens or replies.
Once your message has been opened you want to make sure the introduction/body is personal, whether or not you’ve used the person’s name in the subject line. Utilize merge tags to help personalize your messages, but make sure that they still retain a human touch to them. You’ll want to quickly explain your firm’s unique value and how it impacts them. This introduction/body section should be short, no more than a few sentences.
Call to Action
Your conclusion is where you place your call to action. Keep your call to action simple and clean. Users can’t actually respond to your Sponsored InMail so your conclusion needs to have your email address and phone number as part of your signature. If they’re interested in what you have to offer they can save your message for when they are ready to contact you.
B2B marketers should be utilizing LinkedIn’s Sponsored InMail to find qualified leads. With the right combination of targeting, segmenting, messaging, and calls to action marketers can find the qualified B2B leads that they have been looking for.