How Running LinkedIn Ads for Brand Awareness Benefits IT Service Firms
Before developing a digital advertising strategy, IT service firms need to set objectives. Brand awareness is a good place to start because these ads reach prospects at the beginning of their buyer’s journey. When companies are looking for IT services, they need to research and evaluate potential partners before deciding who to work with. To get in the running for consideration, your company needs to promote your brand and how your services stand out.
Because of its professional focus, LinkedIn is the ideal social media platform for IT service providers, such as managed services providers (MSPs), managed security service providers (MSSPs), and cloud service providers (CSPs), to use for brand awareness ads. According to LinkedIn, 97% of B2B marketers use the social platform for content marketing.
IT service companies benefit from running LinkedIn awareness ads by reaching a targeted audience, promoting their services, and becoming known and trusted to set the stage for engagement, lead generation, and conversion.
Get expert advice on how to harness the benefits of LinkedIn advertising for brand awareness. Ask for a Digital Advertising Assessment from TSL Marketing.
Finding an Audience
LinkedIn awareness ads have the potential to reach a wide audience of business leaders and tech professionals who are looking for managed IT services. LinkedIn members are professionals who visit the platform to network, research products and services, and find jobs. This professional focus makes LinkedIn the ideal platform for B2B tech companies such as IT service providers to promote their brand.
LinkedIn provides huge potential for brand outreach and exposure. LinkedIn has over 590 million members, providing a large pool of prospects for IT service companies to draw from in creating more targeted audiences.
Finding and engaging with the right audience is essential for increasing brand visibility. The LinkedIn audience can be segmented to take a more precise approach to spreading brand awareness through ads.
Defining a Target Audience
LinkedIn members provide useful information in their profiles that can be used to segment an audience for more targeted brand outreach. Using LinkedIn member profiles, IT service providers can target audiences for brand awareness ads according to job titles, job function, seniority, education, company size, geographical location, and more.
LinkedIn makes it easy for IT service firms to target the most valuable audience for their brand and conduct retargeting campaigns to raise awareness further and drive lead generation.
Achieving Brand Awareness Objectives
Under the wider umbrella of awareness advertising, IT service companies must define and achieve more specific goals and objectives. With LinkedIn advertising, managed IT services providers see measurable results that allow them to track their success in increasing brand awareness.
LinkedIn awareness ads increase the reach of content created by IT service firms. By running awareness ads on LinkedIn, you expose your brand to a wide audience of professionals who are looking for information about how to solve their pain points with IT services.
Measuring Brand Awareness Success
IT service companies can measure the success of their awareness ad campaigns by looking at their follower count. An increasing number of followers means your company is building brand awareness and trust. Followers create potential for sustained organic reach.
With LinkedIn awareness ads, IT service companies can track and analyze engagement metrics to understand the level of exposure their brand is receiving. The main goal of awareness ads is to increase visibility by encouraging impressions, which are the times people viewed the ad. However, awareness ads can lead to higher levels of engagement with an IT services provider through clicks, shares, comments, and likes. Shares can expand brand awareness further through referrals.
Clicks show that prospects may be moving from the awareness stage to the consideration or decision stage in which they may become a lead. Awareness ads lay the foundation for successful lead generation and long-term sales growth.
Boosting Brand Reputation
Running awareness ads on LinkedIn can boost the reputation of your brand. As a social media platform that caters to professionals, LinkedIn lends your IT services company a level of respectability and prestige.
LinkedIn attributes this positive effect on brand reputation to The Halo Effect which leads individuals who surround themselves with trustworthy people to come across as more trustworthy. According to research from LinkedIn, when people encountered ads on the platform:
- 92% perceived the company as more professional
- 74% said the business was more intelligent
- 59% saw the brand as more respectable
Flexibility
LinkedIn offers a wide range of ad formats, allowing IT service companies to run the types of ads that best convey awareness messaging and appeal to a target audience. With a variety of ad formats to choose from, managed IT service providers can conduct multi-touch campaigns that promote brand awareness.
Many LinkedIn ad formats are designed to be visually impactful to convey a brand message quickly. LinkedIn ad formats that align with brand awareness objectives include:
Carousel Ads
Carousel ads use an interactive and visual format that encourages people to swipe through images that convey your brand message.
Conversation Ads
Conversation ads set up interactive and personalized engagements with professionals.
Document Ads
Document ads use thought leadership content to build trust between your audience and your brand.
Follower Ads
Follower ads enable IT service companies to expand their audience and influence through shared content.
Single-Image Ads
Single-image ads spread brand awareness by capturing people’s attention with a striking visual.
Text Ads
Text ads help IT service providers reach new, targeted audiences through concise brand messaging.
How to Optimize the Benefits of LinkedIn Awareness Ads
Advertising on the LinkedIn platform has many advantages for IT service companies that are looking to raise brand awareness. However, managed IT service companies can generate even more value from their LinkedIn awareness ads by working with a marketing agency.
A marketing agency will advise your IT service company on how to target your audience precisely to reach the people and businesses that will be most interested in your service offerings.
TSL Marketing has over a decade of experience developing and managing LinkedIn ad campaigns and more than 25 years’ experience delivering B2B tech marketing expertise. TSL’s LinkedIn advertising experts will work closely with your company to hone your audience targeting, choose the best ad formats, create impactful messaging, and track ad performance for an agile approach to expanding brand awareness.
Get expert advice on how to harness the benefits of LinkedIn advertising for brand awareness. Ask for a Digital Advertising Assessment from TSL Marketing.
Comments