LinkedIn is one of the most popular B2B platforms today. This platform has over 1 billion people from 200 different countries and territories.
If you’re running a SaaS (Software As A Service) company, it’s important to generate revenue through advertisements, especially those posted on credible B2B platforms like LinkedIn.
Advertising through LinkedIn can help you to generate leads and successfully convert them.
However, there are some basic best practices that you need to know before you start using LinkedIn ads for SaaS. Let’s get started!
1. Drive more free trial signups
The core objective of your strategy for B2B ads on LinkedIn for SaaS companies should be to drive more free trial signups and demo requests.
If you can successfully convince people to sign up or register themselves through your advertisements, it will give you the highest return on interest.
For example, if you speak about the benefits (not just features) of your software on LinkedIn, more and more people will be interested in learning more about the kind of services you offer, which will prompt them to sign up for a demo request.
Moreover, this is a direct offer for your audience, so they get a sneak peek into your company before they start paying for your services. This also gives your company more credibility and visibility, which is essential if the business is just getting started.
2. Give demos
Another major practice you need to know is offering demos to people who wish to sign up for your services.
People today are busy, so assuming they’ll set aside time on their calendars to go through your website to learn about your software program, may be unrealistic.
Instead, if you offer them a quick demo, where you do the heavy lifting to show them how your software works, your audience will more easily grasp the value of what you offer.
Repurpose a webinar to serve as a learning opportunity for your audience as well as a demo. You can promote your webinar via ads on LinkedIn, allowing you to reach a broader audience to share about your company and service, and how you can help people.
3. Build brand awareness
If you’re not sure of how to target the cold audience, you can get help from a funnel diagram, where cold targeting and ABM lists are at the top of the funnel, and the long-term nurturing of your audience is at the bottom.
You have to connect the cold audience to your retargeting campaigns because they’ll require a few touchpoints at first to get really hooked on your software services.
While running your LinkedIn ads for SaaS services, you’ll notice them interacting with you on the second or third touchpoint. This is the point at which you’ll be building brand awareness.
This will help you generate more leads through B2B ads on LinkedIn. Through interactive and engaging brand awareness campaigns, you can build interest further and convince your audience to convert.
4. Know who to target
When you’re planning to target a specific audience, it’s important to find your niche. If you’re running a SaaS ad for your company, your primary targets will be high-value technical audiences like leaders, business executives, and senior managers.
The biggest advantage that B2B ads on LinkedIn offer you is that you’re able to target even the most complex and tough-to-reach positions that you wouldn’t have been able to contact on any other platform.
Using specific filters on LinkedIn, you can put in the role, location, industries, and companies of your choice.
Be careful not to cast your net too wide though as B2B software is sold to a very specific type of customer.
5. Check your ad creative
Before you run your LinkedIn ads for SaaS, you have to first make sure that the ad is curated carefully.
Depending on the services you offer and the target audience you want to convert, there are different types of ad creatives you can work with:
Problem ad
This advertisement typically starts with, “Are you struggling with your current SaaS software?” or “Do you need a quick fix for your SaaS problems?”
These ads are perfect for reaching people that aren’t actively seeking your help, but you’d want them to know about your company anyway.
Or perhaps you have a new product that not a lot of people know about, so you wish to create awareness.
In this case, leading with the problem works well because you know you’re offering the user a solution.
Process graphic
This is another common form of B2B SaaS marketing where you show a user accomplishing tasks faster and more effectively using your software.
This can be shown in a linear series of two or three steps where you offer quick solutions to the viewer.
The advantage of showing this type of ad is that you’re emphasizing how automated software-based processes can be faster and more accurate than manual ones.
You can show them how your software solves problems like data security, financial calculations, sales workflows, among others.
User focus ad
This type of advertisement is mostly reserved for a unique kind of audience. For example, if you have SaaS services for medical professionals, your ad can show a doctor using your services,
For this, you need to find the specific audience segment that your company will cater to, whether it’s medical professionals, tech engineers, or corporate managers.
Your ad needs to reflect the specific needs of this group and provide a comprehensive solution on how to fix their unique problems.
FOMO ad
The FOMO or Fear Of Missing Out advertisement tends to create a sense of craving in your target audience so that they don’t miss out on the latest features of your services.
You can highlight the names of some important clients who have used your software and praised it.
For example, you can add things like, “Adobe Acrobat solved their problem by using our features!”
This shows credibility and lets others know that your services can solve almost all types of software problems, be it for big or small clients.
6. Run metrics
Simply running ads or targeting professionals won’t help you reach your goal. You have to check metrics to check how well you’re performing.
For example, you need to review the metrics related to software usage activation rates, along with the different stages of your sales processes.
Having a strong CRM (Customer Relationship Management) metric is also important, especially if you want to track how many people have signed up for your free trial.
After someone signs up for your services, you have to add this person to your pipeline of prospects and track their journey through CRM metrics.
Attribute results back to your ad campaigns to check their success rates and how many people are converted via your ads.
Conclusion
If you want a tailored or customized solution for running B2B ads on LinkedIn, it’s best to speak to a professional.
Want to speak with a reputed consulting service company? Contact us at Speedwork. Our team of experts will uncover your pain points and tell you how to target the right set of customers by providing the right kind of advertisements.