La publicité sur LinkedIn : bonne idée pour mon entreprise ?

Dans un précédent article, nous vous donnions nos bonnes pratiques sur LinkedIn. Aujourd’hui, nous allons aborder le sujet de la publicité sur ce réseau social professionnel. LinkedIn Ads offre d’immenses possibilités de ciblage en B2B pour faire connaître votre entreprise et vos prestations. Découvrez comment créer vos publicités sur LinkedIn et surtout, comment les réussir ! 

LinkedIn Ads : la publicité B2B

Les publicités sur Google ou sur Facebook sont souvent préférés à celles proposées par LinkedIn. Pourtant, c’est le plus grand réseau social professionnel, qui compte 500 millions d’utilisateurs à ce jour, dont 61 millions d’influenceurs, 10 millions de leaders d’opinion et 40 millions de décisionnaires. LinkedIn se différencie par son focus sur le monde professionnel, que n’apporte pas les autres supports publicitaires. Ce réseau social est donc idéal pour les entreprises en B2B, et possède des avantages très intéressants :

  • un ciblage très avancé (par poste occupé, secteur et rôle)
  • de nombreuses options publicitaires (publicités en libre service, partenariats)
  • des outils de génération de leads pour booster le taux de conversion
  • un nombre d’impressions garanti et une prévision de la portée exacte
  • des outils de suivi et d’analyse performants
  • la possibilité d’utiliser différentes langues

Malgré ces avantages, il convient tout de même de noter les quelques inconvénients de la plateforme. En effet, les utilisateurs de LinkedIn sont rarement présents tous les jours sur la plateforme, ils ne lisent pas forcément leur fil d’actualité et les groupes LinkedIn sont peu utilisés. La vente directe est très difficile, car les professionnels utilisant LinkedIn ne sont pas des acheteurs. Par contre, la publicité peut s’avérer utile pour générer des contacts et récolter des e-mails.

Comment créer une publicité sur LinkedIn ?

Depuis votre compte LinkedIn, vous pouvez accéder au Campaign Manager, qui vous propose de façon très simple de créer votre publicité. Selon votre objectif, votre message et votre budget, certains types de publicités seront mieux adaptés que d’autres. Voici ce que propose LinkedIn Ads :

  • Les publicités Text Ad : elles apparaissent dans la colonne de droite de LinkedIn, et incluent un message de 100 caractères et un petit visuel. Simples, mais efficaces.
  • Les publicités Display Ad : Plus grandes et plus visuelles, elles apparaissent également dans la colonne de droite. Elles sont placées sur les pages LinkedIn à fort trafic.
  • Les publicités Dynamic Ad : elles créent un message personnalisé et accrocheur, grâce aux informations du profil LinkedIn de la personne ciblée.
  • Le Sponsored InMails : vous pouvez envoyer un message privé personnalisé en contournant les boîtes de réception saturées et les filtres antispam, sans être connecté avec la personne ciblée.
  • Le Sponsored Content : cela permet de sponsoriser votre contenu organique, en l’affichant de façon native dans le fil d’actualité LinkedIn.

Deux options de gestion de publicités vous sont alors proposées : les campagnes gérées par une équipe LinkedIn Marketing Solutions dédiée qui collaborera avec votre entreprise, et la publicité en libre-service pour gérer vos campagnes vous-même, en décidant de votre budget et de votre objectif (CPC ou CPM), sur la durée que vous souhaitez. Si vous choisissez la publicité en libre-service, vous pourrez créer vos publicités, choisir votre ciblage, définir votre budget et suivre vos résultats et optimiser vos campagnes en continu.

Pour plus d’informations, n’hésitez pas à consulter directement le guide la publicité sur LinkedIn.

Best practices pour réussir votre publicité LinkedIn

Maintenant que vous savez créer et gérer une publicité sur LinkedIn, découvrez nos best practices pour réussir vos campagnes publicitaires.

Besoin de vous faire accompagner ? De plus d’informations sur nos prestations ? 

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  191. Meyer, Christoph O. “Asymmetric and asynchronous mediatisation: How public sphere research helps to understand the erosion of the EU’s consensus tradition.” workshop ‘A European Public Sphere: How much of it do we now have and the way much do we need.

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