LinkedIn marketing for companies that sell to other companies
LinkedIn is the most misused platform in paid social. It is expensive per click, which is fine when you can target the exact job title at the exact size of company and one deal pays for the quarter. It is indefensible when it is used to reach anyone, which is what most accounts end up doing after a month of disappointing results.
If you sell to businesses, this is where the targeting is genuinely real. We work on the founder and company profiles first because they are what people check, build content that is worth an executive’s attention, and run advertising only where the audience is tight enough to justify the cost per click. Reported on pipeline, not on impressions.
Do the arithmetic before the campaign
LinkedIn clicks can cost ten times what Meta clicks cost. That is entirely fine if your average deal is worth five figures and terrible if it is worth four hundred dollars. Before we build anything we work backwards from deal value and close rate to see whether the numbers can possibly work. Sometimes they cannot and we say so.
People out perform company pages
Posts from a founder or a subject matter expert reach several times further than the same post from a company page. That means the highest return work on LinkedIn is usually rewriting a person’s profile and helping them publish, not managing a page nobody follows.
Specific beats thought leadership
LinkedIn is saturated with confident generalities. What gets read is a specific problem, what you actually did, and what it cost or saved. Naming a real constraint your clients face will out perform any post that begins with a rhetorical question.
Keep the audience uncomfortably small
The instinct is to widen targeting when volume is low. On LinkedIn that is how a campaign turns into an expensive brand awareness exercise. We would rather run a tight audience of a few thousand of exactly the right people and accept low volume than broaden it into waste.
Native forms need tight qualification
Prefilled forms convert well precisely because they are effortless, which means a share of the leads were barely paying attention. A qualifying question, immediate routing to a person, and a fast follow up decide whether that volume is useful or annoying.
Judged on opportunities, not leads
With a high cost per lead and a long cycle, cost per lead alone can look alarming and still be profitable. Where your CRM can report it, we track through to opportunities and closed revenue and judge the channel there.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
