LinkedIn for B2B, where the buyers actually are
LinkedIn costs more per click than any other major platform and is frequently still the cheapest way to reach a specific job title at a specific company.
Give each piece of content a role in the wider conversation.
- Audience insight
- Useful content
- Conversation
A consistent message, shaped for each channel.
Why is LinkedIn advertising so expensive?
Because the targeting is worth it. You can reach finance directors at manufacturing companies with over two hundred staff, which no other platform offers reliably. A twenty pound click is expensive until you compare it to the cost of reaching that person any other way.
The maths only works if your customer is worth enough. For a high value B2B service it is often the best channel available. For a low ticket product it will not pay back, and we will say so.
Personal profiles outperform company pages
LinkedIn consistently gives more reach to individuals than to brand pages. Content published by your founders and specialists travels further than the same content from the company account, which is why we usually build around people.
Commonly several times what you would pay on Meta, and worth it when the customer value justifies it. Judge it on cost per qualified opportunity rather than cost per form fill, since LinkedIn lead forms can attract casual sign-ups.