Use HubSpot to create successful LinkedIn campaigns

Do you know how to use all the HubSpot tools at your disposal to create successful campaigns with LinkedIn Ads?

LinkedIn is the largest professional social network and an excellent place to build relationships with potential leads and future customers. This platform offers information that no other platform provides, such as workplace, industry, job title, education, and other areas of interest—all of which are crucial for B2B targeting. It’s not that we can’t find this information on Facebook, for example, but users are much more willing to provide this data to LinkedIn, since it’s a platform designed for professional networking.

One of HubSpot’s integrations is LinkedIn Ads. This tool, like any other online advertising platform, allows you to reach your audience more effectively, and—even better—its integration with HubSpot will help you gain a more holistic view of your campaigns. Shall we get started?

Hitting the Mark

Whether you work in B2B or B2C, your efforts should always be focused on reaching the decision-maker. There’s no point in running ads aimed at children if you don’t also engage their parents, who hold the real decision-making power. Similarly, on LinkedIn, you should always target job titles that you know have the final say in a decision.

The simplest way to use this integration is to create contact lists from your HubSpot CRM so they can be used as target audiences in your LinkedIn Ads segments. However, by integrating your LinkedIn account with HubSpot, you can also place your LinkedIn Insight tag—or pixel—on your website to redirect your LinkedIn campaigns to specific pages. This way, for example, you can send a specific LinkedIn campaign to everyone who has visited your pricing page.

Communicate Consistently

For a campaign to be effective, it must run across all the channels where your target audience is present, and this requires consistency across all touchpoints—whether offline or on other social media platforms. It’s essential that your storytelling remains consistent throughout the entire campaign and across all touchpoints.

Even a simple eBook promotion can be highly personalized and automated to track your leads across all digital channels—from the LinkedIn post they initially engage with to the follow-up emails they should receive after the eBook is delivered, suggesting additional content of interest...

Be SMART

Setting goals is the foundation of any successful campaign. Define your SMART goals and use HubSpot’s reporting tool to understand how leads are interacting with your LinkedIn ads. In HubSpot’s ads dashboard, you can also filter your data according to various different attribution models!

If you set goals for each stage of the buyer’s journey and remain consistent in your analysis (which stages are most conducive to conversion, which are driving the most website traffic, etc.), you’ll be able to identify where you need to provide more support to your customers with LinkedIn ads and which areas should be optimized.

Results, results, results!

Never lose sight of your ultimate goal: profit! With HubSpot’s ROI calculator, you can accurately track the return on your investments and the entire investment journey: how posts led to clicks, how clicks led to leads in HubSpot CRM, and how many of those leads became customers. Use this information to better understand what’s working and what needs to be optimized.