Struggling to reach new pressure washing leads? It’s time to kickstart your LinkedIn ad strategy.
“Why should I advertise on LinkedIn?,” you’re thinking. It’s simple: Professionals flock to LinkedIn to share stories about their lives and find tips to advance their careers. And with 80 percent of LinkedIn members driving business decisions, it only makes sense that LinkedIn is an incredibly valuable social media platform for pressure washing companies.
LinkedIn advertising might sound intimidating, but it doesn’t have to be. In fact, you don’t even need to be a marketing pro to take advantage of the most trusted B2B platform out there. Here’s how to build the right B2B relationships and grow your pressure washing business with LinkedIn ads.
Trying to build brand awareness? Want to retarget past pressure washing customers? No matter what your goals look like, LinkedIn can be your marketing MVP.
As the primary social media platform for professionals, LinkedIn is a goldmine for pressure washers—and the numbers back this up. According to Hootsuite, brands see a 33-percent increase in purchase intent after running ads on LinkedIn. When you connect with potential leads early in the sales funnel, you’ll take one step closer to converting them into loyal customers.
Need some more convincing? Here’s why LinkedIn deserves a spot in your paid advertising strategy.
Now that you know why LinkedIn ads matter, let’s dive into some basics. LinkedIn advertising operates through LinkedIn’s advertising platform, Campaign Manager.
Just like Facebook Ads Manager, Campaign Manager gives you all the tools you need to set up ad campaigns, create marketing objectives, refine your audience, and more. Think of Campaign Manager as an all-in-one advertising platform where you can streamline your marketing efforts on the platform.
With LinkedIn ads, you can target a community of professionals, including local business owners. And with precise targeting options, you can narrow down your audience based on location, company, industry, job title, and other key factors. What’s the catch? You’ll have to choose the right messaging and ad type to draw local businesses into your sales funnel.
Not sure where to start? LinkedIn offers a few different types of ads, including:
Maybe you already have a LinkedIn page for your business, but you’re going to need to create an account with LinkedIn Marketing Solutions to start your ad campaign. Head over to LinkedIn Marketing Solutions, set up your advertising account, and click Create Ad. Make sure to connect your ad account with your company page if you already have one.
When you’re finished with the initial set-up, you’ll be taken to your new member dashboard. First, you’ll need to enter your billing information to unlock your account. And don’t worry—you won’t be charged for anything until you’ve officially launched your ad campaign.
On your dashboard (AKA Campaign Manager), click the Create Campaign button to start building your ad campaign. From there, you’ll go through the usual steps of setting up PPC ads: choosing your audience, setting your budget, and creating your ad.
Want to take your LinkedIn ads to the next level? Whether you’re trying to drive new leads or promote an upcoming sale, here’s how to wash away the competition with a winning ad strategy.
You’re probably already segmenting your audiences on Facebook—and LinkedIn shouldn’t be any different. Segmenting leads to more effective and tailored ad targeting so you can send the right message, to the right person, at the right time.
When you segment customers, you’ll be able to target specific audiences with personalized messaging to maximize engagement and conversions. For example, you might serve sponsored ads to leads who have already engaged with your pressure washing business. Meanwhile, if you’re targeting leads deeper in the sales funnel, you might serve carousel ads to showcase your best work.
It’s not enough to create subpar ads and hope for the best. You need to capture your audience’s attention, make them stop scrolling, and encourage them to engage with your business, whether that’s commenting on a video, opening a gated offer, or heading to your website.
To stand out in a sea of industry news and career advice, think carefully about your ad design. You’ll want to choose colors, fonts, and images that differentiate your brand. And remember: You can’t go wrong with video marketing. Just make sure you’re mentioning your brand in the first few seconds to create a strong first impression.
What’s the best way to create ads that resonate with your audience? Two words: A/B testing. Don’t be afraid to experiment with different visual elements, messaging, and CTAs to figure out what drives the best results.
You can A/B test different versions of the same ad—just make sure you’re only tweaking one variable at a time. For example, you might change the copy in your headline, your CTA, or your target audience attributes. But if you make multiple adjustments at the same time, you won’t know what to fix.
If you’re using sponsored content or messaging ads to grow your business, gated offers are a no-brainer. In a nutshell, gated offers are free offers that require some information in return for the offer (think: a free exterior cleaning checklist in exchange for an email address).
To scale your lead generation efforts, you’ll need to use Lead Gen Forms. They come with pre-filled data, so you can make it as easy as possible for prospects to share their information. The best part? Lead Gen Forms allow you to track key marketing metrics, like campaign cost per lead and lead form fill rate, so you can make the most of every advertising dollar.
Just like any other ad platform, you’ll need to stay on top of analytics. The good news? LinkedIn makes it easy to track your progress. Just navigate to the Campaign Manager dashboard, click Campaign Performance, and you’ll be able to access information on your advertising efforts.
When you launch your first campaign, you’ll probably see lots of “0”s on your performance charts. That’s because your campaign is new (and LinkedIn typically approves ads before they go live). Make sure to check on your performance every few weeks so you can fine-tune your ad strategy as needed.
Even if you’re already advertising on Facebook and Google, LinkedIn is a must-have for any commercial pressure washing business.Why? Business owners expect the same personalized experience as the average consumer. They want a seamless experience from start to finish, and that means perfecting your ad strategy to maximize your B2B sales.
When you’re ready to upgrade your B2B sales, we’re here to help. Contact us today to start brainstorming your LinkedIn ad strategy.
