{"id":13794,"date":"2024-09-09T12:52:48","date_gmt":"2024-09-09T12:52:48","guid":{"rendered":"https:\/\/newlightdigital.com\/?p=13794"},"modified":"2024-09-24T11:23:37","modified_gmt":"2024-09-24T11:23:37","slug":"publicitatea-pe-linkedin","status":"publish","type":"post","link":"https:\/\/newlightdigital.com\/ro\/blog\/publicitatea-pe-linkedin\/","title":{"rendered":"Publicitatea pe LinkedIn: Ghid pentru succesul marketingului B2B"},"content":{"rendered":"\n<p>Marketingul B2B este o provocare. Publicitatea pe LinkedIn este un instrument puternic pentru a ajunge la factorii de decizie B2B. C\u00e2nd v\u0103 str\u0103dui\u021bi s\u0103 g\u0103si\u021bi factori de decizie \u00een cadrul unei organiza\u021bii, \u00eencerca\u021bi s\u0103 influen\u021ba\u021bi o \u00eentreag\u0103 echip\u0103, lucra\u021bi cu protocoale de achizi\u021bii \u0219i construi\u021bi rela\u021bii cu persoane ale c\u0103ror roluri sau locuri de munc\u0103 s-ar putea schimba \u00een orice moment.<\/p>\n\n\n\n<p>S-ar putea s\u0103 sim\u021bi\u021bi c\u0103 v\u0103 \u00eenv\u00e2rti\u021bi \u00een timp ce c\u0103uta\u021bi modalit\u0103\u021bi de a ajunge la persoana potrivit\u0103. Aici intervine publicitatea pe LinkedIn.<\/p>\n\n\n\n<p>Anun\u021burile LinkedIn v\u0103 pot ajuta s\u0103 g\u0103si\u021bi factorii de decizie \u0219i s\u0103 v\u0103 orienta\u021bi c\u0103tre industrii specifice cu care ave\u021bi un istoric de succes. Platforma de re\u021bea profesional\u0103 v\u0103 poate spune mult mai multe despre o persoan\u0103 \u0219i rolul s\u0103u dec\u00e2t orice alt\u0103 platform\u0103 sau modalitate de publicitate. Folosi\u021bi aceste cuno\u0219tin\u021be pentru a \u00eencepe s\u0103 construi\u021bi rela\u021bii cu mai mult sens \u0219i scop.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u0103iestria publicit\u0103\u021bii pe LinkedIn<\/h2>\n\n\n\n<p>Ave\u021bi nevoie de o strategie definit\u0103 pentru a profita la maximum de publicitatea pe LinkedIn. Iat\u0103 cum s\u0103 ajunge\u021bi la cei 1 miliard de membri distribui\u021bi \u00een 200 de \u021b\u0103ri din \u00eentreaga lume.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Schi\u021ba\u021bi-v\u0103 obiectivele<\/h3>\n\n\n\n<p>Nu ar trebui s\u0103 \u00eencepe\u021bi niciodat\u0103 o campanie publicitar\u0103 f\u0103r\u0103 s\u0103 v\u0103 contura\u021bi mai \u00eent\u00e2i obiectivele. Decide\u021bi dac\u0103 dori\u021bi s\u0103:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>S\u0103 genera\u021bi clien\u021bi poten\u021biali<\/li>\n\n\n\n<li>\u00cembun\u0103t\u0103\u021birea notoriet\u0103\u021bii m\u0103rcii<\/li>\n\n\n\n<li>S\u0103 conduce\u021bi traficul pe site<\/li>\n\n\n\n<li>S\u0103 nutri\u021bi rela\u021biile existente<\/li>\n\n\n\n<li>Crearea primei impresii pentru factorii de decizie<\/li>\n<\/ul>\n\n\n\n<p>Cu c\u00e2t obiectivele dvs. sunt mai clare, cu at\u00e2t campania de marketing va avea mai mult succes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Defini\u021bi-v\u0103 publicul \u021bint\u0103<\/h3>\n\n\n\n<p>LinkedIn ofer\u0103 criterii specifice de anun\u021bare. Pute\u021bi viza titlurile posturilor, industriile, dimensiunile companiilor, interesele \u0219i multe altele. Dar asta nu valoreaz\u0103 nimic dac\u0103 nu \u0219ti\u021bi cine este publicul \u021bint\u0103. Trebuie s\u0103 contura\u021bi aceste detalii pentru a ajunge la publicul dvs. \u00een mod eficient.<\/p>\n\n\n\n<p>Atunci c\u00e2nd v\u0103 defini\u021bi publicul \u021bint\u0103, utiliza\u021bi un buyer persona, astfel \u00eenc\u00e2t s\u0103 face\u021bi mai mult dec\u00e2t s\u0103 contura\u021bi ceea ce LinkedIn v\u0103 permite s\u0103 filtra\u021bi. Vre\u021bi s\u0103 \u00een\u021belege\u021bi ce \u00eei motiveaz\u0103 pe cump\u0103r\u0103torii dvs. \u0219i de ce ar putea lua \u00een considerare schimbarea sau ad\u0103ugarea unui serviciu sau produs ca al dvs. Sunt ei neferici\u021bi? Au nevoi nesatisf\u0103cute? Ce puncte slabe au experimentat de-a lungul c\u0103l\u0103toriei de cump\u0103rare?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Crea\u021bi anun\u021buri conving\u0103toare<\/h3>\n\n\n\n<p>Acum, c\u0103 v\u0103 cunoa\u0219te\u021bi obiectivele \u0219i publicul, pute\u021bi \u00eencepe s\u0103 dezvolta\u021bi anun\u021buri conving\u0103toare care s\u0103 v\u0103 atrag\u0103 publicul. Men\u021bine\u021bi anun\u021bul concis \u0219i evita\u021bi limbajul neclar care distrage aten\u021bia publicului de la mesajul principal. Utiliza\u021bi elemente vizuale, inclusiv videoclipuri, atunci c\u00e2nd pute\u021bi. Pe m\u0103sur\u0103 ce v\u0103 concepe\u021bi anun\u021burile, g\u00e2ndi\u021bi-v\u0103 c\u0103 ve\u021bi fi unul dintre multele anun\u021buri \u0219i mesaje pe care un utilizator le vede \u00een timp ce defileaz\u0103 prin feed-ul s\u0103u. Ave\u021bi nevoie de o modalitate de a ie\u0219i \u00een eviden\u021b\u0103, de a atrage aten\u021bia \u0219i de a vorbi direct punctelor slabe pe care le-a\u021bi eviden\u021biat \u00een publicul \u021bint\u0103.<\/p>\n\n\n\n<p>Ave\u021bi nevoie de o modalitate de a v\u0103 adresa direct nevoilor cump\u0103r\u0103torului. De exemplu, a\u021bi putea aborda modalit\u0103\u021bi de a cre\u0219te veniturile sau de a \u00eembun\u0103t\u0103\u021bi reten\u021bia angaja\u021bilor.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising-1024x683.jpg\" alt=\"LinkedIn Advertising\" class=\"wp-image-13772\" srcset=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising-1024x683.jpg 1024w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising-300x200.jpg 300w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising-768x512.jpg 768w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising-330x220.jpg 330w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/09\/linkedin-advertising.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Selecta\u021bi formatul publicitar potrivit<\/h3>\n\n\n\n<p>Ca majoritatea platformelor de publicitate, ave\u021bi op\u021biuni pentru formatul anun\u021bului pe care \u00eel utiliza\u021bi. Iat\u0103 c\u00e2teva op\u021biuni pe care le ave\u021bi pe LinkedIn:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Con\u021binut sponsorizat: Ideal pentru publicitatea post\u0103rilor de blog, a con\u021binutului cu valoare ad\u0103ugat\u0103 \u0219i a altor forme de articole.<\/li>\n\n\n\n<li>Anun\u021buri text: V\u0103 pot ajuta s\u0103 direc\u021biona\u021bi prospectul c\u0103tre site.<\/li>\n\n\n\n<li>InMail sponsorizat: Genereaz\u0103 mesaje personalizate pentru publicul dvs. \u021bint\u0103, ceea ce poate fi excelent pentru construirea de rela\u021bii.<\/li>\n<\/ul>\n\n\n\n<p>\u0218i \u00een cadrul acestor op\u021biuni, ave\u021bi multe formate din care s\u0103 alege\u021bi:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Anun\u021b cu 1 imagine<\/li>\n\n\n\n<li>Anun\u021buri cu mai multe imagini, cunoscute \u0219i sub denumirea de caruseluri<\/li>\n\n\n\n<li>Conversa\u021bii<\/li>\n\n\n\n<li>Documente<\/li>\n\n\n\n<li>Evenimente<\/li>\n\n\n\n<li>Urm\u0103ritori<\/li>\n\n\n\n<li>Lead gen<\/li>\n\n\n\n<li>Spotlight<\/li>\n\n\n\n<li>Loc de munc\u0103<\/li>\n<\/ul>\n\n\n\n<p>Reveni\u021bi la obiectivele dvs. pentru campanie pentru a decide ce format este potrivit pentru dvs. Nu alege\u021bi doar cel despre care a\u021bi auzit cel mai mult sau cu care a\u021bi avut succes \u00een trecut.<\/p>\n\n\n\n<section class=\"s-block1\"> <div class=\"s-block1__inner\"> <div class=\"s-block1__body\"> <h2 class=\"s-block1__title title\">C\u0103uta\u021bi o agen\u021bie de marketing?<\/h2> <div class=\"s-block1__text t-last\">Ob\u021bine\u021bi rezultate m\u0103surabile la investi\u021bia dvs.<\/div> <div class=\"s-block1__btn\"> <a class=\"btn\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\">Colabora\u021bi cu noi<\/a> <\/div> <\/div> <div class=\"s-block1__pic\"><\/div> <\/div> <\/section>\n\n\n\n<h3 class=\"wp-block-heading\">5. Construi\u021bi un buget \u0219i o strategie de licitare<\/h3>\n\n\n\n<p>Determina\u021bi-v\u0103 bugetul pentru publicitatea pe Linkedin. Acesta trebuie s\u0103 corespund\u0103 obiectivelor dvs. \u00cen cadrul obiectivelor dvs. ar trebui s\u0103 fie un ROI. Pute\u021bi licita \u00eentr-o varietate de moduri pe LinkedIn, inclusiv costul pe impresie (CPM) \u0219i costul pe clic (CPC). CPM este, \u00een general, cel mai bun pentru campaniile de con\u0219tientizare.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Configura\u021bi-v\u0103 anun\u021bul cu aten\u021bie<\/h3>\n\n\n\n<p>Fi\u021bi meticulos \u00een timp ce v\u0103 configura\u021bi anun\u021burile. Nu v\u0103 gr\u0103bi\u021bi, deoarece acest proces poate dicta rezultatele anun\u021bului dvs. Fi\u021bi specific cu privire la publicul dvs. De\u0219i pute\u021bi oric\u00e2nd s\u0103 v\u0103 limita\u021bi \u0219i mai mult audien\u021ba, s-ar putea s\u0103 irosi\u021bi sute de dolari \u00een acest proces \u0219i s\u0103 v\u0103 reduce\u021bi ROI-ul general pentru campanie dac\u0103 v\u0103 arunca\u021bi plasa prea larg.<\/p>\n\n\n\n<p>Utiliza\u021bi op\u021biunile de targetare ale LinkedIn, inclusiv Audien\u021be potrivite pentru a ajunge la utilizatori pe baza interac\u021biunilor pe care le vede\u021bi pe site-ul dvs. web, \u00een alte campanii publicitare etc. Acest lucru v\u0103 va ajuta s\u0103 ajunge\u021bi la utilizatorii care sunt cel mai probabil s\u0103 manifeste interes pentru produsele \u0219i serviciile dvs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Optimiza\u021bi campania dvs.<\/h3>\n\n\n\n<p>Odat\u0103 ce a\u021bi configurat anun\u021burile, nu v\u0103 pute\u021bi a\u0219tepta doar ca acestea s\u0103 \u00eenceap\u0103 s\u0103 genereze rezultate. Deseori trebuie s\u0103 \u00eembun\u0103t\u0103\u021bi\u021bi anun\u021burile. Petrece\u021bi timp revizuind ce func\u021bioneaz\u0103 \u0219i unde pute\u021bi reduce cheltuielile prin reducerea taxelor \u00een audien\u021bele care nu sunt la fel de eficiente. Acest proces este destul de complex, deoarece v\u0103 ve\u021bi scufunda \u00een analizele pentru anun\u021buri. Uita\u021bi-v\u0103 la clicurile, impresiile \u0219i conversiile pentru anun\u021bul dvs. Rafina\u021bi-v\u0103 audien\u021ba pe baza a ceea ce func\u021bioneaz\u0103.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Testa\u021bi diverse mesaje publicitare<\/h3>\n\n\n\n<p>Testa\u021bi diverse mesaje \u0219i con\u021binut pentru a vedea ce rezoneaz\u0103 cel mai bine cu publicul dvs. Utiliza\u021bi testele A\/B pentru a vedea ce ofer\u0103 cele mai bune rezultate cu impact maxim. Ruga\u021bi diver\u0219i membri ai echipei de marketing s\u0103 scrie con\u021binutul anun\u021burilor pentru a ob\u021bine idei \u0219i strategii diferite. Reaminti\u021bi-le care este publicul \u021bint\u0103 \u0219i l\u0103sa\u021bi-i s\u0103 lucreze pentru a ajunge la acel public. Apoi testa\u021bi aceste strategii publicitare pentru a g\u0103si o reclam\u0103 bun\u0103.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Adopta\u021bi tactici de retargetare<\/h3>\n\n\n\n<p>Retargetarea utilizatorilor angaja\u021bi este o mi\u0219care \u00een\u021beleapt\u0103. Este posibil ca ace\u0219tia s\u0103 fi fost distra\u0219i \u0219i s\u0103 nu fi putut finaliza ac\u021biunea pe care o dorea\u021bi. Sau este posibil s\u0103 fi avut nevoie s\u0103 consilieze alte p\u0103r\u021bi din cadrul organiza\u021biei lor \u00eenainte de a cump\u0103ra produsele sau serviciile dvs. Utiliza\u021bi retargetarea LinkedIn pentru a afi\u0219a anun\u021bul dvs. utilizatorilor relevan\u021bi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. M\u0103sura\u021bi rezultatele<\/h3>\n\n\n\n<p>Reveni\u021bi la obiectivele dvs. pentru campanie \u0219i m\u0103sura\u021bi-v\u0103 rezultatele \u00een raport cu aceste obiective. S\u0103pa\u021bi ad\u00e2nc \u00een analizele dvs. pentru a determina dac\u0103 campania a avut succes. Profita\u021bi de aceast\u0103 ocazie pentru a itera asupra campaniei dvs. pentru a o \u00eembun\u0103t\u0103\u021bi pentru viitor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Beneficiile utiliz\u0103rii anun\u021burilor pe LinkedIn<\/h2>\n\n\n\n<p>Angajarea \u00een reclamele LinkedIn v\u0103 ofer\u0103 o alt\u0103 cale de a ajunge la publicul dvs. Dar ofer\u0103 o serie de alte beneficii pentru \u00eentreprinderile B2B. Iat\u0103 o privire asupra acestor beneficii.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Credibilitate<\/h3>\n\n\n\n<p>Deoarece LinkedIn este un loc de networking pentru afaceri, oamenii observ\u0103 c\u0103 v\u0103d anun\u021burile de acolo ca fiind mai credibile. Brandurile cu care interac\u021bioneaz\u0103 pe LinkedIn tind s\u0103 aib\u0103 o conota\u021bie mai pozitiv\u0103 \u00een mintea lor dec\u00e2t alte branduri. Aceast\u0103 impresie pozitiv\u0103 a brandului dvs. poate duce la un ROI mai mare.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Branding de top-of-mind<\/h3>\n\n\n\n<p>Clien\u021bii care interac\u021bioneaz\u0103 cu brandul dvs. pe diverse platforme declar\u0103 c\u0103 \u00ee\u0219i pot aminti cu u\u0219urin\u021b\u0103 brandurile cu care au interac\u021bionat pe LinkedIn. Cercet\u0103rile arat\u0103 c\u0103 este de <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/b2b-benchmark?trk=lms-blog-liproduct&amp;src=bl-po\" target=\"_blank\" rel=\"noreferrer noopener\">6 ori mai probabil ca<\/a> consumatorii care interac\u021bioneaz\u0103 cu brandurile pe LinkedIn s\u0103 converteasc\u0103 dec\u00e2t cei care au interac\u021bionat cu compania doar pe o platform\u0103, cum ar fi site-ul acesteia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Retargeting mai bun<\/h3>\n\n\n\n<p>LinkedIn face ca retargetarea s\u0103 fie simpl\u0103. Audien\u021bele potrivite v\u0103 ajut\u0103 s\u0103 v\u0103 angaja\u021bi cu persoane similare celor care au interac\u021bionat cu dvs. pe site. Aceste date nu sunt u\u0219or disponibile \u00een alt\u0103 parte, ceea ce face ca anun\u021burile LinkedIn s\u0103 fie deosebit de benefice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Descoperi\u021bi beneficiile care se aplic\u0103 companiei dvs.<\/h2>\n\n\n\n<p>Fiecare companie va experimenta beneficiile LinkedIn \u00een mod diferit. \u00cencepe\u021bi s\u0103 vede\u021bi cum aceast\u0103 platform\u0103 de anun\u021buri v-ar putea aduce beneficii prin \u00eenceperea unei campanii. Dac\u0103 a\u021bi avut rezultate limitate \u00een trecut, o perspectiv\u0103 nou\u0103 \u0219i o expertiz\u0103 profund\u0103 ar putea fi r\u0103spunsul. New Light Digital este o echip\u0103 de exper\u021bi \u00een marketing digital care \u0219tiu cum s\u0103 ob\u021bin\u0103 maximum de la platformele de anun\u021buri precum LinkedIn \u0219i s\u0103 le integreze \u00eentr-o strategie complet\u0103 de marketing digital. <a href=\"\/?page_id=10411\" target=\"_blank\" rel=\"noreferrer noopener\">Programa\u021bi-v\u0103 acum o consulta\u021bie gratuit\u0103<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\" target=\"_blank\" rel=\"noreferrer noopener\">Solicita\u021bi o ofert\u0103 gratuit\u0103<\/a><\/div>\n<\/div>\n\n\n\n<p><strong>Lectur\u0103 suplimentar\u0103:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/?p=13513\" target=\"_blank\" rel=\"noreferrer noopener\">SEO local vs. SEO global: Alegerea strategiei potrivite<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=13529\" target=\"_blank\" rel=\"noreferrer noopener\">Tendin\u021be \u00een marketingul de con\u021binut: Ce este la mod\u0103 \u00een 2024<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=12848\" target=\"_blank\" rel=\"noreferrer noopener\">Reproiectarea strategic\u0103 a site-ului: Consolidarea prezen\u021bei m\u0103rcii<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=12821\" target=\"_blank\" rel=\"noreferrer noopener\">Integrarea ChatGPT: \u00cembun\u0103t\u0103\u021birea interac\u021biunii cu utilizatorii pe site<\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Publicitatea pe LinkedIn este instrumentul pentru a ajunge la factorii de decizie B2B. Afla\u021bi cum s\u0103 valorifica\u021bi puterea acestor anun\u021buri.<\/p>\n","protected":false},"author":2,"featured_media":13765,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[149],"tags":[98,102,99,100,103,101,160,97,104],"class_list":["post-13794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-managementul-retelelor-sociale","tag-arhitectura-si-design","tag-asigurare","tag-constructie","tag-finanta","tag-it-si-saas","tag-ospitalitate","tag-staffing-recruiting-ro","tag-restaurante","tag-telecom-ro"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicitatea pe LinkedIn - cea mai eficient\u0103 publicitate B2B online<\/title>\n<meta name=\"description\" content=\"Publicitatea pe LinkedIn este instrumentul pentru a ajunge la factorii de decizie B2B. 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