LinkedIn ads can be considered both inbound and outbound marketing depending on how they are utilized. LinkedIn ads allow businesses to reach LinkedIn users based on their profile data, which provides an inbound route to attracting potential customers. However, LinkedIn ads also enable businesses to disrupt users with promotional messages in their feed, giving it some outbound marketing qualities.
What is Inbound Marketing?
Inbound marketing refers to marketing techniques focused on attracting customers through relevant and helpful content and experiences. The goal of inbound marketing is to earn the attention and trust of potential customers so they ultimately convert into leads and customers down the line.
Some common inbound marketing strategies include:
- Content marketing (e.g. blogs, infographics)
- Search engine optimization
- Social media marketing
- Email marketing
Inbound marketing is focused on pulling potential customers in by providing value. It relies heavily on content creation and distribution to attract and engage an audience. When done correctly, inbound marketing earns customer attention naturally rather than having to buy it through disruptive advertising.
What is Outbound Marketing?
Outbound marketing refers to traditional promotional tactics focused on pushing a sales message out to potential customers. The goal is to disrupt people through advertising and promotional messages to generate immediate interest and conversions.
Some common outbound marketing strategies include:
- Cold calling
- Direct mail
- Magazine and newspaper ads
- TV and radio advertising
- Billboards
- Trade show booths
Outbound marketing is focused on buying attention through disruptive advertising and promotional messaging. It’s a more intrusive approach compared to inbound’s helpful content approach. However, outbound tactics can still be effective when crafted thoughtfully for the target audience.
How LinkedIn Ads Can Be Inbound Marketing
LinkedIn ads can be structured to take an inbound marketing approach. Here are some of the ways LinkedIn ads can be inbound:
- Targeting by LinkedIn profile data: Businesses can target their LinkedIn ads by parameters like job title, industry, skills, interests, and more. This level of targeting provides a more inbound route for reaching potential customers who are likely interested in your offerings based on their professional profile.
- Content promotion: LinkedIn ads can be used to promote blogs, infographics, guides, and other content assets. This provides an inbound path to lead potential customers to helpful and relevant content that earns their attention.
- Retargeting: Businesses can create remarketing campaigns in LinkedIn ads to keep their brand and content in front of interested audiences. Retargeting helps continue an inbound conversation with those already engaged with your brand.
- Lead generation ads: LinkedIn lets businesses create lead generation ads focused specifically on capturing lead information (name, email, phone number, etc). This provides an inbound mechanism to convert LinkedIn audiences into sales leads.
When LinkedIn ads take an informative or helpful approach focused on attracting the right audiences through relevance and value, it fits under the inbound marketing methodology.
How LinkedIn Ads Can Be Outbound Marketing
However, LinkedIn ads can also take an outbound approach in some cases. Here are some of the ways LinkedIn ads can be outbound:
- Disruptive feed ads: Sponsored content and message ads inserted into the LinkedIn feed are disruptive to the user experience. This gives LinkedIn ads an outbound feel of buying attention rather than earning it.
- Broad targeting: Using more generic targeting parameters like age, location, gender, etc. makes your ads feel more outbound and untargeted vs inbound and relevant.
- Promotional messaging: Ads with hard-sell promotional messaging come off as disruptive and outbound, unlike helpful inbound content.
- Retargeting fatigue: Overdoing retargeting ads can make users feel stalked and become fatigued. Too many retargeting ads loses inbound value.
When LinkedIn ads are poorly targeted, overly promotional, or just plain disruptive to the user experience, it crosses over into outbound marketing territory.
Best Practices for Inbound LinkedIn Ads
To keep your LinkedIn ads feeling more inbound, here are some best practices to follow:
- Target by job title, industry, skills, etc. for greater relevance
- Highlight helpful content in your ads
- Use informative, non-promotional messaging
- Avoid targeting broadly by just age and location
- Promote blogs, guides, and other content assets
- Keep retargeting selective and infrequent
- Test different ad variations to find what resonates
The Bottom Line
LinkedIn ads have the potential to be executed from both an inbound and outbound marketing perspective. Thoughtful targeting, informative content promotion, and non-disruptive messaging allow LinkedIn ads to act as an inbound lead generation driver.
However, broadly targeted ads with promotional copy and messaging can make the experience feel more outbound and disruptive. The key is finding the right balance and optimization to make LinkedIn ads work for your inbound strategy.
With smart use of targeting options, content promotion, and testing, LinkedIn ads can be honed to attract and engage potential customers without being overly promotional or disruptive. LinkedIn provides inbound marketers with options as long as the ads are planned and executed effectively.
Inbound LinkedIn Ad Tactics | Outbound LinkedIn Ad Tactics |
---|---|
Targeting by profile data | Broad targeting by demographics |
Content promotion | Hard-sell promotional messaging |
Retargeting in moderation | Disruptive feed ads |
Lead generation ads | Excessive retargeting |
Frequently Asked Questions
What are the differences between inbound and outbound marketing?
Inbound marketing aims to attract customers through helpful, relevant content and experiences. Outbound marketing interrupts audiences through promotional messages and advertising. Inbound earns attention while outbound buys attention.
What makes LinkedIn ads seem more inbound?
Targeting by LinkedIn profile data, promoting content, selective retargeting, and lead gen ads can make LinkedIn ads feel more inbound and relevant vs disruptive.
What makes LinkedIn ads seem more outbound?
Broad targeting, hard-sell messaging, excessive retargeting, and disruptive feed ads can make LinkedIn ads feel more outbound and intrusive.
How can you make LinkedIn ads effective for inbound marketing?
Smart targeting by profile data, promoting blogs/content, informative messaging, selective retargeting, lead gen ads, and testing different variations can help optimize LinkedIn ads for inbound success.
Should LinkedIn ads be avoided for inbound marketing?
No, LinkedIn ads can play a key role in an inbound strategy when executed properly. The targeting and content promotion features provide inbound potential. With testing and optimization, LinkedIn ads can attract and convert leads.