Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your LinkedIn ad engagement issues for your fractional CMO service.
We'll need to look at who you are targeting...
First off, a 0.2% click-through rate (CTR) on LinkedIn for B2B is, as you said, pretty brutal. It's definitely something you want to address quickly. It suggests that something isn't quite resonating with your target audience. You're right to be concerned and look into what might be going on.
I'd say that a main thing to consider is *who* exactly you're targeting. "Small B2B companies" is really broad, almost too broad. It's like casting a giant net and hoping to catch a specific type of fish. Not very efficient!
Have you tried niche-ing down to a specific industry or role? It sounds counterintuitive, but being *more* specific can actually get you *more* qualified leads. Targeting by industry, company size, and job title is key on LinkedIn, especially since it’s a B2B platform. It's usually best to run ads to a narrow audience who match your Ideal Customer Profile (ICP) instead of broad targeting to everyone and anyone.
For example, if you specialise in helping SaaS companies with their marketing strategy, target "Marketing Managers" or "Heads of Marketing" specifically within the SaaS industry. That way, your ads will be seen by people who are more likely to be interested in your services.
I'd say you should speak to their pain points...
You mention you've A/B tested headlines and images, which is good, but are you *really* speaking directly to their pain points? It's not just about having a catchy headline; it's about addressing what keeps your ideal client awake at night.
I remember one campaign we ran for a B2B software client on LinkedIn. We found that their ads were initially focused on the features of their platform. After some A/B testing, we shifted the focus to the customer's problems and saw a noticeable increase in CTR.
Think about what your ideal client is struggling with. What challenges are they facing that your fractional CMO service can solve? Use that language in your ad copy. Here's some examples:
- Are you struggling to scale your business without a clear marketing strategy?
- Is your marketing team overwhelmed and lacking direction?
- Are you wasting money on marketing campaigns that aren't generating results?
You probably should test lead gen forms or landing pages...
Now, it is worth considering, are you using LinkedIn's lead gen forms, or are you sending people to a landing page on your website? Both have their pros and cons.
Lead gen forms can be quicker and easier for people to fill out, which can lead to a higher conversion rate. But, they don't give you as much control over the user experience or tracking.
Sending people to a landing page gives you more control over the message and tracking, which is often better for higher-value services like yours. You can showcase your expertise, provide testimonials, and really sell the benefits of working with you.
For example, if your goal is to educate potential clients about the value of a fractional CMO, a landing page is probably a better option. You can create a page that explains what a fractional CMO is, how it can benefit their business, and why they should choose you.
You'll need to look at your website
One thing that is very important for B2B and can make a big difference is trust badges.
Having trust badges signals to any website visitor that you're legitimate and can be trusted to deliver on your promises. This is especially important in the B2B world, where relationships are everything.
There's a lot of different trust badges you could use, such as:
- Client logos: Showcasing the logos of well-known clients you've worked with is an easy way to build credibility.
- Testimonials: Including quotes from satisfied clients can be very persuasive.
- Case studies: Providing detailed case studies that walk through your strategies and results for clients will give any prospective client a really good idea what you can do for them and whether they should trust you.
- Industry certifications: If you have any industry certifications, be sure to display them prominently.
- Awards and recognitions: If you've won any awards or received any recognition for your work, make sure to show it off.
It's usually best to display your trust badges above the fold, where people can see them as soon as they land on your website. This will help to build trust and credibility from the very first moment.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| Refine Your Targeting | Niche down to specific industries and job titles within small B2B companies. |
| Address Pain Points | Craft ad copy that directly addresses the challenges your ideal clients face. |
| Test Landing Pages | Experiment with sending traffic to a dedicated landing page showcasing your expertise. |
| Add Trust Badges | Showcase client logos, testimonials, case studies, and industry certifications on your website. |
Hope that's helpful! These things can take time to adjust and test. The B2B space is a difficult one with long buying cycles so don't get discouraged.
If you're looking to get a more in-depth review of your campaigns, feel free to book in a free consultation, and we can review your account together. As mentioned, we drove B2B decision makers for a software client at a cost of $22 per lead using LinkedIn ads.
Regards,
Team @ Lukas Holschuh
