Beyond leads: reach and impression share in B2B marketing

For SaaS and B2B companies the power of reach and impression share in paid LinkedIn advertising campaigns is often underestimated, particularly for brands first entering the market. Many businesses enter the B2B marketing and social media space with the primary and very understandable goal of generating leads right off the bat, often overlooking reach and impressions as vanity metrics without any importance to their campaigns.

For relatively unknown brands, reach and impression share are just as important (if not more important) than lead generation - especially during their early top-of-funnel campaigns.

Decoding Reach and Impression Share

Let’s start by demystifying these metrics. Reach refers to the number of unique individuals who saw your ad - just like the number of people who glance at your billboard while driving by. Impression share on the other hand, is the number of times your ad is displayed - akin to the same poster appearing at tube stations all over London. In the social media space, and especially for LinkedIn advertising, these metrics are the bread and butter of brand visibility.

For relatively unknown SaaS and B2B brands, establishing a presence is paramount, and reach and impression share are a measure of how effective you are at establishing that presence. Your brand or product offering might be head and shoulders above your competitors, but none of that matters if nobody knows you exist. Making a memorable introduction to potential customers sets the stage for future lead generation.

Addressing the Challenges: Navigating Budget and Audience Targeting

Now, high reach and impressions do not inherently equate to a successful campaign. The challenge lies in crafting content that resonates and captivates the right audience. It's about making an impact, not just making an appearance.

Achieving this is not solely reliant on a slick, beautifully designed creative. Effective LinkedIn advertising demands a strategic allocation of budget and dialed in audience targeting to get the most bang for your buck. It's a nuanced and involved process that requires regular monitoring and effective balancing of cost-efficiency with maximum visibility. While reach can be achieved without excessive spend, the emphasis should be on quality over quantity.

Monitor your CPM (Cost Per Thousand Impressions) closely. This metric indicates the efficiency of your spend in relation to the visibility you're gaining. If CPM is too high, it's a signal to adjust your targeting or creative approach.

Additionally, regularly review and refine your audience segments. LinkedIn offers robust targeting options, and fine-tuning these can lead to more cost-effective reach. Look at job titles, industries, company sizes, and even group memberships to target the most relevant professionals.

Lastly, don’t forget to leverage A/B testing for your ads. By comparing different versions of your creatives, you can identify which creatives and messages resonate best with your audience, allowing for more targeted and effective ad spend.

The Long Game: Building Brand Awareness for Future Success

Reach and impression share are indispensable in the arsenal of social media marketing, especially for SaaS and B2B businesses on LinkedIn. They lay the groundwork for brand recognition, paving the way for effective lead generation in the future. As you assess your social media campaigns, remember: the impact of today's reach and impressions extends far beyond immediate lead metrics, fostering long-term brand engagement and loyalty are the keys to success.

If you’re looking to increase your brand’s visibility and drive more leads, we’d love to hear from you and see how we can help.