LinkedIn campaign strategy & copy for B2B businesses
Build brand awareness, hunt leads, or promote executive voices on the world’s largest professional network
The modern water cooler, with better targeting
As the world becomes more remote, more hybrid, LinkedIn has become a bustling forum of business professionals posting announcements and sharing news. With over 1 billion users and incredible targeting tools, it’s the ideal place to run your B2B campaign.
What is your campaign trying to achieve?
LinkedIn is the ideal platform for B2B businesses. It offers incredible reach and targeting, and a range of ad formats that can help you achieve different objectives over the customer journey.
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Single image ads — a simple sponsored post in the feed with broad reach
Video ads — native video in the feed; good for storytelling & brand-building at scale
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Carousel ads — multiple swipeable cards, good for explaining a multi-step idea or product features
Document ads — users can preview and download a PDF directly in-feed (great for ABM-style gated content, white papers, one-pagers)
Event ads — promoting a webinar or in-person event
Thought leader ads — organic posts from an individual, which can be boosted by a company page
Follower ads — personalised prompts encouraging someone to follow the company page
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Lead gen forms — can be attached to most ad formats and capture user profile data in a form
Conversation ads — a choose-your-own-path InMail format, built for driving a specific action (book a demo, download, register)
Message ads (formerly InMail) — a direct, personalised message straight to someone's inbox
Spotlight ads — a personalised ad often used to drive traffic to a landing page or signup
An experienced writer for your whole B2B campaign
Hi, I’m Alastair. I can help you with your B2B marketing challenges. Why do I say that? I’ve worked in marketing and advertising since university, and I started professional copywriting at McCann London in 2013. Since then I’ve worked agency-side and client-side, at global corporations and at SMEs, in B2C and B2B.
As a copywriter I learned what makes good content; as a department leader I learned how content works across the stages of a campaign: messaging houses, value propositions, and content strategies in the planning; sales toolkits, long-form and video content, and social campaigns for the execution. A little more about me …
Writing since ‘89; copywriting since ‘13; B2B since ‘19. Here’s some work:
AutoStore research report
Salesforce AI blog series
HP SitePrint messaging
LR One Ocean website
The Guardian brand guidelines
Amazon Business social posts
EY decarbonization guide
HP product brochures
A suite of B2B messaging services …
With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.
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I’ve been a copywriter for over a decade, with seven years in B2B, and three of those leading a global team of writers. Which means I can help guide your content throughout a campaign, from planning and strategy to execution and delivery.
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Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets.
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How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers.
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There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices.
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Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles.
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Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance.
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While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this.
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ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery.
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LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices.
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Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew.
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B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier.
