LinkedIn Messaging Ads are a unique B2B tool for engaging with likeminded professionals. But opinions on their effectiveness and appropriateness vary widely. Are these ads a clever way to foster meaningful connections, or do they cross the line into annoyance? Let’s explore the pros, cons, and best practices to help you decide if LinkedIn Messaging Ads are right for your business.

LinkedIn Messaging Ads, previously known as Sponsored InMail, allow businesses to send personalised messages directly to users’ LinkedIn inboxes. These messages are highly targeted, appearing only when users are active on the platform, ensuring they are timely and relevant.

The Case for Messaging Ads: Why They Work

Highly Personalised Communication

Messaging ads provide an opportunity to craft tailored messages that resonate with individual users. This personal touch can be particularly effective for building relationships, especially in B2B contexts.

Precise Targeting

LinkedIn’s robust targeting options are incredibly powerful—based on job title, industry, company size, and more. These targeting options can ensure that your message reaches the right audience, when utilised correctly. This precision reduces waste and increases the likelihood of engagement.

High Visibility

Unlike traditional ads, which can be ignored or scrolled past, messaging ads land directly in the user’s inbox. This positioning ensures they are seen, even if not immediately acted upon. 

The Drawbacks: When Messaging Ads Annoy

Perceived Intrusiveness

Receiving unsolicited messages can feel invasive, particularly if the content isn’t relevant or valuable. This can lead to frustration and even negative perceptions of your brand. This is why it is essential that the message being sent is highly relevant to the user receiving it.

Overuse and Saturation

As more businesses adopt messaging ads, inboxes may become crowded, reducing the effectiveness of individual messages. Users may start to view them as just another form of spam. This can be detrimental to your brand and is not an association that you want to foster.

Limited Scalability for Personalisation

While personalisation is a strength, crafting unique messages for each recipient can be resource-intensive. Scaling this approach without losing quality can be a challenge.

Best Practices for Effective Messaging Ads

There are some strategies you can put in place to ensure your LinkedIn Messaging Ads are seen as appropriate and engaging. It is crucial for your brand reputation to make sure that your target your ads appropriately and avoid annoying your audience at all costs. Follow these best practices to get the most out of your LinkedIn messaging ads:

Provide Value

Ensure your message offers something useful, whether it’s a free resource, a unique opportunity, or actionable insights. Highlight the specific benefit your audience will gain by engaging with your message. For instance, if you’re promoting a webinar, emphasise how it addresses a pressing challenge in their industry. The key is to make your outreach feel like a valuable opportunity rather than a sales pitch.

Keep It Concise

Respect your recipient’s time by getting straight to the point. Use clear, direct language and avoid unnecessary fluff. A concise message that includes a personal greeting, a brief explanation of the purpose, and a strong call-to-action will perform better than a lengthy, unfocused one. Aim to communicate your value proposition in 150 words or less.

Target Thoughtfully

Refine your audience parameters to avoid sending irrelevant messages. The more specific your targeting, the better your chances of resonating with your audience. Use LinkedIn’s filters effectively—target by job function, seniority, industry, or even specific companies. Thoughtful targeting minimises the risk of appearing spammy and ensures your message reaches those who are most likely to benefit from it.

Test and Optimise

Experiment with different messaging styles, CTAs, and formats to find what works best for your audience. Use LinkedIn’s analytics to measure engagement and refine your approach. For example, test whether a casual tone or a formal tone resonates better, or if offering a downloadable resource generates more clicks than an invitation to chat. Continuous testing ensures you’re always improving your strategy.

If you’re considering LinkedIn Messaging Ads, ask yourself: Does my message provide genuine value? Am I targeting the right audience? And most importantly, would I appreciate receiving this message? By keeping these questions in mind, you can strike the right balance between being effective and respectful. If you want some help in strategising your social advertising contact our team at Digital 24 to discuss your business goals.