INTRODUCTION
It is becoming common practice for B2B companies to use AI tools to help streamline their operations, save time or allocate more time to priority projects and initiatives. In fact, the 2024 Work Trend Index report from Microsoft and LinkedIn reports that 90% of workers who use AI say it helps them save time, while 85% report it helps them focus on more important tasks and 84% say it allows them to be more creative.
LinkedIn has its own set of AI tools your B2B business can use to create organic and paid campaigns that resonate with your target audiences.
Following are some tips on how your B2B company can use AI-generated campaigns in LinkedIn.
CREATE COPY WITH LINKEDIN’S AI-POWERED WRITING TOOL
Use LinkedIn’s AI-powered writing assistant to improve copy for your B2B company’s organic and boosted posts. The tool, which is currently only available for LinkedIn Premium accounts, works by transforming your ideas about a topic into a first draft, which you can then edit or revise before publishing.
To use the AI feature, start a post as usual and enter the main points you would like to include in your post. You must enter a minimum of 20 words before the AI tool can generate a draft. You should also be as specific as possible–don’t give high-level talking points or topics. Also, make sure to only write about topics of which you have personal knowledge, expertise or experience, as the tool is not designed to brainstorm ideas or come up with new topics.
A good prompt would ask for a post that focuses on a central topic and includes specific subtopics or supporting points, as well as directions on what to emphasize. For instance, “I want to write about [main topic] and specifically mention how [subtopic/supporting point] and [subtopic/supporting point] contribute to [main topic]. Also highlight the importance of [point], [point] and [point].”
Prompts that include broad or obscure directions such as, “Write an insightful post about [topic] and include detailed explanations,” are unlikely to produce useable content.
Once you’ve entered your prompt, click “Rewrite with AI” to generate the draft. Then review and/or revise and publish or schedule the post. Plan ahead by creating a series of posts for an entire campaign, or take it slow and use feedback from your previous posts to guide future topics.
You also can use these posts or boosts to complement your other LinkedIn advertising efforts. For example, you can launch a boosted post that talks in-depth about solutions related to a product or service you are actively advertising.
USE ACCELERATE FOR LINKEDIN AD CAMPAIGNS
Accelerate is an AI-powered campaign type that can help you save time and improve ROI by continuously working to find the right combination of targeting, creative, bidding and placement for your ads.
Start by creating a campaign. Then select either website visits or lead generation as the campaign objective and make sure to choose “Accelerate” as the campaign type. Click “Continue” and add a new listing (you will be able to select it again in the future).
Add information about your brand, product or service, along with the source URL (or destination URL) and click the “Generate campaign” button.
AI will use the information you provide to automatically generate your budget, schedule, audience, ads and ad placements, which you can review and edit with the help of Accelerate’s built-in AI marketing assistant.
You also can use the AI assistant to ask questions about your campaign, get help for a specific section of the campaign, get recommendations and best practices, connect to human support or request a change to the campaign. For instance, you can ask the AI assistant to change the daily or lifetime budget.
Of note, LinkedIn is gradually releasing Accelerate to users, so you may not have access to these features right away. In addition, it is currently only available for certain objectives, including website visits and lead generation.
BUILD AND CUSTOMIZE CREATIVE WITH MICROSOFT DESIGNER
Microsoft Designer is now integrated with LinkedIn’s Campaign Manager, which means you can use the AI design tool to create designs for image-based ad campaigns. Create a new ad campaign and click “Upload or select” in the image section of the ad. From here, select “Microsoft Designer” near the top of the Image Library box.
You can give Microsoft Designer a prompt to generate an image, select a template or start with a blank design. If you opt to use a prompt, make sure to include a detailed description of what you would like, including the colors you would like to use and the feel you are going for (e.g., professional or fun). Once you enter your description, Microsoft Designer will generate some images from which to choose.
From there, you can provide further direction about the graphic you’d like to make, or you can add text or upload your own media. You also can start with your own media and enhance or modify it to work for your campaign.
If you plan to use AI-generated images in your campaigns, LinkedIn users will see a small tag on the image, which they can click to learn more about the image. For instance, they may see a statement such as “AI was used to generate part or all of this image.”
These tags are automatically added by the Coalition for Content Provenance and Authenticity (C2PA), which partners with LinkedIn and other digital platforms to identify AI images from the embedded code data. The label is intended to help improve transparency and limit the spread of deepfake content or fake depictions.
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