Why don't Macedonian companies use LinkedIn for B2B advertising and why don't they use LinkedIn Ads?
In the modern digital landscape, LinkedIn has become a key tool for businesses around the world, especially for B2B (business to business) advertising. However, in Macedonia, many companies are still not using this potential. Here are the possible reasons:
1. Insufficient awareness of LinkedIn's potential
One of the main reasons why Macedonian companies do not use LinkedIn for B2B advertising is the lack of awareness about the platform. Many managers and marketing professionals in Macedonia are not familiar with the opportunities that LinkedIn offers for generating leads and establishing business contacts. The platform is often perceived as a network for employment or personal development, but not as a powerful marketing channel for professional services.
2. High costs of advertising on LinkedIn
LinkedIn Ads, while very effective for B2B targeting, have bc data significantly higher prices compared to other social media advertising, such as Facebook or Instagram. This can deter Macedonian companies, especially small and medium-sized enterprises, that do not have large marketing budgets. They often choose cheaper advertising channels, which are not really ideal for their target audience.
3. Lack of case studies
Macedonian companies typically rely on local examples and other people’s experiences when making marketing decisions. Since there aren’t many well-known success stories of companies in Macedonia that have achieved significant results with LinkedIn Ads, managers may not be encouraged to explore this opportunity. Without visible examples, many businesses are hesitant to invest in something that hasn’t been proven locally.
4. Lack of LinkedIn advertising expertise
Managing LinkedIn campaigns requires specific skills and platform knowledge. Most marketing agencies in Macedonia focus on Facebook and Google ads, which means there is a lack of expertise in LinkedIn advertising. Companies are forced to either learn this channel themselves or find specialized agencies from outside, which causes additional costs.
5. Focus on traditional B2B sales channels
Many Macedonian businesses still rely on traditional B2B sales methods, such as direct contact, referrals, or sales through conferences and events. These companies may not see the need for digital B2B channels because the current model works (until more sophisticated competition emerges).
6. Cultural barriers
The culture of using social media for business in Macedonia is not as developed as in Western countries. Many companies see LinkedIn as a platform that is relevant for the global market, but not for the local one. This perception prevents them from using LinkedIn's potential even for international business relations.
The Clever Marketing team sees LinkedIn as a powerful B2B advertising tool that Macedonian companies have yet to explore and utilize. While the costs for LinkedIn Ads may be higher, targeting the right audience will justify this investment.