LinkedIn is an ideal site for promotion, especially if you are selling goods and services related to B2B or Software as a Service (SaaS). LinkedIn has 675 million registered users, accounting for 12% of the global population. Moreover, you will be displaying your offering in a professional atmosphere to a group of people who have chosen to be there, instead of a bunch of sixteen-year-olds wanting to watch their peers dance to the Toosie Slide.
If you have not already incorporated LinkedIn into your marketing strategy, it can be a beneficial and lucrative platform. However, it can be a costly and difficult channel to work with if not done properly. You need to have a grasp of the rudiments in order to get something out of LinkedIn advertising. That’s where a guide like this one can help.
Let us examine the measures you must take to effectively promote yourself or your company on LinkedIn.
Why Should You Advertise on LinkedIn?
You might assume investing in a Google Ads campaign or advertising on Facebook will give you more bang for your buck, yet LinkedIn can provide you with a unique set of advantages. LinkedIn ads haven’t taken over the platform and there isn’t a mistrust of them yet. This suggests that the platform is both successful and affordable for advertisers.
LinkedIn is particularly advantageous for businesses that provide products and services to other businesses as it provides an atmosphere where those involved are acting primarily in a professional capacity. For individuals who are on Facebook for recreational purposes or to chat with friends, people who view your LinkedIn advertising have already made up their minds to do something professionally. If you present the right deal, you will have a much greater likelihood of converting customers than if using Instagram or Twitter.
An additional fantastic advantage of LinkedIn is that you can advertise specifically to any target audience imaginable. Direct marketing towards people based on their employer, their level of expertise, the niche they are in, their educational background, their job role, and age- whatever you identify as applicable. You can guarantee that your ads are only seen by individuals who are likely to be interested in what you are offering.
Sounds great, right? What do you say we kick off our initial LinkedIn advertising effort?
Running Your First LinkedIn Advertising Campaign
Step 1: Get a LinkedIn Advertising Account
If you do not already have a LinkedIn profile, take the time to create one. It won’t take much of your time and it doesn’t cost anything.
Next, head to the LinkedIn Campaign Manager. You will have the opportunity to join your profile to your organization’s business page, as well as pick the currency you would like to use for your advertising campaigns.
Step 2: Create Your New Campaign
If you are just starting out on LinkedIn, the platform will direct you to the process of formulating a campaign. Otherwise, from the Campaign Manager dashboard, click “Create Campaign.”
Having a name that accurately conveys the purpose of a fresh campaign is one of the main aspects to consider. When setting up campaigns through your LinkedIn ad portfolio, it’s important to maintain a unified approach to naming them in order to keep them organized and see how well they do.
Consider including some of the following info in your campaign title to help you identify it more easily later on:
- Reference to the marketing campaign title
- Business line or product description
- Type of campaign (e.g., webinar, ebook)
- Geographic location you’re targeting
- Date range when the campaign’ll run
Creating a naming convention where the product, campaign type, and geography are used might be helpful. Make a plan right away to ensure that you keep orderly and have the best achievable campaigns.
Step 3: Set Your Campaign Objective
Immediately, LinkedIn will prompt you to pick the goal of your advertising campaign. There are three categories
- Awareness: You want to create a campaign that improves the recognition or opinion of your brand.
- Consideration: Your campaign goal is to drive visits to your website, engagement on your posts, or views of a particular video.
- Conversions: You’re hoping to generate leads, get job applicants, or have people perform an action on your website.
The goal you have decided on will have an impact on the remainder of your campaign, thus be sure that it precisely conveys what you aspire to accomplish. You could always revisit and revise your goals in light of the results of your campaign.
If you’re a performance advertiser (or someone who needs to abstain from squandering cash without quantifiable outcomes), you should select one of the objectives under “Conversions.”
Step 4: Establish Your Targeting Criteria
You can pick from over 20 distinct traits of the audience when using LinkedIn, such as place, tongue, educational background, abilities, and much more.
Step 5: Choose the Type of Ads You’ll Run
You have to decide what type of LinkedIn ads you will launch. Various kinds of ad formats exist; the kind you choose will primarily depend on what your company needs.
- Sponsored Content: These are really just promoted LinkedIn posts. They can perform either as native news feed ads or as lead gen forms. If you’re looking to focus on your engagement metrics, this type of ad is a pretty good bet. (Choose “Single Image Ad,” “Carousel Image Ad,” or “Video Ad.”)
- Direct Sponsored Content: Like sponsored content, except that they’re not published on your business’s LinkedIn page feed. This means you can tailor your messaging to specific audiences and test different iterations without cloggin’ up your own page. (Choose “Single Image Ad,” “Carousel Image Ad,” or “Video Ad.”)
It could be intimidating to pick from all of these possibilities, but if you experiment with one and find that it isn’t meeting your needs, then feel free to change to a different option.
Step 6: Determine Your Campaign Budget & Schedule
You can determine a budget for your LinkedIn campaign for the long-term, in the short-term, or a balance of the two. Your campaign will be funded for the duration of its life with a pre-determined budget amount. You will restrict your advertising expenses to a certain sum each day by having a daily budget.
Step 7: Build a Campaign-Specific Landing Page
If you have utilized advertising on any of the social media platforms, you should be fully aware of how significant it is to create a distinct landing page for each promotional activity. A landing page reinforces the idea that visitors have gone to the right place after clicking an advertisement, intensifying their chance of conversion.
The success of your campaign can be greatly impacted by how well your webpage operates. An evaluation with Unbounce’s Conversion Benchmark Report reveals that the typical conversion rate for a landing page is close to 10%, and some even fare much better. What steps do you take to guarantee you acquire one?
Who should use LinkedIn advertising?
To understand the value of LinkedIn’s pricing, it is necessary to think about the type of organizations that can gain the most from its advertisement functions.
LinkedIn is only beginning to prosper in terms of its advertising sector, thus now is the perfect time to take advantage of its marketing possibilities. In the past, social media sites like Facebook, Instagram, and Reddit were mainly used by the general public, while LinkedIn focused solely on networking with other professionals. This continues to be accurate to some extent, and your advertisements should demonstrate your expert principles.
Despite this, LinkedIn is gaining more traction among youthful individuals who are business leaders in their respective firms. This means that your ads can be seen by beginners, those with a high social media profile, the highest-level corporate executives, and everyone in between if the adverts are used correctly.
Just check out these stats by amaSocial:
- LinkedIn has a total of 675 million users, 310 million of whom are active on a monthly basis
- There are 87 million millennials on LinkedIn, with 11 million of them in decision-making positions
- LinkedIn makes up more than 50% of all social traffic to B2B websites and blogs
- 92% of B2B marketers include LinkedIn as part of their digital marketing mix
On LinkedIn there are 310 million individuals who utilize the platform, out of which 87 million are millennials who make business choices. More than half of all visitors to B2B sites come from social media networks. These numbers demonstrate how LinkedIn has effectively created its place for B2B promoters in the expert administrations area to promote. Ads that appear can be seen by both executives with the power to employ your business for its expert services, as well as industry professionals.
Companies that use LinkedIn advertising effectively
It is important to make the most of LinkedIn as with any other form of advertising, but there is a proper technique to do so. Here, our spotlight will be on businesses that make the most of LinkedIn advertising and also how this could have a successful outcome for your business.
Adobe
Adobe would be an ideal company to advertise on LinkedIn. The majority of its users are youthful professionals who use creative software for their job. In other phrases, the exact individuals utilizing LinkedIn.
Hubspot
The fact that HubSpot, a major manufacturer of marketing software, endorses LinkedIn advertising, speaks volumes about its usefulness as a platform for advertising. In a LinkedIn case study, the head of HubSpot’s marketing indicated that they had increased their successes to an impressive 60% when using LinkedIn in comparison to other social media platforms.
This accomplishment was attributed to the uncomplicated and straightforward nature of LinkedIn. The motivation behind the platform is obvious, which helps to accurately determine and direct your marketing effort.
Utah State University
Utah State University does a superb job of making use of LinkedIn for advertising, exemplifying how to identify and reach the intended demographic. In contrast to HubSpot and Adobe, whose focus is securing new clients, Utah State is searching for prospective students.
The school chose LinkedIn, not Instagram or Snapchat, because that platform’s users are mainly made up of young people who are searching for enjoyment. LinkedIn assists in locating potential students based on demographics and special interests, including age, gender, job history, and educational background, thereby improving the efficiency of their promotional campaign.
The benefits of LinkedIn advertising
Although LinkedIn may not be the most optimal place for B2C marketers to advertise, this is actually a blessing in disguise for B2B promoters. Since the focus is on businesses and professionals, you are aware of who you are going to be targeting with your marketing and how to approach it. Evaluate this against Instagram, where one is aiming to reach their desired audience amid the world’s population.
You not only comprehend LinkedIn users, but you are also able to divide that special group into narrower subsections. LinkedIn gives you the benefit of being able to focus on individuals who have a particular industry, role, and amount of experience. The precision of the platform is its biggest virtue.
People who use LinkedIn commonly do so to develop their company’s internal workings. For instance, if you possess a consulting business and have created tailor-made software or an exclusive educational program that can be advantageous to customer companies, publicizing this on LinkedIn will obtain increased leads compared to other social media websites. Companies that are potential customers require the same kind of time management services that your business provides, though they have to discover you first.
There is no doubt that LinkedIn is a great boon to companies that offer professional services. Your advertisements can directly be seen by your desired group of people, young professionals who are able to gain advantage from your offerings.
How much LinkedIn advertising costs
LinkedIn is not as inexpensive as other major social media platforms, but its fees are still above what many companies have set aside for their promotional expenses. Fortunately, LinkedIn provides three strategies for controlling your LinkedIn advertising costs.
These budgets are:
- Total budget: use this option if you want instant deliverables. For example, your consulting firm is offering a sign-on bonus for new clients, but only for a specific timeframe.
- Daily budget: this option is best if you have a permanent campaign. Maybe your law firm wants to run a continuous advertisement that demonstrates your specialty law niche in your market. This would be the best option for you.
- Set bids: decide the highest amount you’re willing to spend on clicks, impressions, and deliverables.
Let’s look at these a little more in-depth. You assign a specific amount of money at the start of your campaign that tells you exactly how much you plan to spend. LinkedIn rapidly spends the allocated budget using the most successful advertising approaches available. It’s quick and punchy advertising.
You may like the idea of having a budget for each day. By setting a daily budget, you can designate a certain sum of money to be utilized each day over a defined period. It is more advantageous to use a gradual and methodical approach to promotion when you desire your enterprise to come to the attention of particular LinkedIn users.
Finally, there’s bidding. You specify a fixed amount that you are willing to pay when using set bids. Considering other companies’ bids, LinkedIn will use your offer to the greatest degree possible.
Leave a Reply