LinkedIn is the largest professional social networking website in the world and also has a sophisticated advertising platform to help advertisers engage with their target audience.
Advertising on LinkedIn can be extremely effective, primarily for B2B marketing campaigns, but also for certain types of B2C marketing.
There are two main options when setting up a LinkedIn campaign:
- Sponsor content and promote it to LinkedIn users within their news feeds
- Show ads to LinkedIn users on a variety of LinkedIn pages
Sponsored content on LinkedIn is by far the most effective option in terms of lead generation and driving sales. This is due to the high engagement rates that these ads often generate, which is usually achieved because of the natural look and feel of the ads; the ad formats are not dissimilar to standard, organic LinkedIn posts and therefore LinkedIn users tend to be more likely to to interact with the sponsored content.
The second option is the traditional LinkedIn Advertising offering and is best used for promoting your brand and improving brand awareness. These ads drive high volumes of impressions but generate far fewer clicks in comparison to sponsored content, as it is quite obvious that they are in fact adverts.
Despite the low click through rates (CTRs) generated by the traditional LinkedIn ads, they can be highly effective at contributing to a wider digital marketing strategy, as they help to nurture prospective clients and customers by reinforcing the message that advertisers are promoting.
The targeting options within LinkedIn's advertising platform can be extremely powerful when segmenting your target market into specific audiences. Some examples of the targeting options available are:
- Company Size
- Company Name
- Job Title
- Job Function
- Job Seniority
These targeting options allow us to be extremely granular in how we target your prospects and therefore we can create very specific ads for each specific audience, with content tailored to those audiences.
To find out how we can help you reach out to your target market and engage with your prospects through social media advertising, contact us here.