How can I advertise my business on LinkedIn?

With over 660 million members worldwide, LinkedIn is one of the most effective tools to market your business and target potential clients. If you’re still unsure whether your business should have a social presence on LinkedIn, we’ve got you covered.

Often eclipsed by other social media platforms, such as TikTok or Instagram, LinkedIn is a social platform dedicated to business professionals. The platform allows professionals to showcase their career journey and network with like-minded individuals. From unique targeting and remarketing options to engaging ad formats. LinkedIn advertising has several unique advantages that put it in a class of its own. Especially for businesses within the B2B industry. The LinkedIn algorithm is designed to drive engagement from qualified professionals, hence why LinkedIn advertising might be the better choice to boost your B2B sales and achieve your marketing goals.

However, why is the value of LinkedIn advertising so often overlooked? If you think you’re too busy to set up or manage your own LinkedIn advertising or assume the costs will be too high, we’re here to tell you how you can run cost-effective LinkedIn ads campaigns with the right planning, resources and strategy.

In this blog, we explore the key benefits of LinkedIn advertising and how it can boost your company’s profile:

1. Target a Specific Industry for Your Services

Effectively prospecting a new audience on platforms like Facebook or Instagram requires an infrastructure fuelled by an already engaged audience. LinkedIn allows you to target based upon industry and as granular as individual businesses as long as they have a presence on the platform.

Regardless of which ad type you choose, LinkedIn has stronger targeting tools compared to other social networking sites. Allowing you to choose from over 20 audience attribute categories, including company size, member groups, skills, member interests, job seniority and much more. As a result, choosing the right targeting can lead to higher conversion rates and higher engagement levels for your business.

2. Talk Directly to Decision Makers

 Minimising spend wastage within campaigns is just as important as understanding and generating your success measurement. B2B services have the flexibility within LinkedIn’s audience development tools to serve their content directly to decision-makers and people of influence within a brand or business.

According to research, over 92% of the Fortune 500 use LinkedIn, hence why you can gain access to world-class talent. Additionally, you can connect with a high-level professional audience which you won’t find on other social media networks.  

3. See Exactly Who Is Engaging With Your Ads

LinkedIn’s campaign report tools allow you to see where your impressions are coming from. Whether that’s from industry to specific businesses and roles within those businesses. This depth of reporting all but eliminates any guesswork. Especially when it comes to amending and pivoting your campaign to maximise results.

What are the LinkedIn Ad Formats?

Once you decide to start advertising on LinkedIn, the next step is to learn how to advertise on the platform. Understanding this will allow you to efficiently market your business and showcase your B2B products or services. Here’s a breakdown of the most popular ad formats and how you can leverage them to fulfil your business objectives:

Sponsored Content

LinkedIn Sponsored Content show the ads on the LinkedIn feed of your audience. You can choose from single images, videos or carousel ads to show as native content across both desktop and mobile that seamlessly blend with the content your audience already consumes.

Sponsored content is an ideal option if you’re looking to drive more awareness and engagement to your business profile. In addition, using sponsored content allows you to showcase your products or service in a natural and organic way to your targeted audience. Thus driving more leads and conversions to your company.  

Text Ads

Text Ads are simple yet effective pay-per-click (PPC) ads that are specifically designed to drive traffic to your website or your company page on LinkedIn. Similar to Sponsored content, the Text Ads appear in the feed of your audience. You can customise your text with a limit of 100 characters, including your headline and ad description.

Through Text Ads, you only pay-per-click or pay-per-impression, therefore, you make sure your message reaches the right people at the right time. Amongst its key benefits, Text Ads are a great advertisement option to boost your brand awareness and drive more qualified leads to your website or landing page.

Sponsored inMail

Compared to the previous ad formats, Sponsored inMail allows you to personalise your message and land directly in your prospect’s inbox. This ad option includes a personalised greeting, body text and call-to-action (CTA) button for every message to ensure you capture your audience’s attention and spark a reaction.

Sponsored inMail involves an advanced method of customisation that is ideal for targeting audiences at a deeper level. Companies who use Sponsored inMail can increase their lead generation and drive stronger engagement and response from valuable prospects than using organic marketing.  

Linkedin Carousel Ads

LinkedIn Carousel Ads are a great choice if you’re looking to engage with your audience using visual content. A carousel ad allows you to show multiple photos or videos in a row to advertise different products on LinkedIn. This engaging ad format also encourages more audience interaction as they have to swipe left to check out all the visual content.

Carousel Ads can help you reach your marketing objectives using engaging visuals and generate more leads through the CTA button. This will prompt your audience to take your desired action.

To conclude, there is great value and power in LinkedIn advertising. LinkedIn can take your business to new heights and help you gain a competitive edge in front of your competitors. It’s no surprise then that 89% of B2B marketers include LinkedIn in their digital marketing strategies in at least some way, shape, or form. In fact, LinkedIn is responsible for 80% of B2B leads in current PPC campaigns.

Does this sound like something you’d want to achieve? We’re here for you.

About Us

Choosing the right type of ads for your business can be a difficult task, but that’s where we come in. Our team has extensive knowledge and experience in LinkedIn marketing. Allowing us to be able to help tailor your digital and advertising strategy to achieve your business objectives.

If you want to hit your marketing goals faster, you’re in the right place. Browse through our latest case studies to see our results or get in touch with us today. Let’s bring your vision to life together.