Do LinkedIn Ads Work?
Social media is undoubtedly a huge part of everyday life. On LinkedIn alone, there are over 810 million users and businesses have recognised this as a unique opportunity to increase their profits. You might already advertise on Instagram, Facebook and Twitter to attract new customers, but have you used LinkedIn to it’s full capabilities?
LinkedIn is a popular social media platform for working professionals, graduates, influencers and businesses alike. Most people use the platform to find work and network with like-minded professionals. The platform offers a range of advertising formats that might just help draw a new audience to your brand. We’ll break down exactly how LinkedIn advertising works below.
Reaching Consumers on LinkedIn
LinkedIn is an excellent platform for companies that offer products or services to other companies (also known as B2B or business-to-business marketing). It’s also the ideal channel for reaching new employees, as most members sign up to enhance their careers and showcase their professional achievements.
Additionally, compared to other social media channels, LinkedIn is the most successful for generating high-quality B2B leads, as around 20% of company decision-makers use the site.
When it comes to targeting options, LinkedIn’s tools are simply unrivalled. You can target users based on factors such as location, job role, seniority, age, school and gender… This expert targeting can help you reach the decision-makers of other organisations, and in turn, generate valuable leads.
LinkedIn’s Advertising Options
LinkedIn is the place to be to advertise your brand organically - you can share posts, multi-media content and articles that tell your audience a little more about your brand and its values. However, its paid advertising options are equally as valuable.
There are two paid advertising options available on LinkedIn: LinkedIn ads and sponsored content.
LinkedIn Ads
LinkedIn Ads, when compared to other social media ads, can seem quite costly, but we think its worth it thanks to its ability to target so specifically and high quality algorithm. Plus, LinkedIn users are unique because they tend to be business professionals who are actively seeking connections.
LinkedIn also offers retargeting options - where you can directly advertise to those who have recently visited your website or engaged with your content. This is a powerful way to convert leads into buying customers.
LinkedIn Sponsored Content
Sponsored content is another way to reach a new audience and generate leads on LinkedIn. This is when you promote a piece of content that you have already posted - usually containing an image, text and a link to your website. These ads look just like a normal post and feel at home on the newsfeed, welcoming readers to interact with your content and follow your brand. This way, you have the most control over the content of your ad - you can even target who sees it.
LinkedIn’s targeting tools allow you to target a wider audience beyond your current followers - and this can be edited throughout your campaign. As mentioned above, you can target the audience you think will benefit your brand most, leading to improved reach and a higher chance of conversion.
What next?
Although more expensive than other platforms, LinkedIn adverts are undoubtedly the best choice for B2B companies. LinkedIn offers your brand the unique opportunity to showcase its values and target a specific audience, down to their job title and location. LinkedIn is a powerful tool to have in your digital marketing toolkit… need help getting started?
