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Why Every Business Should Advertise on LinkedIn

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Why Every Business Should
Advertise On LinkedIn

Advertise On LinkedIn

Although it may get overshadowed at times by social media platforms such as Facebook or Instagram, LinkedIn is actually one of the most valuable assets to your business. Advertising on LinkedIn works a little differently than it does on other platforms, but with that comes a number of unique benefits and opportunities. Simply put, leaving LinkedIn out of your advertising strategies means leaving a potential gold mine on the table. With that said, here is why businesses should advertise on LinkedIn.

LinkedIn Statistics

First off, let’s take a look at some statistics regarding LinkedIn. If anyone has ever tried to convince you LinkedIn is irrelevant or not worth your time, the numbers would strongly disagree with them. As of 2021, LinkedIn has nearly 800 million users that are spread across two hundred countries and regions across the world. Even more, there’s close to sixty million businesses that use LinkedIn. Most impressively, LinkedIn continues to see growth year after year. 

If you have been asking yourself why you should advertise on LinkedIn, these numbers speak for themselves. Despite being under the radar compared to avenues such as Google Ads, LinkedIn is a colossal platform with tons of potential for your business. Bottom line, there is major potential for success and growth when you advertise on LinkedIn. A brand new audience is waiting for you to connect with them.

Advertising On LinkedIn

LinkedIn For A Business

As mentioned earlier, advertising on LinkedIn is a different ball game compared to other social media platforms. However, using LinkedIn for your business opens up new doors that are worth your time and effort. Next, we will take a look at these major benefits of advertising on LinkedIn.

Targeting

Perhaps the biggest benefit advertising on LinkedIn can offer your business is its highly specific and effective targeting capabilities. Targeting advertising refers to catering your ads to individuals and parties that share similar interests, traits, or shopping histories that you offer. Basically, targeted ads are a great way to make sure your advertisements are finding the right demographics. 

Targeted ads are accomplished by using the data available on a potential lead. For a platform like Facebook, it uses the data on what pages they like and follow, what goods and services they engage with, and other pertinent information. Essentially, every platform uses its data to make these ads possible. 

LinkedIn operates the same way, but with even more focused and in-depth capabilities. Because LinkedIn isn’t a traditional social media platform but rather a professional platform, you are able to really narrow down your advertisements to the most focused, relevant demographics. 

LinkedIn allows you to target users through criteria not available on any other platform. This includes areas such as company names, degrees, job titles, company growth rate, and more. When you can target your ads using this information, you can make the most out of your ad spend. You no longer have to worry about rolling the dice on your advertisements and hoping something sticks, finding the right audience. 

advertising on linked in

Retargeting

Not only does advertising on LinkedIn offer great opportunities for targeted ads, but also retargeting strategies as well. Retargeting is a way of advertising once again to interested leads. There are a number of ways to define this. It can include visiting a website, browsing through an online store, signing up for emails, or simply purchasing goods or services. Basically, all of these forms of interaction show signs of interest which means retargeting can be incredibly effective. 

Much like their targeted ads, LinkedIn’s retargeting system is incredibly useful as well. In fact, LinkedIn has a system of “matched audiences” that allow for highly specific retargeting. The first of these is website retargeting. When a user visits your site, the website collects their cookies. Once that has happened, you can target them once again with your ads. Website retargeting is usually the most useful part of retargeting advertising on LinkedIn.

Contact retargeting is essentially what it sounds like. When someone signs up for your newsletters, for example, they are now a contact. Combine that with your LinkedIn database and you can easily retarget these users. Account Retargeting is similar. You can use a list of company names to target numerous accounts all at once.

“Lookalike Audiences” are another great way to find audiences similar to your own. Separate them by your contacts list or company names and you are now able to find audiences that look just like your own audience. 

If you have put together events on LinkedIn, you are also able to retarget users who have interacted with them. Finally, there is the “Lead Gen” type of retargeting that gathers information from the user’s profile to determine if they are a potential lead or not. 

Ultimately, the decision to advertise on LinkedIn is worth the retargeting abilities alone. Their highly-specific retargeting makes it one of the best platforms available for your business. Remember, retargeted ads do better on average. Don’t waste those opportunities.

advertising on linked in

Good Headline For LinkedIn

Having a strong, relevant headline is key when you advertise on LinkedIn. Your headline is the first thing people see of your business when they visit your page. Not only that, but your headline is also going to be visible across newsfeeds, job applications, and the “People You May Know” section. Basically, a good headline on LinkedIn is a great way to get eyes on your business. 

This means your headline has to accomplish a number of goals. First, it needs to be informative. Does your headline succinctly inform the reader what it is your business does? Are they still going to be unsure about what you do after reading it? If you can do this, you’re more likely to get readers interested in learning more.

Next, it needs to give a positive impression of your brand. Does your LinkedIn headline make your business sound appealing? How does it differentiate from your competitors? How can you make yourself stand out? Your headline is an opportunity to add personality to your branding. 

Finally, a good LinkedIn headline needs to be relevant. This means using SEO to make your business more easily searchable on LinkedIn. Your headline should use relevant keywords that LinkedIn users would be searching for. That way, your business can more easily get the traffic you’re looking for. 

In conclusion, a good LinkedIn headline will do wonders for your business. You can get more eyes on you, make positive impressions regarding your branding, and boost your SEO. Headlines might seem like a small part, but they pay a big role.

How To Create a Company Page on LinkedIn

If you are growing interested in creating a company page so you can advertise on LinkedIn, you will be happy to know it’s a pretty straightforward process. Before you get started, make sure you already have an existing LinkedIn account that you can use to verify the company account that you will be creating. This account needs to be your real account, with your legal first and last names. Plus, LinkedIn will use your personal account to verify that you have enough connections to be a “real” account and not a fake account trying to create a company page. 

First off, head to LinkedIn.com and sign into your account. Click on the “Work” icon at the top right. This will bring up a window. At the bottom of this window, click “Create A Company Page.” This will prompt LinkedIn to ask what type of company page you want to create. You can choose from small business (fewer than 200 employees), medium-to-large business (more than 200 employees), a showcase page that is affiliated with an existing page, or an educational institution. 

Next, it’s time to fill out your business information. LinkedIn will ask you to fill out a form that includes the name of your company, your website, what industry your company operates in, and more. At the end of this process, you can click “Create Page.” Congrats, you now have a company page on LinkedIn!

However, as it stands your company page is going to be pretty empty and bland. You will want to add a cover photo to make your company page more identifiable and exciting. It’s also a good idea to fill out your company summary as soon as you are able. You will find this in the “Overview” section of your company page. Filling out a solid summary with SEO keywords makes your company page more easily searchable as well as gives visitors a good idea of what you do. Finally, make sure to get your company location filled in as well. 

Once you’ve finished each of these steps, you will finally have a company page in working order. Now you can get to promoting your business, finding new employees, and sharing information regarding you and your business. 

LinkedIn Ad Manager

When you advertise on LinkedIn, you will want to get familiar with their “Campaign Manager” tool right away. Essentially, the campaign manager tool works as an ad manager. This is your key using effective targeted and retargeted advertising. Plus, the campaign manager tool makes it easier to find qualified candidates for your business. 

This tool is incredibly in-depth without being too complicated to use easily. To start an ad campaign, you are given the choice of selecting the type of campaign you want to run. This objective-based form of advertising makes running campaigns much more focused and effective. These options are brand awareness, website visits, engagement, video views, lead generation, conversions, and job applicants. By choosing one of these goals, LinkedIn automatically helps you determine what sort of ads, formats, and budget you should work with. Plus, it helps target your campaigns towards the most interested users and parties. Essentially, it does a lot of the heavy lifting for you!

One of the campaign manager tool’s best features is the ability to see your ads being created in real-time. As you fill in the options, it creates the ad as you go. That means you won’t have to guess what your ad might look like, but rather have an ongoing preview with you through the entire process. 

There are all sorts of ad types at your disposal when using their ad manager. This includes formats such as single image ads, text ads, and video ads. The campaign manager tool can help your business create the best type of ad for specific scenarios so you can maximize your ad spend. Plus, you can accomplish all of this in a matter of minutes.

Finally, the campaign manager is useful in terms of budgeting when you advertise on LinkedIn as well. Essentially, you have to bid for your audience because LinkedIn ads are determined through auctioning. The campaign manager lets you create your budget and bid on a schedule you create. You can stop bidding at any time, and setting up only takes a few minutes. Essentially, managing your ad budget is easy and streamlined through this convenient tool.

Advertising On LinkedIn

LinkedIn Job Search

Is your business trying to find new employees? You can advertise on LinkedIn to recruit the best, most qualified candidates for your company. In fact, around forty million people use LinkedIn for their job search every week. 

Once you’ve created your company LinkedIn page, you can start posting job listings. You will need to determine your budget to begin. Once you’ve determined your budget, you can start writing the description for the job listing. This is your opportunity to be both thoroughly descriptive and creative to potential employees. The better you can make your job listing stand out, the more likely you are to get more interest. Moreover, by using relevant keywords and SEO you will attract potential employees that are searching for the type of work you offer.

Once you’ve filled out all the proper criteria for your job listing, it will be added to job searches on LinkedIn. Not only that, but it will be recommended to specific LinkedIn users who might be interested. After that, you can continue to monitor your posting and see what results you’ve been getting. 

You don’t have to wait for potential employees to come to you, though. LinkedIn allows you to search for candidates as well. Searching for employees can be done through narrowing down qualifications, location, and more. 

Best practice For LinkedIn Ads

Advertising on LinkedIn can be incredibly effective when done correctly. However, you can’t just operate your advertisements like you would on a different platform such as Facebook or Google. You need to know the best practices so you can maximize your efforts. 

One way to do this is by being specific with your ad budget. Many companies fall into the temptation of trying to spread their ads across as many users as possible. However, you will probably end up wasting a lot of time and effort by not being specific enough. Instead, budget for somewhere around 100,00-300,000 users. By focusing your effort and budget, you’ll only be reaching those that are actually interested. 

Another worthwhile strategy is to use the “exclude” filters when performing searches. Essentially, the “exclude” filters let you narrow down your searches to avoid unwanted candidates. For example, if you are looking for more experienced candidates, you can exclude tags such as “entry level” to make sure you only find the type of candidates you need.

Finally, always make sure you are analyzing the data of your ad campaigns as it comes in. Using the “performance chart” and “demographics” options lets you see how your campaign performed. You can see what is getting clicks, what is converting, and more pertinent information. Basically, you will want to check this information often. This lets you fine tune your campaigns and use what works and eliminate what doesn’t work.

LinkedIn Ads Size

When you advertise on LinkedIn, it’s important to remember that visuals work better than just text alone. The average user is more likely to stop scrolling and see what text says when it is accompanied by an image or video. With that said, LinkedIn ad size is important to know. 

Single image ads should be 1200 x 627 pixels and at least 400 pixels wide to maximize visibility. Plus, you will want to make sure your file isn’t over 5MB. Finally, headlines should be seventy characters or less. That way, you can get right to the point without being too cluttered and crowded with text on your ad.

Video ads also have specific requirements. To get the best engagement, it’s good to keep the length of your video ads around fifteen seconds. Anything longer than that unfortunately tends not to perform as well. 

Text ads are another type of LinkedIn advertisement. However, the name is a bit misleading. You still have the option to add an image to your text ads. This is recommended, since visuals improve engagement. These images should be smaller for these types of ads. They should be 100×100 pixels with headlines around twenty-five characters. 

When you optimize your LinkedIn ads sizes, you make your ads more effective. Each type of ad has different requirements. Knowing when to utilize them is key in making the most of your company’s LinkedIn page.

Advertising On LinkedIn

Type of LinkedIn Ads

With so many different kinds of LinkedIn ads and numerous ways to customize them, it’s good to know their differences. That way, you can properly utilize each one. 

Text and display ads look and work similar to Google ads. The nice thing about these, though, is you can add an image to them. These work especially well for B2B targeting. One of their best features is the ability to target directly to the companies you want to sell to.

Sponsored content is another type of LinkedIn ad that can work especially well. Basically, these work close to what you’d expect of a sponsored post on a social media platform. Sponsored content shows up in the newsfeed, unlike other ads. Best of all, you can target these ads to very focused and specific audiences to maximize your return on ad spend.

Premium display ads work similarly to sponsored content, except that they are more expensive. The upside is that these show up in large-scale ads on LinkedIn’s homepage, side banners, and more. The key to making these effective is hyper-targeting very specific audiences so you don’t waste your money trying to reach irrelevant users. 

InMail ads allow you to contact users directly. These function as an extension of the private messaging system, and look more or less just like standard emails. Finally, Follow Company ads encourage users to follow your page. These can be targeted to users that are most likely to be interested in what you offer. 

Ultimately, the many different types of LinkedIn ads are one of the platform’s greatest strengths. LinkedIn’s many options means you always have a multitude of tools at your disposal to make your ads as effective as possible. The platform’s hyper-focused targeting and retargeting systems are some of the best out there. Because of these reasons, your company should definitely be taking advantage of this versatile platform. 

A Growth-Based LinkedIn Marketing Agency

KARMA jack has a Detroit hustle and work ethic with the output of a fancy LA ad agency. We provide 5-star service and accountability to get more eyes on your business and achieve long-term growth. Ready to meet your new LinkedIn marketing agency? Contact us today! 

We are a Detroit-based LinkedIn agency ready to change the way you do your advertising!

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