LinkedIn Ads Can Be Powerful Push for the Right Objective
Appropriate distribution is essential to a successful social media marketing campaign, regardless of how great your content is. Sponsored Content is LinkedIn’s paid advertising program, similar to the plans on Facebook and other social media platforms, but with some notable differences.
Since I first looked into advertising on LinkedIn in 2015, the options have been expanded and refined which, in my opinion, makes them better than ever as a business-to-business paid campaign choice.
Precise ad targeting ensures that your posts show up in the feeds of the right audience so you get the most bang for your buck. You can target by location, specific industry, company, company size, job title, and so on. By creating the perfect persona, you can target that precise person. Think of how useful that would be when promoting something like a convention.
While you can also run traditional ads that show up in the right hand column of the LinkedIn page, using sponsored content and sponsored messaging means that your message is displayed natively within your audience’s feed or inbox. The organic flow like any other post means it’s more likely people will respond to your message with interest instead of the automatic negative of “this is an ad.”
Because LinkedIn is a network of professional members, those who are seeing your content tend to have greater education and buying power than audiences on other social media platforms. They are often the decision-makers in their organizations, so business-to-business messages have a better chance of being seen by the right person.
The ads on LinkedIn are easy to set up and run and there are many different options that you can try, but they aren’t the cheapest social platform option. Excellent goal-setting is even more important here than in other advertising so that you aren’t wasting your money. That said, the targeting, ease of use, and organic flow are all big plusses in its favor.
LinkedIn might be the perfect solution for your specific marketing needs. If you’re ready to try it but need assistance, the Sprocket Websites team can help. Give us a call to learn more.
Photo by GDJ
This article is an update to “Using LinkedIn Sponsored Updates to Distribute Your Content” dated 3/12/2015.