Find out how to reach your ideal customers

Digital360 on 16 August 2017

Have you ever wanted to run a marketing campaign on LinkedIn, but you weren’t sure where to start? Or maybe you tried and didn’t quite get the results you wanted?

With over 500 million professionals on LinkedIn, the platform has a range of social media marketing tools to reach your ideal audience. Whether you want to generate new leads, increase brand awareness or recruit fresh talent – you can customise your marketing efforts to reach the right people.

How does advertising on LinkedIn work?

Known as LinkedIn Marketing Solutions, the platform lets users create a marketing campaign that targets a specific audience in different ways. You can run a campaign to promote Sponsored Content, Text Ads and Sponsored InMail.

LinkedIn Marketing offers a range of flexible options to give your campaign a clear focus. Target your audience by their job title, industry and function, set a budget to control your spending, receive real-time data and analytics, and optimise your marketing efforts for mobile users.

There's a ton of features to play with and it's very accessible.

Industries on LinkedIn

LinkedIn has a reputation for being the social media hotspot for professionals across a range of industries. From sales and marketing, to cosmetics and investment banking– even Coca-Cola has a LinkedIn page.

So, if you’re unsure whether your business fits into the LinkedIn community, rest assured there’s plenty of opportunities for your industry.

Why businesses use LinkedIn

With the ability to make new connections, promote your brand, raise awareness and generate new leads – it's not surprising why so many businesses promote on LinkedIn.

According to studies, 50 percent of B2B buyers use LinkedIn when making a purchasing decision. By regularly posting useful content, you’re more likely to generate interest from businesses who are willing to pay for your products and services.

LinkedIn is also highly effective for product launches. With a combined effort of Sponsored Content, Sponsored InMail and Banner advertisements, it’s possible to generate a large amount of hype in almost any niche.

With over 500 million professionals using the platform to learn, connect and promote – it’s no surprise that LinkedIn is also great for hiring new talent. With a few search queries, recruiters can find the talent they’re looking for and personally reach out to them. It’s much quicker than sorting through resumes and emails.

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As part of any social media marketing strategy, there will be times when you need to promote an upcoming event. LinkedIn discontinued Events Page many years ago. However, the platform still has many options to boost attendance for your function:

  • Post status updates to tell people about the event
  • Sponsor your articles or statuses to boost outreach to a wider audience.
  • Ask your LinkedIn connections to spread the word for you.
  • Share an event post to LinkedIn groups you’re a part of (check the guidelines to make sure the group allows this)

What’s new for LinkedIn in 2017?

Since the start of this year, LinkedIn has overhauled the design of its website and introduced many features. Some of these borrow heavily from other platform, but there are a few others that stand out among the rest:

  • More analytics – With improved algorithms, LinkedIn goes into greater detail about your website visitors and their background. Now, you can clearly see who your visitors work for, their job title, and the most popular location for site traffic.
  • Private messaging – Taking a page from Facebook, the chat feature lets users send InMail without having to open an email client to read messages. If you’re advertising on LinkedIn with an InMail campaign, users are now more likely to read and respond to your content.
  • New blog interface – The new LinkedIn Publish UI is easy to navigate and speeds up the process of publishing new content. Users can format text, drag-and-drop media, add hashtags and do much more.
  • LinkedIn Insight Tag – The LinkedIn Insight Tag is a JavaScript tag that can be implemented onto any of your web pages. When added, the code captures useful information about your website users, giving you deeper insights into your website users and allowing for retargeting campaigns on the LinkedIn platform.

Boost marketing efforts with a digital agency

LinkedIn gives you all the tools and resources needed to run a successful campaign. But if you want to get the best return on your investment, a digital agency can give you the competitive edge in B2B social media marketing.

Agencies have the resources to identify target markets and the most effective distribution channel. By taking the guesswork out of the campaign – you can streamline your efforts to reach the right people, at the right time, and the right place. This insight helps to form the bigger picture of your marketing strategy.

Digital agencies can also assist with developing engaging content, creating visuals and dissecting the information from your web analytics.

Is LinkedIn marketing worth it in 2017?

In short, yes. With a massive outreach of professionals from a range of industries and powerful marketing tools – advertising on LinkedIn is a worthy investment for B2B businesses who want to reach new audiences.

If you would like to know more about social media advertising, contact one of our social media marketing specialists in Melbourne to find your audience.