Balanced Business Growth

Is LinkedIn Marketing Right for Your Business?

  • Does your business primarily deal B to B (business to business)?
  • Are the decision makers you target most active in LinkedIn?
  • Are you targeting professionals / specific degree holders
  • Are you targeting people with specific job titles or job functions?
  • Is your promotional content quite technical or does it primarily appeal to a technically inclined audience?
  • Are you looking to advertise to quite a narrow niche in a specific industry segment?
  • Are you looking to target people working in a specific company or industry?
  • Are you in a niche that requires you to nurture your leads through your lead conversion funnel to becoming clients 

If one or more of the above is correct for your business then you may find that LinkedIn advertising offers you a cost-effective and proven higher converting tool for growing your leads and sales.

LinkedIn Marketing

LinkedIn – The Social Media Network for Business Professionals

LinkedIn Takes More Effort. Is it Worth the Time?

If you’re serious about growing your business and your target audience is skewed towards a business to business market and educated professionals or those with extended work experience then LinkedIn may be the best platform on which to invest your time and marketing budget.

Users on LinkedIn are skewed towards those with higher education, more experience and, by extension, people with a higher income. It also attracts other businesses looking to forge relationships within their industry and, of course, with potential clients.

Whilst LinkedIn can be your obvious go-to platform for targeting business clients you should not discount its ability to drive success with campaigns that you are targeting towards business to consumer (B to C) sales for products and services.

Once again, even with B to C, you can target your ad campaigns for specific job titles / types, industries and industry segments or educational achievements such as tertiary degrees.

The LinkedIn Advertising Process

LinkedIn Advertising offers your brand 3 main advertising options. Rather than select one or the other it is commonly the best policy to use a combination of all of them over a period of time for the best results;-

  • Introduction. Driving increased brand awareness primarily through impression based ad campaigns. This can often serve as an introductory strategy to build authority prior to a specific product or service promotion
  • Consideration. The next level. Getting people to consider your product / service as a potential option and drive their desire to find out more. You can achieve this through pay per click, engagement with visitors to your personal or business page or via video ads.
  • Conversion. The final step. LinkedIn allows you to collect leads using forms pre-filled with LinkedIn member information. Alternatively you can drive clicks direct to your website and convert on your preferred landing page.

As with Facebook Advertising, LinkedIn offers multiple formats for your adds. Text, images, image carousels and video. A couple of uncommon formats that may of particular interest include Lead Gen Forms, Conversation Ads and Dynamic Ads.

Linked in promotes up to 2x higher engagement rate for marketers, up to a 13.5% lower cost per acquisition and up to 2x higher conversion rates for marketers.

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