LinkedIn is a very effective medium to increase customer acquisition, especially in the
Advertisements vs. Sponsored Updates vs. Direct Sponsored Content
There are three major ways to advertise your company on LinkedIn: display advertisements, sponsored updates, and direct sponsored content. Display advertisements are those that will be showed to your target audience but will not show on your company page. Most commonly, they are used to give a generic introduction to your company and they often include links to your company’s website. They require a 50 by 50 pixel photo, subject line of 25 characters or less, a description of only 75 characters or less and can include a link if desired. Realistically, the required photo is only for decoration and the true value of your advertisement should come in your subject line and direct link. This type of advertisement is typically shown on the right hand side of the home page and does not blend in with the other content. Sponsored Updates, on the other hand, are
Targeting Your Audience
LinkedIn advertising has a general affinity towards the B2B market. Regardless of type of
Managing Your Campaigns
Once you have chosen your advertisement and audience, it’s time to manage your campaign. LinkedIn recently came out with a new transformation to their campaign management tool. With a new look and design layout, you are able to easily look up different campaigns, as well as track the quantity of social interactions with the advertisements. One of the best features on the new campaign manager is the ability to look at the demographics of those that clicked on the advertisement. This information is vital in understanding who you advertisements are appealing to and how to change your future campaigns to hit more of your target audience.
The world of LinkedIn advertisements can be overwhelming at first. Remember that the abundance of analytics for each of your campaigns is a great resource to identify potential areas of improvement. It may take some trial and error with the different types of advertisements and the different tags to narrow your audience, but many companies have had huge success in B2B marketing with the help of LinkedIn.
If you are just starting out on LinkedIn, check out LinkedIn Series Part 1: Setting Up Your Small Business Presence.
If you feel like you need more of a base before advertising, check out LinkedIn Series Part 2: Attracting a Base Organically.
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