Why and How to Use LinkedIn for Marketing

It’s true that LinkedIn isn’t as big as Facebook, but it has established itself as a powerful marketing channel. Besides, with 450 million users around the world and 2 new ones joining every second, one can hardly say that it is small. Here you will get a better understanding of the benefits and tactics of LinkedIn marketing. Let’s get started.

Unique Opportunities for B2B Marketing and Not Only

The core goal of LinkedIn is to facilitate networking between professionals in a more informal way. Managers and business owners make up for a large percentage of the social network’s users (approximately 60%). This means that you can target decision makers directly. This is invaluable for companies providing business solutions in the form of products and services. The best part is that you can target prospects based on the positions which they are taking. Whether you want to market CRM software or your services as an accountant, this online marketing channel should definitely be on your priority list.

Companies whose target audience includes professionals can also take advantage of what LinkedIn has to offer. Users have highly detailed profiles which include not only their occupation, work experience and education, but also their skills and interests. This sort of data is of great value to marketers. You can readily take advantage of the opportunity no matter whether you have a hiring agency, offer professional training or office attire at great prices.

Organic and Paid Marketing

Just like most social networks, LinkedIn enables you to use both. Recently, it has emerged as a major source of unique high-quality content for professionals so it pays off to be proactive and to write posts in your niche. This is a great way to start building reputation for yourself as a professional and for your brand too. Paid ads, on the other hand, enable you to target prospects directly. They tend to produce results more quickly compared to content, especially for new businesses.

Highly Customisable Target Advertising

Paid advertising on this social network has also proven to bring high return on investment. The LinkedIn advertising system is well-established and quite flexible. There are lots of customisation options to choose from.

The major advantage of the ad system is that you can choose to target prospects based on the data which they have shared on the social network, such as title, company, education or interests, to name some of the most popular ones. You can have your ad appear in the newsfeed or in the column with text ads. You can choose from two ways to pay cost per click and pay per mille (impression).

There is the possibility of setting up micro-campaigns. They enable you to target a smaller number of users. This could be the perfect solution for companies on a tight budget and for those looking to target a narrower audience based on their market research. Additionally, with micro-campaigns data analysis is easier and can often produce more reliable and accurate results.

Overall, LinkedIn is a great marketing channel for brands whose target market includes businesses and professionals. It’s effective, flexible and cost-efficient.