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Marketing on LinkedIn: The basics

Marketing on LinkedIn: The basics

LinkedIn is the world’s largest professional network with over 450 million users worldwide. It is a place for professionals to find jobs, research prospective companies, and learn more about their industries. For businesses, LinkedIn is a place to recruit top talent, exercise thought leadership, generate leads, and build partnerships.

linkedin

Marketing on LinkedIn is full of unique opportunity to bring targeted audiences content that is relevant to them. Users on LinkedIn are engaging with ads and industry-related content that helps them boost their professional skills. This setting is perfect for business marketers, whether looking to drive quality leads or raise awareness of services or products.

Defining a goal

With any marketing effort, defining any goals is a good place to begin. Marketing goals for LinkedIn usually involve raising brand awareness and generating leads, and most likely both. When marketers know what the goals are for their brand, it becomes easier to define an audience and decide on a strategy.

Marketing on LinkedIn

LinkedIn offers a few specific marketing tools that can help brands meet their marketing goals: 1) Sponsored content, 2) Sponsored inMail, and 3)Text Ads

Sponsored Content

This feature allows businesses to create content for posts that show up on users’ LinkedIn feeds. It comes with the capability to reach a specific chosen audience through comprehensive targeting options like targeted industry, job title, location, age, and so on. Sponsored content helps a business get the word out about their brand throughout all platforms, including desktop, mobile and tablet. It also allows them to share their content and build relationships in a professional setting, and drive qualified traffic to their business page. A business can set their own budget and choose cost per click or cost per impression options.

Sponsored inMail

Sponsored inMail also makes it easy to target audiences with relevant content, but this time through LinkedIn’s messenger inMail service. Businesses can send personalized messages to target audiences, perhaps with service or product promotions, personalized invitations to company events, or content downloads of white papers, infographics or eBooks. Sponsored inMail is made with responsive design so all of the content can be seen.

Text Ads

LinkedIn also offers Text Ads, a pay per click (PPC) advertising platform that drives new customers to a business. Marketers can easily create ads and put them in front of a targeted audience to drive them to landing pages and generate high-quality leads for the business. Text Ads work with all budgets, allowing companies to set their own budgets without contracts or long-term commitments. They can pay only for the ads that work, either per click or per impression and track the number of leads they’re getting from the ads right on LinkedIn with conversion tracking. These targeted text ads show up in front of the targeted audience on desktop only, found either at the top of the homepages, on the right hand rail or at the bottom of LinkedIn pages.

Achieve marketing goals

LinkedIn offers two ways to buy these features, either through the account executive option which offers support, or through the self-service option which is completely do-it-yourself except for account representative support reserved only for top spenders. With the flexibility of these marketing tools, businesses of any size and with any budget can achieve their marketing goals.

 

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