3 paid advertising techniques on LinkedIn
LinkedIn offers businesses the ability to run paid advertising on its professional social network. It is an excellent way to raise your profile. Paid advertising on LinkedIn allows your company to grow thanks to the strong reputation of this social network. It is a significant springboard that gives you outstanding visibility.
Here are the 3 main options for running high-quality paid advertising on LinkedIn.
Sponsored content in the newsfeed
LinkedIn's sponsored content lets you put your best-performing posts in front of a wide audience of people who are likely to be interested in what you share.
Once you know your target audience well, sponsored content will be truly valuable if you position your brand prominently. Do not forget to configure your Company Page to your liking — the traffic will start flowing, and after that you hold all the cards you need to succeed.
There are 2 ways to fund such advertising: pay per click or pay per thousand impressions.
In the first case, you only pay when a user clicks on your sponsored post. The amount can vary, but the average is €2 to €3 per click.
With a cost-per-thousand model, you pay when your advert has been seen by one thousand people. Here again, the average amount is €2 to €3 per thousand people reached. Whilst the potential audience is larger, it does not guarantee a click on your post.
Sponsored email content
If your intention is to encourage a specific target audience to read content you are sharing, or to make a direct offer, you should use sponsored messages (InMails). You can target your ideal prospects and send them directly the content you have created to convert them into leads.
With the shift in B2B marketing from one-to-many to one-to-one, personalisation is the key to prospect conversion. Make things easy for them — deliver the information directly.
It is worth noting that LinkedIn states it only sends sponsored InMails to active members of the network. This saves you from paying for a message that ends up in the inbox of someone who only logs into LinkedIn once a year.
Text advert content
Whereas sponsored content appears in the feed as a native LinkedIn post that can be liked, shared, and commented on, text adverts look more like "suggested for you" ads. They appear in the sidebar and at the bottom of a LinkedIn article. They are highly visible.
The advantages are the simplicity of creating a text advert and the vast range of targeting options available. These extend right down to a user's job title, age, and more. You can even target by shoe size.
These 3 types of LinkedIn content advertising allow you to raise your profile more effectively thanks to the traffic generated by this social network. It is up to you to choose, from these 3 options, whichever is best suited to your target audience, your objectives, and your budget.
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