Originally viewed as a tool for recruiters and job seekers, today LinkedIn is the primary network for a significant number of business professionals. As LinkedIn has expanded their platform beyond paid memberships and job listings, which appeal to recruiters, they have created opportunities for business owners to reach the more than 400 million users.
Although the average user doesn’t check this site as often as their Facebook profile, it is still a sizable community worth targeting for B2B products. It is a great place to make these business connections, but this exposure isn’t free. The LinkedIn advertising package allows companies to put their messages in front of decision makers with a relatively small investment.
These advertisements are especially helpful for products in industry-specific niches. The vast majority of your LinkedIn community won’t be interested in your product or service update. If, however, you can reach your very small, select audience they will be very interested.
LinkedIn delivers a well targeted campaign to just those very interested individuals. Of course the more precisely you can define your target, the more effective your ads will be. If you still think owners of “small to mid-size” businesses are your target, these ads won’t be productive. So if you are thinking about running a LinkedIn advertising campaign, think about these key factors first.
This can be anything from city to continent. If your business is geographically constrained you can select a single city or metropolitan area, a series of cities or an entire state. Select as few or many geographic areas as make sense for your business.
LinkedIn demographics can be incredibly specific. You can include or exclude companies from your audience by using parameters such as company name, a specific industry or the number of employees. For example whenever I run a LinkedIn advertisement from Roundpeg, I will exclude other marketing firms. There is no reason to spend money putting my message in front of my competitors.
This is where LinkedIn really shines. Using job title, function and seniority you can pinpoint your messages so they bypass the gatekeepers and are presented directly to the decision makers. You can specify business owners or department heads who are most likely to need your product or service.
Skills, degrees, fields of study, gender or age can also be specified if these factors are relevant to your product. Be careful not to define your audience too narrowly or you may miss out on reaching many potential clients.
Ready to dive into LinkedIn advertising? You are in luck. We have just released a brand new white paper which will step you through the basics of running your first campaign.