Advertising Strategies For LinkedIn

By Madison Taylor
March 25, 2023
black and white going down a tunnel on an escalator

LinkedIn has established its image as a social platform for quality business leads. Since launching in 2002, the networking site has attracted more than 900 million users, with over 40% logging in actively. Advertising campaigns on LinkedIn can help businesses attract quality clients and partners with a professional interest and reputable background for improved conversions.

Leveraging the platform requires content creators and marketers to understand the dynamic elements that drive a successful LinkedIn campaign. A carefully structured strategy can help connect teams with their target audiences with unmatched ease, tapping into some of the most valuable marketing opportunities available in the social sphere for maximum ROI.

Advantages of Advertising on LinkedIn

LinkedIn has a vast database of individual professional accounts comprising senior-level thought leaders and top decision-makers from various organizations. The platform’s professional community has substantially higher spending power than general audiences from other social websites.

Plus, LinkedIn makes it extremely convenient to find a target audience based on career position, location, company size, and industry, where B2B marketers can optimize campaign engagement without guesswork. As a result, LinkedIn’s built-in lead generation forms have outperformed some of the most effective product landing pages.

How to Successfully Advertise on LinkedIn

An effective LinkedIn advertising strategy aligns with a company’s branding goals to ensure that online efforts reach the ideal crowd. Marketers should also keep up with the latest site practices to boost their audience outreach with advanced tools and features.

For instance, LinkedIn recently released the document ads function that enables seamless user experiences by making marketing content (e.g., carousels, whitepapers, and blog articles) accessible and downloadable directly from their newsfeed.

Experimenting with these emerging ad features can help companies explore new and effective methods of diversifying their LinkedIn advertising strategy for optimal audience responses.

Customize Ads

Tailoring LinkedIn ads according to a target demographic and their favored format can significantly improve engagement and conversions. Companies can define their intended LinkedIn audience based on profession, education level, career experience, company size, and age.

A company’s audience criteria determine the most tactical ad approach and content that connect with intrinsic personal values on a deeper level.

For example, millennials (audience members born between 1981 to 1996) prefer authentic content leaning toward a peer-based approach backed with social proof. Hence, user-centric LinkedIn video ads, such as client testimonials, could prove effective in a millennial-focused campaign.

Select the Ideal Ad Type and Format

Advertising on LinkedIn empowers content creators and marketers with diverse ad types to propel their campaigns based on audience behavior. Advertisers can improve audience interaction by presenting their content in various ways to drive awareness and traction. LinkedIn’s current lineup of ad types includes:

Video Ads

Video ads appear on a user’s newsfeed, embedded with a dynamic display of their promotional messages. Content creators and marketers may choose to repost a video from a LinkedIn page or create a new one from the network’s Campaign Manager tool. Video content remains one of the most popular mediums when advertising on LinkedIn, captivating audiences and triggering responses by creating an immersive experience.

Event Ads

LinkedIn enables companies to optimize event promotion with the ad events option, where they can upload details and official URLs to boost attendance rates.

Conversation Ads

The social platform’s conversation ads offer prospects a uniquely personalized experience from which they can interact with brands via their feed. Conversation ads include strategically positioned call-to-actions (CTAs) that encourage audiences to discover more about a brand and build lasting relationships.

Leverage Buyer Personas

Companies (especially B2B brands) can improve audience engagement and interaction by steering their LinkedIn advertising strategies according to buyer personas. These personas help advertisers understand the needs and preferences of target audiences and how to advertise on LinkedIn with impactful personalized campaigns.

Varying LinkedIn advertising strategies with detailed persona types can help brands select the relevant approach that meets the priorities at every buyer journey stage.

Synergize Content Delivery

A combination of short and long-form content can help businesses bridge a strong connection with their target audience throughout a LinkedIn advertising campaign. Long-form content containing over 1,200 words, such as whitepapers, can help establish brand awareness and trust. Alternatively, concise short-form infographics and blog articles can spark interest for further reading and engagement.

Monitor Key Metrics

LinkedIn enables businesses to monitor specific metrics that determine the success of advertising campaigns. The platform comes with a native monitoring tool where advertisers can track key digital metrics, including conversion rates, audience engagement, and cost-per-click analytics.

For example, applying these findings across visitor metrics enable brands to track interested business profiles and spot the latest industry trends among competitors. Consistent monitoring of key metrics offers insights for tracking the success of campaigns (such as the top-performing ad type) and drives better advertising decisions in the future.

Final Thoughts

The professional context of LinkedIn makes it an extremely effective advertising platform for businesses. However, there is no one-size-fits-all method to LinkedIn success. Advertisers should shape their campaigns based on audience personas and the latest features to yield ideal results. Partnering with a trusted and experienced agency can help businesses generate quality leads and drive revenue from LinkedIn by tapping into the latest trends and proven practices.

Contact Madison Taylor Marketing to discover how to advertise on LinkedIn with success by partnering with a full-serve agency built to deliver winning results every time.