LinkedIn is a social network unlike any other, but it is truly effective. Did you know that with strategic Linkedin Ads you could increase your success in the professional field, and/or find excellent audiences to use for advertising campaigns for your business?
In fact, advertising on LinkedIn can be really productive. If I have piqued your interest, continue reading to discover the importance of being active on this platform.
The platform’s numbers make us understand that LinkedIn is not simply an “online CV”, but is the social network created for the exchange of knowledge and content relating to the B2B world .
LinkedIn is ideal for Personal Branding :
You can communicate the values of your business by bringing your point of view to a professional level . In fact, the platform is focused on Brand Identity , or what makes your brand recognizable.
People join LinkedIn for two purposes : comparison and research . In the first case, they are looking for a space for their professional training, learning about job news and interacting with experts in certain sectors. In the second, they are showing off their skills to look for new clients or new jobs .
The platform has more than 610 million registered users, an engagement that grows exponentially every year and a daily visit rate of over 40%. All this makes LinkedIn the right place to build profitable and long-lasting professional relationships . To obtain maximum results, however, it is necessary to exploit the potential of LinkedIn Ads.
The mission
The goal of the platform is to enable professionals to become more productive and successful . In fact, within this social network you will find an environment completely dedicated to business , sharing knowledge and building professional relationships.
The advantages of the LinkedIn platform
The platform’s trust is among the highest in the social world. LinkedIn puts people at the center , safeguards their browsing experience and their privacy. In fact, it implements actions and decisions to ensure absolute transparency and correctness . But why should I choose to do Advertising on LinkedIn ?
Organic coverage
The coverage that does not require investment is much higher than other social networks. This means that your content can be seen by many people even without paying. This becomes useful especially at the beginning, when you still have to understand how to best use the advertising tools.
Extremely accurate targeting
People who gravitate towards Linkedin, thanks to trust, are led to provide correct and real information . This allows you to significantly narrow the field on the target you want to intercept with advertising.
Improve your personal branding
Actively participating in conversations on LinkedIn will allow you to interact with experts in your fields of interest. Interactions will help you increase your visibility to intercept potential customers and collaborators.
Company Page and Ads Manager: Starting from 0
LinkedIn allows you to create Company Pages dedicated to freelancers, micro-businesses or large companies.
If you have a personal profile on LinkedIn and you own a business, you can open a corporate page and increase your brand awareness on the platform.
What is the business page for?
This page contains all the information related to the company. It can be useful for Brand Awareness , lead generation and recruiting activities . Furthermore, by posting content you will be able to increase the number of followers and authority.
People who follow a company page are 50% more likely to become customers. Existing users also prefer to stay in touch with their reference companies on Linkedin more than anywhere else. In fact, pages that publish interesting and engaging content, in addition to promoting their business, are creating a relationship with their audience .
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How to become an admin of a company page
Becoming a page admin is quick and application of aida model in marketing easy, but the process depends on your position on the page.If you are the owner of the page : you will not have to do anything to accredit yourself as an admin. In fact, administrator rights are automatically granted to you upon creation. Just remember that among ch leads the emails registered on the platform there must be at least one with the company domain. You can add it from the options in a few steps.
If you are a collaborator or an employee : you must enter in your personal profile the professional experience related to the company and indicate it as current. Once you have done this, look for the company page and go to the three dots at the top right: choose the wording “request access”.
If you manage the page on behalf of a client : have them provide access. Your client will have to go to their page and click on “administrator tools” in the top right and choose “manage administrators”. Once done, a screen will open with the administrator type on the right and a search bar at the top where they will have to type your name. But be careful! You must already be connected with your personal profiles, otherwise they will not be able to find you.
LinkedIn Business Page Admin Types
There are different levels of permission for page admins. In fact, it is always important to protect your page by defining the specific roles of your collaborators, without leaving complete freedom to everyone. But what are the types?
Designated Administrator : has the same powers as the admin. In fact, he can make changes to the page, add new administrators and publish updates.
Recruiter Authors : They have the authorization to operate on personnel search activities, such as creating ads and searches.
Sponsored Content Creators : Can share and sponsor updates on the page. Advertisers, with this access, can create ads through the company’s advertising account.
Lead Generation Form Manager – Allows you to download leads generated by Campaign Manager , i.e. operate on the data of new contacts acquired from advertising campaigns.
Pipeline Builder Administrator : This is only usable by those who have opted for the Premium service and consists of giving permission to create and manage landing pages aimed at the recruiting service.
LinkedIn Ads Manager
After opening the LinkedIn Business page, you can go to the internal platform of the social network to manage advertising campaigns. In fact, from here you can customize your sponsored ads. If you want to discover all the parameters to create strategic ads, continue reading the next chapters!
Define the target: focus the audience of your Ads
The audience is a fundamental element for social ads. Like Facebook business manager , LinkedIn also allows you to customize your audience in order to engage users and obtain more conversions . For LinkedIn Ads there are 20 categories to define your target. In fact, you can launch campaigns to reach companies or to propose services and products to potential customers and existing contacts. Finally, you can create sponsorships for retargeting using the Insight Tag tool .
LinkedIn Audience Network
If you want to extend the reach of your ads beyond the platform, LinkedIn offers the paid tool Audience Network . With this option, your ads can appear on external apps and mobile sites. However, it can only be used for single-image campaigns.
Types of adverts
You can use LinkedIn Audience Network for just one type of campaign, but there are other types of ads. The available formats are diversified based on the objective set for maximum optimization . Here they are:
Single-image ads – These include one image and appear in your feed
Image ads in module format : These are carousels and can contain images, captions and links.
Video ads – These include a video and appear in your feed.
Event Ads – Promote events to a defined audience.
Text ads : Consisting of a headline, a short text, and an image.
Message Format Ads – Use Linkedin messaging.
Follower Ads : Promote your page.
Spotlight Ads – Redirect the user to a specific web page.
Job Ads : To search for candidates.
Document Ads – To promote documents on the feed.
LinkedIn Ads Goals: Choose Wisely
The objectives you can achieve through your advertising campaigns on LinkedIn are multiple and concern different aspects.
Brand Awareness
With LinkedIn, you can take care of a professional’s Personal Branding or a company’s Corporate Branding without mixing your content into a feed invaded by kittens or memes.
Lead Generation
The contacts you acquire will be highly profiled and the acquisition cost will quickly pay off.
Staff search
LinkedIn is also a platform that connects job offers and demand. It can be useful in your search for collaborators.
Conversions
The main goal is to convert the greatest number of people who could become your customers.
How much budget to invest in LinkedIn campaigns?
One of the most well-known aspects of advertising on LinkedIn is its cost. In fact, a campaign costs a minimum of €10 per day, which is very high when compared to Facebook Ads or Instagram. It’s true, advertising on LinkedIn is expensive, but it works.
Now I’ll explain why!
Remember: LinkedIn has a high level of trust , extremely detailed targeting , and a professional- oriented user base .
It is a social network that allows you to directly contact companies and create direct relationships with them. This makes it the best platform for Lead generation and business to business . The data within it is constantly updated because people are interested in showing and keeping their profile alive. Furthermore, the contact information is always real and the approach is guided by an entrepreneurial mindset .
Therefore, the Leads that you can generate with your advertising campaigns will be targeted and well profiled . This will guarantee you a higher conversion rate and will lead you to earn more and increase your visibility!
