Founded back in 2002, LinkedIn now represents one of the most well-known and lucrative professional portals in the world. This is why countless businesses and entrepreneurs have leveraged its digital presence in order to promote their own products and services. What are some introductory tips and tricks to keep in mind if you hope to make a lasting impression throughout this domain? Let us briefly examine what the industry experts have to say.
Identifying your target audience
This first suggestion is just as relevant when discussing any type of marketing campaign. Failing to identify your target demographic is akin to placing a large billboard in the middle of the woods; your efforts will never be rewarded. Consider these metrics when selecting the most appropriate audience:
- Industry sector
- Company size
- Location
- Specific profession (such as a job title)
- Gender
- Age
Appreciating these variables will enable to you address a niche market as opposed to a generic audience.
Choosing your campaign objective
LinkedIn has taken the guesswork out of the equation in terms of setting up a well-rounded advertising campaign. Once you have chosen a company name and determined a title for your campaign, you will be provided with a handful of options:
- To augment customer engagement.
- To increase media views (such as the number of visitors who watch a specific video).
- To generate relevant leads.
- To drive inbound traffic to your website.
LinkedIn will then formulate recommendations around these objectives; saving you time and providing you with more viable results.
Selecting the type of advertising format
The good news is that unlike some other websites (such as WordPress), you will not be required to possess any knowledge of HTML coding when working in tandem with LinkedIn. You are provided with eight different types of advertising formats:
- Ads which only display text.
- Single-image advertisements that display within the news feed.
- Carousel templates that can highlight two or more images.
- Video advertisements.
- Follower advertisements which are linked to your company pages and personalised (only for LinkedIn desktop users).
- Spotlight promotions.
- Ads promoting a specific employment opportunity.
- Messages which are delivered to the inbox of the recipient.
When you select a specific advertisement, LinkedIn will analyse your unique parameters (such as your budget and the intended demographic) in order to determine which method is best suited. If you are governed by a limited amount of funds, it may be prudent to choose a more basic form of advertisement (such as a standard text snippet) before adopting more complex options.
Joining the LinkedIn Audience Network
This next suggestion is quite crucial, as it will ultimately determine the number of users who are exposed to your advertisement. It is wise to join the LinkedIn Audience Network. This community consists of third-party websites and similar professional platforms. You can also customise your selection by excluding specific categories and apps (if desired). Please note that not all advertising templates can work in conjunction with the LinkedIn Audience Network. This will be made clear during the selection process.
Tracking conversions
This is a final tip which will undoubtedly come in handy during any advertising campaign. You are given the option to automatically track the conversions associated with your efforts. This is an excellent way to appreciate which advertisements are generating the most interest as well as those that might require a slight adjustment. You will simply choose the “+ Add Conversions” icon and a pop-up window will appear. You can thereafter name the campaign in question and you are also provided with the option to adjust certain settings. A helpful guide is likewise displayed on the right-hand side of the page in order to guide you through the process until completion.
These are some of the most effective recommendations if you hope to take advantage of the advertising possibilities found throughout LinkedIn. Whether you have just registered with this domain or you have been an active user for years, the fact of the matter is that professional exposure is always critical if you hope to take your venture to the next level and beyond.
