If you are a B2B brand or company, LinkedIn Advertising is the way to go.
Blu Mint Specialise In:
LinkedIn has over 600 million professionals on its network, all looking to uncover new career opportunities or network with others in their industry. LinkedIn is also a hub of activity for brands and companies searching to build authority, land talent and conduct initial B2B negotiations.
LinkedIn Advertising is a vital platform to B2B marketing, yet many digital marketers find their ad platform both expensive and hard to make traction.
After all, advertising on LinkedIn is a different kettle of fish from the likes of Facebook. LinkedIn offers marketers a plethora of options to put themselves out there, each with their unique tactics. One notable point about LinkedIn Advertising is that it is much more expensive CPC than Facebook or Twitter.
Ready to increase your organic LinkedIn posting?
First thing’s first: before considering LinkedIn Advertising, it is in your best interest to produce a Company page. Building a Company page on LinkedIn is a way of creating trust in your brand as a reputable company, and to amass new followers and a way to get your content shared. It does not matter if you a one-person team or a large enterprise - company pages are vital before you begin to advertise on LinkedIn.
LinkedIn does have a set of requirements for creating company pages. These criteria are as follows:
- You will need to create a personal profile with your genuine first and last names.
- You must achieve a profile strength of either “Intermediate” or “All-Star.”
- Although not explicitly implied, it would help if you had several “connections” on your personal profile.
- You are an existing company employee, and your position is listed in the “Experience” section on your personal profile.
- Your company email address must be added and confirmed on your personal LinkedIn account.
- Your company’s email domain relates to the company page name.
Thankfully, meeting these requirements should be easy enough for those who follow Linked In’s best practices and already have a presence on the social media platform. Even if you’re new at this, carving out your profile to seek permission to create a Company page should not be that challenging and take long either.
Read more about LinkedIn for Business here.
LinkedIn promotes cost-effectiveness through its self-service ad platform, with a minimum budget as little as $10 a day. However, in our experience, the average CPC is a few dollars at least, meaning you will not get many clicks for this budget. However, on the plus side, you can target highly-niche audiences by segmenting your ads by company, job function, job title, skills seniority, school, gender, age and much more.
Not unlike Facebook Ads, LinkedIn permits digital marketers to drill down and reach only distinct users versus a mass saturation approach.
LinkedIn offers plenty for B2B companies to work with through their highly-functioning ad platform - from promoting your company, its content or its products. Additionally, LinkedIn provides brands with powerful analytics and conversion tracking to ensure that digital marketers and advertisers are maximising their ad budgets.