LINKEDIN ADVERTISING

Succeeding in business these days requires a strong online presence. Whether we’re ready to embrace it or not, business has moved well and truly into the digital space so it’s essential we understand it. Let’s think about how things have changed in recent years, particularly in marketing.

Advertising that used to cost a fortune through local television, newspaper or radio may not be completely obsolete, but it’s certainly becoming less favoured. You’re more likely to reach customers through YouTube ads than your local tv station.

More than ever, people are connected through devices – phones, tablets, laptops. If you’re not harnessing the power of social media for your business, you’re missing those people for every minute they spend online.

LinkedIn, previously thought of as just a networking platform for professionals, has become so much more, and it could be one of the most powerful business tools you’re not using.

Have you found yourself in a situation where you’re trying to market to another business and you can’t get past the administration staff? It happens more than you think. According to statistics, 40 million users are key decision makers. We’re talking managers, executives, company presidents and the like. These are the people you want t be speaking with when trying to market your products and services.

LinkedIn allows you to filter your search results and target people in such positions, which shows how functional the platform is when you’re trying to generate high-quality sales leads.

When you’re talking about B2B sales, it’s not always as simple as sending out a targeted email and hoping for a sale. The best clients come from carefully nurtured relationships. Key decision makers also have great memories – so if you don’t sell them anything up-front, the likelihood is they’ll check your business profile and keep you in mind for the future.

This is particularly true if they’re regularly seeing the valuable content you post – we’ll touch on this later.

Let’s just look at some simple numbers here. Linked in has over 500 million users. Of those, 260 million of them are logging in monthly. 40% of those users are logging in daily. These figures come from 2017, and their goal is to have 3 billion users. Quite simply, can you afford to be missing out on that sort of exposure?

One of the criticisms of some social media marketing is that it can be difficult to generate leads that will actually convert. You know, that situation where you’ve got 40,000 Instagram followers liking your posts but hardly any of them are interested in your products.

LinkedIn, being more network-based, allows you to target your marketing efforts more carefully. You could consider sponsored content, pay-per-click ads or even sponsored InMail which gets you right into the inbox of active users who have the right kind of professional interest for whatever you’re marketing.

Once you’ve built your business profile on LinkedIn, there’s plenty of great features you can access to enhance your presence on the platform. One of those is a Showcase Page. Think of it like one department of a large company. If your business has several key areas, or even specific products, you can create a Showcase Page dedicated to it.

LinkedIn allows up to 10 Showcase Pages, and users can choose to specifically follow those pages, or your whole profile. Basically, more pages mean more reach. It can take a bit of curating, as you’ll want to be generating content for each one, but it’s worth it to cast the net far and wide.

Showcase Pages are particularly useful when it comes to product launches. Imagine you’re launching a new product which may not necessarily appeal to your normal customer base and network. You can create a Showcase Page to build interest in the new product, and you can target a whole new audience. You can also avoid annoying your current network with content they’re not interested in.

LinkedIn content sharing is incredibly effective, because you’re instantly reaching your carefully created network of people who really want to read it. In fact, a staggering 91% of marketing executives name LinkedIn as the best place to find online content.

What this tells us, is that key decision makers are likely to research topics on LinkedIn rather than trawl the vast expanse of the Internet for information. For your business, that’s a great thing, because they’re more likely to find your content if it’s on LinkedIn.

Having your own website and blog is great, however if you want regular engagement with your posts, that means running a subscription service. LinkedIn already provides that for you on a platter, so you should be taking advantage ASAP.

Put simply, becoming a thought leader in your chosen field establish trust and credibility. With so many professionals using LinkedIn for their content needs, what better place to carve out your reputation?

Thought leaders are those who are regularly posting useful and meaningful content. They solve problems with their ideas, and provide solutions for potential customers in need. Establishing yourself as a thought leader on a professional platform like LinkedIn is a chance to showcase your knowledge to the people who matter.

Gaining credibility as an expert in your field creates sales leads, because people want to deal with those they consider to be leaders. Make your content high quality, informative and useful – and watch your network grow!

Find Top-End Talent at The Click of a Button
LinkedIn isn’t just about selling products and services. It’s a true professional network, meaning people also use the platform to search for jobs. This is another great example of how the business world is changing. No longer do you need to post a job vacancy and wait for only people in your local area to apply. You can now access the entire country, even the world.

The search functions on LinkedIn make it easy to find people with the skills you need and reach out to them directly. After a while, you’ll probably have plenty such people in your own network. If you’ve established yourself well on LinkedIn, you’re more likely to attract high-end talent.

LinkedIn may even totally change the way you look at employment. Do you even need to recruit someone in your own geographical area? Seeing the skills on offer around the world and the ease with which work can be managed, you may even look outside the box and hire people you’ve never met face-to-face.


These are just a few of the reasons you need to be using LinkedIn for your business. The platform offers so many opportunities to grow your profile and business. The best thing is, if you think it’s too hard to work it all out, you don’t have to panic! Contact a digital marketing firm for assistance. You’ll find plenty of experts out there who can get you set up and even manage your LinkedIn profile for regular lead generation and sales.