The UltimateLinkedInMarketingCheatsheet

Instant Success WithLinkedIn

We’ve heard a lot of moaning and complaining aboutLinkedIn advertising not working. We’ll admit it: unlikeFacebook, LinkedIn is not for every business. But thatdoesn’t mean that it isn’t useful.There are tons of B2B marketers out there leveragingLinkedIn advertising to spread brand awareness anddrive lead generation. This is the largest stage forbusiness-minded social interactions. If you aretargeting c-suite professionals, providing educationalmaterial to marketers, or just spreading brandawareness, LinkedIn advertising is the solution for you.

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LinkedIn ad types and formatsRemarketing with LinkedIn advertisingLinkedIn advertising targeting optionsLinkedin advertising best practicesLinkedin advertising examples

First and foremost, if you want to promote on LinkedIn,you must create a LinkedIn company profile where youmay upload content. After you've completed that,you'll be able to get into the intricacies of LinkedInAds. Don't worry, I'm here to assist you.I'll go over everything you need to know to get startedwith LinkedIn advertising in this complete guide,including:

LinkedIn ad typesLike other social advertising platforms, LinkedInadvertising offers you a variety of ad types and formatsto play with. And, like other platforms, you should beselecting your ad format based on the overall actionyou want to drive. Across all their offerings, LinkedInadvertising supports brand awareness, website visits,engagement, video views, lead generation, siteconversions, and job applications.

LinkedIn sponsored contentSponsored content ads are designed to look and feellike they belong on the LinkedIn network. Advertisingthat appear to be "boosted" posts from a company'sown feed are known as "boosted" ads. Your admanager can make a standard post with a headline,image, and sponsor link. You can also use the same"boosted" format for carousel advertisements, videoads, and lead generation ads.

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LinkedIn text adsLinkedIn text ads are the closest thing the site hasto Google or Bing search ads. LinkedIn text ads aredisplayed in the sidebar and work on a pay-per-clickor impression basis. A simple text block with aheadline and a company logo next to it.

LinkedIn Sponsored InMailMarketers and sales teams can create a contact listto whom they can send customised communications.You have a lot of control over the content of themessages, whether you want to invite prospects toevents or even try to generate an inbound call.

LinkedIn programmatic display adsLinkedIn has joined the programmatic offering fray,which is wonderful news for B2B advertisers thathave limited targeting alternatives. You can targetthe widest professional audience possible with thesedisplay ads based on intent or personas – but moreon LinkedIn advertising targeting choices later.

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LinkedIn dynamic ads

Dynamic advertisements are the most tailoredform of LinkedIn advertising you can obtain.Spotlight advertising, which also appear in thenewsfeed, allow advertisers to promote jobopenings, content downloads, their own corporatepage, or drive visitors to a website. This ad typealso comes with pre-made templates and auto-translation options, making it simple to customizethe ad creative.

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$10 daily budget per campaign$10 total budget per campaign (an optionalfeature for Sponsored Content)$2 bid for CPC or CPM on Text Ad campaigns

LinkedIn advertising expenses are set by yourbids and budgets, much like other platforms. Thismeans that your overall ad expenditure will varydepending on your business and goals, as thesorts of ads you choose for your campaigns andthe budgets you establish are determined bythese factors.However, there are a few minimums that alladvertisers must meet while advertising onLinkedIn:

1.2.

3.For Sponsored Content campaigns, LinkedInadvertising requires a minimum bid, but the actualamount depends on the audience you're targeting.

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LinkedIn advertising targeting options

This is where the fun begins. This social medianetwork has better targeting than most. Becauseprofessionals prefer to brag about all of theirpromotions and accomplishments, it's kept up todate and comprehensive. Members add their ownjob titles, business names, seniority, professionalinterests, and other information. With over 500million users, including 73 million senior-levelinfluencers and 45 million decision-makers, yourLinkedIn advertising are almost certain to be seenby the appropriate people.

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Matched audiences

To get started, add a tag to your website so youcan retarget your visitors on LinkedIn, just likeyou would on Facebook or Google. LinkedIn's tagis called a "Insight Tag," and it can be used tomake lookalike audiences. You may use LinkedInto target your website visitors, as well as uploador integrate email lists and execute account-based targeting.

You don't have enough website visits or salesleads to create a suitable campaign audience. It'sno problem! LinkedIn advertising has an audienceoption that allows you to reach out to a wideraudience through their network of publishers.This is normally safe for your brand, but be awarethat it can expand your audience.

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Audience options

LinkedIn advertising provide a lot of targetingoptions, so you can make sure your ads areshown to the proper individuals. You can storeyour audience as a template to overlay on later ifyou want to test the effectiveness of an adagainst multiple audiences.Start with the essentials when setting up yourLinkedIn advertising targeting: language andlocation. You can choose a permanentgeolocation, such as "The Greater New YorkArea," or a temporary place depending on your IPaddress, as provided in user profiles.After you've decided on the language and area,you can use the targeting choices to narrow downyour audience.

CompanyIf your sales team has identified verticals,targeting by company is very effective. Inaddition, compared to other platforms (cough,Facebook or Twitter), LinkedIn advertising offersthe finest targeting by company option becausemembers are considerably more likely to maintaintheir employment information up-to-date.You can still utilize this targeting option to narrowdown your audience if targeting a certainorganization isn't ideal for your plan.Company connections: LinkedIn allows you totarget first-degree connections of selectedcompanies – if they have over 500 employees.Company followers: This selection will let youreach your company page followers.Industries: Based on the primary industry listedon company pages, you can reach LinkedInmembers employed in those industries.Names: Reach employees based on the companyname listed on their profiles.Size: Based on the number of employees listed ona company profile, you can reach employees whowork at companies of a certain size.

DemographicThis is much simpler: Add members to youraudience that are of a certain age or gender,which is inferred from their profile.EducationLinkedIn Ads lets you reach members based ontheir degrees, fields of study (e.g., “Marketing,” or“Journalism”), and the institution they attended.Job experienceLike targeting by company, building an audiencebased on jobs is done best on LinkedIn.Functions or skills: You can build an audiencecomposed of tasks in their job positions or skillslisted in their profiles. The skills can also begleaned from endorsements from connections.Seniorities, titles, or experience: Reach LinkedInmembers with a certain level of seniority, a jobtitle, or years of experience listed on their page.Heads up: If there are gaps or overlaps onsomeone’s jobs, those are not counted!

InterestsLinkedIn has only lately implemented interest-based targeting. Users who have joined groupsaround certain interests – such as brandmarketing or digital advertising – as well asothers with interests that align with your business– can now be included.If you want to target specific job titles, firms of acertain size, or followers of your company page,keep in mind that LinkedIn's audience is createdusing a "AND" statement, which can quicklyreduce your audience to an impractical amount.Don't be concerned! You can also choose toexclude particular criteria from your search.

I recommend focusing on one of the followinggroups: Create an audience that is segmented byjob function and another that is segmented bygroups. Then you can quickly assess how wellyour ads are doing and modify your biddingaccordingly. You won't have to compete againstyourself in LinkedIn Ads, so if a member appearsin more than one of your audiences, you won'thave to spend twice to reach them.

LinkedIn advertising best practices

As important as it is to understand the technicalparts of LinkedIn advertising, none of theknowledge I've shared with you today will helpyou develop effective campaigns if you don't knowhow to use it. That is why, dear readers, I'd wantto conclude with some tried-and-tested LinkedInadvertising best practices. Here are three toconsider when you get started!

1. Think carefully about the customer journey

Let's go back to the ad types we discussed earlier.It can be tempting to test all of the manyproducts LinkedIn has to offer when you're justgetting started with LinkedIn advertising. This is aproblem because different LinkedIn ad kinds areacceptable for different phases of the clientjourney.

Consider Sponsored InMail, an ad option that letsyou engage LinkedIn prospects directly throughtheir own inboxes. I'm passionate about this, soI'll be blunt: sending Sponsored InMail to yourLinkedIn prospects as the initial point of contactis a horrible idea. Why? People don't like gettingmessage notifications from strangers who workfor companies they've never heard of, in general.That's about as intrusive, forceful, and unhelpfulas a marketing strategy gets.

2. Layer your targeting options There are a plethora of LinkedIn advertisingtargeting possibilities available. As a digitalmarketer, you should be ecstatic—more targetingpossibilities equals more lucrative chances!

The purpose of targeting choices, regardless of theplatform you're using, is to allow marketers tocontact the people who are most likely to becometheir customers. The closer you get to your idealconsumer, the less money you'll waste onimpressions and clicks from people who aren'tinterested in your product. The only way to do this isto layer various LinkedIn targeting options.Let's imagine you're promoting a software productthat helps small restaurants improve their webpresence through LinkedIn advertising. You'llsquander a lot of money if the only parameter youspecify is to target users who work in the foodservice business. Alternatively, if you layer a varietyof parameters in order to target owners of smallrestaurants, you’d drive substantially better results!

3. Glean insights from other advertising platforms

Please accept my apologies if you just advertise onLinkedIn; this final recommended practice is forthose of you who also use Google Ads, Bing Ads, andFacebook Ads.Although each digital advertising platform isdifferent—for example, individuals use Googleactively and Facebook passively—typically it's agood idea to provide your prospects with aconsistent experience throughout all of theirinteractions with your company. In terms of tactics,this entails repurposing ad language and targetingcriteria that work effectively on other platforms.Examine the few Google ads that result in thehighest click-through and conversion rates.

From a copy perspective, are there any themes thatcarry across these ads? Any particular words,phrases, or tones that seem to resonate really wellwith your prospects? If so, try implementing thosecopy elements into your LinkedIn ads.

Above all, remember that LinkedIn is a professionalnetwork that allows you to build credibility, create a

meaningful network, and glean insider expertise fromestablished experts in your industry. It’s a valuabletool in your social marketing arsenal, so make sure

you’re using every opportunity it provides.

Easily manage your LinkedIn Company Page alongsideyour other social channels using Cleverly. From a

single platform you can schedule and share content—including video—and engage your network. Try it

today.

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CONCLUSION