Imagine you are sitting at a desk of a CEO in the 1980s. What office essential is sitting directly next to the phone?
If you said “a Rolodex,” you’d be correct. Now, picture that same desk in today’s world. I almost guarantee you will not find a Rolodex anymore. Today, our contacts can be stored in our cell phones and on our computers. Our online world has even given us the opportunity to connect with all of our contacts via social media. LinkedIn is the business professional’s social media Rolodex. Now, can you imagine targeting all of your contacts with one clean advertising message? The time is now and is possible through LinkedIn advertising!
Similar to Facebook and Instagram, LinkedIn can target customers based on specific facts they enter into the platform. Facebook allows you to target customers based on life events such as: marriage, child birth, engagement, birthdays, etc. LinkedIn allows you to target based on professional business info. This means if you are trying to target a Senior Procurement Manager at XYZ Inc., you can! Business name, industry, job title, job function, education level are just some of the targeting options offered. These allow you to put a very specific message in front of a narrow target audience.
The most common types of ads on the LinkedIn network are Sponsored Content, Sponsored InMail and LinkedIn Text Ads. Sponsored Content is a great way to build customer relationships by delivering relevant content to members within LinkedIn’s newsfeed. This type of ad allows you to build that top-of-mind awareness with potential customers by posting articles which prove you are an expert in your field. Sponsored InMail enables you to send personalized content directly through the LinkedIn messenger. The last form of ad delivery is LinkedIn Text Ads. This type of ad allows marketers to drive traffic while on a budget. Text Ads are based on a pay per click (PPC) platform which also offers an option for cost per impression pricing. This is perfect for any company looking to increase brand awareness.
LinkedIn just announced this year the addition of a couple other means of targeting called Matched Audiences. Matched Audiences consist of three types of ad delivery methods: Website Retargeting, Account Targeting and Contact Targeting. Website retargeting on LinkedIn allows you to directly target potential customers who have previously been to your website. You can now display specific ads to that LinkedIn member while they are browsing their contacts on the platform. With Account Targeting and Contact Targeting, you can upload a CSV file of company names and match that against the 12 million contacts on LinkedIn. You are now able to use those contacts and display your targeted ad directly to that customer.
In the end, if you are advertising for a B2B type of company, you need to be advertising on LinkedIn.