LinkedIn provides a great opportunity for large and small business alike to enhance their marketing, build brand awareness and engage with their customers around the world.

In South Africa, LinkedIn is used by 41% of the population which is a whopping 7.6 million users! People aged between 25 to 34 are the largest user groups (4.6 million), who are active social media users across all platforms.

LinkedIn is a platform that companies should not ignore, especially those in the business-to-business (B2B) sector. The benefits of using this marketing tool include features such as very specific audience targeting, effective ad types, measurable results and more.

Why Market on LinkedIn?

Find out why advertising on LinkedIn is not only a good choice, but a necessity for your company below.

1. Access to a professional audience

LinkedIn offers a unique advantage over other platforms such as Facebook and Instagram, in terms of audience targeting. There is no other platform that comes close to what users share on LinkedIn, for instance:

  • Location
  • Job title/ Position
  • Past work experience
  • Skills
  • Company name
  • And many more

2. You can accurately narrow your target audience

With advanced targeting options, you are able to get very specific with your targeting. For example, you are able to target users using And/Or statements to really get to your niche market.

You can target users by:

  • Location
  • Job title
  • Company Name
  • Industry
  • Degree
  • Professional interests
  • And more

3. Tailor your budget

Like most other social media advertising platforms, you are able to tailor your budget to your campaign. You can change your budget and bids on the fly in response to your campaign’s performance, to ensure that you’re seeing returns. There are minimum pricing limitations in place, which is a minimum spend of R80 per day.

4. Personalised for your target audience

LinkedIn offers Sponsored InMail where you can send personalised messages to your chosen audience. You are able to:

  • Encourage users to download exclusive content
  • Sign-up/ register for an event
  • Motivate users to find out more/ purchase a product or service

Rest assured that your budget won’t be wasted, as LinkedIn ensures that your ad won’t be served to inactive members.

5. Variety of ads

When advertising on LinkedIn, you are able to use text, images and videos; which are also available in different ad formats, such as carousels, email ads and more.

Each ad type offers different benefits, from personalisation to showcasing multiple images in a carousel. It is best to test out a few different ad types to see which one resonates with your audience and message, also known as A/B testing.

The list of ads available on LinkedIn include:

  • Sponsored Content – These are the ads that appear to be “boosted” posts on your news feed. Can come in the following forms:
    • Carousel ads
    • Display ads
    • Video ads
  • Sponsored InMail – Personalized inbox message
  • Text ads – Similar to Google search ads featured on the sidebar
  • Dynamic ads – A very personalised version to promote job posts, content downloads, LinkedIn page, or drive traffic to a website, which also appear on the newsfeed.

Final Thoughts on Reaching Your Customers on LinkedIn

Before launching your LinkedIn ad campaign, review all the different formats on hand, to find the best suited one for your business.

LinkedIn, a truly great addition to an online marketing strategy, has many benefits. To fully utilise the potential of LinkedIn, whether you are looking to generate B2B leads or reach professionals in your industry, LinkedIn is a great way to achieve those goals.

Contact Digital Briefcase to assist you in setting up and scaling your LinkedIn advertising to gain measurable results online.