Association Industry Commentary | Lead Generation & Growth Strategies | Content, Social & Digital Marketing
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There are many ways you can put your advertising budget to good use, and LinkedIn is one of them. Advertising on LinkedIn is undoubtedly an excellent choice for many associations. However, it's often overlooked by media planners and marketers. This is mainly because they lack an understanding of the value LinkedIn has to offer as a marketing platform.
What are LinkedIn Ads?
LinkedIn offers a self-service type of advertising solution that enables businesses to develop and place ads on numerous prominent pages. It allows you to select which group of LinkedIn members can view the ads.
The selection of target audience can be based on:
- Job title
- Job function
- Industry
- Age
- Geography
- Company name
- Company size
- LinkedIn group
Benefits & Value
LinkedIn ads provide a highly-targeted form of communications that gives marketers excellent opportunities to reach out to a certain target audience based on many factors. With over 259 million users all over the world (over 100 million in the US alone), it's a decently sized platform.
There are two main factors that make LinkedIn ads a great option:
- LinkedIn offers varied options for targeting, including an option for targeting a certain employer, by job title, skills, role, and interests.
- LinkedIn profiles have more up-to-date and comprehensive information compared to profiles on Facebook and Twitter.
The highly selective targeting options make it great for marketers to target those people who are most likely to respond to an ad campaign.
Who Should Use Them?
LinkedIn is typically awesome for associations because your organization is built around a business premise. You are perhaps the "professional organization representing the X industry" or the "association of Y professionals"; in either case, your organization typically has been founded from the premise of bringing individual business professionals together in order to find new ways to collaborate. LinkedIn is an ideal format for trade and professional organizations because individuals are already using the tool to ensure their career advancement and longevity.
How to Use LinkedIn Ads
You need the following before you can launch your campaign:
- An account on LinkedIn
- A general understanding of your target audience
- Ad copy
You should then proceed to the LinkedIn Ads page, and click Start Now. You will be required to join LinkedIn by entering your details (if you're not already logged in).
After logging in, you will need to take the following steps:
- Create your ad
- Choose targeting parameters
- Settle on the right ad campaign budget
- Submit your ad
LinkedIn offers help each step of the way; follow their directions and be amazed at the uplift in not only your individual stats for your post, but also in what LinkedIn can do for your own site traffic. LinkedIn is a highly respected platform that is generationally cross-cutting, so give it a try!
