&Marketing Knows LinkedIn

Like other social advertising platforms, LinkedIn advertising offers a variety of ad types and formats. Across all their offerings, LinkedIn advertising supports brand awareness, website visits, engagement, video views, lead generation, site conversions, and job applications. The key is to select your ad format based on the overall action you want to drive. Ad opportunities include:

• Sponsored content
• Text ads
• Display ads
• Message ads
• Dynamic ads
• Matched Audiences (Retargeting)
• Customer Email Lists
• Website Visitors

LinkedIn allows you to get granular in finding the decision makers you want to reach with your offer. &Marketing can help you get in front of the right people using:

1. Targeting

The most valuable part of LinkedIn advertising is the chance to target your ads directly at your prospective buyers. It’s not about getting in front of professionals, it’s about getting in front of the right professionals. LinkedIn specializes in career-related filters you can’t find anywhere else, so can get smart (and specific) about targeting your customer. There are up to 14 different targeting criteria, such as company size, professional title, industry and geography. You can use all of them or any combination to reach your preferred contact.

2. Matched Audiences

In addition to rich demographic data offered with targeting, Matched Audiences helps you engage key accounts, prospects, and customers that matter most to your business with:

• Website Retargeting: Target your website visitors with LinkedIn ad campaigns by adding the LinkedIn insight tag to your web pages, such as your homepage or contact us page. With Website Retargeting, advertisers can match website visitors to members on LinkedIn to enable further engagement with content they have already shown interest in.
• Contact Targeting: Market to prospects and known contacts by securely uploading your email address lists or connecting to your contact management platform. This allows you to target known contacts in the exact phase of their buyer journey so you are delivering content specifically to help them make decisions about your product or service.
• Account Targeting: Run account-based marketing (ABM) campaigns by matching your ideal customer against the 30+ million LinkedIn Pages. For B2B sales, this allows you to reach people who make the buying decisions at your highest value accounts. Targeting the companies that are your ideal customer leads can be very valuable to your long term success.

3. Lead Generation Forms

LinkedIn also offers a valuable lead generation tool within their platform that is integrated with their Sponsored Content or Message Ads. Using forms directly within LinkedIn removes the main barrier to online conversion: forms that have to be filled out manually by prospects. When LinkedIn members click on the ad, their profile data automatically populates a form they can submit with one click. They’ll save time and effort. You’ll get more accurate and complete information about your leads.

Just as your targeting will be more effective if you layer multiple tactics, so too will your ads if you take advantage of multiple formats in combination.