LinkedIn Marketing

Network with the world without leaving your desk

If you're in the B2B arena, then you've probably considered throwing your hat into the LinkedIn ring. After all, it is the world's largest professional network, and you don't even have to leave your office to make a connection!

Known as the premier social media marketing network for professionals, careerists use LinkedIn not just for networking, but also to catch up on industry news, learn about what’s happening in their field, and look for job opportunities.

LinkedIn has a reputation for being “sticky,” meaning that users spend more time here. They read entire articles and have in-depth discussions. This distinction is key when compared to Instagram and Facebook, where people tend to scroll quickly and consume content on a more superficial level.

LinkedIn also has a reputation for being one of the most expensive digital advertising platforms. But it doesn’t have to be.

The cost of LinkedIn advertising

Once you know what goes into determining the cost of LinkedIn ads, you'll be better equipped to determine if this platform can be lucrative for your business. We've identified three factors that tend to drive up the cost per click (CPC) to about 2.5x of what you might pay on Instagram and Facebook.

1. Smaller niche audiences

LinkedIn serves a B2B audience. These audiences tend to be smaller than a general B2C audience, making them more expensive to reach. Think of it like Vogue (B2C) versus The Law Society Journal (B2B).

2. Higher conversion values

If you’re targeting other businesses or professionals, your product or service is likely going to have a higher price point than a consumer good.

3. Reasonable costs

Despite the increasing popularity of Facebook and Instagram advertising, costs have remained reasonable due to the platforms’ advanced algorithms. This allows advertisers to efficiently target the people most likely to take the desired actions. When done correctly, it limits ad spend and increases results. The LinkedIn algorithm isn’t as advanced (yet), but it is improving.

For example, you can target your audience based on the following:

Advantages of LinkedIn Ads

LinkedIn advertising recommendations

Depending on your goals and ad content, we’ll recommend one or more of the following LinkedIn strategies:

Targeted advertising: We’ll identify your target audience and distribute image ads, text ads, or dynamic ads.

Sponsored content: Quality content builds trust and positions you as a leader in your industry. We’ll take your existing content (or work with you on new material) and promote it to your ideal audience.

Sponsored InMail: These are messages delivered directly to your prospect’s inbox with a call to action and a link to your landing page. We deploy these rarely as they can be seen as spam, but they are useful in some situations.

LinkedIn Advertising may be right for you if:

  • Your target audience consists of professionals and executives;
  • You’re willing to invest initial funds for a positive return; or
  • You’re ready to serve an influx of new leads.

Ready to start advertising on LinkedIn?

The best place to start is to talk to an Edge Marketing Professional.