More than $455 billion is going to be spent on digital advertising this year. It’s not surprising given the amount of time people spend online.

Advertisers no longer have to wait for someone to sit in front of a television to broadcast a message. They can advertise online and have a captive audience 24/7.

If you’re looking to grow your business and reach the right people, you need to be on LinkedIn. LinkedIn advertising is one of the most overlooked digital marketing platforms, but it has so much to offer.

Keep reading to learn about the many benefits of LinkedIn advertising and how you can get started.

1. Plenty of Advertising Options

LinkedIn advertising gives you plenty of options to get your message out. You can use video ads, messages, and image ads.

You can stick with regular image ads or take a chance with other types of advertising. Keep in mind that you want the ads to be aligned with your advertising goals.  

2. You Can Create Stronger Connections

One of the main benefits of LinkedIn advertising is that you can develop relationships directly with decision-makers.

Since sponsored messages are an advertising option, you can get your message delivered right into a person’s inbox. They’ll respond and you can have a conversation with those leads.

3. Strong Targeting Options

The power of LinkedIn ads lies in the targeting options. For B2B businesses, this can be huge. You can reach people based on job titles, company size, industry, degree, or company name.

This is great if you’re a small company trying to get your foot in the door with a large corporation. You can tailor an ad that talks about the challenges within that organization and how you can solve them.

4. Cost-Effectiveness

One of the reasons why LinkedIn is looked down on in digital advertising circles is that it’s more expensive to than Facebook and other platforms.

That’s true to a certain extent. However, when you look at the ROI of a LinkedIn ad, you’ll be amazed. These ads deliver a stronger return on investment because of the advanced targeting options.

If you want to make the ads much more cost-effective, consider working with a PPC agency that specializes in LinkedIn advertising.

5. Retargeting Campaign Possibilities

LinkedIn ads offer the opportunity to retarget potential leads with digital ads. What makes LinkedIn retargeting so powerful is that you can retarget based on a website visit, LinkedIn event, lead generation form, or video ad.

That gives you plenty of power to continue to keep your brand top of mind with key stakeholders.

6. Built-In Lead Generation Forms

Speaking of lead generation forms, you don’t have to send someone to a landing page and hope they’ll fill out a form.

You can take out that extra step by using the built-in lead generation forms. You don’t have to worry about missing an opportunity to retarget an ad because LinkedIn offers that possibility.

7. Better Conversion Rates

What happens when you reach the right person with the right message at the right time? You get results.

Better conversion rates are certainly one of the main benefits of LinkedIn advertising. LinkedIn ads enable you to nurture leads, so you’ll have a much higher conversion rate.

8. Links With Account-Based Marketing

Account-based marketing is a different approach to sales and marketing. Usually, the marketing team does one thing. The sales team does another. These departments work in separate worlds.

With account-based marketing, these departments work together to qualify and close leads. LinkedIn advertising is a great fit for account-based marketing teams.

9. Reach Other Professionals

When you advertise on Facebook or Google, you really don’t know who is seeing your ad. You can make certain assumptions based on targeting, but you don’t have control over the end result.

With LinkedIn, you know that you’re reaching a professional audience. That audience is there to connect with other professionals.

10. Matched Audiences

Do you have a buyer persona of your ideal customer? If you don’t, you should.

LinkedIn has a tool that allows you to create a lookalike audience based on that persona. You can enter certain traits of your ideal client and LinkedIn will generate an advertising audience for you.

11. Less Competition

Does it seem like an impossible task to get your PPC ads to the top of search results? Some keywords have so much competition, they can cost at least $100 per click.

It’s a similar situation with Facebook ads. A typical user has so many ads on their news feeds that they learned to tune them out.

LinkedIn isn’t overrun with advertising. Users understand that there are ads, but they are more willing to pay attention to those ads.

Make LinkedIn Advertising Work for Your Business

How do you make LinkedIn advertising work for your business? It starts with your message. What is the message that you want to tell potential customers?

You have to have a compelling message and keep the customer journey in mind. Remember that your audience isn’t going to buy directly from an ad.

Your goal should be to generate leads. That allows you to nurture the leads. You can hand the leads off to your sales team and close them down the road.

LinkedIn Advertising for More Business

It’s the goal of every business to reach more people and generate more leads and sales. You can do that and so much more with LinkedIn advertising.

LinkedIn ads are a great way to reach a professional audience. They cost more than Facebook ads, but you know that you’re reaching the right people. You can target your ads to reach key decision-makers and improve your conversion rates.

Those are just some of the benefits of LinkedIn advertising. Head over to the Business and Marketing section of this site for more tips to grow your business.

About Author

Nick Jones

See author's posts