Digital Marketing Tips for LinkedIn - dummies

Digital Marketing Tips for LinkedIn

By Ryan Deiss, Russ Henneberry

LinkedIn stands out from other traffic stores in digital marketing because it’s geared toward a specific market. LinkedIn is professionally focused and business-to-business (B2B) centric. It’s a powerful resource to employ for lead generation and running ads to cold traffic, though, just as Twitter and Facebook are.

You can choose among a multitude of ways to target your audience within LinkedIn, from demographics, such as age and gender, to job title, to skills that users have listed in their profiles, such as “customer service” or “social media marketing.” And with more than 450 million users and counting, LinkedIn offers a large market to reach.

How large should your audience size be when running traffic on LinkedIn? Some marketers argue that 300,000 is the sweet spot. However, in contrast to your Facebook audience, your audience size on LinkedIn doesn’t need to be an issue. The market is smaller and more specified on the LinkedIn platform, and the target is business professionals. Other traffic stores, such as Facebook and Twitter, encompass a much broader audience.

When you advertise on LinkedIn, the size of the audience is less important. The main concern, just as with all traffic stores, is putting the right message in front of the right audience. For instance, if you want to target CEOs, don’t worry about the audience size, but focus instead on creating an ad and an offer that CEOs will find relevant.

As with other traffic stores, your LinkedIn ad needs the following:

  • Specific copy that calls out to your audience and is relevant to it
  • A professional, captivating image
  • A call to action that moves the audience to the next step

One way to drive traffic on LinkedIn is to sponsor content and send people to your content, such as your blog posts. To be effective, the content you’re sending traffic to should educate and give value to your audience. Then, within the blog, provide calls to action or banner ads for an offer that your LinkedIn audience finds relevant. This strategy is one way for you to obtain a return on investment (ROI) from your LinkedIn campaigns.

Although LinkedIn is one of the more expensive platforms, the specific nature of this traffic store makes it generate high-quality leads that are open to your message.