Basics of Targeted Advertising on LinkedIn for Webinars

By Sharat Sharan, John Carucci

LinkedIn is a social networking website for people in professional occupations who want to network and even share webinars. In some ways, it acts as an old-fashioned Rolodex on steroids. Like Facebook and Twitter, it’s relatively easy to sign up for LinkedIn.

Users create a profile that shares details about their education, work experience, and proficiencies. From that information, users can create a network of people from their education background, professional similarities, and colleagues, past and present. Here are some benefits to signing up for LinkedIn:

  • Stay in touch: Provides a realistic way for users to stay in touch with former colleagues and schoolmates.

  • Network: Increase your “schmooze” factor without ever getting out of your chair.

  • Job hunt: Look for suitable companies when it’s time to job-hunt, and equally as important, allow some of those headhunters to find you.

  • Find vendors: The bigger your list of contacts, the more access you have to companies, vendors, and other qualified people.

LinkedIn can also help you spread the word about your business ventures, — in this case, that refers to your webinar. Like Facebook, it also lets you create an Event and advertise.

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LinkedIn provides access to its 250 million users with its own advertising program that provides a great deal of flexibility. Unlike other social media sites, LinkedIn lets you target specific business users and groups. Advertising on the social media platform is a bit more expensive than other forms of social media, but its reach and analytics may justify the cost for your webinar.

If you think it can work for you, here are some of the benefits:

  • Professional audience: LinkedIn lets you connect with the world’s largest audience of active, influential professionals. Launch your campaign in minutes. All you need is a LinkedIn account.

  • Sponsored updates: They allow your business to promote your services to people and companies that are outside of your followers. You can even target who sees the message. Sponsored updates help build relationships and raise brand awareness across the web.

  • Precision B2B targeting: You can hone in on the right people by filtering for job title, industry, company size, and other criteria.

  • Set your own budget: There are no commitments or long-term contracts, and you can pay by the clicks or impressions.

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