Gemma Berry
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LinkedIn is the platform for targeting professionals; there is still no other major social platform for targeting by organisation or job title with the same kind of reach as LinkedIn.

However, LinkedIn advertising does tend to cost more than other platforms such as Facebook and Twitter. This is because it’s predominantly used for business-to-business marketing.

If you just want to increase audience numbers then this probably isn’t the tool for you. It’s unnecessarily pricey. But, if you want to influence sponsors, lease out your venue or reach large businesses then this is the place to do it.

Self-service advertising

LinkedIn has two types of ads on offer called self-service ads. These include sponsored email, sponsored updates and text ads. These can push visitors to your website. The differences between the two concern where they are displayed and how you create them. Sponsored updates appear in a user’s feed and both look and feel like organic content. Text ads appear in the side bar.

Self-service ads are useful if you have a one-off message to convey, such as a grand opening or major sponsored event designed to be of specific interest to a particular group of professionals.

Sponsored Follower advertising

The alternative to self-service advertising is sponsored follower advertising. If you simply want to increase the number of followers on your LinkedIn page you can pay for a Follower Ad (also called a Dynamic Ad).

Here you can target LinkedIn members in specific industries, job titles, companies, and regions to help you attract the right followers for your company. These ads encourage potential followers to click on the “Follow” button and join your page.

If you have the budget, the potential is definitely there with LinkedIn advertising. Do keep in mind its specific focus on professionals. If you are trying to reach potential sponsors or expand your network into a new sector it could be a good solution.

Want to find out more about using LinkedIn organically? Read our recent article here.

Main image credit: Business Woman by Person Zeo (CC BY 2.0)