How to Advertise Business on LinkedIn to Get More Sales
LinkedIn is a great platform to grow your business and build a strong social network. Using LinkedIn ads, you can build brand awareness and connect with your target market. You can post engaging content and reinforce business relationships with LinkedIn marketing, making it an invaluable aspect of your digital marketing strategy.
Introduction
LinkedIn has over 849.6 million members – which is a lot of people that businesses can reach.
Additionally, the targeting options on LinkedIn are particular and detailed, which businesses can use to their advantage to run their ads to the right people.
As a business owner, you should be familiar with the best practices for LinkedIn advertising and LinkedIn marketing business to grow your business and boost sales.
What are LinkedIn Ads?
When it comes to how to advertise business on LinkedIn, you should first get a better understanding of what LinkedIn Ads are.
LinkedIn Ads refer to a paid marketing tool that provides businesses access to LinkedIn social networks through sponsored posts and other means.
As a business owner, you can use LinkedIn ads effectively to promote your brand, boost website traffic, generate new leads, and increase sales.
Types of LinkedIn Ads
LinkedIn offers the following various ad placement options:
Sponsored Content – these are native ads displayed on your audience’s LinkedIn feed and labeled as “promoted” to distinguish them from regular LinkedIn content.
Text Ads – these are displayed on the right side at the top of LinkedIn’s desktop feed and are an excellent choice for creating potential leads with a professional demographic.
Sponsored Messaging – these ads allow businesses to directly advertise to their LinkedIn audience in their inbox.
Dynamic Ads – these address audiences directly through personalization.
How Much Does a LinkedIn Ad Cost?
The costs of LinkedIn advertising depend on several factors, including the following:
- Your business’s target audience
- Campaign objective
- Your bid
On average, the cost of LinkedIn ads is $5.58 per click.
How to Set Up Your Business LinkedIn Page?
When it comes to your business LinkedIn page, this is the first place where potential customers will interact with you on the platform.
As more people use LinkedIn properly, they will be expecting to see a nice headshot and an informative yet compelling banner image – not to mention the following information:
- Who are you?
- How can your business help your target market in plain sight?
You will want to follow the below-mentioned steps to set up a Business LinkedIn Page:
Step 1 – Have a Personal LinkedIn Profile
Before setting up a LinkedIn business page, you should have a personal LinkedIn profile.
Step 2 – Create a Page
You want to go to the “Work” button, which looks like a grid in the top right corner.
At the bottom of the pop-up menu, click on the option “Create a Company Page.” Here you will have some options for what kind of company this page is for.
Source: kinsta.com
Step 3 – Page Identity
After selecting your company type, you will be required to fill out all fields. Don’t forget to add your company’s logo at the bottom of the page.
Based on the name of your business, the LinkedIn public URL has auto-fill. However, if the URL is unavailable, you can customize it to make it your own.
Source: Kinsta.com
Step 4 – Click Create Button
After you have filled out all the fields, you can click on the “Create Page” button, and you will be taken to your brand new LinkedIn business page.
Step 5 – Finalize Business Information
After creating your business LinkedIn page, you will still need to fill out the rest of the essential information, including business description, phone number, location, and specialties.
Don’t forget to add a cover image.
Best Practices for LinkedIn Advertising
Here are some of the best practices for LinkedIn advertising:
1. Content Alignment
If you want to capture people who aren’t necessarily in the market – so you are trying to scale your demand – then cheat sheets, and white papers are great because these are easy to digest and consume.
A webinar or e-book takes more energy – so somebody who has expressed some greater level of intent with your business might be interested in those as well as someone who is closer to buying.
Nonetheless, you will have to be thoughtful about where your target audience is in their journey so that you have content for the different phases.
As a rule of thumb – ensure your page content is aligned with the audience and their buyer’s journey.
2. Insight Tag
Another practice for tracking your impact on LinkedIn ads is with the platform’s Insight Tag.
Source: linkedin.com
The Insight Tag is LinkedIn’s pixel, and it has to go on your website and your landing pages. So, make sure that you are measuring the impact of LinkedIn ads on leads – but – also make sure that you can continuously optimize the platform.
3. Choose a Clear CTA
Your LinkedIn Ads should preferably end with a clear call-to-action – ideally, in the form of a text button.
Just make sure that your CTA aligns with the objective of your ad copy.
4. Creative Consistency
Another great practice for LinkedIn advertising is creative consistency, which means that the creative message in the ads should match the language and experience of the landing page.
This aspect indicates that whatever the message and the design and the creative and the look and the feel of your ads on the platform should match the experience when you get to the landing page.
Benefits of LinkedIn Advertising
Now that we have gotten a better understanding of how to advertise business on LinkedIn, let us look at some essential benefits of LinkedIn advertising:
LinkedIn Marketing Tips to Grow Your Business
There are different ways to grow your business – it can be overwhelming with all the different resources and tools available today.
Nonetheless, there is one critical tool – LinkedIn – that you cannot afford to overlook. There are different ways to leverage LinkedIn to generate sales.
Now we all want more traffic, leads, and sales – but there is a different approach when you use LinkedIn to get those leads, traffic, and sales.
The following steps will help you market your business on LinkedIn and generate sales:
1. Identify Your Target Market
One of the most important rules to marketing – especially – when it comes to LinkedIn is properly categorizing and identifying your ideal target market.
This way, you can find and connect with them on the platform. Sometimes, the ideal market is also referred to as the customer avatar.
At this stage, you will really want to focus on the perfect fit client or customer for your business. One of the biggest mistakes that businesses make is going too broad and trying to appeal to absolutely everybody.
Find Your Target Market on LinkedIn
Fortunately, LinkedIn has one of the most powerful business-specific search engines available today. Even if you are using the free version of LinkedIn, you can run detailed searches for people, jobs, posts, companies, schools, events, services, courses, and groups.
Each one of these categories has even more detailed selection criteria that you can further narrow down to find the exact person/ company that you are trying to connect with.
Source: linkedin.com
Once you have the basic information about your target audience, you can further narrow your search down into the different companies – doing more research into their employees, values, mission, goals, etc.
More importantly, you can start figuring out what their potential problems and pains are, along with their goals and what they want to achieve.
Subsequently, with all the information and narrowing down your research, you will be able to position yourself as a valuable resource that they can go to in order to solve the problems they have.
2. Connecting on LinkedIn – the Right Way
There are many wrong ways to make a connection on LinkedIn, so you will have to reach out and connect in a way that your message doesn’t get ignored or deleted.
If you want to stand out on LinkedIn or on any other social media site, you will want to position yourself as someone different, more valuable, and someone that other people can rely on and go to when they need help.
Focus on Your LinkedIn Content
The best way to do this is to start addressing some of their concerns and problems in your content. Their potential miseries are all of their fears and problems and all the things that they are trying to move away from – either as people and employees in the company – or – as the company/ business itself.
On the other side, you can also address their miracles in your content, which is their goals, their dreams, their wants, and their desires – all the things that they are working towards and hope to achieve.
So, to boost your chances of getting leads and customers through LinkedIn is based on the following initial steps:
- Identify your target market
- Address their miseries and miracles in your content
- Be consistent
3. Create a LinkedIn Marketing Funnel
In case you aren’t familiar with the term “marketing funnel,” – it is a way of visually representing the customer journey.
Source: oberlo.com
Basically, people start at the top of the funnel, and then they work their way down or through your campaign and massaging – until – a few come out the bottom as customers.
Now, the top of the marketing funnel is all about getting attention.
The middle part of the funnel is about increasing engagement – the bottom is all about conversion and turning the lead into a client or customer.
The key to marketing your business on LinkedIn is being strategic and designing your marketing funnel to optimize the customer journey – making it way more likely that your leads are actually going to arrive at the correct location by making a purchase rather than bouncing around and clicking random links on your website’s homepage.
4. Best Practices for Your LinkedIn Sales Funnel
Understandably, no one-size-fits-all marketing funnel will work exactly the same for every business and market with the same set of customers or profiles they are going after.
Here are some practices that you might want to look into in order to increase your effectiveness with how to advertise your business on LinkedIn:
Have a Dedicated Lead Magnet
Firstly, you will want to ensure that you have a dedicated lead magnet available for download right there on your business profile.
Adding one is as easy as entering it in the featured section of your profile – and it will easily allow you to collect emails that you can follow up on later.
Use Gated Content/ Ungated Content
Usually, a lead magnet could be considered gated content – because – it is content that hides behind some action.
Gated content requires someone to do something, such as enter your name and email address, in order to receive that content.
On the other hand, ungated content is the complete opposite – it refers to the posts, articles, and other content you publish to social media without requiring someone to get access to see it.
Both are important – gated content is crucial to capture leads in order to follow up with them later, and ungated content provides value in advance and captures someone’s interest and attention.
Push Your Leads Further Down the Sales Funnel
After you have gotten your potential customer’s attention, now it is your time to provide further value and establish yourself as an authority in your field.
And ultimately, all of these steps throughout your marketing funnel will lead to the next one and the next one – and – the next one until you arrive at your conversion mechanism, where you are going to transfer someone from a lead into a customer.
You could do this through a sales call/ talking in person/ through a demo, or a trial–whatever works for you.
Conclusion
Most business owners wonder about how to advertise business on LinkedIn – now you know that by using LinkedIn ads, you can ensure that your brand’s voice reaches your actual target market. You can use different types of LinkedIn ads and the best LinkedIn advertising practices to reach your marketing goals and boost your conversion rates.
