Are you missing a trick by not getting in front of 15M UK professionals? For companies, there have never been so many social media channels to choose from. The multitude of avenues that you as an organisation could pursue is probably making it difficult to decide where to start. For this very reason, we thought we would share some insight in this article on one such avenue; LinkedIn.
LinkedIn is the largest business social networking site with 347 million users worldwide and it’s growing rapidly every day. It’s available in over 200 countries and territories as well as in 20 different languages. Across the United Kingdom it contains over 15 million people from every walk of life with London (2.3M), Birmingham (284k), Manchester (250K), Reading (213K) and Glasgow (188K) being the biggest regions. (*http://theundercoverrecruiter.com/linkedin-15-million-uk-users/)
It’s an incredible tool that allows for effective B2B Marketing targeting through the demographics available to choose from. By using the latest profile based targeting technology you can gain qualified leads through reaching decision making professionals according to specific criteria.
This ensures that your advertising reach your exact target demographic with highly relevant ads and with minimal wastage. LinkedIn advertising incorporates advanced targeting capabilities which include Industry, Function, Seniority, Language, Location and Company Size to name a few.
Ideas On How To Use It
With the number of segmentation variables available, LinkedIn becomes a useful tool for networking in general which is indeed the original purpose of the technology. From an advertising perspective, you have multiple routes to run campaigns aimed at recruitment, branding and general awareness, product or solution specific, events and activity based initiatives as well as encouraging sign-up to newsletters or discussion groups (open or closed). So in essence, by establishing your company presence on LinkedIn you can:
- Build a community of followers to drive word-of-mouth.
- Attract and engage your exact target audience.
- Drive leads and new opportunities.
By creating individual advertising ad groups for each segment such as industry, it enables you to target specific areas with preferred topics allowing for extremely targeted campaign messaging. Each group should contain relevant messaging to encourage greater click through from advert to the landing page. It is also worthwhile including numerous ad variants to maximize reach and to appeal to as many relevant audiences as possible.
An additional feature of the LinkedIn Direct Ads platform is video advertising. With video starting to become a popular method for absorbing information, this feature allows you to promote more dynamic content. If you have existing video assets then consider utilising them to gain an additional advertising option that might create a greater engagement.
So if you fancy trying out something new on LinkedIn, then just give us a call or check out our social media page.