How to Use LinkedIn to Diversify Your Marketing Mix

KLIK Staff

April 1, 2021

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With iOS14 changes that are expected to heavily impact Facebook Advertisers on the horizon, learn why mix diversification is now more critical than ever. In KLIK’s write up on iOS14: the Impact to Digital Marketing and How to Prepare, we suggest diversifying your media investment mix- but why LinkedIn? And what is the best way to get started?

Why does iOS14 Require Diversification?

KLIK has an in-depth review of iOS14 here, but essentially Apple’s newest update includes a feature that requires apps in the App Store to ask users for permission to collect and share their data. While this will impact all digital channels in some capacity, the biggest impact is expected for Facebook.

Why LinkedIn?

LinkedIn has 722 million users and is considered the most trusted social network in the U.S, according to Business Insider (1).

Despite being mostly known for professional networking and career development, many LinkedIn users also use the platform to follow industry trends, company news and updates, as well as pages that align with their personal interests and passions. If you’re looking to target anyone in the professional world, LinkedIn is the perfect social platform.

Because LinkedIn’s user base centers around professional networking, marketers are able to reach a level of targeting granularity that cannot be achieved on other platforms. This targeting includes company, job seniority, accurate occupation information, university affiliations and even custom niche audiences from LinkedIn such as current undergraduate students or technology media followers.

Though LinkedIn has a smaller user base than Facebook, users still engage with content and advertisements on the platform. Additionally, LinkedIn reports that 46% of social media traffic going to company sites comes from LinkedIn (2). The social network is a strong platform for not only generating leads, but also creating brand awareness and engagement with high-intent users (3).

Who should use LinkedIn for advertisements?

While a case can be made for any company to advertise on LinkedIn, it is an ideal platform for B2B companies and those who want to market to the professionals.There are over 55 million companies on LinkedIn – allowing marketers to reach both B2C and B2B customers. LinkedIn is not just filled with senior level business professions; 43% of LinkedIn users are under the age of 35, allowing marketers to reach Millennials as well.

How to use LinkedIn to Diversify your Marketing mix:

1. Build your Ideal Audience

  • LinkedIn allows marketers to build audiences off of job titles, industry, company, years of experience, interests, skills and much more. Utilize their targeted audience builder to market to the ideal consumer through specific parts of their profile and inferred attributes from their website actions.
  • Because LinkedIn users use the platform professionally, their profile attributes are often more updated than other platforms which allows marketers to target users on the most up to date profile data.

Targeting Examples:

  • Decision Maker of a Tech Company: Target: Seniorities of Director, VP, CXO, Owner & Partner who are in the “Information Technology and Services” Industry.
  • Entry level employee interested in marketing strategy: Target: 1-5 years of experience, Marketing Strategy/Social Media/SEO Interests, living in NYC, LA, Boston, Chicago, and Atlanta. Exclude: seniority of managers and up.

2. Explore the Ad Formats that LinkedIn offers.

  • Sponsored Content: These Ads are placed in the LinkedIn feed, similar to the Facebook Newsfeed. Sponsored Content is placed within the content that users choose to see themselves – company updates, friend posts, news articles, etc.
  • Spotlight Ads: These are a dynamic, personalized way to target users with their own profile data like their profile picture or job title (4). Spotlight Ads appear both in-feed and on the side bar, but only serve to desktop users.
  • Text Ads: Text Ads are Desktop only advertisements that appear on the side or top of the LinkedIn Page. Advertisers pay per click for Text Ads and they are a simple, but effective way of targeting a specific audience.
  • Sponsored Messaging: Sponsored Messaging allows marketers to send highly personalized messages to an audience. Unlike Facebook Messages, which users might not open as often depending on platform usage, Sponsored Messaging is delivered only to active LinkedIn users which increases the likelihood of opening. There are two types of sponsored messaging: Message Ads and Conversation Ads.

3. Use Lead Generation Forms to get quality leads right in the platform

  • LinkedIn’s Lead generation forms allow marketers to collect contact information and other custom attributes about the user in the feed, which can serve an advantage over other platforms, as iOS14 and other privacy laws are rolled out.
  • Lead Generation Forms can reduce Cost Per Lead: Advertisers typically can collect leads at higher conversion rates than the LinkedIn benchmark for ads.

Who should use LinkedIn for advertisements?

While a case can be made for any company to advertise on LinkedIn, it is an ideal platform for B2B companies and those who want to market to the professionals.There are over 55 million companies on LinkedIn – allowing marketers to reach both B2C and B2B customers. LinkedIn is not just filled with senior level business professions; 43% of LinkedIn users are under the age of 35, allowing marketers to reach Millennials as well.

How is LinkedIn going to be affected by iOS14?

Though the full impact of iOS14 on LinkedIn is unclear, representatives from the platform say the impact should be minimal compared to Facebook. Some changes that LinkedIn have noted are possible, are shifts in the LinkedIn Audience Network, which allows advertisers to extend the reach of their Sponsored Content campaigns beyond the LinkedIn feed (5). The LinkedIn Audience Network uses third-party apps and sites to make these placements.

LinkedIn provides advertisers a way to diversify their mix while providing similar features and targeting options as Facebook and reaching a more niche, professional audience.

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