Corner Office

Corner Office - Available Now

San Francisco
(Financial District), CA

100 Pine Street Suite 1250
San Francisco, CA 94111

by Townes Haas
2/17/2015 12:00:41 PM

It is hard to believe that LinkedIn, the premium professional social networking site, is more than 10 years old. In 2014 alone, the company boosted its number of users to over 300 million. Perhaps just as surprising is that the company, with profits that jumped over 30 percent in 2014, reported that company page use went up from 24 percent to 57 percent. Just having a company page—which doesn't cost a penny and frequently appears at the top of many Google searches for companies—is virtually free exposure. But why stop there? LinkedIn has rapidly become one of the hottest markets in the world for advertising, with some industry experts predicting that it could very well become a one billion dollar marketplace in the near future. That makes the social network an ideal target for business-to-business (B2B) advertising. Let's take a look at how to get started advertising on LinkedIn.

First, Define Your Campaign

As with most major advancement in business, one of the most common mistakes companies make is not planning their approach. Just throwing up an ad without aligning your exposure with your business goals and market model can quickly lead to wasted effort and misplaced investment. There are a couple of choices to be made here. First is to look at the difference between straightforward advertisements for your business and sponsored content.

An advertisement is just what it sounds like: a way to reach a targeted audience with messages that feature text, images or videos that are designed to drive your potential clients and customers either to your LinkedIn page or your company website. Note that this also means time and effort that needs to be invested in creating and editing a robust company page as well as a personal page in order to edit it. There are several other requirements for setting up a company page on LinkedIn, so you will want to study those as well.

An alternative to traditional advertising is to access LinkedIn's Sponsored Updates and Direct Sponsored Content. Through these channels, companies can distribute more complex material like blog posts, videos and white papers, which is more of a strategy to pull the appropriate customers to your site by engaging them with genuine content rather than messaging. This also allows your company to target your audience not just by geography or type of industry, but really drill down to identify specific companies and their size but also to engage individuals based on their job title, job function and seniority level in order to reach the real decision makers.

Next, Create your Advertisement

Now it's time to create your ad, but there are limits, so you will want to be very careful as to what you say about your company or product. LinkedIn limits your ad to just 25 words for the headline and 75 words of body content, so that means you want messaging that conveys a sense of urgency but is also useful, unique and delivers its messages in a precise way. Keep in mind, too, that social media is often a very visual medium, so a picture or a video may be a more powerful medium by which to deliver your advertisement. LinkedIn suggests at least three variations of your advertisement, and allows the creation of up to 15 variants. You can look over LinkedIn's advertising guidelines to learn more about the kinds of language, photos and other content is recommended by LinkedIn.

Set your Budget and Turn Your Ad Loose

For each campaign you run on LinkedIn, you pay for clicks using one of two methods, either Pay per click (PPC) or Pay per impressions (CPM). You also set a bid, which is the amount you are willing to pay for a click or for 1,000 impressions. The minimum cost per click is currently $2.00.

Finally, you definitely want to measure the performance of your advertisement on LinkedIn. A good indicator of your ad's performance is its click-through rate (CTR). As a rule of thumb, well-performing ads on LinkedIn have a CTR better than 0.025 percent. You can also tweak your ad's performance by experimenting with different variations of the ad, narrowing your target audience, and refreshing your ads regularly.

Are you a small business owner? Share your own LinkedIn advertising tips in the comments!

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office for Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >

Additional Intelligent Office locations near San Francisco, CA