Unlock the full potential of LinkedIn's professional network with tailored B2B advertising strategies that precisely target your ideal audience based on unique professional characteristics and interests.
LinkedIn is the largest professional network in the world with over 600 million users, as well as the preferred medium for B2B companies. The medium is particularly popular for job seekers. With over 30 million registered companies on the platform, there are also good opportunities for segmentation in terms of job titles, company size, education and so on.
LinkedIn is one of the social media platforms where users voluntarily provide the most information about themselves. It is precisely this information that is useful when you want to target ads to specific people who fit into certain professional characteristics or interests.
LinkedIn is more than just a social media platform—it’s a professional network designed to foster connections, learning, and growth. Whether you’re a job seeker, a recruiter, or a business owner, LinkedIn can serve as a key tool for:
In recent years, LinkedIn has increased the presence of advertisements while users spend more time on the platform. As a result, organic content from businesses now only represents 3% of a user’s feed, down from 6% in 2020. The limited visibility of organic posts compared to ads means businesses need to be smarter about how they use LinkedIn to reach their audience.
LinkedIn’s algorithm favors content from personal profiles over company pages, as personal posts are more likely to generate engagement and reach. For instance, posts from individual employees can have 3x more engagement and up to 2.5x the reach of similar posts from company profiles. Therefore, companies should encourage their employees to share content and represent the business, as personal branding is a powerful tool for increasing visibility on LinkedIn.
Content marketing on LinkedIn is a crucial element in building a business’s visibility and credibility. As a platform specifically designed for professionals, LinkedIn offers a unique opportunity for businesses to engage with an audience that is actively seeking valuable insights, industry news, and professional development opportunities. Here are some key best practices to maximize the impact of your content marketing on LinkedIn:
Your content should address the needs, challenges, and interests of your target audience. This could include industry insights, research reports, case studies, and practical advice that your followers can apply in their own roles or businesses. Value-driven content keeps your audience coming back and establishes your business as a go-to resource.
For example, sharing a detailed case study on how your product or service solved a specific problem for a client can resonate deeply with prospective customers facing similar challenges. Content that educates and informs builds trust and strengthens your brand reputation.
Consistency is essential for maintaining visibility. Aim to post 2-3 times per week to keep your audience engaged and improve your reach in LinkedIn’s algorithm.
Position your business as an industry authority by sharing original articles, research, and insights that address trending topics and offer practical solutions. Thought leadership content establishes credibility and fosters trust among your audience.
In addition to organic posts, businesses can run thought leadership ads where an individual (like a key employee or expert) is the sender rather than the brand. This personal touch humanizes the content, increases engagement, and builds trust, as audiences are more likely to interact with individuals than with corporate pages.
Using a respected leader from your business in ads to share expertise not only enhances the individual’s reputation but also boosts your brand’s visibility in an authentic way. This combination of organic thought leadership and personal ads creates deeper connections with your audience and reinforces your authority in the industry.
Posts with images, infographics, or videos boost engagement. Simplify complex information through visuals, and share behind-the-scenes looks or industry insights in short videos.
Vary your content formats—articles, videos, slideshows, or polls—to engage different audience segments. This also improves visibility within LinkedIn’s algorithm.
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