Benefits of LinkedIn Advertising for UK Businesses

Google Ads are commonplace, and even Facebook Ads are used by a wide array of businesses.

But LinkedIn Advertising still goes somewhat under the radar – and this is undeserved. Especially if you are in a B2B environment, LinkedIn Ads should be on your radar if you aren’t already making the most of it.

The statistics from LinkedIn show it’s a good place to be advertising:

  • There are 560 million professionals on LinkedIn
  • 4 of 5 LinkedIn members drive business decisions
  • LinkedIn Ads offer 2 times the buying power of average web audiences
  • LinkedIn offers the number 1 platform for B2B lead generation as rated by marketers

So what exactly are the benefits of Linkedin Advertising, and how can your business make the most of what it has to offer?

LinkedIn Professional browsing on phone

Benefits of LinkedIn Ads

The Audience

Everyone is on social media now. And, anyone who is anyone in the professional world is on LinkedIn.

If you operate in the B2B space, then your audience is almost certainly found on LinkedIn. You would be silly to not use this to target your audience with ads that will connect with them.

Targeting opportunities

The opportunity to target a very specific audience is unprecedented.
While intent in Google search is one thing, and Facebook allows you to drill down as well, LinkedIn offers a similarly in-depth approach to targeting professionals on the network based on a number of factors.

You can target the specific people who are decision makers, by a number of different criteria.

You can target an audience by:

  • Occupation
  • Title
  • Age
  • Gender
  • Company
  • Industry
  • Skills

Retargeting

Retargeting allows you to target people who have already visited your website.

The big benefit of this is that they have already shown an interest in what you have to offer by already making their way to your site. By targeting them again, they will have already been exposed to your brand, and will be more likely to engage and/or convert from the ad. They are much more likely to take notice of the ad.

It can also help you close deals and generate sales from website visits that did not convert. If you don’t retarget audiences that visit your site, then anyone who doesn’t convert the first time and doesn’t plan on revisiting by their own initiative likely won’t convert ever. This gives you a second chance at converting these visitors.

Pay what you want

You can spend thousands, or just a few quid per day. It all depends on what you are trying to achieve, and what your budget is for this.

LinkedIn tends to be more expensive than other platforms, but this simply reflects the potential it has, and how specific the audience will be. It’s much more likely to be finding your target niche than some other platforms.

And at the end of it all, it’s still PPC, so you are only paying when someone clicks. You won’t be paying and getting no results whatsoever. Once they click, however, it is up to you to provide a good experience on the landing page that means they are likely to convert.

Ad formats

Whatever sort of advertisements your audience is likely to engage with, LinkedIn offers it.

LinkedIn has text ads, personalised inbox ads, and sponsored posts that support numerous forms of content. You can use images, videos and other forms of content in order to drive conversions and boost your sales.
The formats can range from classic ads in the newsfeed, slideshows, articles, and so on. Promote the kind of content your audience responds to.