Top 10 Benefits of LinkedIn Marketing for Your Business
As marketing strategies evolve, businesses are increasingly shifting their focus toward diverse social media platforms. From influencer marketing to…
Marketing types have evolved alongside increasing demand. Many countries are now focusing on influencer marketing and social media marketing, including platforms like Facebook , Instagram, Snapchat, YouTube, and other applications. These platforms have effectively impacted company goals, sales, and the ability to attract customers much faster than in traditional marketing.
With the diversity of influential social media applications, the importance of marketing on LinkedIn has increased significantly over the past few years, following its acquisition by Microsoft in 2016 and the subsequent implementation of numerous improvements.
It is worth noting that LinkedIn is considered one of the oldest major social media platforms, established in 2003, meaning it is now 18 years old.
Beyond being the most important social media platform for job seekers across various fields, it is also currently considered one of the most important digital marketing channels.
Table of Contents:
1. What are the basic requirements for starting marketing on LinkedIn?
2. The most important benefits of creating a personal LinkedIn account.
3. How to create a LinkedIn page for your company or organization.
4. What are the types of ads run on LinkedIn?
5. How to create an ad on LinkedIn.
1. What are the basic requirements for starting marketing on LinkedIn?
In this article, you will find everything you need to know about the basics of optimizing your personal account and creating a page for your company or organization to start marketing on LinkedIn properly.
Create a personal account and enter your details.
Use the personal account to interact.
Create a page for your company or organization.
Create an advertising account to manage ads.
Enter payment method details (bank card).
The number of LinkedIn users reached approximately 740 million in early 2021, an increase of 90 million users in just one year, compared to 650 million users in early 2020.
Regarding the Arab world, the number of LinkedIn users in Egypt exceeded 5 million, a similar situation exists in Saudi Arabia, and the number is approaching this figure in the United Arab Emirates.
Basic requirements for starting marketing on LinkedIn:
As is the case with any social media platform that offers paid advertising, there are some basic requirements for starting marketing on LinkedIn as follows:
1. Create a personal account and enter your details
Initially, you must create a personal account on LinkedIn and enter your primary contact information (country of residence, phone number, email) and upload a professional photo for your profile picture.
2. Use the personal account to interact:
After creating your personal account on LinkedIn, you will not be able to create a business page for your project immediately. You must enter your account details and use it for a period of time.
If you try to create a business page immediately after creating your personal account, an error message will likely appear and you will not be able to create the page (this is the most frequent inquiry I receive from those who want to start marketing on LinkedIn, as they encounter this message).
3. Create a page for your company or organization:
After 10–14 days of creating your account and using it to add friends, follow pages, post some content, and interact with posts that appear while browsing, you can attempt to create a page on LinkedIn.
4. Creating an Ad Account for Ad Management
After creating the page, you can now create a LinkedIn ad account by clicking on the "Advertise" option that appears on the far right of your personal account.
After that, you will be directed to the Campaign Manager page, where you can create an ad account to start creating and managing paid advertisements of various types.
5. Entering Payment Method Data (Bank Card)
In general, bank cards are divided into 3 main types:
You can inquire about the requirements for obtaining the various versions of these cards by contacting your nearest bank.
However, it is very important to ensure that the card you obtain supports online payments and purchases, so that you can easily use it to pay for your LinkedIn advertising costs.
2. The most important benefits of creating a personal account on LinkedIn.
LinkedIn is not just a social media site for searching for jobs or advertising them, as many believe; its advantages extend to a much wider scope. The most important benefits of creating a personal account can be summarized as follows:
Stay informed about the latest developments and trends in your field by following the accounts of leading experts and professionals.
Continuously monitor available jobs in your specialization and apply for those that are suitable for you.
Build professional friendships and business relationships with many specialists in your field or related fields and benefit from their expertise.
If you want to develop yourself in certain specialties, you can join LinkedIn Learning courses and obtain a certificate upon completion.
Share glimpses of your skills or experiences in the form of text, images, or videos, which helps attract potential clients to your account and connect with you.
Form new partnerships and take advantage of collaboration opportunities with professionals in fields related to your own.
The ability to create a business page for your company or organization (if you own a company or are marketing for one), as well as create sub-pages dedicated to specific products or departments.
The ability to create a LinkedIn ad account to promote your company page posts, drive traffic to your website, or collect data on potential clients, with very precise targeting options.
Display your key skills on your personal account so they are clearly visible to HR managers who are searching for employees in your specialization.
If you have a company or organization, you can advertise available job openings through the LinkedIn Talent Solutions section, so it appears to LinkedIn users who meet the criteria you require.
You can create a Group on LinkedIn for professionals in your field or potential clients to join, which serves as another marketing channel alongside your company page.
The ability to access contact information for your most important potential clients after adding them as connections, where you can obtain their phone numbers and email addresses from their personal profiles.
3. How to create a page on LinkedIn for your company or organization.
First, make sure to complete the basic data for your personal account, follow some pages, add some friends, interact with posts that appear to you, and share some of them for 10–14 days, then create the business page. You may also be interested in learning about the best strategies used for marketing on TikTok.
How do you configure the most important settings for your company page?
After creating a page for your company to start marketing on LinkedIn, you will need to enter its basic data and contact information, just as you did previously for your personal account.
You should set a profile picture for your company page that includes its official logo to distinguish it from other company pages, as well as a cover photo for the page.
You can also assign admins to manage the page with different roles and permissions, and invite friends from your personal account to follow the page, up to a maximum of 100 additions per month.
The page allows you to publish text-based content within your field of expertise and upload videos directly to the page, with a maximum length of 10 minutes per video as of the time of writing this article, though you can share longer videos via YouTube.
4. What are the types of ads on LinkedIn?
Before starting marketing on LinkedIn, you must first understand the types of advertising objectives and the ad formats included in these campaigns, and determine which ones are suitable for achieving your marketing goals. You may be interested in seeing the most important steps for creating advertising campaigns on Snapchat.
LinkedIn includes 7 types of advertising objectives that encompass various ad formats. For example, if you choose the Engagement objective, you will find ad types such as promoting an image or video to increase engagement, or creating an ad to increase page followers. These objectives include:
1. Awareness: This covers various ad types (text, image, video, messages, etc.), and its goal is to reach a large number of new target audiences to introduce them to your brand. However, I do not recommend this type if you have a limited budget.
2. Website Visits: This advertising objective involves creating ads to drive visitors to your website, online store, or any landing page of your choice.
3. Engagement: The purpose of this objective is to increase interaction on your page posts as well as increase followers. You can also use it to build brand awareness by reaching a new audience.
4. Video Views: This category includes one type of ad, which is promoting videos specifically to increase the number of views.
5. Lead Generation: This involves creating ads with a form you design to collect potential customer data. You can also use the collected email addresses to follow up with them using your preferred email marketing platform.
6. Website Conversions: To create ads for this objective, you must install the tracking code for your ad account, called the LinkedIn Insight Tag, so that LinkedIn can measure whether the ad's goal—such as purchasing a product or service or registering data on your site—is being met.
7. Job Applications: This objective is useful for corporate recruiters, as they can advertise job vacancies and reach ideal candidates using LinkedIn's precise targeting options.
5. How to create an ad on LinkedIn:
First, ensure that a significant portion of your target audience is present on LinkedIn, meaning it is worth investing in LinkedIn marketing. There are, of course, several ways to confirm this, which I will explain simply. You may be interested in reading 4 steps to mastering marketing on Instagram.
First: Check the total number of LinkedIn users in the country where you want to market your products or services; it is preferred that the number of users in your target country is at least 300,000.
Second: Ensure that your target audience is no less than 100,000 users after applying the primary targeting criteria (country, age, gender, general interests, and other detailed targeting data).
Third: After meeting the two previous conditions, ensure you allocate a budget of $300 to run a test advertising campaign to measure the average costs of achieving primary marketing goals, particularly the Cost Per Lead.
In general, the duration of a test advertising campaign should be no less than 7 continuous days on any advertising platform. However, when marketing on LinkedIn, it is preferred that the test campaign duration be 15 continuous days with a budget of $20 per day.
You must take into account that user behavior on LinkedIn differs from Facebook and Instagram in terms of the frequency of visits to the site or app, as well as the daily duration of use.
Fourth: After analyzing the results of the test advertising campaign and ensuring that the Cost Per Lead is suitable for your business, you can invest more heavily in marketing on LinkedIn and run paid advertisements there.
If you wish to enlist the help of professional digital marketing and social media advertising agencies, you can contact the venets. team.
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Muhammad Ghanem Al-Sawas / Edited by Ghazal Al-Daroubi
Marketing Department Manager
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