How to get started with LinkedIn advertising

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Most people are familiar with Social Media for personal use, but there are lots of advantages for businesses too. In our new series of articles we look at each media through the lens of advertising. LinkedIn offers the most established database of people in business with their roles and details such as location. For a small budget, it's a medium that could provide you with new leads or partnerships to help you out of the trading difficulties.


If you're trying to expand your company's reach and improve its brand by connecting with professionals, potential partners or buyers, there's no better way to do so than by advertising on LinkedIn.

However, there is a subtle art to this kind of effort that some small- and medium-sized business owners don't have the time to really dig into. The good news is that this is often fairly straightforward, and only takes a little bit of time and effort to truly master.

With the right approach and investment, you can maximise your reach on LinkedIn and give your business an invaluable boost.

Why posting as normal isn't always effective

Many decision-makers who aren't considering advertising on any social media site may think spending money to do so is a waste of resources. After all, you can try to expand your reach organically without spending, but you may find you hit a ceiling with those efforts because of how these platforms now work.

Everything posted on these sites will pass by in moments, meaning many will miss your unpaid posts - no matter how much time and effort you put into them.

While you may see some engagement, a paid advertisement will remain more persistent in people's feeds, and certainly get more attention than a one-and-done free post.

Getting started

One of the great things about LinkedIn advertising is that the company provides a tool called Campaign Manager. It allows you to set a budget, establish your goals and take other steps that help you to get the most out of your campaign.

However, you should also think about what you want to accomplish with your campaign. Whether you're trying to raise brand awareness, get people to click through to your company's website or submit contact information, you may need to tailor your advertisements to that purpose.

Think about your audience

LinkedIn's advertising platform also allows you to target your ads directly at people with specific job titles, skills, company types and more. This gives you a lot of options for increasing visibility, but also requires you to really consider who constitutes your prime audience.

That detail alone may also allow you to choose the right vehicle for your ad, whether it's direct messages, personalised dynamic ads, pure text or something else entirely.

The good news is no one knows your business better than you do, and that means you also know your audience like no other. That will give you the confidence to proceed with a LinkedIn ad campaign that can provide a significant return on investment.