LinkedIn is one of the world’s fastest-growing social media platforms, attracting nearly 225 million people from all over the world. What makes this platform unique is its professional content and user base. This platform is most commonly known as a networking and recruiting tool, used to stay connected with companies and business professionals, to stay up-to-date on industry news and trends, and to post about job opportunities. However, LinkedIn is good for more than just networking and accessing information—it can be used for sales and marketing purposes as well.
Marketing Features on LinkedIn
LinkedIn offers the following products to help you in your marketing endeavors.
- Ads. This tool allows businesses to choose from a variety of ad types, including cost-per-click ads, sponsored page ads, sponsored job listings, promoted company pages, and display ads. This service is a great way to promote your business because it offers excellent targeting capabilities. For instance, a business can advertise to users of a certain interest, job title, industry, company size, or seniority. What makes LinkedIn Ads so great, as compared to other social media platforms, is that they are fairly inconspicuous–they appear to be a more natural part of the user experience.
- InMail. InMail can be an effective tool for marketing to users on an individual basis. InMails are response-guaranteed in that you only pay for those messages that you receive replies to. LinkedIn maintains a positive and uncluttered user experience by limiting the number of InMails one can send each month. This feature does, however, require a paid subscription to a premium membership.
- Sponsored InMail. Sponsored InMail is used to send messages directly to users’ inboxes. The difference between this and InMail is that Sponsored InMail uses a broader targeting method. Instead of contacting users on an individual basis, companies target larger groups according to gender, group membership, job role, geography, and other criteria. This tool is beneficial because you can target a much greater consumer base.
These are all great ways to identify, connect, and build lasting relationships with your target consumers. As you begin to recognize LinkedIn as a cost-effective marketing tool, your business will be able to easily generate new leads and revenue. Put these tools to use and tell us how they work for your company.