Why Companies Should Choose LinkedIn Advertising To Grow Their Business

So, you already update your LinkedIn profile, use it to see what your competitors are doing, and for engaging in industry conversation with your peers. But did you know that LinkedIn can actually be an effective way to grow your business, as well as to procrastinate on? 

The secret is in LinkedIn advertising. 

In fact, marketers have rated LinkedIn specifically as the number one platform for B2B lead generation. When you think about the fact that it’s a network for businesses to connect with… well, businesses, it makes total sense.  

LinkedIn may not be the world’s biggest social network, or the one with the widest reach – but for business, it can be the most effective to advertise with. 

From its high quality, business decision-making users, to stats that prove its ability driving sales, and the network’s effectiveness in increasing your brand’s profile, here’s why you should consider using LinkedIn ads to grow your business in 2021…

1. Just because it’s not as big as Facebook, doesn’t mean it’s not still enormous

An ad on LinkedIn has the potential to reach 13% of the world’s entire adult population, and, in Q4 of 2020, its ad reach specifically grew by 25 million people – that’s an increase of 3.5% over the previous quarter.

To put those user numbers in context, LinkedIn has 722 million members, while Facebook, for example, has 2.74 billion. The difference is that the users on LinkedIn are high quality ones when it comes to business lead generation: when it comes to ad spend for your business, think quality over quantity.

LinkedIn ads offer an impressive array of more than 200 targeting characteristics.

2. LinkedIn users are incredibly high quality ones to target 

Where do we start with the quality of users you can target on LinkedIn? Naturally, being a professional network, it’s aimed at ambitious individuals eager to network (and also, make deals). 59.9% of LinkedIn users are between the ages of 25 and 34 – reflecting the age for people who are embarking on and advancing in their careers. 

Even more crucial, 4 out of 5 LinkedIn users are said to “drive business decisions”. Not only are these professionals with disposable income to hand, and people that are open to and are interested in business opportunities – both of which are where your ads come in. 

3. Establish yourself and your business as leading experts in your field 

With such a great reach – and even better reach with LinkedIn ads – the network is the place to increase your online presence in your industry, globally, as well as brand yourself as an expert in your field.

Getting your business, your career and your posts seen by as many people as possible and using the site and its algorithm to your advantage is an incredibly effective way to establish yourself as a thought leader, as well as drive the conversation in your industry rather than simply following it. 

You could do worse than learn from Bill Gates’ approach in how to leverage this for success: the American business icon actually wrote 50% of the most engaging articles on LinkedIn in November 2020. If it works for him, it works for us.

4 out of 5 LinkedIn users are said to “drive business decisions” on the platform.

4. Successful entrepreneurs highly recommend LinkedIn as the number one networking site for professionals 

You need only look to existing entrepreneurs and marketers on the site to understand its real-world benefits. “LinkedIn is a global, 24/7 professional networking site. The laws of reciprocity, consistency, and authenticity all contribute to the growth and qualified opportunities here,” says Cory Warfield, founder of ShedWool and Coryconnects.

“Your profile is your personal billboard, your recommendations and how others’ openly engage with you becomes your social proof,” Warfield adds, of the importance of building your personal brand on the network, “Ultimately any company and executive can be engaged and communicated with, by using proper strategy and understanding the algorithm.” 

5. LinkedIn ads really do deliver

Not only does LinkedIn – a huge global network of professionals eager to make buying and business decisions – sound like the dream place to market your business, but the stats speak for themselves.

LinkedIn ads offer an impressive array of more than 200 targeting characteristics, so you can focus on advertising to your exact industry, area, interests and customer – and the results come from it. Stats show that ad exposure on LinkedIn can increase an audience’s intent to purchase by a huge 33%. This intent is incredibly valuable, and what will lead to more sales for your business in the future.

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