In the era of 4.0 Technology, advertising through social media is becoming increasingly popular. Facebook leads in social media marketing, while other companies strive to capture smaller market shares or find unique methods. LinkedIn, for instance, has become a priority platform for many B2B businesses. Below are the forms of advertising on LinkedIn compiled by Optimal Agency. Let’s follow along!
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Learn a Few Things About LinkedIn
LinkedIn is a professional social network designed specifically to help individuals connect in the business field, share experiences, and seek job opportunities. Founded by Reid Hoffman in 2002 and headquartered in Mountain View, California, USA, LinkedIn quickly became an essential platform for connecting professionals and businesses. Since its launch, LinkedIn has undergone significant changes. In May 2003, LinkedIn transitioned from a simple connection platform to a social service network, focusing on serving members of the professional community. This shift helped LinkedIn become more than just a place to share resumes; it also became a powerful tool for building networks and expanding career opportunities.
Today, LinkedIn has become a popular space globally, including in Vietnam, where employers and candidates can easily connect. The platform not only supports job searching but also helps businesses find talent and connect with business partners. LinkedIn is now an essential tool for professionals and businesses in expanding their networks and developing their careers.
Forms of Advertising on LinkedIn
Below are seven forms of LinkedIn advertising that businesses need to master to optimize marketing strategy based on the specific goals of their projects:
Brand Awareness
This form of advertising is designed to increase awareness of a business’s brand. Through Brand Awareness advertising on LinkedIn, businesses can convey important information related to their brand, such as services, products, upcoming events, or campaigns to the target audience. The advertising focuses on expanding the brand’s reach, targeting users based on criteria like interests, demographics (gender, age, region), or internet connection behavior.
For new brands with little market presence, Brand Awareness advertising is a useful tool to build brand recognition. To achieve optimal results, this form should be combined with Website visits advertising when the goal is to collect registrations or increase online sales.
Website Visits
Unlike Brand Awareness advertising, Website Visits advertising focuses on driving traffic to the business’s website or event on LinkedIn. This is an ideal choice for businesses looking to improve online sales or increase the number of users leaving registration information. Although the main goal remains to increase traffic, combining it with Brand Awareness advertising will help optimize the effectiveness of the project focuses on enhancing online recognition and revenue.
Engagement
Engagement advertising on LinkedIn is designed to optimize user interaction with the business’s posts or events. The system distributes ads to audiences who are likely to interact, follow, or respond to content. Compared to Brand Awareness advertising, Engagement often generates deeper interaction from customers. However, this form does not focus on directing users to the landing page like Website Visits advertising. This is suitable for businesses with marketing goals to increase brand awareness and engagement levels, as well as support online registration or order conversion processes.
Video Views
Video Views advertising focuses on increasing the number of users watching the brand’s video advertisements on LinkedIn. This strategy is ideal for businesses wanting to promote their videos to as many viewers as possible. This form helps deliver videos to target audiences likely interested in watching the content and surpasses static formats with its ability to provide more engaging information. Video clips, with their superior appeal, assist businesses in increasing brand awareness and enhancing consideration for using services or products.
Lead Generation
Lead Generation campaigns on LinkedIn focus on attracting potential customers to leave contact information directly on the automatically integrated ad form. The main goal of this type of advertising is to increase the conversion rate of online registration information, from filling out the form to registering on the website.
Lead Generation advertising on LinkedIn helps businesses reach and target potential audiences who are highly likely to provide contact information. This is an effective tool for industries requiring customer information collection, such as academic event registration, real estate, or other services. However, achieving a high conversion rate also depends on the quality of sales team’s care. Large brands have successfully used automated customer management and care systems from start to finish, helping classify and evaluate the quality of each lead, thereby making appropriate care decisions.
Website Conversions
Website Conversions advertising on LinkedIn focuses on optimizing the customer’s conversion rate by encouraging them to perform valuable actions such as registering information, purchasing, or downloading documents from the website. This form of advertising not only aims to generate traffic but also ensures that customers perform specific actions on the landing page.
To achieve the best results, the quality of the landing page experience (UI and UX) is crucial. Suppose the ad is attractive and directs users to the landing page, but the landing page has a slow load speed or a lengthy registration form. In that case, customers may lose patience and leave, negatively affecting the conversion rate. Therefore, optimizing load speed and reducing the amount of information required is essential to retain users and enhance advertising effectiveness.
Job Applicants
Recruitment advertising on LinkedIn is becoming increasingly popular globally and in Vietnam. LinkedIn has become an indispensable platform for connecting businesses with potential candidates. This form of advertising helps businesses easily share job opportunities and reach many candidates who may fit the job requirements. Through LinkedIn recruitment advertising, employers can find quality candidates suitable for the work environment, professional requirements, and company culture. Many businesses have successfully recruited employees through LinkedIn due to its ability to accurately target and reach candidates with the appropriate expertise.
Each form of advertising on LinkedIn has its own goals and approach, helping businesses achieve their marketing and recruitment objectives effectively. Choosing the appropriate form of advertising and optimizing the strategy based on market factors and specific goals will contribute to the success of advertising campaigns.
Practical Benefits LinkedIn Offers Users
If you are looking for a job that suits you, LinkedIn is the ideal platform to start your journey. LinkedIn is not just a professional social network but also a powerful tool to manage and present your resume. On LinkedIn, you can create a complete personal profile with important information such as education, skills, work experience, and professional certificates. Your LinkedIn profile functions similarly to a traditional CV but with more features, helping you stand out to employers.
Today, many employers allow candidates to attach links to their LinkedIn profiles in their CVs. Some job websites even support applying directly through LinkedIn, making it easy to submit applications and connect with job opportunities without leaving the platform. Moreover, LinkedIn provides a feature to automatically notify you of suitable jobs based on your profile and preferences. This helps you avoid constantly searching and tracking job opportunities while ensuring you do not miss the most suitable ones.
For employers, LinkedIn is an extremely useful tool for searching and screening candidates. When needing to fill a specific position, employers can easily browse LinkedIn profiles to carefully review information about education, work experience, and skills. Additionally, posts and activities on candidates’ LinkedIn personal pages provide further insights into their career orientation and personal goals. This helps employers quickly identify candidates who meet the job requirements, saving time and effort in the initial screening process.
With the significant benefits LinkedIn brings to both candidates and employers, it is no surprise that this platform is increasingly becoming an indispensable tool in connecting and seeking career opportunities in the modern labor market.
Optimal Agency hopes that the information in this article will help businesses understand more about LinkedIn advertising forms and choose and apply them appropriately to the actual situation of their brand to achieve desired results.
Please refer to:
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FAQ
The cost of running LinkedIn ads depends on several factors, including campaign objectives, target audience, and the type of ad you choose. LinkedIn offers various advertising options like display ads, engagement ads, and recruitment ads, each with different pricing. Typically, LinkedIn advertising costs are calculated on a CPM (cost per thousand impressions) or CPC (cost per click) basis. The cost can range from a few dollars to tens of dollars per thousand impressions or per click, depending on competition and the specific goals of the campaign. To optimize the advertising budget, businesses should set clear goals and monitor the effectiveness of the campaigns to adjust costs accordingly.
A LinkedIn profile is a comprehensive online resume where you can showcase your education, skills, work experience, and professional certifications. It functions similarly to a traditional CV but with added features to help you stand out to employers. Many employers now allow candidates to link their LinkedIn profiles in their CVs, and some job websites support applying directly through LinkedIn, making the job application process more seamless.
