How to Use Customized LinkedIn Advertising Solutions

Rohit Onkar
Rohit Onkar Manager, SMG Convonix

Posted on August 16th 2012

How to Use Customized LinkedIn Advertising Solutions

Take a look at these various advanced advertising solutions given by LinkedIn and the scenarios when brands can utilize them. This blog also enlists the importance of LinkedIn as a marketing platform.

Social Ads

 

Follow Company Ads

Company Ads

  • Ads to acquire new followers, enabling brands to subsequently engage them with company status updates
  • Recommended if the objective is to increase the number of company followers and transform it into a resource for sharing timely news & events information or your newest whitepaper

 

Recommendation Ads

Recommendation Ads

  • Creating valuable brand advocates by showcasing existing endorsements and inspiring additional recommendations
  • Recommended once there are a few ‘recommendations’ for your products & services on LinkedIn
  • The objective is to integrate into the social graph of people already satisfied with your offerings

 

Join Group Ad

Group Ad

  • Highlighting current relevant conversations to increase membership in groups
  • Recommended for open groups to convert weak social ties into strong ties

 

Display Ads

 

Standard Ad Units and Text Links

Standard Ad Units and Text Links

  • A combination of images and text in a banner format. Flash is supported

 

Homepage Takeover

Homepage Takeover

  • All the ad spaces on the home page sold to a single brand
  • Ensures maximum visibility and clicks

 

Compounded Content Ads

Compounded Content Ads

  • To drive engagement through multiple streams of dynamic content (video, company status updates, and more) in a single unit

 

Sponsorships

 

Employee Profile Sponsorships

Employee Profile Sponsorships

  • To deliver relevant messages to LinkedIn members any time they view a profile of one of your employees

 

Group Sponsorships

 

Custom Group Sponsorship

Custom Group Sponsorship

  • Exclusive access to group/groups for delivering custom media
  • Recommended for raising awareness and positioning the brand as a thought leader by delivering rich content, including video, polling members with questions, and integrating a blog, Twitter or RSS feed

Enhanced Group Sponsorship

Enhanced Group Sponsorship

  • Exclusive access to an ad placement within group/groups
  • Gives more control and flexibility

 

Answers Platform Sponsorship

Answers Platform Sponsorship

  • The objective is to reach professionals during their critical decision-making process

 

Custom Applications

Custom Applications

  • Applications designed to meet specific needs
  • Recommended for offerings when the objective is to use LinkedIn’s API to target niche audiences

 

Partner Messages

Partner Messages

  • To deliver targeted messages with industry-leading open rates using LinkedIn’s InMail messaging platform
  • Partner messages allow for customization, including a co-branded landing page, an ad unit and a call-to-action button

 

Targeting Options

Location

    • Location – This gives you the option of geo-targeting for your campaign
    • Company – You can select exact company names, or categories of companies

Company

    • Job Title – You can select exact job titles or define the job function

Job Title

Depending on the objective of your campaign, you can select appropriate custom advertising solutions offered by LinkedIn and define your targeting exactly to reach the correct audience. An example of custom targeting would be to target people who have recently got a promotion (LinkedIn users tend to change their job titles in such a scenario). These people can be rewarded for their achievements by giving them an exclusive incentive which can be provided via a custom solution like ‘Partner Messages’ or ‘Custom Applications’.

All these solutions work on a CPM (cost per thousand impressions) model, except for partner messages where you have to pay per message.

Why Should Marketers Care

Million members worldwide

The Accomplishers

1 out of 3 come for Professional disscussions Information gathering

LinkedIn helps members in their current job

39% have generated new business on LinkedIn

86% have High confidence in LinkedIn information

Conclusion

Have you started utilizing LinkedIn as a marketing platform to reach influential, affluent and educated audience while they’re making key business decisions? If not, let us know in the comments section about what is hindering you. 

Rohit Onkar

Rohit Onkar

Manager, SMG Convonix

I conceptualize and implement social media strategies for both b2b and b2c businesses aligning it with the overall business strategy to meet business objectives.

See Full Profile >

Comments

Kent Ong
Posted on August 17th 2012 at 5:17AM

Hi Rohit, where did you get those Linkedin stats? Mind to post the link here? Because I have a presentation next Saturday, with those stats, it would be very helpful.

Rohit Onkar
Posted on August 17th 2012 at 8:29AM

Hi Kent,

The statistics are from an online survey conducted by LinkedIn. In my present assignment I run social media campaigns for clients, majorly focusing on LinkedIn and have got these statistics from their sales team.

This link might help a bit - http://marketing.linkedin.com/audience

Do let me know how your presentation goes :)

 

Regards,

Rohit.

 

   

realtybiznews
Posted on August 20th 2012 at 3:56AM

Onkar this is really helpful information

 

Thanks for sharing

 

a

Rohit Onkar
Posted on August 21st 2012 at 6:40AM

Glad you liked it :)

Ebusinesssubmit
Posted on September 6th 2012 at 3:27PM

Wohoo! Lots of ways to advertise in linkedin by the way thanks for sharing rohit :)

Rohit Onkar
Posted on September 7th 2012 at 5:48AM

Yes! There are! I am going to come up with a presentation soon that highlights the effectiveness of these campaigns as well. Glad that you liked this :)

 

Rohit Onkar
Posted on October 22nd 2012 at 6:23PM

Hi,


Here's the link to the presentation I created on the very same topic - http://www.slideshare.net/convonix/linkedin-custom-solutions-marketing-s...

Much more insights in the presentation :) Don't forget to share!

Regards,

Rohit.