The Ultimate Guide to Marketing with LinkedIn

We know that marketing and advertising on social media platforms is vital to the success of your small business. So far, we’ve discovered that Facebook allows you to create an entire page dedicated to your business, Twitter gives you a short-and-sweet approach to reach your audience, and Instagram showcases your company’s best images and videos to engage your audience. Now that we’ve covered the majority of the social media outlets that your small business can use for marketing and advertising purposes, we come to one that’s a little bit different. LinkedIn is a social media network primarily used for business professionals.

Being a member has its benefits.

As a LinkedIn user, there are several different ways that you can do just that by using LinkedIn, including establishing, building and maintaining your professional profile on the network. According to LinkedIn, their mission is to “connect the world’s professionals to make them more productive and successful”. You can also reconnect with old friends and colleagues who may also have a profile, or find other professionals in your same line of work. You can search for jobs, learn about other companies, and even connect with leaders in your industry.

Expertise is key to success.

With more than 562 million users, LinkedIn ranks as the world’s largest professional network. It also covers over 200 countries and territories around the globe, giving you access to international business professionals, as well as those based solely in the US. Have you ever heard of Yahoo!, Google, Microsoft, or PayPal? Some of the former executives of these successful companies now work for LinkedIn. In December of 2016, Microsoft and LinkedIn joined forces, “bringing together the world’s leading professional cloud and the world’s leading professional network”. LinkedIn is also

ranked as the number one platform to generate business-to-business leads by marketers.

Advertising on LinkedIn will cost you, but it’s up to you how much you want to pay. Your advertising success depends on two things: your budget and your goal. Since ads are sold through auction, you must bid against other companies/businesses that are trying to reach a similar audience. LinkedIn offers multiple options to help you advertise efficiently on the network, such as the ability to set your own budget, do your own bidding, and determine the amount of time you’d like your ads to run. You can also control what you want to pay for, such as cost-per-click (CPC), cost-per-1000-impressions (CPM), and cost-per-send (CPS).  There are several types of advertisements, such as feed ads, text ads, and message ads, and you choose which types work for your business.

Here's how to build your presence on LinkedIn: Create a page with your LinkedIn account information and a verified email address. Then add quality information by providing a description of what your business does and what makes it different from similar businesses. You also want to include your company’s logo, as well as a few images to engage your audience.

Want to gain a larger following for your LinkedIn page? 


Add your LinkedIn page to your website, other social media accounts, emails, and any other business resources to gain more followers and promote user interaction. Add to your LinkedIn page by creating and sharing content to your followers, like company news, tips and tricks, and other valuable information that helps build your brand.  

What can you do to help grow your business and attract followers on LinkedIn? 

LinkedIn uses targeting options to ensure that your ads are being seen by the correct audience. Professional targeting is real data generated by members based on demographics, like job title, company, and industry, to reach a specific audience. LinkedIn also uses three different targeting options with matched audiences, including website retargeting, contact targeting, and account targeting. Like Facebook, Twitter, and Instagram, LinkedIn provides a free marketing platform with affordable advertising options to fit your business. Since LinkedIn is solely focused on business professionals, creating a successful marketing campaign on this network can be intimidating. But it doesn’t have to be!

At The Social Bullpen, we pride ourselves on taking your business to the next level. Let us show you how incredible your marketing and advertising can be!