If you’re a frequent visitor to any of the major social media sites then you’ll undoubtedly be familiar to the ads which greet us each time we log in. On Facebook there are boosted posts and videos. On Twitter there are sponsored tweets. On YouTube there are pre-roll ads which you can skip after six seconds.

The platform that is often overlooked is LinkedIn, which can be a crucial mistake depending on what it is you’re advertising. Many consider LinkedIn advertising to be important for one thing: jobs. Whilst this is true, there is far more to LinkedIn advertising than you may imagine. The two biggest draws for b2b advertising on LinkedIn are:

  1. Promoting content on LinkedIn allows you to find a business-centric audience. You may have a video or an article which you only want a career driven audience to see, so the more relaxed audience at Facebook and YouTube might not be appropriate. Using LinkedIn to promote your content towards other professionals allows the right sort of eyes to see it, which leads us on to:

2. The targeting on LinkedIn is so precise you can not only target sectors, but job roles, seniority, even individual companies. If you have something which you want the President of The Walt Disney Company to see, you can set up the targeting to do that.

LinkedIn video advertising campaigns often have a higher view rate than other platforms because the audience are there specifically to see news and content which is relevant to them. When browsing LinkedIn you see much less ‘fluff’ style content, and far more highly targeted content which you are far more likely to find of interest.

We have promoted numerous videos on LinkedIn and seen fantastic results, boosting impressions, views, likes and click throughs. If you’d like more information on how we can boost your content to a b2b audience then get in touch with us today and we can let you know how we can help you.

There are multiple options for promoting content, including promoted posts, articles and videos. Videos can be uploaded natively to LinkedIn (only by company pages at the moment) or if you’re looking to drive people to your YouTube channel, you can also promote an embed.

Regardless of what you post, you’ll have access to thorough analytics throughout the duration of your campaign, with access to information including country, job title and even the company the viewer works for. This allows you to refine the targeting during the promotion to ensure you’re reaching exactly who you want to reach.

With so many targeting and promotion options available, approaching LinkedIn advertising can be daunting. It can take time to learn, but the benefits of using the platform to promote b2b content is unrivalled. Twitter and Facebook may receive engagement and clicks, but the targeting can never guarantee you’re reaching the sort of professionals you’re looking to reach.

Results may also be slower, don’t expect tens of thousands of impressions and hundreds of clicks on your first day. LinkedIn isn’t as frequently used as larger platforms, in fact it isn’t even in the top 10 popular social media apps, but the audience that do use it are professional, dedicated, career driven people in the positions you’re looking to target.

The benefits of promoting content on LinkedIn by far outweigh the smaller user base and fiddly learning curve. You won’t reach the same lofty views numbers that you may do on Facebook, but you’ll reach the right audience.

We have promoted numerous videos on LinkedIn and seen fantastic results, boosting impressions, views, likes and click throughs. If you’d like more information on how we can boost your content to a b2b audience then get in touch with us today and we can let you know how we can help you.

About Viral Seeding

Viral Seeding is a specialist content seeding and influencer marketing agency.

We offer a personal service, taking the time to understand your campaign requirements to execute a strategy that ensures that we deliver views, engagement, endorsement and sharing via social media.

Viral Seeding has worked on a variety of campaigns such as Greenpeace, Testicular Cancer NZ, BT and PGTips. If you think your organisation could benefit from working with us in the future please get in touch.

b2b business linkedin