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Let’s be honest – LinkedIn has never stood a chance against Facebook when it comes to pay-per-click (PPC) advertising. The general perception has been that LinkedIn is a platform limited to white collar professionals, audience targeting cannot compare to Facebook’s tracking tendencies, and the ads cost more per click than alternative channels.
1. Seeking only internal advice on website structure and design – A third-party can give critical feedback that closely aligns with the general user experience.
2. Assuming everyone who comes to your website already knows you, and all that you do – Website visitors come from search engines, referring sites, and word of mouth. Your site needs to give an informative first impression to anyone who visits, no matter where they are on the buying journey. Don’t forget that media, potential investors, and job candidates are visiting too.
3. Launching an advertising campaign before you have strong content – Paying to drive traffic to your website won’t be worth it unless you can achieve an ROI from conversions to leads or sales.
LinkedIn has more than 774 million active users in over 200 countries. More than 57 million companies have a presence on LinkedIn and 4 out of 5 LinkedIn members drive business decisions for their companies. If you are looking to fill an open position, more than 40 million people used LinkedIn to search for jobs each week. Most importantly, according to Business Insider, LinkedIn is the most trusted social platform globally.
So, how can business owners leverage LinkedIn advertising to grow their business? Start with a realistic goal – it could be lead generation, event attendance, or sales, depending on your business. Then follow these tips. You will need a personal LinkedIn account and a business profile page in order to get started.