LinkedIn advertising is unique for the same reason the LinkedIn platform is a unique form of social media: everything is oriented to your profession. Almost all of the information the over 500 Million individual LinkedIn users provide the platform revolves around where they work, have worked, or can work. Because of this, LinkedIn advertising can be targeted based on job and skills much more effectively than with other kinds of social media advertising. There are four main kinds of targeting on LinkedIn: Your Own Audience, Persona, Interest Based, and Rich Demographic. Each of these categories allow you to target individual accounts or users through focused pieces of information like what groups they belong to, where they work, what title they have, and more. This means that LinkedIn advertising is especially useful for business to business advertising because it allows you to target a specific kind of audience within multiple companies. According to LinkedIn, 94% of B2B advertisers are already using LinkedIn for this purpose. B2B advertising is especially effective on LinkedIn because you can get your ads in front of the people who might actually be able to make the decision to buy your product or service. LinkedIn reports that 4 out of 5 LinkedIn members drive business decisions, meaning that your advertising is more likely to result in conversions. All in all, LinkedIn advertising is an easy and effective platform for anyone looking to increase their B2B advertising.
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