How to Add Promotion on LinkedIn: A Guide

Last Updated on August 16, 2024 by Admin

LinkedIn is where professionals and businesses go to show off their skills, products and services. One of the best ways to get noticed and reach more people on this platform is through LinkedIn promotions. This post will walk you through how to add promotions on LinkedIn so you can increase your professional presence and attract clients or employers.

What are LinkedIn Promotions

LinkedIn promotions are a great way to get more visibility and reach your target audience on the platform. You can show off your products, services or professional achievements to a larger network of professionals.

Types of Promotions

1. Sponsored Content
2. Sponsored InMail
3. Text Ads
4. Dynamic Ads

Each type of promotion serves a purpose and can be used for different marketing goals.

Setting up Your LinkedIn Page

Before you start promoting, you need to have an optimized LinkedIn page. This is the foundation of your promotional efforts.

Optimize Your Profile

• Use a professional profile picture
• Write a headline
• Write a summary
• Show off your skills and experiences
• Add multimedia content

A complete profile makes you more credible and your promotions more effective.

Creating Your First Promotion

Now that your profile is optimized, let’s go through the process of creating a promotion on LinkedIn.

Step 1: Go to LinkedIn Campaign Manager

1. Log in to your LinkedIn account
2. Click on “Advertise” at the top
3. Click “Create ad”

Step 2: Choose Your Objective

LinkedIn has various objectives for your promotion:

• Brand awareness
• Website visits
• Engagement
• Video views
• Lead generation
• Website conversions
• Job applicants

Choose the objective that fits your goals.

Step 3: Define Your Audience

LinkedIn’s targeting options are vast, you can target your ideal audience:

• Location
• Company size
• Industry
• Job title
• Skills
• Interests

Be specific with your targeting so your promotion reaches the right professionals.

Step 4: Ad Format

Choose from:

• Single image ad
• Carousel image ad
• Video ad
• Text ad
• Spotlight ad
• Follower ad

Each has its own strengths so choose the one that best suits your content.

Step 5: Set Your Budget and Schedule

Set your daily budget and campaign duration. LinkedIn has two bidding options:

1. Automated bidding
2. Manual bidding

For beginners, automated bidding is usually the way to go.

Step 6: Create Your Ad

Write compelling ad copy and choose great visuals. Remember to:

• Keep it simple and short
• Add a CTA
• Make sure your visuals are good and relevant

Step 7: Launch

Review everything and click “Launch” when you’re ready.

Tips for LinkedIn Promotions

To get the most out of your LinkedIn promotions:

1. Clear Goals: Set specific and measurable goals for your promotion.
2. Know Your Audience: Research your target audience well so you can create targeted content.
3. Use Great Visuals: Good images and videos can boost engagement.
4. Write Engaging Copy: Write simple, short and persuasive ad copy that speaks to your audience.
5. Mobile Optimized: Make sure your promotions look good on desktop and mobile.
6. Test and Refine: A/B test everything in your promotions to improve.
7. Monitor: Check your campaign metrics and adjust accordingly.
8. Use LinkedIn’s Features: Use LinkedIn’s features like Lead Gen Forms to get better results.
9. Brand Consistency: Make sure your promotions match your overall brand and messaging.
10. Give Value: Focus on providing value to your audience rather than selling.

Advanced LinkedIn Promotions

Once you’ve got the basics down, try these advanced strategies to supercharge your LinkedIn promotions:

Retargeting Campaigns

Use LinkedIn’s retargeting feature to reach users who have engaged with your content or visited your website. This will boost conversions.

Account-Based Marketing (ABM)

Use LinkedIn’s account targeting to create targeted campaigns for specific high-value accounts. This works well for B2B businesses.

Content Syndication

Promote your top performing content through LinkedIn promotions to amplify its reach and generate more leads.

Employee Advocacy

Get your employees to share and engage with your company’s promotions. This will expand your reach and add credibility to your campaigns.

Integration with Other Channels

Sync your LinkedIn promotions with your other marketing efforts for a multi-channel approach. This can include email marketing, content marketing and other social media.

Measuring Success and ROI

Make sure your LinkedIn promotions are working by tracking:

• CTR
• Engagement rate
• CPC
• CPL
• Conversion rate
• ROAS

Check these metrics regularly and adjust to improve performance and ROI.

Common Problems and Solutions

Even with planning you may run into issues with your LinkedIn promotions. Here are some common problems and how to fix them:

1. Low engagement: Review your targeting and ad copy. Are you reaching the right audience with the right message?
2. Ad fatigue: Rotate your ad creative to keep your audience interested.
3. Low conversion rates: Review your landing pages to make sure they match your ad and offer clear value.
4. Limited budget: Start small, test different approaches and scale up as you go based on performance.

LinkedIn Policies

Make sure to comply with LinkedIn’s advertising policies to avoid your promotions being rejected or your account being suspended. Key areas to watch out for:

• Prohibited content
• Restricted content
• Claim accuracy
• Use of LinkedIn’s brand assets
• Data collection and usage

Check LinkedIn’s policies before you launch a new promotion.

LinkedIn Promotions in the Future

As LinkedIn evolves, so do its promotional features. Stay up to date with the latest:

• Video content is hot
• AI targeting and optimisation is coming
• Interactive ad formats are trending
• Voice and audio content may be next

Alternative LinkedIn Promotion Options

In addition to LinkedIn’s built in promotion tools, there are third party websites that offer other ways of promoting your profile.  Sites such as QQTube allow you to externally promote your profile by doing promotion outside of LinkedIn to help increase your metrics.  While these services are effective and cheaper, they are less targeted than the options that LinkedIn offers directly.

Adding promotions on LinkedIn can get you more visibility and help you achieve your marketing objectives. Follow this guide and refine your approach to create promotions that work. Remember, success on LinkedIn is a combination of strategy, good content and continuous optimisation.

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