If you are looking at ways to promote your B2B business or service, using LinkedIn is a great option.

This social media platform has a lot more mileage than you may think, with a Linked In ad potentially reaching up to 13% of the world's population. Plus, it's easy to use too!

If you're new to the world of LinkedIn advertising, here is our guide for getting set up on the platform.

Log in to Campaign Manager

Campaign Manager is the LinkedIn advertising platform where you can easily access all the tools you need to set up campaigns. It is free to sign up to.

Decide which action you want your prospective customers to take

There are three different objectives that your LinkedIn campaign can have:

·       Awareness – this generates the most impressions as possible for your advert

·       Consideration – this encourages prospective customers to visit your website or company page

·       Conversion – this focuses on lead generation and capturing prospective customer data

Create your target audience

Once you have decided on what you want your audience to do, you can start to build your target audience.

Like Facebook, you can drill down into your prospective target audience, targeting factors including:

·       Job title

·       Seniority

·       Company name

·       Industry type

·       Interests

·       School and university

·       Qualifications

You can also import your own data like email addresses and retargeting info.

LinkedIn will show you the size of your potential target audience, so you can see how many people your campaign will reach.

Decide on an advertising format

There is a wide range of advertisements you can use on LinkedIn. These include:

·       Sponsored content – images and videos that appear in people's newsfeeds. One good way to get started is to promote your best-performing company page updates

·       Message ads – direct messages that are sent to your prospects

·       Text ads – adverts that appear at the top and to the right of people's newsfeeds

·       Dynamic ads – personalized adverts that directly appeal to your prospective customers

Keep your content short and sweet – copy with fewer words has an 18% higher engagement rate!

When you choose an ad, you can create your ad copy and upload imagery you want to use.

With some ads, you can also display your ad on LinkedIn's Audience Network, a collection of third-party platforms and sites.

Determine your budget

Like all PPC platforms, you can set a daily budget on LinkedIn. You can determine a cost per send (for messages), a cost per click or a cost per impression.

Once you have spent your budget, LinkedIn will no longer show your adverts.

Once you've entered your billing information… you're ready to go!

Don't forget to monitor your campaign

It's essential to monitor your brand new campaign on a regular basis to make sure it is working for you. You can then optimize your campaign to make sure it is working in line with your objectives and goals.

We hope this short guide will inspire you to give LinkedIn advertising a go today!