Part 1 of this blog series explored the effective marketing tactics that businesses can start utilising within LinkedIn to market their business more effectively for free. This part explores the paid advertising tactics that the platform currently has to offer, and why you might want to consider putting at least some of your marketing budget into these channels.
Whilst free marketing might always be the more desirable option to anyone in charge of a marketing budget, the problem with organic tactics is that they’re much harder to scale, and the reach is somewhat limited. You may have some wonderful content that you are posting, but unless you have lots of connections on the platform engaging with it, it’s not going to be seen beyond your existing network. In addition, you can’t specifically select who will see those posts from your connections. So if you have different personas and segments that your content is designed for, you cannot choose to only put that content out to them.