All too often, I hear two complaints about LinkedIn Ads
- It’s too expensive.
- It doesn’t work.
Generally, when I hear this feedback, it’s from those who don’t have the right business to be advertising on LinkedIn.
So I thought I’d share what types of businesses should be using LinkedIn, as well as those that should avoid the platform.
Who should advertise on LinkedIn
The three verticals that tend to work best are:
- high-value B2B products & services;
- recruiting efforts; and
- higher education.
High-value B2B products & services
Subscription services (like SaaS) tend to work well because the predictable revenue over time tends to mean higher profits per customer to the business.
Your business model needn’t include a subscription component to be successful, though.
What you do need is for the value of your sale to be high enough to justify the elevated cost per click of LinkedIn Ads over that of other social ad channels.
My rule of thumb is that companies whose average deal size is over $15K will likely be very successful here.
Not having an employee in place costs many thousands of dollars in lost productivity, and recruiting that missing talent often leaves companies with large recruitment fees.
Recruiting is an expensive game for companies, but not on LinkedIn.
LinkedIn visitors are constantly thinking about their next career advancement, so advertising a hot new position to them is going to catch their eye.
Plus, the platform allows you to target very specific professional traits.
For instance, if you’re looking to hire a Marketing Director, you could target job title “Marketing Manager” to attract those who might be willing to move for a title advancement, as well as the job title of “Marketing Director” to get applicants who’ve already proven adeptness in that position.