The Pros and Cons of Facebook and LinkedIn Advertising Part 2 of 2

July 30th, 2018   |  

In part one of this series, we looked at the pros of cons of Facebook advertising. Today, we will look at LinkedIn advertising to help you evaluate if it’s the right social media advertising platform for your business.

LinkedIn is often viewed as the professional social media platform. This can lead to a lot of confusion about how to best utilize the platform, but with more and more people using LinkedIn, the confusion is giving way to savvy businesses realizing this is a worthwhile platform to advertise on—when the situation is right (and if you are interested in B2B lead generation).

So what are the pros and cons of advertising on LinkedIn? Glad you asked!

Pros

Ability to Precisely Target an Audience:

One of the best things about LinkedIn’s advertising platform is the ability to create hyper targeted audiences. This is extremely useful for advertisers who are focused on B2B or audiences that have certain job titles. You can even target just C-suite users, for example.

Large Variety of Ad Formats:

There are several different ad formats that you can choose from. Each format has its own use, and while it will take a little bit of work to learn which is best for your needs, this variety can lead to much greater success for your campaigns.

Ease of Use:

As long as you have a LinkedIn account, you can create an ad account to utilize the full ad creation and analytic tracking features available—there is no need to create a special account.

Cons

Cost:

The flip side to having a highly targeted audience that generates better leads is that the CPC/CPA is much higher than other social media platforms.

Not the Place for E-Commerce:

LinkedIn offers no form of product advertising, and frankly, their users are not looking for products to buy. Because of this, it is best to choose a different platform for E-commerce advertising.

Limited Learning Resources:

When compared to Facebook, LinkedIn’s learning resources are very limited. While it is possible to learn what you need to know to get started, be prepared to spend a lot of time looking for outside resources to learn all the tricks of the platform.

Little-To-No Customer Support:

If you ever run into an issue with your ads or account, expect an uphill battle when it comes to getting ahold of someone in support. If you happen to catch the LinkedIn support chat while it’s open, your problem will still likely take weeks to resolve.

Conclusion

Like any social media platform, it’s important to compare your target audience with the demographics of the platform. The takeaway from this list is that LinkedIn is the place to be for B2B lead generation. Sure, it might cost you a few more dollars, and a little bit of searching to learn the platform, but the ability to create a highly targeted audience can make it worth the spend.

If you’re interested in utilizing digital marketing to boost your business, give us a call at 248-687-7888 or find us on social: Facebook or Twitter. We’ll set you up with our in-house marketing team to work with you in crafting a custom marketing plan to meet your needs.

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