LinkedIn, the premier professional networking social media platform, has become an essential part of many digital marketing strategies for companies wanting to reach and connect with business professionals within their target audience. With over 675 million active users, LinkedIn is a popular platform for B2B and B2C companies to advertise on, and New Zealand is no exception.<\/p>\n\n\n\n
In this article, we will take an in-depth look at the potential of LinkedIn for marketing for New Zealand businesses, the different ad formats available, and the industries that are best suited to the platform.<\/p>\n\n\n\n
Whether you’re a small business looking to establish yourself as a thought leader in your industry or a larger corporation looking to build relationships with key decision-makers, understanding how to advertise on LinkedIn can be a game-changer for your business by helping you achieve your marketing goals.<\/p>\n\n\n\n
<\/p>\n\n\n\n
LinkedIn’s New Zealand user base<\/h2>\n\n\n\n
LinkedIn has a significant user base in New Zealand, with over 4 million users. The majority of LinkedIn users in New Zealand are mostly located in Auckland and are active professionals from a variety of industries, including technology, finance, marketing, and healthcare. The platform is particularly popular among business executives and managers, as well as recent graduates and students.<\/p>\n\n\n\n
LinkedIn is widely used in New Zealand for professional networking and career development. Many users in New Zealand use the platform to connect with other professionals in their industry, find new job opportunities, and stay informed about industry news and trends.<\/p>\n\n\n\n
LinkedIn is also a popular platform for B2B marketing and recruitment in New Zealand. Many companies in New Zealand use LinkedIn to promote their products and services, and to find and recruit top talent.<\/p>\n\n\n\n
It’s worth mentioning that LinkedIn’s user base in New Zealand is mostly composed of English speakers, although there are also some users who speak other languages.<\/p>\n\n\n\n
Overall, LinkedIn is a well-established and widely used platform in New Zealand, with a diverse and engaged user base that is primarily focused on professional networking and career development.<\/p>\n\n\n\n
LinkedIn for Marketing: What are the benefits of LinkedIn Advertising?<\/h2>\n\n\n\n
There are several benefits to advertising on LinkedIn, including:<\/p>\n\n\n\n
Targeted Audience: LinkedIn allows businesses to target their ads to specific audiences based on factors such as location, industry, job title, and more. This means that businesses can reach their ideal customers more effectively and efficiently.<\/p>\n\n\n\n
B2B Marketing: LinkedIn is a platform primarily used by professionals and businesses, making it an ideal place for B2B marketing. Businesses can use LinkedIn to promote their products and services to other businesses and connect with potential customers.<\/p>\n\n\n\n
Recruitment: LinkedIn is also a popular platform for recruitment, allowing businesses to reach and attract top talent by promoting job openings to a targeted audience.<\/p>\n\n\n\n
Thought Leadership: LinkedIn is a platform that encourages users to share content and engage with others in their industry. Businesses can use this platform to establish themselves as thought leaders in their industry; share content that’s valuable and engaging with their target audience. LinkedIn serves as an important channel in your full-funnel content marketing strategy. <\/p>\n\n\n\n
Brand Visibility: LinkedIn is a platform that allows businesses to increase their visibility and reach among professionals and decision makers. By promoting your brand, products, or services on LinkedIn, you can increase awareness of your business among a professional audience.<\/p>\n\n\n\n
Cost-effective: It’s best to have a budget in mind, however, LinkedIn is a cost-effective platform compared to other advertising channels. With a minimum budget of $10\/day, it allows small and medium size businesses to advertise and reach a professional audience.<\/p>\n\n\n\n
Insights and Analytics: LinkedIn provides businesses with detailed insights and analytics on their ad campaigns to measure success. This allows businesses to track the performance of their ads, measure the return on investment and make data-driven decisions about their marketing strategies.<\/p>\n\n\n\n
By advertising on LinkedIn, businesses can connect with their target audience, increase brand visibility, and achieve their marketing and recruitment goals.<\/p>\n\n\n\n
LinkedIn ad Examples: What kinds of ads show on LinkedIn?<\/h2>\n\n\n\n
LinkedIn marketing solutions include a variety of advertising options for businesses to choose from for their advertising campaigns. The types of ads include:<\/p>\n\n\n\n
Sponsored Content, single image ads: These ads appear in a user’s news feed and look similar to regular posts. They can include text, single images, and video and allow businesses to promote their products or services.<\/p>\n\n\n\n
Sponsored InMail: These message ads appear as private messages in a user’s inbox. They allow businesses to send targeted direct messages to specific users on LinkedIn to start professional conversations.<\/p>\n\n\n\n
Sponsored Jobs: These ads allow businesses to promote job openings to a targeted audience on LinkedIn.<\/p>\n\n\n\n
Display Ads: These are banner ads that appear on the side of a user’s LinkedIn feed or on the LinkedIn homepage.<\/p>\n\n\n\n
Dynamic Ads: These ads allow businesses to promote their products or services to a targeted audience based on their browsing behaviour on LinkedIn.<\/p>\n\n\n\n
Lead Gen Forms: These ads allow businesses to capture qualified leads by including a form for users to fill out within the ad.<\/p>\n\n\n\n
Video Ads: These ads allow businesses to promote their products or services in the form of video content to a targeted audience on LinkedIn.<\/p>\n\n\n\n
Sponsored LinkedIn Learning: These ads allow businesses to promote their LinkedIn Learning courses to a targeted audience on LinkedIn.<\/p>\n\n\n\n
All of these ad placements can be targeted to specific audiences using LinkedIn’s targeting options, such as location, industry, job title, and more.<\/p>\n\n\n\n
It’s important to keep in mind that as with any advertising platform, the success of LinkedIn Ads may vary depending on the business, industry, and target audience. It’s essential to test, measure and optimise the ads to make the most out of the platform. Additionally, a business should consider its overall marketing strategy and how LinkedIn Ads fits into that strategy before investing.<\/p>\n\n\n\n
Which types of businesses should consider running campaigns on LinkedIn?<\/h2>\n\n\n\n
LinkedIn campaigns can be beneficial for a variety of businesses and marketing objectives, here are a few examples of who could benefit from running LinkedIn campaigns:<\/p>\n\n\n\n
B2B Businesses: Businesses that sell products or services to other businesses can use LinkedIn Ads to reach and connect with potential customers in their industry. This can include companies in industries such as technology, finance, consulting, and more.<\/p>\n\n\n\n
Recruiters and HR professionals: LinkedIn marketing solutions are popular for recruitment and can be used by recruiters and HR professionals to reach and attract top talent.<\/p>\n\n\n\n
Professional Services: Professional services such as law firms, accounting firms, and management consulting firms can use LinkedIn to promote their services and connect with potential clients.<\/p>\n\n\n\n
Non-profit Organisations: Non-profit organisations can use LinkedIn to promote their cause, recruit volunteers and connect with potential donors.<\/p>\n\n\n\n
Educational Institutions: Educational institutions can use LinkedIn marketing solutions to promote their programs, connect with alumni and recruit students.<\/p>\n\n\n\n
Small and Medium-size businesses, company size: LinkedIn can be also used by small and medium-size businesses to increase their visibility, connect with potential customers and reach out to decision makers in their industry.<\/p>\n\n\n\n
LinkedIn can be used by businesses and organisations of all sizes and types to reach their target audience, promote their brand and achieve their marketing and recruitment goals.<\/p>\n\n\n\n
What requirements must you meet to run ads on LinkedIn?<\/h2>\n\n\n\n
LinkedIn has a few requirements that businesses must meet in order to run ads on its platform. The first requirement is having a LinkedIn account for your business. This is a free account that allows you to create a company page, post updates, and connect with other users on the platform.<\/p>\n\n\n\n
In order to run ads on LinkedIn, you will also need to create a LinkedIn Ads account. This is a separate account from your LinkedIn account and can be created by going to the LinkedIn Ads website. Once you have the LinkedIn Ads account, you will be able to create and manage your ad campaigns.<\/p>\n\n\n\n
Another requirement is having a Company Page set up for your business on LinkedIn. This is a free page that allows you to share information about your business, post updates, and connect with other users. It’s important to have this page as it’s the way people can find your business on LinkedIn.<\/p>\n\n\n\n
Before you can launch an ad campaign on LinkedIn, you must have your billing information set up. LinkedIn accepts credit cards, debit cards, and bank transfers as payment methods. This is important as it allows you to pay for the ad campaigns you create.<\/p>\n\n\n\n
LinkedIn has guidelines for advertising content, which include rules about the types of products and services that can be advertised, as well as rules about the format and design of ads. Businesses must comply with these guidelines in order to run ads on the platform. It’s essential to read and follow these guidelines to ensure your ad campaigns are compliant and can be published.<\/p>\n\n\n\n
LinkedIn Ads have flexible pricing options but have a minimum budget of $10\/day. This means that you will need to have an advertising budget in mind of at least that amount to launch an ad campaign on the platform.<\/p>\n\n\n\n
Finally, before ads can be published they must be reviewed and approved by LinkedIn. This process can take up to 24 hours.<\/p>\n\n\n\n
By following these requirements and guidelines, businesses can run effective and compliant ad campaigns on LinkedIn.<\/p>\n\n\n\n
How to use LinkedIn for Business: Advertising on LinkedIn<\/h2>\n\n\n\n
The marketing or advertising team would typically be responsible for running LinkedIn ads in a business. You don’t need to be an award-winning marketer or even a certified marketer to run LinkedIn ads, any marketer with knowledge of the company’s target audience and advertising goals, as well as experience with LinkedIn’s ad platform, would be able to run the ads.<\/p>\n\n\n\n
Here are the general steps to run an advertising campaign on LinkedIn:<\/p>\n\n\n\n
- \n
- Create a LinkedIn account <\/a>for your business, if you don’t already have one.<\/li>\n\n\n\n
- Create a LinkedIn Ads account by going to the LinkedIn Ads website <\/a>and clicking on the \u201cGet started\u201d button.<\/li>\n\n\n\n
- Create a new campaign by selecting the \u201cCreate campaign\u201d button on the LinkedIn Ads homepage.<\/li>\n\n\n\n
- Choose your ad format, such as sponsored content, sponsored InMail direct messages, or sponsored jobs.<\/li>\n\n\n\n
- Define your targeting criteria, such as location, industry, job title, and more.<\/li>\n\n\n\n
- Create your ad copy and design, including images, videos, and other media.<\/li>\n\n\n\n
- Set your daily budget and bid for your ad campaign.<\/li>\n\n\n\n
- Launch your campaign<\/li>\n\n\n\n
- Monitor and optimise your campaign by analysing the performance data, such as clicks, conversions, and engagement.<\/li>\n\n\n\n
- Repeat steps 4-9 to create multiple campaigns or to test different targeting and ad formats.<\/li>\n<\/ul>\n\n\n\n
What rules does LinkedIn have for advertisers?<\/h2>\n\n\n\n
LinkedIn has a set of rules and guidelines that businesses must follow when advertising on its platform. One of the main rules is compliance with laws and regulations, this means that all ads must comply with all applicable laws and regulations, including those related to advertising, data protection, and consumer protection. This is important to ensure that businesses are operating within legal boundaries and not breaking any laws.<\/p>\n\n\n\n
LinkedIn prohibits the advertising of certain products and services, such as illegal drugs, weapons, and adult content. This is to ensure that the platform is safe and appropriate for all users. Misleading or false advertising is also prohibited on the platform, ads must be truthful and not misleading or false in any way. This is to ensure that users are not deceived or misled by the ads they see on the platform.<\/p>\n\n\n\n
Another important guideline is respect for privacy<\/a>, ads must respect users’ privacy and not collect or use personal data in ways that are not transparent or that users have not consented to. Ad format and design must also be in compliance with LinkedIn’s guidelines, ads must be clearly marked as ads and not mimic other content on the platform. The format and design must also be in good taste, not offensive or inappropriate.<\/p>\n\n\n\n
Discrimination is also prohibited on the platform, ads must not discriminate against or exploit any individual or group based on race, religion, sexual orientation, gender identity, age, or other characteristics. This is to ensure that all users are treated with respect and fairness. Trademark infringement is also prohibited, ads must not infringe on the intellectual property rights of others, such as trademarks or copyrighted material.<\/p>\n\n\n\n
- Create a LinkedIn Ads account by going to the LinkedIn Ads website <\/a>and clicking on the \u201cGet started\u201d button.<\/li>\n\n\n\n
![\"LinkedIn](\"https:\/\/digitalworkshop.co.nz\/wp-content\/uploads\/2023\/01\/LinkedIn-Advertising-Auckland-NZ-1024x507.jpg\")
<\/figure><\/div>","protected":false},"excerpt":{"rendered":"