LinkedIn Advertising 101 for B2B Digital Marketing

When companies consider which social media platforms to run their marketing campaigns on, they typically want to gravitate toward Instagram and Facebook due to the sheer popularity of these platforms. B2B companies, however, should reconsider. LinkedIn has become a powerful B2B marketing channel for paid social media advertising. With better targeting and an improved ROI, LinkedIn has set itself apart from other social media platforms to become an invaluable asset in a B2B marketer’s toolkit. 

What is LinkedIn Advertising?

LinkedIn advertising is a highly effective form of digital marketing that serves ads to target audiences, similar to the Facebook and Instagram ads consumers are well-accustomed to. Where LinkedIn differs, though, is in its ability to refine target audiences with more business-related filters such as company, company size, job title, and industry—filters not available on any social media platforms. 

The use of these filters is instrumental in creating successful demand generation and account-based marketing (ABM) campaigns. There’s no guesswork surrounding your B2B buyer persona—it’s all found on LinkedIn. 

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