Strategically Promote Your Company on LinkedIn

August 4th, 2017

With over 500 million professionals on LinkedIn, it is the ideal social media platform to strategically grow your business. From networking to advertising to lead generationLinkedIn enables you to promote your brand through various marketing solutions that are effective yet user-friendly. 

Sponsored Content

Whether you want to promote a new white paper, eBook, or survey – creating sponsored content is sure to generate awareness. Start by sponsoring an update recently published to your LinkedIn company page, or create a new post that directly conveys your key message and call-to-action (CTA). 

LinkedIn offers a comprehensive list for choosing your target audience by location, industry, company, and even job function. Next, you can set a daily or total budget for the campaign and choose between cost per click or cost per impression options. Once the sponsored content is published, it will appear on the homepage, targeted user profile pages, and also on the company page. To view analytics, LinkedIn offers a helpful campaign manager that tracks impressions, clicks, social actions and engagement.

Sponsored InMail 

With sponsored InMail, you can send personalized messages to targeted audiences through LinkedIn messenger. This feature is perfect for companies looking to send personalized invites to a conference or webinar. Using LinkedIn messenger is especially attractive to clients and customers who are always on-the-go and active on mobile devices.  Sponsored InMail even offers a customizable CTA button which is helpful for boosting conversions. Similar to sponsored content, a budget can be set based on your campaign goals and metrics including sends, opens and clicks that can be accurately tracked.


For lead generation, LinkedIn ads are preferred. Since ads can be displayed on more LinkedIn pages than sponsored content can (such as the homepage, targeted user profile pages, inboxes, company pages and in search results), they have a wider reach and yield more impressions.  

Once again, you can choose your target audience, control your investment by setting a custom budget, and also measure your performance through campaign-reporting metrics provided by LinkedIn’s campaign manager.  

Keep in mind, when it comes to LinkedIn ads, you are competing with other advertisers who are trying to reach your target audience. That being said, your ad must be relevant, engaging, and highly targeted to successfully attract leads.

Overall, studies have shown that 80% of B2B leads comes from LinkedIn. If you are looking to promote your brand, sell a new product, drive website traffic or spark conversations with prospective customers, LinkedIn offers the right marketing tools and tactics to help you reach your business goals. 

Caroline Vallila

Caroline is responsible for public relations, social media, content marketing and account management at Springboard. In her spare time, she enjoys attending concerts, Giants football games and taking long walks on the beach.

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