LinkedIn has recently released its most up-to-date user data, and in 2023, the world’s largest professional networking social media site is no longer the dark horse for small business marketing. 

Whether you need a bankable B2B or B2C advertising strategy, thinking of LinkedIn merely as a recruitment tool is a thing of the past. Its reach is growing, and its relevance is coming into a renewed focus. 

To identify and reach specific target audiences by industry, personal and professional interests, and even their estimated income levels, the data-first strategic approach Empower employs means your potential for high returns is more lucrative than ever. 

In this blog, we’ll look at the LinkedIn advertising options we think will have the best potential for our growing member community in 2023 and how we’ll make it simple. 

Sponsored Content 

These ads appear in the audience's LinkedIn feed and are labelled as "promoted" to distinguish them from regular content. Depending on your brand, we can help you determine whether using LinkedIn carousel ads, single image ads, or video ads is your best best. 

To make the most of the Sponsored Content format, it's a good idea to repurpose content from your blog, website, and other social media channels. Using video, audio, or other rich media elements can make your content more engaging. 

And adding your insights on trending news or human interest stories can help your brand take the next step to establish your image as a thought leader in your industry and help you develop an emotional connection between your audience and your brand. 

Sponsored Messaging

Sponsored Messaging allows you to advertise directly to LinkedIn members in their inboxes. Sharing blog posts, webinars, or industry trends and analyses in this format encourages brand consideration with personalized, invitational messaging. 

The direct approach, based on LinkedIn’s data, has a lot of potential in terms of converting customers by promoting product demos, tutorials, and client success stories or advertising upcoming webinars or events. 

However, LinkedIn has a cap on the number of members who can receive a Sponsored Message ad per month, so deciding if this strategy is right for an Empower client depends on specific goals. With the right placement, Sponsored Messages have high potential. 

Text Ads

Text Ads are a fantastic option for businesses looking to build strong leads with a professional demographic. And even though they’re called “text ads”, Including attractive visuals and images yields stronger results. Instead of including an object or logo, Empower will recommend going with a profile image when possible.

Dynamic Ads

These ads run in the right rail of LinkedIn and speak to audiences directly with personalized content. To make the most of this ad format, we’ll create copy that is as descriptive as possible in the main ad headline and text. 

The trick here is to create one clear message and an intentional call to action. Empower can determine how to give your message the highest appeal possible with an accent on simplicity and engagement. 

In terms of images, competitor research helps us determine your best course of action.  Being simultaneously distinctive while also keeping in step with what your audience responds to most is where we can really help you align your efforts, whether with Dynamic Ads or otherwise. 

Objective-based advertising

One of the most unique aspects of marketing on LinkedIn is the flexibility to build ad campaigns around specific business goals. Businesses can work through all three stages of a sales funnel, from awareness to conversion. 

The three main types of objectives are Awareness Ads, Consideration Ads, and Conversion Ads. By understanding your goals and evaluating data across our own measures and those used by LinkedIn and other brands and businesses like yours, Empower will advise on the best outlook for your marketing objectives. 

LinkedIn to Empower

The little differences do matter. Empower focuses on delivering what our clients really want without bogging them with details and decisions. 

Our solutions don’t require more than a minute to understand and action, which is a value add beyond compare that other digital marketers simply can’t promise. 

Growing a brand on LinkedIn in 2023 is within reach for small businesses. For existing members and new clients who can truly benefit from taking the next step on the platform this year. The only choice you need to make is to trust that Empower will only make informed decisions in your best interest.