Schedule a call

LinkedIn Marketing 101

Find out how you can leverage advertising on and content marketing on LinkedIn.

LinkedIn may not be at the top of your head when it comes social media advertising and marketing. You’re probably more likely to associate social media advertising with platforms like Facebook, Instagram, or even Pinterest.

LinkedIn Ads may also come last on your list when it comes to pay-per-click campaigns, as opposed to Google Ads or Facebook Ads.  You’re not alone in your thinking! But the fact of the matter is that LinkedIn Advertising is a viable and valuable asset for some marketers.

LinkedIn advertising may still be off the radar for many businesses, but it has exceptional benefits that can help advertisers meet specific business goals.

  • What is LinkedIn?
  • Who uses LinkedIn?
  • Why advertise on LinkedIn?
  • How can I advertise on LinkedIn?
  • LinkedIn Ad Tools

What is LinkedIn?

LinkedIn is a social network — but not quite like any other social networking platform. It’s not the ideal place to post about your personal life, vacations, break-ups, and family. Instead, it largely focuses on business and professional networking. Many people consider LinkedIn to be a serious social networking platform.


Easily accessible from about 200 countries and regions worldwide that account for millions of users, LinkedIn is intended for building a professional network, scouting potential partners, or simply scoring qualified leads.

In 2019, LinkedIn was ranked number one as the most trusted social media platform among users. This means if you’re a brand owner or a marketer, LinkedIn can actually help your brand reach a powerful professional audience, backed by the credibility of the platform.

Who uses LinkedIn?

Knowing who LinkedIn users are is synonymous with understanding who your potential audience is, and how to craft compelling yet effective campaigns for them — regardless of if you’re looking for qualified leads, an avenue to share great content, or reaching a new audience altogether. 

User Profiles

🤝 B2B marketers

Business owners nowadays prefer LinkedIn to reach more customers and improving their connections. The platform proves to be the most effective place for B2B marketers to engage with decision-makers, influencers, and leaders all at the same time.

💡 Marketing executives

91% of marketing executives say that the top place to find relevant and high-quality content would be LinkedIn — that’s an impressive statistic! And just more proof that the platform is promising for both business and career opportunities.

✒️ Publishers & Content Marketers

With Facebook deprioritizing content shared by publishers, they have started exploring other content-forward platforms like LinkedIn. As far as the algorithm goes, native posts published through LinkedIn seem to get more love than external links. This provides both the publisher and its audience with an even greater opportunity.

💼 High-level decision-makers (directors, VPs, AVPs, and managers)

It’s no secret, some of LinkedIn’s users are high-level decision-makers. LinkedIn is the place to be if you’re aiming to attract leaders, influencers, and decision-makers for your brand or your campaign.


User Demographics


Age demographics

Taking into consideration the main purpose of the platform in connecting business professionals, it’s no surprise that its main users belong to older age groups — although there’s also no denying that millennials are rapidly growing in number. Here’s a detailed breakdownof LinkedIn users from the US:

  • 15-25 years old at 16%
  • 26-35 years old at 27%
  • 36-45 years old at 34%
  • 46-55 years old at 37%
  • 56 years old and up at 29%

Gender demographics

According to a third-quarter 2020 survey, 36% of male internet users and 28% of female internet users based in the United States use LinkedIn specifically to strengthen their professional network. 

Unfortunately, there isn’t currently a more detailed breakdown than male to female ratios if you’re looking for more in-depth data because most of the research provided by LinkedIn is presented in the gender binary.

Location demographics

LinkedIn users are residing in over 200 countries and territories all over the world. With a massive user base of 701 million users, LinkedIn is currently available in 24 languages — which, honestly, is perfect if you you're a global brand.

30 percent of LinkedIn users are in the United States alone, and roughly 70 percent of the platform’s users are outside of the United States, the majority of which are in China, India, Great Britain, and France.

Pro Tip: You have to consider the vast size, reach, and diversity of the global workforce when targeting LinkedIn users.

Why advertise on LinkedIn?

What’s in it for your business’ bottom line? Well, if there’s anything noteworthy about the platform and its users, LinkedIn users aren’t just influential. LinkedIn users also have more buying power compared to the average crowd on other social platforms.

LinkedIn is not for every business, but LinkedIn advertising might be the solution you’re looking for to engage individuals and spread brand awareness to a wide array of audiences, including but not limited to, C-suite professionals.

How can I advertise on LinkedIn?

The all-in-one advertising platform makes it quick and easy to run your ads. Just make sure that you have a LinkedIn company page to publish content. Once you’re all set, getting started is as easy as following 6 simple steps: 

  1. Get started with Campaign Manager
  2. Choose your objective
  3. Select your targeting criteria
  4. Choose your LinkedIn ad format
  5. Set your budget and schedule
  6. Measure and optimize your campaign

Types of LinkedIn ads

Sponsored content

Sponsored content ads are ads that appear to be promoted or “boosted” posts that look native to user feeds. These ads usually come in three formats: image, video, and carousel.

Direct sponsored content

Direct Sponsored Content are ads that are not published on your LinkedIn page feed, while still looking like a regular LinkedIn post.

Sponsored InMail

Looking for ads that are more successful at driving conversions than emails? Sponsored InMail is the way to go. This ad format delivers targeted messages to users’ inboxes. Note, though, that users may have the option to opt-out.

Text ads

LinkedIn text ads are featured in the sidebar and operate on a familiar pay-per-click or impression basis.

Dynamic ads

Do personalized templates and auto-translations options excite you? With these types of ads, you can creatively personalize your LinkedIn advertising. You can choose from promoting job postings, content downloads, or advertising your own company page.

LinkedIn Ad Tools

In case you didn’t know yet, LinkedIn offers a suite of organic and paid marketing tools to help you in amplifying your brand’s reach and engagement without tapping into additional resources.

If you don't have a lot of budget for paid marketing tools, there’s no need to fret! Part of LinkedIn’s mission is to develop tools that marketers can use with any budget size or even no budget at all. 

7 ways to market your business on LinkedIn for free:

👉 Get active on your LinkedIn company page

Ensure that users will see the most relevant content by posting and maintaining engagement on your company page.

👉 Spotlight a brand or business unit with showcase pages

Showcase pages will allow you to give your audiences exactly what they want (without overloading them with information) as these are linked to your company page.

👉 Use analytics to inform content and boost sharing

Use insights from your company page analytics to help you in deciding for what type of content to publish and which topics you should cover.

👉 Use LinkedIn Pulse 

Drive the highest engagement with LinkedIn Pulse, LinkedIn’s publishing platform. Show off your thought leadership to your audiences with long-form posts. To make your posts more appealing, you may also include visuals.

👉 Establish authority on LinkedIn SlideShare 

Presentations can be directly embedded on your company page via the LinkedIn SlideShare. Be sure to take advantage of this to improve and optimize your posts!

👉 Maintain engagement with regular updates 

Simply interacting with your audience to keep the discussion going can do a lot in terms of marketing your brand. Maybe you'll even go viral.

👉 Enhance your audience personas with advanced search 

Tap into first-party information that LinkedIn users provide you with — and you'll be able to get to your target audience!

Page Title

Custom Colors and Fonts

Sed sit amet est ut massa posuere consequat ac id dui. Morbi consequat magna in nisi convallis, et eleifend augue pellentesque. Mauris interdum, felis vel tempor congue, ante neque maximus ligula, vel luctus diam quam quis sem. In quis ornare sapien. Sed elementum tristique nulla, nec lobortis erat sodales at. Donec sit amet mauris auctor, aliquam ex vitae, tempor urna.

Praesent quis ipsum mattis, molestie nunc ut, rhoncus libero. Quisque auctor tempor arcu sit amet laoreet. Nam scelerisque, felis sed semper rutrum, ligula massa semper turpis, vitae commodo dolor tellus quis libero. Quisque ut scelerisque sapien. Sed at dolor in risus lobortis interdum in eu sapien. Morbi aliquet commodo est sed malesuada. Vestibulum sit amet semper tellus.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec non urna suscipit metus sollicitudin lacinia quis mollis enim. Curabitur elit metus, lobortis eu sagittis mattis, lobortis vel urna. Sed commodo, libero vitae gravida laoreet.