Let’s answer the question that’s most likely on your mind - why should you bother with paying for LinkedIn ads when you can just post your message for free?
For starters, LinkedIn is the biggest B2B (business-to-business) area online. They have more than 40 million decision makers on the platform and 61 million senior-level influencers. If you stick to just posting free updates, you will only reach a tiny fraction of that audience.
By boosting your messages with paid ads, you can choose who will see your posts and reach many more people in the process. The best news is that you aren’t limited in your budget - you can spend as little or as much as you want. Our advice? Start with a small budget to test out LinkedIn ads - just like with any other sales or marketing technique, it may not be right for your hotel or venue. But you won’t know until you try!
There are three types of ads you can use to promote your hotel or venue on LinkedIn.
Types of LinkedIn ads:
• Self-service ads (DIY in Campaign Manager)
These are ads that you create yourself in the Campaign Manager. You can choose exactly who you want to target (for example, people with the job title ‘Event Manager’ working at specific companies). You choose your text, headline and the images or videos you include in your email.
For more information on how to create your first LinkedIn ad, read this guide: https://www.linkedin.com/help/linkedin/answer/721/creating-a-linkedin-text-ad-campaign?lang=en
• Sponsored posts (promoting posts that already exist on your Company Page)
For more information on how to boost your post with the sponsored option, read this guide: https://www.linkedin.com/help/linkedin/answer/72088/creating-linkedin-sponsored-content-campaigns?lang=en
Sponsored posts are the easiest to create because you’re simply just boosting an existing post you have made on your LinkedIn company page.
You choose the budget you want to spend and which audience you want to target, and then away you go!
• Sponsored inMail
Have you ever received a message from someone on LinkedIn that wasn’t in your contacts? This is likely a ‘Sponsored inMail’ which looks like a natural message, but is actually promotional.
inMail posts are fantastic to test out because you can reach an event planner’s inbox and speak to them in a natural way. Just craft a message that you would appreciate receiving - be friendly!
For more information on how to create a sponsored inMail campaign, read this guide: https://www.linkedin.com/help/lms/answer/73876/creating-sponsored-inmail-campaigns?lang=en
There's your crash course on how hotels and venues can use paid ads on LinkedIn. Let us know on Twitter if you have tried LinkedIn ads before - have they worked for you? We want to know!