1 Learn the concept
LinkedIn is a powerful network for promoting products or services to other businesses and professionals. It lets you target by job title, industry, company size and more, which is valuable when your customers are people in specific roles. Costs are often higher than other platforms, so precise targeting and a strong offer matter. This lesson covers formats and targeting.
2 See it in action
- Target by job title, industry, seniority and company size.
- Offer something valuable, such as a guide or webinar, rather than a hard sell.
- Use clear, professional creative.
- Expect higher costs and measure the value of each lead.
Worked example
Judging cost per customer, not cost per lead
Professional network: $40 per lead, 100 leads cost $4,000. 25 become customers, so $160 per customer.
Other platform: $12 per lead, 100 leads cost $1,200. 5 become customers, so $240 per customer.
Result: the higher cost per lead is cheaper per customer.
Check: always follow leads through to customers before comparing platforms.
3 Study an example
Example scenario
A training company promotes a free planning guide to operations managers in mid-sized firms. The leads cost more than on other platforms but turn into customers more often.
4 Apply it and download
- Define the job titles you want to reach.
- Write an offer that fits them.
- Estimate cost per lead in the ad budget template.
Worksheet Ad budget templateOpen, print or save as PDF