Are you thinking about using LinkedIN’s advertising? Well I was too! And as I explained in a previous post… I like to test all advertising and new technology on Atilus BEFORE applying it or pushing it to clients.
About two weeks ago I wrote a post about our decision to test out LinkedIN’s advertising system after being offered a substantial coupon via email.
After two weeks of using the system (and the entire $250 coupon) we have come to some conclusions.
LINKEDIN STILL HAS A WAYS TO GO BEFORE IT’S ADVERTISING SYSTEM WILL BE OF LARGE VALUE
Okay, let me clarify some points on this. First of all, if you’re considering using LinkedIN you must first consider WHO is on LinkedIN… consider the website’s audience. Personally I like that it’s NOT facebook. It is not a site for everyone and their grandmother (no offense to grandmother’s out there).
…I love grandmothers (that was for you Jessica)…
Attempts at getting inflated birthday gifts aside LinkedIN is a business networking site, geared towards the true networking of business professionals. Personally I am ONLY connected to people I have actually met and done business with. I don’t have “friends” on LinkedIN. However, I don’t really use LinkedIN. I keep my resume up to date. I keep my recommendations up to date (for Atilus’ references/testimonials). I will occasionally go on the site because an old associate messages me. But, other than that I don’t use the site. I only see it being used for the above purposes as well as two others:
- Searching for a Job
- Asking Questions (they have a nice, if redundant Q/A section)
With that said… do all of the above offer enough opportunity for YOU (a potential advertiser) to get your message in front of a targeted audience? To give you an example if you were promoting a full-proof method to get hired, perhaps a guide to resumes/job solicitations, LinkedIN would be perfect. Personally, after millions of impressions and hundreds of dollars spent, we received only a few clicks and no actual leads. LinkedIN turned out to be MUCH more expensive, and less targeted (at least for our business), than other pay per click methods (AdWords, Bing, Yahoo, Facebook).
Additionally even if the people on LinkedIN performing the activities I mentioned above appeals to you and your business, I think the system has just a little bit farther to go in the way of targeting. For example only a limited number of targeting options were allowed and geographically speaking, their are a very limited number of major metropolitan areas offered. This meant I had to make a trade off between how targeted my audience was AND I wasn’t able to present my message in front of a geographically relevant audience.
Have your own opinions on LinkedIN’s advertising platform? Leave a comment!