Leveraging Paid Media on LinkedIn

The LinkedIn algorithm analyzes content and prioritizes for engagement, timeliness and relevance based on keywords, meaning that not all your content will be prioritized to your fan base.


While frequent posting, keywords and hashtags may attract your fans and even new users who are interested in that topic, the best way to ensure your content gets seen is to support it with a paid strategy. 


A paid social media strategy ensures your content gets SEEN by the desired audience.


Considerations for a Paid LinkedIn Approach


When planning content for this platform it is essential to consider when and how to sponsor content, the purpose and approach to sponsoring that content and who you are targeting.



1. Balanced organic and paid tactics



Audience is existing followers

Audience is determined by targeting

Implement learnings from paid campaigns

Test creative to learn about audience

Free space to try new ideas on existing audience

Implement learnings from organic to launch better-performing ads

Community management puts brand in direct contact with audience

Attracts new followers

Life of a post is short, cadence in posting is vital

Life of a post is completely controllable and you can make less content and reach more people



2. Ad objectives based on the user journey



Content Role

LinkedIn Objective


Attract new people to your brand or campaign

Brand Awareness



Stand out from the competition



Generate a lead or otherwise establish a relationship


App Install

Lead generation


Regularly engage audience to stay top of mind


Video Views


Boosted Organic Posts


Customers trust the brand enough to recommend to others




3. Targeting based on audience current stage of the journey

Facebook targeting



You May Also Be Interested In:


LinkedIn KPIs and Measurement

LinkedIn Channel Features