5-Steps to Build Brand Marketing Campaign on LinkedIn

LinkedIn Marketing

Building a brand presence on social platforms is not an easy task, especially on a professional platform like LinkedIn. The ‘Read Me’ Series by LinkedIn will help brands learn how to leverage the platform’s resources to achieve their marketing goals.

Here is a quick five-step guide to building an optimal marketing campaign on LinkedIn using one of the guides from the series.

Identify Objectives

It is crucial to identify the objective of your marketing campaign, especially on LinkedIn. Your goals will help determine if your campaigns are optimized for those members who will take the desired action. Use the data from past and prediction to understand what changes you need to make.

Create a Solid Community

In order to amplify the efforts of the marketing campaigns from your brand, it is crucial to have a broad organic reach. To achieve this, you will need to build a stable community using your LinkedIn page.

Ensure that you regularly engage with your audience to build a greater connection. Share valuable and meaningful content whenever you can. This will help you gain more followers, which, in turn, will allow you to understand what kind of content works best for your brand.

If you have some campaigns that performed well in the past, you can repurpose them for targeted paid campaigns.


Unlike other platforms, members are incentivized for keeping their profiles updated on LinkedIn, which makes LinkedIn target completely unique compared to other social media platforms.

To target members with precision, you will need to define the audience either from their professional attributes or uploading the visitor lists from your website. You can also use the list from the members who visited your account or upload a list of contacts.

Once you have done that, you can use Matched Audiences, Audience Expansion and Lookalike Audience, if you want to measure the reach at any time for a campaign.

Ad Format

Ad format can have a significant effect on the success of your marketing campaigns. Most of the formats offered on LinkedIn are designed to help you achieve the objective you’ve set in the beginning. The ‘Read Me’ series enables you to understand all available ad formats and how each one should be used for different campaigns, to grow your business efficiently.


Most brands focus on short-term goals for their campaigns but being able to identify the long-term goals are equally important. The ‘Read Me’ guide helps brands understand the core difference between KPI and ROI, which allows them to monitor and measure both effectively with a long-term mindset.


The Read Me guide is a three-part series that can help brands with different marketing solutions. These guide focus on three core topics:

  • How to build your Brand on LinkedIn?
  • How to drive more leads on LinkedIn?
  • How to advertise better on LinkedIn?

Head over to the official marketing solutions page on LinkedIn to download the guides.


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