How to Advertise on LinkedIn Without a Company Page: Strategies, Process, and Costs

Introduction

Advertising on LinkedIn is a powerful method to connect with professionals in your industry and promote your brand or business objectives. However, one common restriction is the requirement to have a company page to run LinkedIn ads. This article explores alternative strategies, the process, and costs associated with advertising on LinkedIn without a company page, as well as provides insights for those who do not meet this requirement.

Strategies for Advertising on LinkedIn Without a Company Page

1. Partner with Existing Company Pages

If you are a freelancer, consultant, or a business without a LinkedIn company page, consider partnering with another company that does. This approach allows you to collaborate with a company within your industry or a client who can sponsor your content and run ads through their page. However, this method depends on establishing a partnership or agreement where the existing company page acts as the host for your advertisements.

2. Use Personal LinkedIn Profiles

While personal profiles are not a direct substitute for company pages, they can still be used for networking, sharing content, and engaging with your target audience organically. Although this method does not have the same reach or targeting capabilities as paid LinkedIn ads, it can be an effective way to build your presence and credibility on the platform.

3. Consider Other Advertising Platforms

If creating a LinkedIn company page is not feasible, consider other advertising platforms such as Facebook, Instagram, Google Ads, and Twitter. These platforms offer various advertising opportunities that can target specific audiences and achieve similar business objectives.

The Process of Setting Up LinkedIn Ads with a Company Page

Steps to Set Up LinkedIn Ads with a Company Page

Here is a simplified process for setting up LinkedIn ads when you have a company page:

Create a LinkedIn Campaign Manager Account: This account will help you manage ads, set up campaigns, choose objectives, and track performance. Select Your Campaign Objective: Determine what you want to achieve, such as website visits, engagement, or lead generation. Define Your Target Audience: Utilize LinkedIn's targeting options to specify who will see your ads based on factors like location, job title, company size, industry, and more. Choose Your Ad Format: LinkedIn offers several ad formats, including Sponsored Content, Message Ads, Dynamic Ads, and Text Ads. Set Your Budget and Schedule: Decide on your daily or total budget, bid type (cost per click or cost per impression), and how long your campaign will run. Create and Launch Your Ads

Design Your Ads: Follow the chosen ad format and submit them for review.

The Cost of Advertising on LinkedIn

The cost of LinkedIn advertising can vary widely depending on several factors:

Campaign Objective: Different objectives have different cost associated with them. Target Audience: Highly competitive audiences may have higher costs. Ad Format: Some ad formats are more expensive than others. Bid Strategy: Costs can vary based on whether you choose cost per click (CPC) or cost per impression (CPM) bidding. Budget and Bid Amount: Your daily budget and bid amount directly influence your costs.

LinkedIn recommends starting with a minimum daily budget of $10 for most campaigns. The platform operates on an auction system in which your actual costs depend on competition for your target audience and how appealing your ads are.

Conclusion

While LinkedIn ads typically require a company page, there are alternative strategies and methods available to leverage the platform's network for promoting your business or personal brand. Creating a company page is a straightforward process and opens up the full range of advertising capabilities on LinkedIn.