LinkedIn, once the staid and stodgy “old boys” network of the internet, continues to roll out new features and updates and is quickly becoming my favorite online marketing platform!
LinkedIn’s most recent addition is Sponsored Updates.
Sponsored Updates allow businesses to share their content – articles, slideshows, videos and whitepapers – on the newsfeed of targeted professionals – any of the 225 million members – whether or not they are already connections.
You target audience will be able to see your SU on their computers, tablets, or smartphones; and in addition to reading or watching it, will be able to comment on it, “Like it”, “Share it”, or “Follow” your business.
To Set Up a Sponsored Update:
1. Set up a LinkedIn Company Page.
2. From your Company Page click on “Promote this page with LinkedIn ads.”
3. Click “Get Started”
4. Select “Sponsor an Update”.
5. Identify the Content that you would like to Sponsor.
6. Review Your Ad.
You can see it formatted for a computer, smartphone, or tablet by clicking on the icons on the right-hand side.
7. Select your geographic target – by continent, country, state and city.
You can also choose to exclude certain areas.
8. Define Target Audience by Skill.
For example, I typed in Financial Planning and the program then offered other phrases similar to that one that I could include by clicking on them.
9. Choose “more targeting options” to further refine your target audience.
This section will allow you filter by schools, skills, LinkedIn Groups, gender, or age.
10.Set up your method of payment.
Determine whether you would like to pay for each click, or for each impression, and enter a maximum bid amount. LinkedIn runs a 2nd Price auction each time it displays a sponsored ad. This means that you will not always pay your maximum bid, but that your winning bid will be just enough to beat the 2nd place bid.
11. Track your results.
LinkedIn provides detailed analytics so that you can monitor and adjust your strategy for optimum performance.
Sponsored Updates could really make LinkedIn’s Company Pages more productive for small businesses. The Company Page has become a great platform for businesses to provide information about their products, services, and employees, and culture, but has had limited impact on small businesses because of the inability to engage users who were not already familiar with, and interested in your business. Sponsored Updates changes all that as you can now reach out to LinkedIn members with a targeted message.
Thanks for reading! As always, your comments and questions are welcomed and appreciated. Have you used sponsored ads yet? Are you considering trying them?
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