Posting ads is fine but when you hand someone a piece of content they can use right now – that’s the start of a relationship. LinkedIn can help you make that connection with their new Sponsored Updates program.
In social media speak, an “update” is any content you published to your feed. Could be a blog post, a video, a presentation or a graphic. In this case, it has to be on a Company page, not a personal profile but from there it works pretty much like any online ad buying experience.
You can use the self-serve ad tool in LinkedIn to target your content. Choose from options such as location, job function, industry even security levels. If you’re a really specific person, you can even target all the folks who work at one company. You can also go international reaching out to more than 200 countries in 20 different languages.
From there, you fill in the budget numbers and you’re ready to go.
When a targeted individual logs on to LinkedIn, they’ll see something like this:
Your content would show up at the top of the user’s newsfeed with the word Sponsored next to it, so there’s no mistake.
Of all the people adding paid content to newsfeeds, I like LinkedIn’s idea the best. If you create a great piece of content and target it properly that word Sponsored won’t even be noticeable in their rush to click the link. What you don’t want to do is waste this opportunity by posting what amounts to a glorified ad for your services.
This examples from Hubspot is . . . spot on! It’s a template you can use right now. That’s good company karma. You can post a YouTube video and it will open right on the page. Same with a PowerPoint presentation or slide show. Best of all, every piece of content works like any other content on the site. The reader can share it, like it, comment on it and click to follow the company that posted it in the first place.
Okay, now I sound like a commercial for LinkedIn Sponsored Updates – but I really do think this is an excellent way of reaching out business to business.
Now here’s a video that explains everything I just did: