Similar to the Sponsored Posts tool in the Facebook Advertising arsenal, LinkedIn has announced the launch of their own ‘promoted posts’ tool. The feature will allow Company Pages to pay on a Cost Per Click (CPC) or Cost Per Thousand Impressions (CPM) basis to show their updates to business professionals in their target market. This, of course, differs from the normal reach of a Company Page’s post which is limited to those who follow the company. Until now, companies advertising on LinkedIn were essentially limited standard ads that either consisted of a thumbnail image with a few lines of text, or a video with a headline. LinkedIn’s Marketing Blog had this to say:
“With more than 3 million Company Pages on LinkedIn, companies, organizations and institutions have emerged as highly valued sources of relevant content on LinkedIn. Sponsored Updates enable these entities to build relationships by delivering their content into the homepage feed of members beyond those who are following their company. In developing Sponsored Updates, we’ve taken a measured and methodical approach to create an experience that strikes the right balance for our members and companies.”
This Is Great For Advertisers.
As an Internet Marketer, the more I can segment and target my audience the happier I am. LinkedIn has always had robust targeting capabilities that allow the advertiser to define audience attributes like Location, Industry, Company Size, and even Job Title – but the advertising shown to these segments has been notoriously stale (in this marketers opinion).
No matter who you ask, one of the fundamental pillars of Social Media Marketing is audience engagement. One of the most common mistakes that companies new to the arena make, is failing to realize the difference between broadcast marketing (like a television spot) and Social Marketing. Social Media is not about posting your sales pitch over and over again on your company’s brand page; it’s about engaging your audience in real-time, genuine communication. The addition of LinkedIn’s Sponsored Updates allows savvy marketers to move away from the standard ads, and towards high-quality and engaging content.
If Facebook’s model has taught us anything, we are hopeful that this new development in B2B social advertising will lead to major gains in targeted audience engagement and conversions through the world’s leading professional social network – and we’re going to find out soon enough. Sponsored Updates are available (as of yesterday) to LinkedIn advertisers with an account representative (major brands), and should be rolled out to the general public by the end of the month.
Written By: Eric Krattenstein, VP Internet Marketing