Here are a couple of LinkedIn announcements from July that are both useful for B2B marketers to be aware of. They're both related to company pages.
First, you can now sponsor updates to give them more visibility in people's feeds - like Promoted Posts on Facebook and Promoted Tweets on Twitter. Spotting a pattern here? In this case, they're Sponsored Updates.
All companies with a business page can now reach out further to members on the network, similar to existing paid advertising on LinkedIn, and reach a targeted profile of LinkedIn members outside of their Followers or groups who may not be familiar with them. These will likely get much higher clickthrough rates and so more revenue for LinkedIn compared to the existing incidental ads which are easier to ignore...
Here is an example from Mercedes Benz:
When a company shares blog posts with relevant engaging information (such as videos, links, download documents, share slide presentations etc), they can now reach other members and track engagement and content sharing through analytics.
Updated Company Page Analytics
Second, the updated LinkedIn Company Page analytics gives new types of data. The competitor benchmarking tool looks useful and may encourage companies to spend more on the Sponsored Updates, smart move!
Identify the updates that drive the greatest engagement
Filter engagement trends by type and time period
Get more detailed demographic data about your followers
See the growth of your follower base and benchmark it against similar brands
The video gives more examples:
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years
marketing experience in the public and private sector. She’s passionate
about supporting companies with practical result driven marketing, to
help focus companies on evaluating and driving their marketing forward.
Experienced in Integrated Strategic Marketing Planning, Data
Segmentation, Customer Relationship Management Systems, Customer
Insight and reviewing internal systems, data and processes, to
maximise conversion strategies and the customer experience. You can
connect with her via her LinkedIn or follow her @Qtymarketing.
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