In its 10 year history, LinkedIn has evolved considerably to keep up with the dynamic business environment and changing user expectations.
More recently, LinkedIn has set the goal to become a competitive online publisher; leveraging the strong public interest in content marketing. The introduction of 300 LinkedIn influencers who publish content on the platform and other efforts to support the sharing of content through the platform have nudged LinkedIn closer to becoming a leading content hub for professionals. LinkedIn members now share news with their network from over 1.5 million publishers.
Now, companies on LinkedIn will have access to a larger piece of the content pie with the introduction of LinkedIn Sponsored Updates. Launched this week, the service will be available to all 3 million LinkedIn companies by the end of the month.
Similar to other social networks which sponsor content such as Facebook or Twitter, LinkedIn’s Sponsored Updates will enable companies to share content beyond their immediate LinkedIn network through delivering updates marked “sponsored” to member news feeds.
Unlike existing LinkedIn advertising which is hidden away in the right-hand sidebar, LinkedIn Sponsored Updates are front and centre in the news feed; integrated with organic content.
The updates give members the opportunity to connect with the company and engage with the content through following the company or liking, commenting on and sharing posts.
Available across mobile and tablets as well as desktops, LinkedIn Sponsored Updates give companies access to a large professional network of potential clients and customers at work, home and on the go.
So, what are the benefits of LinkedIn Sponsored Updates for your business? Here are some advantages to using the new service to promote your business.
Engage your audience through content
Content marketing is increasingly gaining popularity as a strategy to grow an engaged and captive customer base. Marketers are now interested in offering people valuable, informative and interesting content to grow brand engagement.
Many businesses now have a selection of good quality content to share such as articles, videos or reports. LinkedIn is a great place to share this content with prospective customers who frequently turn to LinkedIn for professional content.
Through sharing great content, businesses can become thought leaders in their space amongst a network of relevant and engaged professionals.
Grow your reach
LinkedIn Sponsored Updates will allow companies to access people outside of their networks; growing their reach and potential customer base. Not only will these people consume company content and hence engage with the brand, they are also much more likely to start following the company and receive content organically.
LinkedIn has also made it easier for members to share content with their networks which also serves to expand reach organically.
Access your target audience
LinkedIn has over 225 million members who provide their professional data to LinkedIn. This data allows LinkedIn to segment its user base; giving marketers the opportunity to target the audience by profile segment and access the most relevant audiences.
Marketers can target their content to the relevant audience to ensure they are reaching the right people and ensuring return on investment.
To find out more about LinkedIn Sponsored Updates visit their business website or marketing blog.
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