Since its launch about exactly a year ago, Sponsored Updates has quickly become LinkedIn’s fastest growing Marketing Solutions product, according to the professional social network. The native advertising solution has allowed businesses to promote content shared as one of their corporate profile status updates within the newsfeeds of a target audience.
We’ve been working with a number of our B2B technology clients to leverage this channel, extending the reach of premium content assets like e-books or animated videos to support qualified lead generation. One particular Sponsored Update campaign we supported drew nearly 18,000 impressions and 180 click-throughs to the landing page, effectively costing the client $8-9 per lead and delivering results in just a couple of weeks.
There is huge potential for businesses that sponsor in-feed content on LinkedIn—but getting native advertising right can be tricky. Here are three keys to maximizing the effectiveness of LinkedIn Sponsored Updates:
- Deliver content that offers value to your audience. Although more B2B companies are adopting content marketing practices, according to a 2014 Forrester Research, Business Marketing Association and Online Marketing Institute study, few are actually producing high-quality material that speaks to buyers. Content that doesn’t focus on products, but rather offers solutions to problems your audience is facing, features forward-thinking insights or data points, and/or includes other customers’ success stories will go a long way in drawing clicks and qualified leads.
- Fine-tune the Sponsored Update itself. An authentic, non-‘selfie’ sound bite that concisely pulls in your target audience is a must. Inspire people to engage with and share your content, versus broadcasting marketing messages; this will help extend your landing page’s reach organically, too. Other must-do’s include: upload a compelling image or video to accompany the text, as well as optimize the Sponsored Update for easy viewing from a desktop/laptop, tablet or mobile device.
- Make targeting and testing an important part of your strategy. Interactive Advertising Bureau and Edelman Berland research confirmed that relevancy is the most critical factor for generating interest from native advertising. B2B tech organizations will see a much better return from their Sponsored Updates if the content and offers are personalized for a specific job title, industry vertical or location. Last week, LinkedIn even made it easier to do this; companies no longer need to make every update visible on the corporate profile, as well as trial and adjust messages in real time for tailored audiences to improve campaign performance.
LinkedIn is delivering powerful tools to help B2B companies nurture relationships and drive lead generation. Are you incorporating native advertising into your social media marketing strategy? What else have you seen as being vital to a solid return on Sponsored Updates?
Want to learn more?
In LinkedIn for Lead Gen , we cover:
- The right groups to join for tech B2Bs
- The “champion” strategy to encourage employees to engage
- How to set up & run Sponsored Updates and LinkedIn Ads
- How to optimize a company page for sales & lead gen
3 Ways to Improve LinkedIn Sponsored Updates
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