- Are you wondering how to use LinkedIn Sponsored Updates?
- Do you have a LinkedIn company page?
- Do you want to grow your following from outside your company page?
In this article you will learn steps to create and measure the impact of your first LinkedIn Sponsored Update.
Are you a Business to Business person (or) responsible for the marketing of B2B for your company? Then you should consider promoting your message. Others outside your company page can be targeted by industry, name, and demographics.
For example: We are running a 13 week internet strategies and social media course at Worcester State University or virtually from your own computer. It is called Communicate Full Circle. This class begins October 23, 2013. To promote our class we used both Facebook and LinkedIn sponsored updates.
What I particularly liked was our ability to set a budget and pay only for targeted leads that met our criteria for an audience.
There are over 3 million companies that have a LinkedIn company page. Most people think they can only post updates from their company rather than as an individual. And you can like and comment as your company as well. Just like Promoted Posts and Sponsored Stories on other social sites, LinkedIn has launched its own Sponsored Updates function, which runs on the same principle.
Here are the “how-to-steps” to use Sponsored Updates:
#1: Create Your Post
Post your update to your company page as normal. You’ll need to wait a few minutes and then refresh your page until you see the Sponsor Update button.
Select an update to sponsor by clicking the Sponsor Update button.
You can sponsor any of the updates on your company page, even one that’s a few months old… When you click on your post, you will be taken through the steps of choosing your target criteria for your Sponsored Update.
#2: Name Your Campaign
When you set up your first campaign, you’ll need to give it a name. I suggest you pick something generic like Example 1.
As you set up other Sponsored Updates, you have the opportunity to use the same campaign criteria each time, making it easy to duplicate an equation when you find the best combination for your business.
#3: Target Your Campaign
You can target your update for:
Location – by country and some areas
Company – by name or category (industry or size), or exclude
Job title – by title or category, or exclude
School – by school name, or exclude
Skills – by skill name, or exclude
Group – all or a particular group, or exclude
Age – several age brackets to choose from
#4: Choose Your Payment Option
Now you choose your budget and whether you wish to use cost-per-click (CPC) or cost per 1,000 impressions (CPM). You don’t need to wait for LinkedIn to authorize your Sponsored Update; it goes live within a few minutes.
Choose your method of payment by selecting which credit card method best suites your business.
#5: Check Your Preview
Once your ad is set, you can preview it by clicking Preview in your Campaign Manager.
Access a preview of your Sponsored Update in the Campaign Manager. You will see what your visitors will see.
#6: Measure the Results
Now that you have created your post and set up a campaign for it, what do all the figures mean?
- Interactions refer to any action that the viewer took, such as: Clicking Like, Share or Comment.
- The engagement rate is worked out by adding clicks and actions, divided by impressions.
- You will also be able to see how your post is doing organically, outside of the Sponsored Update feature. Those will be individuals or businesses who follow your company page and see the post in their news feed.
- Track the impact of each Sponsored Update. You will see the green + sign on your Sponsored Update statistics, but not on your organic statistics. This measures the extra visibility you have given the update by sponsoring it.
- Finally, you will see any new followers that you may have acquired via the update promotion.
You are able to view your metrics at any time by going to your post and clicking on the highlighted campaign name or you can go directly to LinkedIn Campaign Manager to find out how your updates are performing.
When you click on the highlighted campaign name, you’ll see all of your campaigns. If you click on View Details, you’ll see the current criteria attached to your campaign and you can easily make any adjustments.
Use the Campaign Manager to access all of your metrics. By clicking on View Details, you will be given more information about your campaign and have the ability to tweak your audience, settings, and other general information.
Once you have created your campaign criteria, you will see your Campaign Manager and be able to measure how your Sponsored Update is doing. Click on the question mark to find out more detail about each tab heading.
You can turn off your campaign at any time in two ways—through your Campaign Manager page by turning the status to off or directly from your post by clicking on Manage. Simply uncheck the box and your promotion will be stopped.
It is easy to turn your campaign on or off. There are two types of clicks to be aware of—social and billable. Social clicks are simply post likes, shares and comments. Billable clicks are accumulated by someone clicking the post title, the post link, or your logo within your Sponsored Update.
Take a few minutes to look around on the Campaign Manager page. You will the same type of results as any other Campaign Manager.
Consider using Sponsored Updates for:
- Ticket sales for upcoming events and courses
- Marketing giveaways such as white papers and eBooks
- New product launch information
- A blog post that is already working hard and generating good results
- As a best practice for your business
We invite you to check out our CommunicateFullCircle syllabus . Learn how to Target your audience and more by enrolling in #CommunicateFullCircle. See you on the other side!