Join Brad Batesole for an in-depth discussion in this video Create a new Sponsored Update campaign, part of LinkedIn Sponsored Content (2016).
- So, it's at this stage that we're ready to go about creating our first sponsored update. But before we do that, I want to point out one aspect of the campaign manager that I think will become valuable to you as you explore building out your sponsored updates. Now I've gone ahead and added an additional account to the lynda.com page and I called it the B to B Market. Now within each page you have the opportunity to add an account and you can use an account as a way to aggregate or separate things if you'd like to.
In this case, I'm potentially creating an account just for the B to B Market. Maybe I have a special budget or a special line item specific to that and I want to keep the finances separate. And I did this by selecting add account in the upper right hand corner. I started typing the company name, in this case lynda.com and you want to give this account name something descriptive if you're going to be using it for particular use case. So perhaps I want to call this B to C Market. And from here I can choose add account.
Now, I will point out that you also have the option to select from the radio options here at the top of the page if you want to add in a different company url specifically if it's not showing up when you type your company name. Now, I will point out that if you have yet to establish an account, you'll need to do this first. So if there are no accounts in your campaign manager then you'll start by adding an account through this step, then you'll be able to continue on with creating your sponsored update.
Now once you create an account, you're automatically going to be dropped right into it. If I go back to our campaign manager by selecting campaign manager in the upper left hand corner, I can select a different account that I want to interact with. So in this case, I can select B to B Market and from here we have the opportunity to create a campaign. And you'll notice that this is where we have the option to select between sponsored updates and text tabs. And for this course, we're going to be focusing on sponsored updates and you have the option to select learn more from the drop down below and that'll give you a view of what these sponsored updates look like, and remind you why you might be using them.
Once you're ready to get started, you'll choose select in the upper right hand corner. It's at this stage that Linked In's going to walk us through creating our first sponsored update. The first thing we need to do is the give campaign a name. As with all things that we name in any campaign manager, I highly recommend you pick something memorable and descriptive so when you came to look at the data later you're going to understand what it is that you're looking at and you'll be reminded of why you've set this campaign up.
Let's say that I'm going to be running an campaign to drive more awareness around my lynda.com marketing tips. I might call this marketing tips, USA and maybe I'm going to target this to a specific demographic. Perhaps I'm interested in marketing professionals. I might remind myself that this is some of the criteria that I'm going to be establishing in this campaign. And I do only have limited space. You'll notice this number at the end of the text box indicts how many characters you have left. Next, you'll select the language that you're going to be running the campaigns in.
You want to select the language that your target audience speaks. So if you're going to be running this campaign in Italy, and you're going to have it in Italian, then you would select that language from the drop down. I'm going to leave this enabled as English and then I'll choose, next. From here, we're going to see a list of all of the company updates that you've published on your company page. As I scroll down, you'll notice that as I scroll down, I can see a preview of each individual content item. It's in this table view that we can see all of the content and the related information about each piece.
At any time you can select the preview option on the far right hand side. And Linked In's going to show you what this update will look like once you've paid to sponsor it. You'll see that you have your company profile image. You'll notice that it will say lynda.com shared then a particular piece of content. This is going to stay sponsored because it is a sponsored post. Here they have the opportunity to follow lynda.com. And we're going to see the information, so the content of the body of this message, the image, the title, the url, and a url title.
Now you'll also notice that I can tap mobile and tablet here at the top of the screen and that'll allow me to see what this looks like on a mobile or tablet device. I'll choose the X in the upper right hand corner to close the preview. In this view, you can select any particular piece of content that you'll looking to sponsor or multiple pieces of content that you're looking to sponsor. You'll notice here at the top of the screen Linked In is going to inform you how many items you've selected. And you also have the option to filter between available content and content that you've already sponsored.
You also have the opportunity to select here next to the all updates a drop down which will allow you to choose sponsored content or direct sponsored content. And we're going to talk about direct sponsored content in a little bit. So I'll uncheck these options and I'm going to scroll down and look particular post that I'm interested in promoting. Here I've noticed one labeled happiness at work. So I'll select this option, I'll scroll back to the top of the screen and I'm going to select sponsor selected here in the upper right hand corner.
And it's here that we now have the option to start our targeting. We're actually going to look at targeting in a later movie and this is a great time to show you another feature about sponsored updates that'll come in handy. As I scroll down the page, you'll notice that I have the option to save for later. I'm going to select this option because we're going to come back and look at the targeting later. Now you'll notice at the top of the screen, Linked In has confirmed that they saved our draft and they're giving us some instruction on how to find this draft. It's a little challenging at first. Here I am in the account that we set up this campaign, the B to B Market account and I can see that I'm in the lynda page.
I also see that I have one campaign available the the one icon in parenthesis there. And if I select the drop down, I can see that it's a sponsored update. But you'll notice that as I scroll down the page, there's no information available to me and this is because Linked In is going to default all of your campaigns to the filter on or off. You'll see that word here toward the left hand side of the screen. And the drop down arrow from here, is going to allow me to filter that into the draft view. So I'll select draft from the drop down and now we're going to see that sponsored update campaign that we created appear.
This really helps to keep this view uncluttered so that when you're coming in and looking at all your running or previously ran campaigns you don't have the drafts muddling it up. So as a reminder to find those, you'll select that drop down and choose draft. To go back you can all, which will include drafts, plus on or off or you can just reselect on or off to return to that previous view. Now when you think about selecting the content for your sponsored update, I highly recommend that you identify updates that are relevant, short, and authentic.
The better your content, the greater the chance that it can go viral through likes, shares, and comments when you sponsor that updates. Updates that are perceived as spam are not going to get shared and it could result in your business losing some followers. So, keep a few things in mind, sponsored updates with images and video tend to perform best. Keep that headline under 60 character. You want to really start with a question or quote to hook the reader, and specifically speak to that audience. You know who they are because you're going to be targeting them.
Successful post provide really clear, value oriented messaging. You want to help professionals be more productive and be more successful and you do that by giving them advice, giving them resources, educating them, sharing interested facts, again consider that your audience is business professionals and you have something to offer them, but you need to make that offer in a very authentic and relevant way.
Find more ways to leverage the world's largest professional network with our other LinkedIn training courses.
Skill Level Beginner
Q: This course was updated on 05/18/2016. What changed?
A: We updated eight tutorials to reflect changes to the LinkedIn interface and the workflow around Sponsored Updates.