Join Viveka von Rosen for an in-depth discussion in this video Creating a Sponsored Update campaign, part of LinkedIn Advertising Fundamentals.
- If you are going to sponsor, i.e. pay for, content shared through your company page, then you really wanna be thoughtful about the content you create and share, and why. The more thoughtful you are about your strategy, the easier it will be to measure your results, tweak them, and then gain even more return on your investment. In the previous video, we talked about knowing your goals, and that really applies here. Generally, sponsored content is shared to increase exposure to your LinkedIn company page or drive traffic to a particular link, whether that be on your website or a marketing funnel of some sort.
Depending on your goal or purpose for creating a sponsored updates campaign, the content is going to differ slightly. If you're using sponsored updates in order to create more traffic to your LinkedIn company page to get more followers, then you might consider combining your sponsored updates with a hero image that pulls your marketing campaign into a cohesive message. For instance, you might create a campaign called something like "15 Days of Marketing Tips," and then each day for 15 days, create sponsored content to share with the market that you want to grow.
This will get your company page more visibility because more content is being shared most certainly, but also because if your audience finds the content intriguing, they're more likely to follow your page to keep getting updates like the one you shared in your sponsored updates. And they are, of course, more likely to share the content they are actively engaged with, or find interesting. To add the new header, go to your company page and click on Edit.
If you don't have an Edit button, then you're not an administrator of your company page and you need to become one, find out more about that in my course LinkedIn for Business. Now, once you've clicked on Edit, scroll down and you'll find your hero image. You can change this out as often as you want. Simply click on Edit, Change Image, choose your file, find the image, and then once you've sized it correctly, hit Save.
After that, republish your site and you're good to go with your new hero image with the "Follow us" call to action. Now here's the good thing about driving traffic to your LinkedIn company page and gathering more followers. Once they follow your page, they become free traffic. These are the people who've taken the time to find your company, or follow a link to your company page, and click on the Follow button.
Now you can share content to them as often as you want for free. Speaking of calls to action, yes, make sure that you have a call to action, a simple "Follow us" will do, on your hero or your header image, but also make sure to put calls to action within your updates themselves. You can do something like, "Make sure to follow our company page "for great content like this." Remember, if you create direct sponsored content, you're limited to 160 characters, so "Follow us" will absolutely suffice.
But, if you're sponsoring content you have already created, then you get 600 characters including your links. So you can do a longer call to action, like, "Make sure to follow our company page "for more great content like this." And since you have links, you can now drive people back to your blog, to an e-book, to a webinar, or even to an opt-in page. With a campaign like this, you get more visibility for your company page, thought leadership positioning. You can drive traffic to your website or to a link of choice, and you get free traffic for later updates.
If you're going to use sponsored content to position yourself as an expert, the content you share might lead not just to your own website or landing page, but to other people's media that is actually positioning you as the expert. Remember Yuri? He was just mentioned in a popular local marketing magazine, so he'll use sponsored company updates to share the good news with other professionals, and prospective clients in that particular location. By choosing location, title, skill, and age range when he posts his update.
So you can see the content and the number of sponsored updates you create and launch depend on what you are trying to achieve and who you are trying to market to. In the next video, we'll take a look at metrics, where they are and how you can use them to create more powerful sponsored update campaigns.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator