Content marketing is at the core of many marketer’s programs. In this video, dive into the different elements of setting up your first Sponsored Content campaign on LinkedIn, from content creation to launch. Plus, look at the different ways you can post c
- [Narrator] Content marketing is at the core of many marketers programs and as a result, sponsored content has been the highest performing advertising product on LinkedIn. Now before diving in I want to just show you an example of sponsored content in Reggie's newsfeed. If I scroll down, you'll notice there's a post that looks just like all the other content in this feed. You can use sponsored content for education, awareness and legion objectives. One way you can sponsor content on LinkedIn, is from your company page. Since Reggie is the admin of his company page on LinkedIn, he can get there from the top navigation by clicking on me and clicking into his company page.
From here, Reggie can scroll down. And now sponsor his five reasons to go solar in 2017. By clicking on sponsor now. Now there's a different way to sponsor content and that's through campaign manager. Where you can create new ads and manage existing ones. Let's go back to Reggie's LinkedIn page. And from here we can click on more. Click on post ad. And then click into manage ads. Now since Reggie has an account setup, we'll proceed with creating new sponsored content within this account. Now in the top right corner, you can click create a campaign.
And created sponsored content campaign. And as a next step, give your campaign a name that's easy to differentiate. Including a goal, a date or a target audience in the campaign name, so it'll help you differentiate the campaign later. For example, Q2 Solar Brand Tech Industry. Now select the language from the dropdown menu. This is important and can be tricky. This is the language for your target audience, meaning your campaign will only reach people, who have this language selected as their profile language. Now you also have the option to acquire followers for your company page. I encourage you to keep this box checked, so interested individuals have the option to follow your company.
Checking this box, means you'll be charged for each follower the same way you would for a cost for click campaign. Now click next to advance. Now this is your content creating page. You can either have the option to sponsor content you've already posted on your company page. And in this case Reggie has some great posts to sponsor. Or you can create a new piece of content. To sponsor without having to post them to your company page first. In the industry this is called dark posting, direct sponsored content or ghost posting. To do that, click on create new sponsored content. Give your ad a name, that's easy to distinguish.
Especially if you're writing AP test. The name of your ad is just for your own reference, it will not be included in the actual creative. As you see here, the company logo's automatically pulled in to every update. In the text box, you can paste the link to an article, a blog post, a video, or click into the icon to post an image or an infographic. Now to add a video, you can simply paste a link into the text box. You'll see the video, title, description are automatically pulled in. You can also update the title to make it more relevant for your audience.
If your link is too long, it'll automatically be shortened for optimal viewability. Now also consider adding a short description to encourage engagement. An example here I can say, what are your reasons for going clean in 2017? This will encourage comments from viewers. once you're happy with your post, simply click save. By clicking on the preview icon here on the right hand side, you can preview how your post will look on desktop, as well as on mobile and on tablet. until you sponsor your post and set your campaign live, your content will not appear and will not be seen by others.
Let's close out the preview. Now at this time, there's no way to edit a post once you've created one. If you made a mistake you can always create a new post. There's also no way to archive or delete posts from your account. As a best practice, use a naming convention for your ads that'll help you easily distinguish them. To sponsor content, check the boxes of the creatives you'd like to sponsor. And click sponsor selected. For optimal engagements, start by sponsoring two to four updates to run simultaneously on the same target audience in the same campaign.
Once you've selected the content to sponsor, click next and you'll be taken to this targeting page. You must select at least one geographic location. For example, I'll scroll down and select Texas. To advance, click next. On this page, complete the details and the budgeting and the scheduling. If you already have a payment method setup for your account, you'll be able to launch your campaign from here. If this is the first time you're ever creating a campaign, the final step before this one, will be a payment setup page.
No privacy's really important to us, so once you launch your campaign, your ad will go through a review process to ensure any spam or inappropriate content is filtered out. Which may take up to 24 hours. Now if you'd like to dive deeper into sponsored content, watch the course up and running with sponsored content. That's also available on this site.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions