Join Viveka von Rosen for an in-depth discussion in this video Sponsored Groups, part of LinkedIn Advertising Fundamentals.
- Even though Sponsored Groups are not officially part of LinkedIn Marketing Solutions Package, I thought they warranted a quick peek. I just think if you've got the marketing budget, they're an incredibly powerful content marketing tool. Now, according to LinkedIn, Sponsored Groups allow you to easily engage and begin discussions with LinkedIn members who share a similar professional passion, interest, or goal, so just like regular LinkedIn groups. However, they do allow you to create a more branded forum.
Basically, nobody's ads but your own are gonna show up on your group page. You also get more control, so you're able to better steer the conversation with community management. So you wanna make sure that you have a designated community manager or two. And using LinkedIn's other marketing solutions, like display ads and Sponsored InMail, you can recruit even more members to join your group and join the conversation. And, of course, you control that conversation and that content.
When group members like, comment, share your content or your members' content, it becomes visible to their connection's homepages in the network update stream. And that could mean exponential visibility for your group, for your group, for your corporate branding. So LinkedIn Sponsored Groups also give you more sophisticated metrics than regular groups. And while you probably wouldn't use a Sponsored Group just to sell products and services, it's definitely great for creating a thriving thought leader environment.
LinkedIn Sponsored Groups really help you to engage with influencers. They help you to increase brand loyalty and trust. And they give you some pretty good insight to what the people in your community are interested in and allow you to measure the impact of your brand. If you think a Sponsored Group might be a solution for you and you have the budget, you can always contact a LinkedIn account rep or just visit emea.marketing.linkedin.com/product/groups to reach out and engage.
If you want to check out some of the success stories there, you can see them on the right-hand side, CitiBank, Cathay Pacific, HP UK. I'm a really big fan of the Sponsored Group Connect. And you can see it's powered by CitiBank. I just think it's really cool that CitiBank has identified that it needs to grow and better its relationships with the women entrepreneurs and business owners in the community. It's created this group. It's created amazing conversations.
When I started this group, it had a little over 2,000 members. It now has 463,000 members in just a couple of years. And what I will also tell you is CitiBank did an amazing job of identifying influencers and offering them the opportunity of giving their tribes access to free premium LinkedIn memberships and access to this group. So an amazing use of Sponsored Groups, in my opinion.
I would definitely, especially if you're a female or a woman professional checking out and joining this group, and, guys, you can join it too, to see what's being done, how they're guiding conversation, how they're creating and enforcing and supporting and uplifting their brand. So that is Sponsored Groups, one of my favorite things about LinkedIn's 25K Club. Take a look at it and, you know, let me know what you think.
- 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