LinkedIn Gets More Targeted

LinkedIn Gets More Targeted

Advertising

LinkedIn is getting more serious about being a platform for sharing more targeted paid and organic content.

I recently blogged about a major step forward for the 610-million strong business-to-business platform: the launch of live video. This was an important move for LinkedIn to catch up to platforms such as Facebook, Instagram, and Twitter, which already allow users to create live video.

What really jumped out at me when I heard about LinkedIn’s adoption of live video was LinkedIn’s intent to offer options for broadcasting content across LinkedIn as well as to more targeted groups within LinkedIn. Imagine, for example, using live video as part of a drip campaign with prospects, or for colleges to recruit talent.

The ability to target business-to-business audiences is a crucial advantage for the platform. And now, LinkedIn is playing to that advantage with the recent launch of another intriguing feature, Interest Targeting in Campaign Manager.

How Interest Targeting Works

For context: Campaign Manager makes it possible for companies to create LinkedIn ads such as Sponsored Content. With the tool, LinkedIn members can launch Sponsored Content campaigns to target different audiences on the platform. But the targeting has not always been as precise as LinkedIn would like it to be. For example, businesses have been able to target LinkedIn members based on information they share about themselves such as the college degrees they hold, but users don’t always share very useful information about themselves.

With Interest Targeting, businesses can target people based on content they like and share. Content likes and shares are crucial because they say something about topics that resonate with a user. For example, if a LinkedIn member is posting a lot of content about, say, the cost of attending college, a university might target that user with Sponsored Content that discusses its financial aid packages.

What You Should Do

I advise businesses to start incorporating these tools into your paid/organic content strategy (although live video for now remains available on an invite basis). It’s also important to incorporate a tool such as Interest Targeting with LinkedIn’s other targeting attributes such as job title even though those attributes have their limitations, as I’ve noted. When a business combines multiple targeting attributes, it can obtain a far more complete picture of its audience.

In addition, align these targeting features with your campaigns along the entire customer journey, from awareness to customer acquisition. Doing so will ensure that the tools achieve measurable business goals such as new hires or customers gained.

To learn more about how to incorporate platforms such as LinkedIn into your online marketing, contact True Interactive. We work with businesses to launch successful campaigns on platforms such as LinkedIn all the time. We are here to help.

Get Ready for LinkedIn Live

Get Ready for LinkedIn Live

Social media

Live, from Sunnyvale, California: it’s LinkedIn Live!

LinkedIn is rolling out a new feature that makes it possible for businesses and people to create live content. With LinkedIn Live, members of LinkedIn’s 562-million-strong community will be able to livestream content just like they can with Facebook Live. Yes, that’s right: now you can do all the things you do on Facebook to create engagement through live video, such as offering behind-the-scenes glimpses of conferences or trade shows, coverage of news stories in your industry, announcements of your own, launches of new products, thought leadership, and instructional content, depending on the nature of your business.

LinkedIn Users Want Video

And your company’s rock stars will be able to do the same. When the feature becomes available (it’s in beta only right now), live video will humanize your brand by making your thought leaders, brand ambassadors, and company executives more accessible and authentic through the power of live video.

In addition, LinkedIn will work with partners such as Wirecast, Switcher Studio, Wowza Media Systems, Socialive, and Brandlive to make video content more polished than what you’re accustomed to seeing on Facebook Live. Microsoft, LinkedIn’s owner, is supporting LinkedIn Live with the Microsoft cloud-computing business, Azure Media Services.

LinkedIn told TechCrunch that live video is the most requested feature among its members, and the use of recorded video has been booming. Pete Davies, the director of product management at LinkedIn, told TechCrunch, “Video is the fastest growing format on our platform right now, and the one most likely to get people talking.”

Late to the Game?

Some have asked whether LinkedIn is late to the game. I think that’s the wrong question. The real issue is how brands will capitalize on LinkedIn Live to create video content that complements what they’re already sharing on platforms such as Facebook and Instagram. LinkedIn is going to offer options to broadcast across LinkedIn as well as to more targeted groups within LinkedIn, which is important because businesses and people will be able to use live video more strategically. Imagine, for example, using live video as part of drip campaign with prospects, or for colleges to recruit talent.

Questions You Should Ask

It may take some time for LinkedIn Live to achieve a bigger rollout. I suggest that businesses prepare now. Start asking:

  • How might I incorporate LinkedIn Live into my existing marketing and recruitment campaigns?
  • Which of my employees on LinkedIn possesses the magic combination of large followers and video savvy to capitalize on LinkedIn Live?
  • Are my corporate social media guidelines properly reflecting the use of live video? They should be if you’re using other platforms such as Facebook, but now is a good time to do a gut check.
  • What upcoming events and news lend themselves to LinkedIn Live? What does your upcoming calendar look like?

More details, including technical information on how to create live content on LinkedIn, will be forthcoming. For now, get ready. And contact True Interactive to build a stronger digital brand. We’re here to help.