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A New Tool to Drive B2B Leads from LinkedIn
John Koehler / Sales Benchmark Index / August 21, 2013
As a Sales & Marketing Leader, you are hungry for high quality B2B leads. B2B Marketers have tested many forms of social advertising. Marketing leaders must challenge past assumptions of how to leverage social advertising opportunities. Facebook & Twitter ads deliver high volume but lack the high-level targeting options. The best B2B option until now has been LinkedIn ads. These ads show up on the top or right hand column on LinkedIn’s website. The biggest downfall was that mobile users were not getting these ads. In addition, there was no share-ability capability.
Now there is a new tool to satisfy this need. Introducing, LinkedIn Sponsored Updates. Marketing leaders can use this blog post as a blue print to guide your marketing team to success. At the end, I’ll provide a tool to help your team leverage LinkedIn sponsored updates.
What are LinkedIn Sponsored Updates?
Sponsored Updates are company page updates delivered to the newsfeeds of those not connected yet. In other words, company updates are delivered to LinkedIn members beyond company followers. These new ads are beneficial because the posts are integrated into member’s newsfeeds. They can be seen on user’s desktops, smartphones and tablet device newsfeeds. This gives marketers the ability to deliver highly targeted content to prospects beyond sidebar ads. Prospects are more likely interact with promoted posts than the traditional sidebar ad.
See below a B2B example of how LinkedIn is using a sponsored update to promote LinkedIn. The ad looks very similar to a traditional company update. It includes the update, link, and information about the target page. In addition, you can follow the company, like an update or comment.