Change is upon us in the wide world of social
media. This year has brought some big updates to key marketing platforms like Facebook and Twitter. We explore a few LinkedIn changes and some little-known features important to marketers.
Goodbye Product & Service Pages, Hello Showcase Pages
LinkedIn is known for adding features live and often removes pieces of the platform that don’t work for the community. On Monday, April 14, 2014, LinkedIn will be retiring the Products & Services pages attached to your company profile. We never liked these pages anyway, and didn’t see a ton of traffic or engagement on them. If you spent time building these out, you’ll need to convey your company’s offerings through status updates and Showcase pages. Showcase pages are proving to be a bit better, and deliver information in the way we want it: visually. Now, if they would only retire those pesky endorsements!
LinkedIn Professional Publishing Platform
On February 14th, LinkedIn opened up its professional publishing platform to 25,000 select members. We know content is king, and LinkedIn believes that individual (and brand) thought leadership will drive content marketing efforts. Some say we will experience “content shock” from the volume of online information. We’re not likely to hit content comatose any time soon, so we need to continue to be publishers, commentators and experts in our fields.
Soon, all LinkedIn members will be able to access this platform. Individual authorship (long important to Google) will be a key component to your LinkedIn presence. We recommend that you gather your original content and continue to create more while LinkedIn gets ready to open up the platform. Share your posts on all social media sites that are important to you or your company. LinkedIn will link this content to your profile, allow others to follow you and increase your influence on the platform within your areas of expertise. If casino you want to apply for early access, fill out this form on LinkedIn.
We’ve been tracking and using the LinkedIn Ad Platform since it was launched in early 2011. Back then, the impressions were low, the cost was high and the CTR was abysmal. The prospect of targeting messages to specific job titles, industries and geographies is great, but the results need to be worth the investment. We find that LinkedIn website referral traffic is still the highest quality type of social traffic. So how can you amplify that? Now, the ad platform is finally maturing and becoming a viable marketing option. In fact, predicative analytics are currently being tested, allowing the platform to potentially outperform the completion.
While we could write an entire article on LinkedIn ads, the top takeaways are pretty simple:
- Experiment. PPC ads are easy to test. Setup a small campaign or message and track the results. The best success will always be an integrated campaign with strong creative, but testing the waters with something simple is worth the small data points.
- Target. Make sure your audience is large enough. Engagement and activity among users on LinkedIn is still very diverse, but no campaign will work if your targeting is too small.
- Overbid. We think the bidding system on LinkedIn is not balanced. Overbidding will ensure you get impressions. Even if the cost per click is high, it’s better than getting no clicks.