Keep an eye on LinkedIn advertising. Those of you who use LinkedIn regularly will need no convincing that it’s an interesting possible option, but for those of you who don’t, it’s important to accept that many of your prospects and customers do use the site a lot of the time. And you may be able to benefit by being there.
Traditional LinkedIn advertising has just put little panels on the side of a page, like Google AdWords on the search network but with a small image. LIke all good advertising nowadays, it works on a pay-per-click basis, so no response means no charge. That’s great, but LinkedIn can offer so much more, and it’s beginning to do so. Firstly, it can take advantage of something which most other advertising outlets don’t have: it already has all their users’ details. So if prospects are interested in your product, all they have to do is to click “Yes, get in contact with me please”, and LinkedIn can pass on their details without any forms needing to be completed:
Now comes the ability to put messages in LinkedIn users’ newsfeeds. Again, if you’re not a regular LinkedIn user, you may not be aware how the service now looks, and it’s worth catching up. So if you have a post on your company page which you’d like people to see, you can select an audience to promote it to, and put the post in their newsfeeds. In the old days we’d have called this “advertorial”, but there’s no doubt that it’s a professional and acceptable form of advertising. There’s more on how to set this up in the article How to Use LinkedIn’s ‘Sponsored Updates,’ a New Type of Ad for Company Pages on Hubspot’s Inbound Marketing blog.