Earlier this week, LinkedIn launched LinkedIn Account Targeting, which allows advertisers to target the employees at up to 30,000 companies at once, dramatically increasing its ad targeting capability. Advertisers using this new ad product will be able to present a list of companies they’d like to reach, which LinkedIn will cross-reference against the 8 million businesses in its network. Targeting can be further refined based on job function or seniority to make sure the ads will hit the right people. The professional network says it has also improved its targeting for Sponsored Updates and Sponsored InMail accordingly.
What Brands Need To Do
This news came just four weeks after LinkedIn shut down its ad network and ceased selling ads that appear outside of its own site. But this new ad product shows LinkedIn’s continued efforts in improving its ads and leveraging its vast amount of enterprise data to help brands reach the right people in the industries of their choice. For brands, especially B2B ones, this new ad product should be worth a try.
LinkedIn has started rolling out its content curation platform Elevate, designed to give company employees a professional platform to share content relevant to their interests and advocate for their employers. Along with the wide roll-out, the professional social network has also improved their audience analytics tools, allowing users to track their reader demographics in order to better understand who’s engaging with their content. LinkedIn first announced Elevate in April, and its early partners included Visa, Unilever and CEB Global.
What Brands Need To Do
Compared to the myriad of other content platforms available, Elevate benefits from a very specific focus that makes it stand out for brands, as it helps enterprises turn their employees into brand ambassadors. Content curated and shared by real employees could also add authenticity and credibility to the companies in terms of expertise and thought leadership. Therefore, companies, especially those in B2B industries, should consider encouraging their employees to try out this content platform and actively advocate for their brands.
LinkedIn has redesigned its mobile apps to improve the activity stream and incorporate sponsored content for more than a quarter of their user base that access the networking site on iPhone and Android. LinkedIn is quickly expanding their offering to build out the news feed and encourage conversations on the platform. Also interesting is the addition of content from key influencers outside your network, which in turn makes paid posts feel more native. For brands wanting to reach decision makers, LinkedIn provides plenty of targeting parameters like job title, industry and company size.