In its continuous attempts to position its online platform as a destination to share and promote content for business professionals, LinkedIn recently announced to make available the service for Sponsored Updates, allowing companies to promote their content to targeted audience on a paid basis.
At present, More than 300 million companies connected via LinkedIn will get access to this service. It will allow the page administrators to deliver their content into the homepage feed of members beyond those who are following their company. Marketers can target Sponsored Updates to any segment of LinkedIn’s premium audience based on professional profile data across more than 225 million members.
Sponsored Updates are priced on either CPC or CPM basis and can be seen on desktop, smartphone and tablet devices.The ads are marked as “Sponsored” and include options to follow the sponsoring company and like, comment on or share the post, with their network, like in Twitter and Facebook ads.
During the testing mode, with sponsored updates, Telstra, a leading telecom company in Australia, attracted new followers by 12%, whereas HubSpot, a leader in inbound marketing software, used Sponsored Updates to generate inbound leads from marketers in small- to medium-sized businesses resulting in 400% more leads compared to other paid channels.
It seems that LinkedIn is basically targeting the 1.5 million publishers connected to it through the Influencer program started last year. The point which sets LinkedIn apart from similar services like Facebook, is the authenticated and updated profile of the members. although, it will be facing challenges in frequency of page visits as compared to facebook and twitter.
Soon, LinkedIn will also be launching the service which will allow LinkedIn page administrators to able to comment & like appearing as their brand on their company page.