Would you be interested in boosting your company on LinkedIn?
LinkedIn wants to make it easier for brands to maximize the reach of their posts, with a new Facebook-like Boost option to turn organic page updates into paid ads, while also adding new tools to maximize virtual events, and track their in-app performance.
First, with the new ‘Boost’ option as explained by LinkedInSometimes, if you put an organic update on your company page, you may find that it gets early pull, and you may want to profit from it without creating a new ad.
Now you can do it:
Starting today, you can easily “strengthen” any well-performing organic post directly from your LinkedIn page. With the click of a button and a few payment details, you can boost your most engaging or time-sensitive content a bit to expand your audience quickly “It’s as simple as it sounds, and the latest way to reach a wider audience without learning how to use new marketing tools.”
As you can see here, you’ll soon see a new ‘Boost’ button on your company page placements, which provides a quick, easy way to get more reach – as long as you are willing to pay for it.
In the accompanying LinkedIn explains that users will be able to choose from four goals if they give a boost:
- Brand awareness
- Video views
- Website visited
You can then also choose your target audience:
- Profile-based – Select target group criteria from work enterprises, work functions or industries.
- Interests based – Select target group criteria from member groups.
- LinkedIn Hearing Pattern – Choose a LinkedIn audience template with preset targeting options.
You can also choose the location, add exclusions and set the desired budget. Then click “Boost” and start your campaign. LinkedIn also published a short article guide to boosting for those looking for more tips and strategies.
It can be a useful way to get more eyeballs on your content, while also providing a way to do organic testing, by boosting posts that are already getting a boost.
How will it add value?
The real value will come down to how good LinkedIn’s targeting system is at showing your content to the right audiences – and as with Facebook, it’s a little pleasant to have to pay to reach at least some people who are probably already following your company page. Either way, this may be another option to consider, at least for experiments, as you want to maximize your performance on LinkedIn.
In addition, LinkedIn is adding a new opportunity advertising option to help marketers increase their awareness of their virtual events.
“By appearing right in the LinkedIn stream, the event ad feature helps you promote your event by indicating important event details, such as date, time, and how to join your event, to a whole new audience, while members also allow learning if the mutual commitment was interested in attending. ‘
LinkedIn has been working over the past year to refine its options for virtual opportunities, in response to increased demand due to the pandemic. The platform has made its event option available to all company pages last April, then added live streaming for events a month later, it offers new ways to facilitate the connection in the app and offers virtual opportunities linked to your business presence.
It enables businesses to use their LinkedIn presence to promote their virtual encounters, which in turn helps brands connect with more of the business staff they want to retain, without getting them to launch a new app or download via a separate website.