For B2B marketers in nearly any sector, LinkedIn offers three things that make it stand out from other B2B media companies:
So, how do you take advantage of it? Here are five things that can make a big difference in the performance of your LinkedIn Sponsored Update campaign.
1. Nail your targeting.
With all the data LinkedIn has available, this part should be easy. Unfortunately, nailing this requires some counterintuitive approaches:
Straight role-based targeting (such as targeting senior IT pros) almost always costs more, because you probably have more competition, and it doesn’t perform as well as more specific targeting criteria such as skills or group membership.
2. Engage a mobile audience.
Mobile Web access overtook desktop browsing in overall time spent more than a year ago. According to LinkedIn, 70 percent of clicks in the main stream are from mobile devices.