In a move that expands content promotion options for businesses, LinkedIn is introducing a powerful new feature: the ability to boost organic posts! This means brands can now take their most engaging content and supercharge its reach, driving it further within the LinkedIn network.
In this post, we will share some useful knowledge and the trend of LinkedIn ads to help marketers catch up. Read on to discover how you can leverage the reach of organic content and propel your best B2B marketing posts to a wider audience.
Something about LinkedIn
LinkedIn, launched on May 5, 2003, by Reid Hoffman and Eric Ly, has grown to become the world's largest professional network. With over a billion members across more than 200 countries and territories, LinkedIn serves as a platform for professional networking, career development, and job seeking.
Users can create profiles and post their CVs, and employers can list job openings, facilitating a comprehensive professional ecosystem. As a subsidiary of Microsoft since December 2016, LinkedIn has expanded its services to include LinkedIn Learning and other tools aimed at professional growth and learning.
In short, LinkedIn is a professional networking platform that's a social media site for your career.
Focus: professional networking, jobs, and business connections.
What it can do for you: build your professional brand, connect with colleagues and potential employers, find a new job, and stay updated on industry news.
Key features: Create a profile that highlights your experience and skills; connect with other professionals; search for jobs; and follow companies and influencers.
Potential Benefits of LinkedIn for Brands
LinkedIn, the world's largest professional network, is not just a platform for job seekers and recruiters. It's a powerful tool for B2B marketing brands looking to establish and grow their presence in the business world.
1. Boosting Reach and Engagement
LinkedIn's environment is conducive to sharing and engaging with professional content. By posting valuable content, brands can amplify their reach beyond their immediate followers to a wider audience. LinkedIn's algorithm facilitates this by rewarding content that resonates with users, encouraging a broader range of voices to contribute to the conversation.
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2. Collaborating with Industry Experts and Influencers
Collaboration with thought leaders and influencers can enhance a brand's credibility. LinkedIn makes it easier to identify and partner with these individuals. Such partnerships can lead to co-created content, webinars, and live events, all which serve to bolster a brand's reputation and authority in its field.
3. Highlighting a Range of Views
A brand that showcases a variety of perspectives is more likely to connect with a diverse audience. LinkedIn's global platform is ideal for presenting content that reflects different experiences and viewpoints, making your brand more relatable and relevant to your target demographic.
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4. Enhancing Brand Recognition and Thought Influence
Sharing insightful content on LinkedIn can establish a brand as a thought leader in its industry. This not only enhances brand recognition but also fosters trust with your audience. Thought leadership content can include white papers, industry analyses, and trend forecasts that provide value to your followers.
LinkedIn's focus on professional networking allows your insights to reach decision-makers and potential partners. This positions you as a trusted resource within your niche, fostering brand awareness and attracting new opportunities.
The trend of LinkedIn ads
LinkedIn now allows businesses to promote content from any user on the app, not their own employees, expanding its Thought Leader ads into branded content promotion. Before, brands could only use Thought Leader ads to promote posts from verified employees. Now, they can also promote posts from non-employees.
A business can set up a thought leader ad by following these steps:
Log into Campaign Manager at LinkedIn.
Search for a person (by name) who is a 1st or 2nd-degree connection, or input the URL of the content you want to sponsor.
View search results, which will display a list of posts from that member available for sponsorship.
Select a post to sponsor. The creator will receive a notification asking them to approve or deny the request to prevent misuse or unauthorized promotion.
Other article: Top Important B2B Marketing Trends For 2024
Besides, you can follow some other trending ads, as follows:
Prioritizing Personal Branding: The platform recognizes the importance of personal branding and plans to introduce more tools to help users build a strong online professional identity. This aligns with the trend of thought leadership, as strong personal brands can amplify content reach.
Targeting Enhancements: Features like predictive audiences and service interest targeting allow for more precise ad delivery, reaching professionals most likely to be interested in your offerings.
Campaign Flexibility: LinkedIn offers a variety of ad formats like video, carousel, and event ads, along with options like lead generation forms, to suit diverse campaign goals. Besides, features like ad scheduling and dynamic UTMs provide greater control and campaign measurement capabilities.
In conclusion, LinkedIn ads are trending towards a more strategic approach, allowing businesses to build brand awareness, target high-value audiences, and achieve specific B2B marketing objectives.
