LinkedIn wants to ease how brands can maximize their reach. It has added a Boost option to turn organic updates into paid ads. And it will also add tools to maximize virtual events and track performance in the app.
Boost
An organic update posted to your company page will get early traction. You may want to capitalize on this without creating a new ad.
“Starting today, you can easily “Boost” any high-performing organic post directly from your LinkedIn Page. With the click of a button and a few payment details, you can easily give your most engaging or time-sensitive content a little boost to quickly expand your audience reach. It’s as simple as it sounds, and the newest way to reach a broader audience without having to learn how to use any new marketing tools,” says LinkedIn.
Soon, you will see a new Boost button on your company’s page posts. It is a quick and easy way to expand your reach for a price.
LinkedIn explains that users can choose from four objectives when boosting:
- Brand Awareness
- Video Views
- Engagement
- Website visits
After that, you get the option to pick your target audience:
- Profile based – Select target audience criteria from job seniorities, job functions, or company industries.
- Interests based – Select target audience criteria from member groups.
- LinkedIn Audience template – Select a LinkedIn Audience template with pre-set targeting options.
You can add exclusions, choose the location, and set your budget, almost like how Facebook does it. And when you click Boost, your campaign kicks off.
LinkedIn published a boosting guide for more tips and strategies. It may help you get the attention needed for your content. And it is a means of organic testing, as you boost posts with existing traction.
But how good will LinkedIn’s targeting system be in pushing your content to the right people?
Event Ads
LinkedIn has added a new Event Ads option. It helps marketers boost awareness of their virtual events.
“By appearing right in the LinkedIn feed, the Event Ad feature helps you promote your event by highlighting key event details, like date, time, and how to join your event, to an entirely new audience, while also allowing members to learn if a mutual connection has expressed interest in attending,” says LinkedIn.
LinkedIn events will maximize your reach to professionals, if they are part of your target audience.
Read about LinkedIn’s Boost and event promotions here.
