LinkedIn has launched LinkedIn Ads, which allows marketers to create and place ads on the site. However, LinkedIn has stepped up its functionality with the addition of tools that let marketers specify who should see the ad.
Marketers can determine the targeted audience by selecting job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group, via a tool called Targeted Updates. The Follower Statistics dashboard provides analytics on engagement, including “likes,” shares, content interaction and comments, as well as a demographics summary.
This new tool is likely to be quickly adopted by companies. In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).
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