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What the new LinkedIn Targeted Updates and Follower Statistics features mean for marketers

LinkedIn Targeted Updates, a brand new feature for marketers on LinkedIn, offer more than just a new way to obtain hyper-targeted leads. More than anything, the long-term engagement that Targeted Updates provide will deliver a powerful way for brands to connect with the 150 million members on LinkedIn—real customers and prospects.

Ki Mae Heussner of Adweek summed up the new features succinctly:

LinkedIn Targeted Updates gives marketers the ability to target followers based on specific criteria, including industry, seniority, job function, company size, non-company employees and geography. The other new tool, Follower Statistics, provides self-service access to an insights dashboard that offers a window into follower demographics and engagement, such as likes, shares and comments.

Once someone follows a company on LinkedIn, each published post from the company appears directly in that follower’s news feed. When you consider that users are twice as confident in the information their connections share on LinkedIn (according to Nielsen), combined with the fact that there is no limit to how many times you can post, it becomes apparent that Targeted Updates will be an incredible opportunity for your business to stay top of mind with your target audience.
It’s also important to note that this new advertising option is not only good news for B2B marketers. Increasingly, B2C companies (like luxury brands) are finding LinkedIn a rich source for reaching new customers as well. A LinkedIn Automotive Report, for example, discovered several relevant statistics about LinkedIn that make it a rich platform for selling to auto buyers:

  • 47% of LinkedIn users prefer a high performance vehicle
  • 57% of LinkedIn users earn more than $100,000
  • Almost 5 million LinkedIn members plan to buy or lease vehicles in the next six months.
  • 85% cite a promotion, raise, or job change as a key trigger for auto shopping

The opportunity for both B2B and B2C companies to attract new leads, engage with them on a consistent basis, and amplify the reach of posts is definitely worth your full attention.
To learn more about LinkedIn Targeted Updates, watch the video below or download this PDF created by LinkedIn Marketing Solutions.


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