October 1, 2013
Last week we discussed what Twitter can do for your video campaign.
This week we’re going to take a look at LinkedIn, specifically what you need to keep in mind while you’re using the platform to promote your video campaign. Platforms like Facebook and Twitter are a little easier to peg when we’re talking about campaign efforts. Many of us are familiar with Facebook on a personal level before we use it for business, which makes it easier to transition into using it for campaigns and other business-related ventures.
With LinkedIn, a lot of us aren’t exposed to the platform until we begin reaching out to the connections we’ve made, or setting up a page for our business. There isn’t as much time spent playing around with the site beforehand, which makes it trickier when figuring out how to use it for video campaigns.
The great thing about LinkedIn is that it provides the kind of tools you’ll need to reach your target audience. From company page updates, to customer groups, here’s what you need to know:
Company Page Status Updates: Your business can share anything from company news to product releases to promotions to relevant industry articles with followers. In order to use updates effectively, you’ll need to build and maintain your presence on LinkedIn. Don’t bombard followers with constant updates or disappear for weeks at a time. Once you’ve established a schedule for updates, news, and content you’ll have much more success promoting your campaign by engaging followers through updates and building awareness.
Targeted Status Updates: We’ve already established why status updates are great for your campaign. With this feature, you’ll be able to tailor what reaches your followers. This is another great way to ensure that your video campaign is being seen by your target audience. Many times, advertising for a campaign can feel a little overwhelming. LinkedIn takes out some of the stressful guesswork. This way, you know exactly who you’re reaching and you’ll be able to keep them in the loop and update them about where you’re at in the campaign.
Create Custom Groups: Custom groups are perfect for connecting with your target audience. LinkedIn allows you to establish communities, specific to mutual interests, where you can deliver messages and interact you’re your audience. It’s a great way to connect with people who genuinely want to know what your business is up to, including your video campaign efforts. If content is relevant and you engage with members, it’s likely that others will join, exposing a whole new group of professionals to your video campaign.
Display Ads: If you’re looking to generate awareness about your campaign using ads, LinkedIn has you covered. You can reach specific groups of professionals by using their targeting options. You’ll be able to play around and figure out who you need to reach, maybe a demographic that isn’t being exposed to the content on other platforms . You understand who you’re looking to reach, LinkedIn allows you to make it happen.
LinkedIn naturally lends itself to connecting with professionals and industry peers. It can be a challenge to make these important connections on other, more mainstream platforms. Once you’ve cultivated and maintained these relationships, LinkedIn really opens up all sorts of possibilities for promoting your video campaign among like-minded individuals.