SEW Weekly: LinkedIn Shares B2B Social Ads Tips

In this episode of SEW Weekly, Gary Fearnall, Director of Marketing Solutions for Canada, joined co-hosts Thom Craver and Miranda Miller to talk social advertising and Company Pages.

Over 2.6 million businesses have LinkedIn Company Pages, which now offer increased visibility for Products, Services and Careers.

“It’s a more robust platform for companies and LinkedIn believes the increased among searching that is going on within the LinkedIn platform, for companies and individuals, that this is an expectation of our members - that companies have a brand presence on LinkedIn and have a page there,” said Fearnall.

Where to Focus on LinkedIn Company Pages

There are two facets of the Company Page experience marketers should be concerned about, he shared. The first is the experience people are going to have on that particular page.

Brands can now embed YouTube videos or images to showcase products or services and this experience is customizable for different audience segments. Fearnall explained that Company Page administrators can alter the information a particular visitor will see, based on demographic, employment, or other information from their LinkedIn profile. This level of targeting is an incredible advantage for marketers using the social network.

“Depending on where in the world I was coming in from, using geography as an example, I could have a different experience for ordering products and services,” Fearnall explained. This could extend to the visitor’s function within a company; a CEO may see different features than a salesperson, for example. “It’s an important attribute to be aware of, as it’s part of the free experience on LinkedIn,” he said.

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