1. Marketing SolutionsLinkedInBest PracticesTargeted Status UpdatesPrior to the launch of Targeted Status Updates,marketers had no way to tailor the content in theirstatus updates to specific types of company followers.Audiences from different industries, job functions,geographies, and levels of seniority all received thesame content.Now with Targeted Status Updates, marketers havean easy, proven way to engage company followerswith content thats relevant and tailored to theirpersonal interests.To help you get up and running quickly, heres ourtop 10 tips list for driving success with TargetedStatus Updates.10 Tips for Engaging Followers withTargeted Status UpdatesDO: Include your biggest brand advocates in your targeting: your employees! Employees are1. Personalize your messages to your audience70% more likely to take action on your updateDrive increased engagement by targeting your statusand spread your message to their networks byupdates to specific groups of your followers using liking, sharing, or commenting on your posts.LinkedIns rich, up-to-date profile data. DONT: Dont add so many targeting filters that you exclude audiences that may find your status update interesting.
2. 2. Remember what LinkedIn members are 5. Time your status updates interested inTime the posting of your status updates duringLooking to engage your followers, create leads, and business hours for maximum reach. LinkedIns busiestfacilitate customer conversion? Focus on sharinghours are morning and midday, Monday through Friday.relevant and actionable insights about your companyand industry. 6. Post regularlyInformative, useful updates receive the highest Post as many status updates as your content supports.engagement rates because thats the information You will reach more of your audience and extend yourmembers expect from companies they follow onreach as you post more often.LinkedIn. After all, your followers are active on Post at least 20 status updates per month toLinkedIn because they want to be more productive maximize your reach to approximately 60% or moreand successful professionals.of your unique audience each month. 60% of members are interested in industry insights Our best-in-class marketers are posting 3-4 status updates per day, per audience. 53% are interested in company news 20% of followers are typically reached with one 43% are interested in new products and servicesstatus update.3. Encourage your audience to participate7. Experiment and learnPost status updates encouraging your followers tointeract with you. Interactions (e.g., likes, comments, Keep testing the target, content, and strategy. Keepand shares) drive the amplification to your followersconversations fresh with different content types fromconnections to help extend your reach.company news to event announcements to industryinsights. Certain content may resonate more with Participatein the conversation with follow-updifferent targeting segments. Experiment to learn questions or answers what works! Leverageyour other LinkedIn assets (e.g., interesting group activity) as content to cross- Try posting the same status update at different times promote in your status updates of the day, different days of the week, or with differentheadlines to maximize reach. Write updates that include clear calls to action (e.g., like, share, or Tell us something)8. Plan the editorial Ask questions to spark participation in the discussion threadCompanies that have organized the content strategyand administrative access have seen tremendous resultswith engagement. DO: Post updates that give followers a sneak Assignmultiple admins for the Company Page so peak into your companys upcoming product orthat different stakeholders can split the work and service launches. control content for specific lines of business. Create an editorial calendar so that each admin can DO: Ask followers for their opinion withorganize their content and the timing of status questions that elicit an emotional response and updates. inspire passionate conversations.9. Monitor, analyze, and refineMonitor and analyze individual status update DONT: Dont always ask followers questionsperformance and your follower analytics page to refine about your company. Members engage withyour strategy. Pay attention to the audience targeting, your brand on LinkedIn if you offer them ideas types of content, time of day and frequency that drive and solutions. If you decide to post company the most interactions. news, ask yourself whether your followers will truly find it valuable.10. Recruit help if you need itYou dont have to do it yourself! Use our social media4. Keep it briefmanagement partners to help you manage your postsand Company Page strategy.Make your posts succinct and meaningful. Buildindustry credibility by adapting your language to matchContact Hootsuite at firstname.lastname@example.org orthat of your targeted industries. If youre posting toBuddy Media at email@example.com fordevelopers, use their language. If youre targeting byassistance in managing your Company Pagecountry, localize your spelling for the region in whichcommunication. Stay tuned for more LinkedIn partnersyour audience is based.to come!For more information, please visit http://marketing.linkedin.comCopyright 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation inthe United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.10-LCS-081-G 0612