Brand marketers using LinkedIn will soon notice two big changes rolling out on company pages: Targeted Updates and Follower Statistics. The professional networking site will now allow companies to further target key demographics and measure the effectiveness of their marketing campaigns.
The new Targeted Updates feature will enable marketers to deliver updates to certain audiences based on specific details, such as company size, industry, geography, job function, and seniority.
Follower Statistics “provides insights about follower demographics, engagement levels, update impressions, total following, recent followers, and number of new followers month-to-month,” explains Hubspot Blog.
Blogger Pamela Vaughan writes, “According to an internal LinkedIn study, examples have shown a 66%+ increase in audience engagement as the result of targeted updates.”
To take advantage of the new changes, marketers should use both Follower Statistics and Targeted Updates hand in hand. They will better know what kind of updates the targeted audience wants to read when they analyze the engagement rates. With these upcoming additions, lead generation may become much easier on the site.