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LinkedIn Adds New Courses on Building Your LinkedIn Presence, New Alert and Newsletter Tools for Company Pages

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LinkedIn Adds New Courses on Building Your LinkedIn Presence, New Alert and Newsletter Tools for Company Pages


Looking to get more out of your LinkedIn marketing efforts in 2022?

You’re in luck – today, LinkedIn has added three new courses to its LinkedIn Marketing Labs education hub, covering key elements of building a LinkedIn presence and utilizing its various ad and promotion tools and resources.

LinkedIn first launched its Marketing Labs initiative in January last year, with five dedicated courses to help marketers get a better understanding of the various tools and options on offer for LinkedIn marketing.

Now LinkedIn has added three more courses to the broader Marketing Labs offering:

  • Building an Organic Presence with LinkedIn Pages (20 min): Create and maintain an active LinkedIn Page to develop your brand’s unique voice.
  • Building a Full-Funnel Content Marketing Strategy (30 min): Strike a balance of organic and paid content to guide your audience through the customer journey.  
  • Creative Design for LinkedIn (10 min): Design visually compelling creative that attracts LinkedIn members to engage with your content.

Each course provides a thorough overview of each element, and additional context as to the various ways in which you can use LinkedIn’s tools.

LinkedIn Marketing Labs courses

The overviews and insights also include ‘Knowledge check-up’ tests, which comprise of a series of multiple choice answers based on the previous section.

At the end of each section you get a notification of your progress, along with pointers to the next course in your learning journey. And once you’ve completed all the elements of each pathway, you get a digital certificate to display on your profile, or download as a PDF.

LinkedIn Marketing Labs certificate

The courses are run via SkillJar, but you can sign-in using your LinkedIn credentials. And they’re free, so it’s quick and easy to go through the course elements and both update your platform knowledge and access a means to showcase your expanded LinkedIn expertize.

If you’re looking to stay on top of your LinkedIn game, it’s worth running through the courses, because even if you do know a lot of the info presented, there are always a few notes and pointers that have changed over time, or that you weren’t aware of previously.

In addition to these new courses, LinkedIn has also flagged some coming updates for audio rooms and job postings, including a new test of Audio Events (with Video Events coming soon), new prompts to share updates with your network when you add a new position to your profile, and new alerts to increase awareness of new job postings from your connections to your network.

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LinkedIn job posting notifications

LinkedIn also says that Company Pages with over 500 Followers will soon be able to create newsletters, in order to keep their Page followers updated in the app.

These are all relatively small, but interesting additions, which could help to improve your engagement and performance in the app. And with the expansion of LinkedIn’s platform education tools, they could help you maximize your LinkedIn company status on the platform in 2022.



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Meta Announces New Privacy-Focused Ad Targeting Solutions, Improvements in Automated Targeting

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NFTs are Coming to Facebook and Instagram – Whether You Like Them or Not

With Apple’s ATT data privacy update changing the game for app-based advertisers, Meta has been one of the biggest losers, with the company projecting up to $10 billion in revenue loss this year alone based on the amount of users opting out of data tracking in its apps.

Of course, part of that is due to Meta’s poor reputation on data privacy and protection, with the high-profile Cambridge Analytica case, in particular, shining a light on the platform’s past lax privacy measures, which have led to misuse.

But Meta has evolved its processes, and it’s now looking to ensure that it’s providing more data-protective solutions that will help advertisers maximize their campaigns, while also aligning with broader industry shifts.

On this front, Meta has today outlined a range of new ad measures, beginning with a new element within its Advantage ad suite, which incorporates Meta’s various ad automation and AI-based tools.

As explained by Meta:

“We’re rolling out Advantage custom audience, a new targeting automation product that leverages an advertiser’s Custom Audience to reach new and existing customers. This is similar to Lookalike audiences that find people who are likely to be interested in your business, except that Advantage custom audience goes beyond the 1%, 5% or 10% similarity ranges you are used to, while also prioritizing delivery of ads to people in your Custom Audience.”

Expanding the matching depth for Custom Audiences could be big, with the process guided by Meta’s evolving machine learning tools to help maximize campaign performance with less manual effort.

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Many performance advertisers have noted the improvement in Meta’s automated targeting tools, and with broader matching options to work with, it could be a good way to improve reach and response. Likely worthy of an experiment at least.

Meta’s also updating its Click to Messenger ads, with a new optimization that will target users more likely to make a purchase via a message thread.

Typically, we show Click to Messenger ads to people who are most likely to initiate a conversation with a business on WhatsApp, Messenger or Instagram Direct. With this update, we’re introducing the ability for advertisers to run Click to Messenger ads which will reach the people who are most likely to make a purchase in a thread.”

That adds another dimension to Click to Messenger targeting, which could help to optimize reach to people that are more likely to buy in-stream. Meta’s also adding a new ad format for lead generation which will funnel customers to either Messenger or a form, depending on which one the customer is most likely to interact with.

Meta’s also made improvements to its privacy solutions, including its Private Lift Measurement product. While at the same time, it’s also been working with various academics to study the impacts of the privacy shift.

“For example, we collaborated with academics from Northwestern University and the University of Chicago to better understand the value of offsite data for ads personalization, in part to help guide the development of solutions that leverage privacy-enhancing technologies. The research reveals that advertisers’ costs increased by 37% when removing offsite data from the ad delivery system with outsized impact on smaller advertisers in CPG, retail, and e-commerce, who are often more reliant on digital performance advertising than larger, more established companies.”

So while Meta’s working to build more privacy-protective processes, it’s also looking to highlight the impacts that these changes will have on the broader industry, as it pushes the big platforms to factor such into their future changes and shifts.

Finally, Meta’s also looking to help advertisers to prepare for the next stage of digital connection, partnering with Coursera on a new, free course called “What is the metaverse?”

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“This course explains what the metaverse is, what we know about it today and what it means for the future of work, play and life. We’re working with partners like Coursera to give people, businesses, creators and developers the tools needed to succeed as the metaverse takes shape.”

Though you will be getting Meta’s interpretation of what ‘metaverse’ means, which may not be exactly how it plays out. Meta’s increasingly keen to impress its vision of the metaverse future onto anyone who’ll listen, but it’s also important to note that the metaverse does not exist, and will not exist in a fully-functional, interoperable way for some time yet.

Still, it may be worth tuning in, and getting some insight into Meta’s future vision, and how it relates to advertising and brand reach.

You can pre-enroll to the new ‘What is the Metaverse’?’ course here.

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