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LinkedIn Updates Marketing Partner Program with New Specialty Categories

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LinkedIn has announced an update to its Marketing Partner Program, which is designed to make it easier for businesses to find the right experts to assist them with each element of their LinkedIn marketing and growth process.

As explained by LinkedIn:

Today we’re announcing updates to specialties – how you work with our partners – which will make it easier for you to find the right solutions for your marketing on LinkedIn. Whether you’re looking to create content, grow your brand, convert leads, or measure the impact of your investments, our LinkedIn marketing partners are here for you.”

LinkedIn categories

As you can see here, the new categories are split into three distinct areas of focus, with sub-topics beneath each.

LinkedIn now provides dedicated third-party support in:

Page Management — Marketing is perpetually under-resourced, especially now. Partners for page management can streamline activities across social channels, reducing the time and resources needed to maintain an effective publishing strategy. 

Content & Creative — From narratives, white papers and videos to individual posts, these experts will deliver you content and creative on time and in-budget. And, by mentioning the marketing partner community, you’ll get preferred rates. 

Audiences — Targeting is the key to improving the efficiency of your ad investments. Partners for audiences enable you to bring your data or a partner’s data into Campaign Manager to enhance LinkedIn’s native targeting facets. 

Campaign Management — There are endless opportunities for testing and optimizing LinkedIn ads. The right partner for campaign management will help you get started, scale efficiently, and improve the return on your spend. And, with self-service partners, you’ll gain functionality such as cross-channel management, rule-based management, and ABM. 

Lead Generation — Adding a partner for lead generation to the mix may be the fastest and easiest way to get immediate value. These partners will automatically route leads to the platform of your choice, saving you time from manually downloading lists and enabling sales to follow up quickly. 

Reporting & ROI — It’s challenging to understand and optimize performance with disparate reporting. Partners for reporting & ROI build robust reporting for LinkedIn alongside all your other marketing programs to show a holistic view of campaign performance data and visualize return on investment.

Insights — It can be time intensive to surface the right content and audience insights for your marketing strategies and tactics. Partners for insights will uncover the information you need to build informed content and campaigns for LinkedIn. 

Tapping through on any the topics takes you to a listing of approved partners that can help you maximize your on-platform strategy, and get better results from your LinkedIn efforts.

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Of course, for many, such assistance will be beyond the marketing budget, especially in 2020, but there could be significant benefits in gaining new insight if you are looking to improve your on-platform performance.

You can read more about LinkedIn’s Marketing Partner Program here.

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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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