LinkedIn on Tuesday announced a new service that allows businesses to directly connect with users through targeted promotions.
The service, called Targeted Status Updates, lets companies send updates to specific followers of their LinkedIn pages. Who they send the updates to can be categorized into areas such as job title, location and company size.
LinkedIn has been testing the service with a small group of companies since April and on Tuesday opened it up to about 2 million companies that have profile pages on LinkedIn.
Mike Grishaver, LinkedIn’s product management & monetization director, in a blog post said the new service will allow companies to communicate with their followers “in a very personalized way,” with content tailored to a specific audience.
He said Netherlands-based electronics giant Philips “saw a 106% increase in user engagement by followers after running Targeted Status Updates in their daily communications with members.”