Professional services firms: How to make the most of LinkedIn’s sponsored updates

Last week LinkedIn announced its sponsored updates feature. This enables firms to pay for updates to appear in a particular audience’s LinkedIn news feed.

This is great news for firms wanting to extend their reach.

But it’s potentially a nightmare for those on the receiving end if all firms do is advertise their services.

If you want to make the most of this feature and gain the attention of your prospects, follow these 5 steps:

  1. Determine the needs of the segment you’re targeting.
  2. Plan posts that either resolve one of their issues or help them achieve something. Focus on helping them.
  3. Schedule your posts over a specific time-frame (don’t think this will work for you if you pay for a one-off post. You want to be regularly drip-feeding content).
  4. Include links to blogs, articles etc. where RELEVANT. Again, don’t focus simply on driving more people to your content for the sake of it. Focus on being helpful. Include a call to action at the end such as sign up for a Whitepaper or an invitation to connect. This enables you to stay in regular contact with the person.
  5. Track how this works for you over time.

At the moment, this feature has not been widely released so you will need to request it if you would like to use it.

The LinkedIn sponsored updates feature is not a silver bullet. Like anything it’s going to take time and commitment to build credibility and trust. Done well, this could be an extremely powerful tool. Done badly, it will do more harm than good.

What other tips would you share? 

If you’d like to know more about how you can make LinkedIn work for you and your firm, please get in touch by emailing me at

Image courtesy Stuart Miles

Specialising in professional services and law firm marketing. I help firms to retain and grow existing clients and attract more of their ideal clients. My core services include social media for lead generation, voice of the client programmes and tender strategy and development. Outside of work I love to run. I’m a bit like Forest Gump in that I’m not that quick but can keep going for ages. I also enjoy coming up with new inventions. Unfortunately, most of them have already been invented! | * Professional services marketing consultant | * Legal marketing consultant | * Law firm marketing consultant