LinkedIn can be an excellent platform for forging new business relationships and attracting potential customers. The social media platform has recently introduced some new updates that could impact marketers and business owners.
This article will break down these updates and explain how they could affect your marketing strategy.
1. Performance measurement tools
LinkedIn has introduced new features to measure the performance of ads on the platform. These features capture user behaviour, analyse performance, test for improvements, and gain audience insights. It also has a catalogue of certified marketing partners businesses can work with to improve customer engagement.
Overall, LinkedIn is continually improving and is an excellent advertising resource, mainly thanks to these new updates that make it easier to capture data, analyse performance, and optimise campaigns.
2. Sponsored articles
Another great feature is sponsored articles, which are now available for LinkedIn Company Pages.
Articles are valuable lead-generation tools that enable brands to share in-depth information, resources and calls to action. Sponsoring your own articles is a great way to highlight content and keep it circulating longer to increase brand awareness and customer interaction.
Repurposing evergreen content as fresh, sponsored articles ensures brands stay relevant. Niche educational content can also be a great way to build a customer base, and adding lead capture forms or newsletter signups within articles can maximise conversion opportunities.
2. LinkedIn Daily
LinkedIn Daily is a mobile-friendly learning app that encourages users to build daily learning habits to develop their professional skills and advance their careers. It offers bite-sized videos with quizzes and streaks to track progress.
These short, interactive videos mimic the experience of TikTok or Instagram and offer an exciting new angle for marketing campaigns. LinkedIn Daily could enable companies to share industry expertise with the masses, boosting engagement and adding credibility.
Daily has the potential to increase how much time users spend on the site itself and deepen relationships between brands, experts and prospective customers.
3. Featured Section
LinkedIn’s featured section is a new customisable area that allows Company Pages to spotlight specific content rather than relying on algorithms. Businesses can curate their page, emphasising key initiatives, campaigns, employees, events and testimonials.
This increases the relevancy of a LinkedIn page and allows companies to convey a more authentic brand identity.
4. Profile Views
Users with a premium membership can now see which specific post attracted a profile visitor. This helps businesses identify popular content and assess whether it engages the target demographic.
This feature allows users to identify shared interests with other companies or clients. This could generate organic connections, expand a brand’s audience base, and generate new partnerships.
5. Search Filters
LinkedIn has also improved its search filters so users can isolate content by industry, company size, or format. This has obvious benefits for users in that it helps them to find specific content more quickly and efficiently.
However, it also allows companies to find their own historical content more easily. Companies can search through old posts to find what worked best and rework it into a new article or rework it using a different format, such as a video.