LinkedIn is constantly evolving, and this latest update solidifies just how much they are committed to building stronger B2B connections. Beyond featuring basic information like contact info, service descriptions, and posts, LinkedIn has created more sophisticated tools to help reinforce itself as a networking platform. From ad creation, lead downloads, post templates, and a new commitments section, LinkedIn’s new features are helping businesses facilitate more meaningful connections with their target audiences. There’s a lot to unpack, so let’s dive right in.
LinkedIn Pages: What’s New
There are a number of recent LinkedIn features that have rolled out to take your B2B connections to the next level. Here’s what’s new and how you can leverage these tools to improve your presence on LinkedIn.
Post Templates and Clickable Links
Businesses now have an easier way to create engaging content with clickable links and customizable templates. Both are available in the LinkedIn app without having to download any third-party tools. To use the post template feature in the LinkedIn app, just tap on the “use template” option located. in the post menu. These templated come pre-designed, but the fonts, colors, text, and more can be customized to fit your brand and unique look.
Clickable links give you the ability to turn ordinary copy links into a visual call-to-action button anywhere within the rich media section of your post. When creating a post in the mobile app, simply select or upload a template, image, or video. Next, you’ll be able to select a link icon where you can type or paste the link text and URL. You can also drag and drop the sticker to a better position where you would like it to be located within your content.
A new section of the LinkedIn Page was created: Our Featured Commitments.” This new feature allows your business to showcase your most important values for job seekers and potential partners. These page commitments will be displayed on the About section of your page and allow you to show up to 5 core values that matter to you, such as:
- Diversity, equity, and inclusion
- Career growth and learning
- Work-life balance
- Social impact
- Environmental sustainability
After selecting your values, the featured commitment section allows you to host content that demonstrates your commitment to these values, You can post videos, reports, certifications, blogs, and more beneath each one of these values to fortify your position on these stances.
Lead Gen Forms on Pages
Perhaps one of the more innovative features recently rolled out is Lead Gen Forms on Pages. LinkedIn Company Pages can now add a form to their page with customized text and a call-to-action button. Members visiting your page can use this form to submit their contact information via an auto-filled form. Once a form has been completed, you can download the submitted member information as a .csv file from the Lead Analytics section of the page. This is a great way to start a conversation with a member that may be interested in learning more about your business.
With the newly added pinned comments feature, you can help guide conversations on your brand’s page that matter to you most. Pinning any comment on a post will live there permanently until you unpin it. People visiting your page who see that post will see that comment first. This feature helps to keep an engaging conversation on your page about a subject matter that’s reflective of your brand. It’s also a great way to maintain a conversation with your community and get to know them better. You can also shift the conversation flow by changing your pin to a new comment. Any replies to the pinned comment will also appear in the thread of replies directly beneath it.
LinkedIn Ads: What’s New
LinkedIn offers several different types of ads to help businesses meet their marketing objectives. They also have highly effective targeting capabilities to get your LinkedIn ad in front of exactly who you are targeting. They have now added four new useful ad features that make finding new audiences much simpler for B2B advertisers.
LinkedIn will now allow advertisers to promote long-form documents directly in users’ feeds. The ad provides a preview of the document in the feed, with a “unlock full document” button to entice users to download the full piece. You can also add a lead gen form so you can gain more insight into the people who are interested in your document. This ad format has proven to be effective, generating 3x more clicks than any other type of content in the app.
Offline Conversions enables businesses to include additional performance data outside the app such as in-person transitions, phone calls, or sales in your CRM directly in LinkedIn.Advertisers will be able to upload CSV files to the Campaign Manager, which will automatically be incorporated into your aggregate reporting. This will help give a more comprehensive measurement of your campaign and help improve response to your ads
Next up, LinkedIn added a new Media Library option, where you’d be able to save all the media elements that you use in your LinkedIn campaigns. Advertisers can now add five ads at once by selecting which video or image they want to use from the media library collection, and each will become its own ad. This makes ad creation faster, easier, and more effective. LinkedIn will also provide an archive for your ad creatives, which makes it easy to reuse and repurpose ad content for new pages.
Last but not least, LinkedIn has created free audience insights within the Campaign Manager. Adding to its already robust targeting capabilities, audience insights can help advertisers better pinpoint who their audiences are, what they are interested in, and how they are engaging with other content and topics.
These insights are available for both saved audience profiles as well as suggested audiences. It does all the heavy lifting for you by creating aggregated insights based on content, topics, job titles, years of experience, seniority, company, industry, and more. This is a great way to help find new audiences you may not have discovered on your own.
All in all, these are some note-worthy additions to the ever-improving platform. We encourage you to check out and test these new features to see how they help improve your own marketing strategy. If you’re looking for tips on how to best use LinkedIn, or if you’re interested in creating a solid social media plan for your own business, reach out to our team for a free digital consultation.