In today’s changing world of work, LinkedIn has released new platform capabilities that will enable marketers to quickly increase and deepen their connection with their audience. These new additions to the LinkedIn Marketing Solutions (LMS) portfolio will allow marketers to develop communities through lengthy content, expand their reach with Live Events, and streamline how they track progress toward their brand-building objectives.
So, what are these features that are creating a buzz? Let’s check them out below.
LinkedIn New Features: A Marketer’s Delight!
LinkedIn wants to assist its members to grow their networks, and features enabling native long-form content, virtual events, and data-driven optimization tools will encourage them to interact with their audience and optimize their reach. Let’s have a look at these features –
1. Article For Pages
Informative and trustworthy content is still a powerful approach to engage people and establish a brand image for thinking leadership. The problem is that attracting visitors to a typical corporate blog is becoming increasingly challenging. The solution? – Articles for Pages.
This functionality provides the user easy access because it’s only a click on the social network, and there’s a better chance they’ll find it, which means there’s a chance to engage once the audience arrives.
LinkedIn members have had the option to write and publish long-form articles for a long time – so, it is logical to ask –what novelty does this feature add to the table?
Well, before this feature, businesses have been constrained to character limitations for organic postings in the feed. With Article For Pages, users can benefit in a lot of ways such as:
Creating and disseminating high-quality information, including rich media, links, pull quotes, and more
Obtaining extensive audience insights in order to understand the demographics of individuals who read and engage with the material
In the comments area, stimulating visible and welcoming dialogues with the community while replicating the engagement components of a social post
The much-anticipated “Scheduled LinkedIn Live” and “LinkedIn Events” have finally arrived, allowing LinkedIn to better collaborate for optimum reach and engagement.
LinkedIn Events is a one-stop-shop that combines the reach and engagement of LinkedIn’s original live-streaming platform with the planning and targeting that allows users to –
Invest in a targeted audience by sponsoring your live stream in advance
During and after the performance, gather views on your public Live Event post from anybody on LinkedIn, whether they’ve clicked “Attend” or not
For optimal circulation and value, broadcast the replay of your Live Event content, effortlessly
As more growth engagement transfers to the digital domain, live events are quickly becoming a bedrock of community-building. LinkedIn aims to make it as simple as possible for you and other interested guests to connect at a larger scale. This is where ‘LinkedIn Live’ comes in. Through this feature, users with fewer followers can also access Live. Furthermore, once a Page is authorized, all Page Admins can make it live.
LinkedIn has added features to assist members to achieve and measure their brand-building objectives. One of these features is ‘ Brand Lift Testing’ – which enables people to assess the impact of LinkedIn Advertisements on their brand by first establishing a baseline of brand perception and then comparing the brand impact of those ads to important indicators.
Another brilliant feature for brands is – ‘ Reach Optimization’. With this functionality, users can simply increase their brand’s exposure to new and relevant audiences by optimizing for the number of unique member accounts that are displayed advertising.
That’s What He Said!
Sachin Sharma, Director, LinkedIn Marketing Solutions for India, said-
At LinkedIn, we are heavily inspired by the efforts of marketers who continue to build communities despite the many volatilities of today’s day and age. To facilitate their efforts, we’re adding new features to the LMS portfolio that can help them reach more of their targeted audiences, and grow their brand community more seamlessly — all while measuring impact in easier ways