Tuesday, December 4th, 2018 | 6 min read
LinkedIn Company Pages have been used by more than 30 million companies to share content, build communities, and reach the professional social network’s audience of 590 million users.
Now, those pages are getting a major revamp and even a new name: LinkedIn Pages.
With a suite of fresh and updated tools, it’s easier than ever to establish your company and employees as thought leaders on LinkedIn – generating brand awareness and leads right from the site.
Here’s a look at the newest LinkedIn Pages features and how you can use them to grow and engage your audience.
There are over 2.5 billion smartphone users across the globe – and that probably includes you. In fact, mobile internet usage has surpassed desktop internet usage. That means you’re not just consuming and sharing information at home or at work. You’re doing it on the go, on your commutes, during coffee, or on a lunch break.
That’s where LinkedIn’s new mobile admin functionality comes in. Now you can manage your Page, post content, and respond to comments from the LinkedIn mobile app.
So when inspiration strikes while you’re on the train or out for dinner, you can post a quick update or respond to a new comment immediately.
Why it’s so important: Connect with your audience anywhere at any time and keep the conversation going even if you’re not in the office.
It’s important to keep posting content to your LinkedIn Page and provide a consistent stream of information for your followers. In fact, Linkedin found that companies that post weekly see a 2x lift in engagement with their content. The question is: How do you know what to post?
Enter Content Suggestions.
This new tool helps you discover topics and articles that are trending among your target audience on LinkedIn. All you have to do is identify your audience, explore trending content, and pick the posts you want to share. You can even narrow down that audience by job function, industry, seniority, and location.
Why it’s so valuable: 77% of consumers want personalized content. Now you’ll not only be able to provide them with that personalized content in real time, you can also more easily engage them in a conversation.
Employees are an incredibly important asset for companies that want to build communities on social. They can act as advocates, giving your business a voice across hundreds of accounts instead of just one brand account. And according to LinkedIn, they often have 10x the social reach of their company.
Now you can leverage that reach by sharing employees’ posts right to your brand’s LinkedIn Page.
You can also share posts from LinkedIn users who mention your company, such as in testimonials and product reviews. This provides a great opportunity to showcase the customer’s voice and diversify your LinkedIn Page content.
Why it’s so valuable: Build employee and customer advocacy programs right on LinkedIn to expand your brand’s reach. Rackspace, for example, doubled its organic reach on LinkedIn by launching an employee advocacy program of 45 brand ambassadors.
You’ve always been able to post links, images, videos, and text to your company’s Page. But now you can share new media like PowerPoint presentations, Word Documents, and PDFs to better engage your followers.
Think about it. Ebooks, whitepapers, slideshows, case studies, behind the scenes stories – all kinds of content formats that are perfect for sharing on a professional social network and should have marketing managers salivating.
Why it’s so important: Differentiate your LinkedIn posts from your posts on other social networks. Incentivize customers to follow you on LinkedIn for exclusive access to what makes your brand unique.
Call-to-action buttons aren’t just for social ads. You can now include them right at the top of your LinkedIn Page, driving visitors to take action right away.
Depending on your campaign goals and audience behaviors, you can choose from a variety of options, including:
Why it’s so important: It makes lead generation easier than ever before. Customers don’t have to go looking for company information or opening a new tab to visit your website. Empower them to complete a desired action with just one click.
LinkedIn has long been the go-to social network for B2B marketing, and Company Pages have served as a crucial asset for brands to stake out a presence on the platform.
So, consider the LinkedIn Pages revamp an early holiday gift – and just what you need to boost your LinkedIn strategy in the coming year. New tools like content discovery, call-to-action buttons, and mobile admin capabilities are exactly what marketers need to drive even more engagement and build larger audiences on the world’s largest professional network.
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