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What has changed at the world’s largest professional social media platform during the pandemic, and how will it shift for B2B marketers in the post-pandemic landscape?

LinkedIn* has already rolled out an impressive assortment of new features in 2021, and we’ve got 10 insights that B2B marketers need to know about them.

Over the course of the pandemic, LinkedIn ads have been among the marketing channels that have grown the most in importance according to report data examining B2B technology marketing strategies, as we covered in a recent edition of the TopRank Marketing news.

LinkedIn also saw a revenue increase of 23 percent during the second quarter of fiscal year 2021, according to earnings release information from parent company Microsoft, led in part by strong advertising performance.

What has lead to this growth?

Let’s jump right in an look at 10 new LinkedIn insights for B2B marketers.

1 — An Inspiring Array Of New Features For Company Pages

LinkedIn has added an inspiring array of new features for company pages on the platform, including several aimed at helping businesses involve their employees in finding and sharing its various types of content.

A new “My Community” tab added to company pages allows businesses to make sharing content from the company or other curated sources simpler, while also providing reach and engagement data to measure the effectiveness of employee advocacy.

Company page administrators have been given new tools for recommending content to employees, along with a unique feature that suggests ways employees can turn what they share into distinctive content.>Employees are 14 times as likely to share their own organization’s page content compared to other brands, according to research from LinkedIn that also shows co-workers are some 60 percent more likely to engage with posts from their teammates.

The LinkedIn company page additions, announced in February, work to strengthen a brand’s community on the platform, with other new features including an expansion of LinkedIn Stories that lets brands utilize destination links for swipe-up interactions.

Other new additions have included increased lead generation functionality within LinkedIn’s product pages.

By making it

By: Lane Ellis
Title: 10 New Insights B2B Marketers Need To Know About LinkedIn In 2021
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/SHxaFNAauvg/
Published Date: Wed, 17 Mar 2021 10:30:20 +0000

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