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LinkedIn Launches New Event Ads and “Boosted” Organic Posts

Advertising, News, Social Media Marketing

LinkedIn is expanding its advertising options for brands and entrepreneurs on the platform with new Event Ads and the ability to “Boost” organic posts from your brand’s page.

As the company said in this week’s announcement:

“We’re announcing new features to make your marketing life a little easier — helping you seamlessly reach more of your target audience and grow your brand community all while measuring impact each step of the way.”

LinkedIn Event Ads

Now that social distancing is coming to an end, many are eager to finally put on a big event for their brand.

To help make your next in-person (or digital) event a smash hit, LinkedIn is introducing a new ad format which can appear in users’ feeds. Event ads include all the important details potential attendees may want to know, including the date, time, how to register, and if any mutual connections are also planning to attend.

Along with this new ad format, the company is rolling out an Event Analytics tool that offers info on attendee/visitor engagement with your Event posts, your total number of attendees, unique event visits, the top jobs of attendees, and the peak number of viewers on livestreams.

“Boost” Your LinkedIn Posts

Have you ever had a post that went over so well you wish you could re-run it to an even wider audience?

Now you can, with the ability to “Boost” your post as an ad. Directly from your LinkedIn page, you can quickly turn an existing organic post into an ad for your brand which will run to a larger audience.

Simply click the Boost button underneath the post you want to promote, and select the objective for the post from this list:

Website visits
Post awareness
Event awareness
Post engagement
Video views

From there, you’ll be asked to choose how LinkedIn targets your ad based on either your profile, specific interests, or a LinkedIn audience template, along with some other basic targeting information.

Lastly, you’ll be able to set your budget for the ad and how long you run, before you publish your Boosted post.

Currently, the feature does have some significant limitations. Only events or posts with a single image can be boosted for now, and posts can only be boosted once. Other post formats, such as polls, documents, job listings, or Pulse articles are not eligible for boosting.

The Takeaway

Though basic, these new features make it easy for small brands to test the waters with promoting their events and contents across the business-focused platform. Additionally, LinkedIn suggests this approach could help save money on advertising events, as 40% of beta customers saw their cost per registration decrease when testing the new ad format.

May 27, 2021/0 Comments

Huge Redesign Introduces LinkedIn Stories, Video Chat Integration, and Messaging Tools

Marketing, News, Social Media Marketing, Video

Stories may have originated on Snapchat, but these days they are a staple feature of just about every social network out there. Now, they are officially coming somewhere few would have expected – LinkedIn.

The company has played with the idea of introducing the feature for months, with Stories appearing in elusive tests across the platform. Beginning today, though, the feature is officially rolling out to everyone within the US and Canada.

The feature is largely what you would expect, allowing users to take a photo or video, add decorations or text, and upload it to the site. After 24 hours, the post will vanish to never be seen again (unless you reupload it.)

The company is aware that users might not expect or even want Stories like you might find on Facebook or Instagram. Instead, LinkedIn’s senior director of product says early tests showed users were interested in Stories for different reasons or uses.

“Members in the past have found sharing on LinkedIn to be intimidating,” Li told Engadget. “We’re hoping it’ll spark more conversations from people who just don’t really share content on LinkedIn.”

Indeed, the company still intends for Stories to largely be professional. To help keep things focused on this, LinkedIn Stories will also feature a question of the day to steer conversation.

“You’re not meant to share the same things that you would on other networks,” Li says. “That doesn’t mean you can’t share a picture of your dog … but the goal is to keep it keep the conversations in the same vein that you would have right in your workplace.”

Li also says Stories are part of a broader initiative to help connect coworkers who might feel isolated while working from home or remotely.

LinkedIn Creates New Ways To Stay Connected

General, Marketing, News, Social Media Marketing

LinkedIn is expanding its features to help business owners and employees feel more connected even though they may be working from home.

In the announcement, LinkedIn says people everywhere – especially in the professional world – are feeling less connected to each other during the ongoing pandemic.

The company cites a recent survey from Glint which finds:

31% of employees are feeling less connected to business leadership.
37% of employees are feeling less connected to teammates.
40% of employees feel less connected to their friends.

Combined, these statistics show a startling need for better tools to virtually connect employees, leadership, and even friends during these socially distanced times.

As LinkedIn says:

“With a growing number of organizations announcing that their employees are required to work remotely until 2021, it’s more important than ever for organizations to take action and ensure their teams will thrive in a virtual work environment.”

To assist with this, the social network is adding three new features for LinkedIn pages to better facilitate connections between businesses, their employees, and their communities.

Here are some quick details about the three latest LinkedIn features:

Find Out More About Your Followers

Companies have been oddly unable to see all of their LinkedIn page followers. Instead, the social network has only given businesses an aggregate total of their followers and some broad demographics about these users.

Now, business pages will have access to all publicly available information about their followers. You can even sort and filter these users by their location, industry, and current company.

“This provides the transparency needed to better understand audiences, so organizations can more easily share the right content and build their LinkedIn community around the conversations that matter most.”

Connect With Team Members In The “My Company” Tab

A new “My Company” tab is being launched to facilitate discussion and connection for employees working remotely.

The “My Company” tab includes a range of content and features, including:

Highlighting employee milestones (promotions, anniversaries, etc.)
Trending content from coworkers
Recommendations to connect with coworkers you may not know yet

LinkedIn also says more features will be coming in the future.

However, not everyone will have access to this tab. To be eligible, business pages must have more than 201 employees.

Track Upcoming Events

Virtual events have become a major part of staying informed and connected during Covid. Unfortunately, keeping track of all these events across countless platforms isn’t always easy.

Now, LinkedIn is adding an “Events” tab which will automatically collect your page’s past, present, and upcoming events on LinkedIn. This can include everything from a small online panel, webinar, or full-scale virtual conference.

The tab is included in the left-hand navigation menu on LinkedIn, so you can always find the latest events you and your company are participating in.

All these features are available worldwide for all eligible pages.

September 3, 2020/0 Comments

LinkedIn Wants To Host Your Next Virtual Event

Marketing, News, Social Media Marketing, Video

LinkedIn is in the process of launching a new way to create and host live virtual events as group meetings and conferences move online in the wake of COVID-19.

The new events tool combines two of LinkedIn’s existing features (LinkedIn Events and LinkedIn Live) to prioritize the virtual conference needs of today’s professionals.

By bringing these tools together, you can now easily alert users to upcoming live streaming content and build an audience for your future streams. This creates better engagement and encourages your followers to set aside time.

LinkedIn says it has seen huge gains in both the number of people streaming and engagement on those streams, with live video receiving up to 23 times more comments per post and 6 times more reactions per post compared to native video.

Why Create a Virtual Event?

In the announcement, LinkedIn highlights several ways Virtual Events can help businesses:

Host your event safely, in a trusted environment: Using LinkedIn Live, you can choose to live stream to your Page followers or Event attendees, so you can meet audiences where they are. Admins can leverage easy-to-use 3rd-party broadcasting partners, including Restream, Wirecast, Streamyard and Socialive, with more being added in the coming months.
Attract the right professional audiences: We’ve made it easy for you to share your event to your Page followers and send direct invitations to your first-degree profile connections.
Drive buzz and engagement for your event: You can build buzz for your event or live broadcast by posting an update to your Page or Event feed and by recommending key posts for attendees to check out.
Get more mileage out of your events: Once your virtual event is over, you can keep the conversation going with the Video tab — a dedicated hub for a Page’s organic video content that can be accessed by all members of your community. As virtual events become the norm, the Video tab helps you extend the shelf life of your digital video content.

How To Create Your Own Virtual Event on LinkedIn

To be eligible for hosting Virtual Events, your Page must also meet the criteria for accessing LinkedIn Live – which means your page must have at least 1,000 followers.

The company has also suggested that it will only approve brands for LinkedIn Live who regularly engage with their community by responding to comments and facilitating a dialogue.

Once you have been approved, the process is simple:

Select “Create a LinkedIn Event”
Select the option which says the event will be “online-only.”
Once you are ready to stream, open an accepted third-party streaming tool and select the event as the stream destination, instead of your organization’s Page.

The currently accepted third-party stream tools include Streamyard, Restream, Wirecast, and Socialive. The company has indicated it will soon be adding support for Wowza in the near future.

Once your stream begins, all event attendees will be notified through in-app or onsite notification. If enabled, attendees may also be notified through push notifications or browser alerts.

May 14, 2020/0 Comments

LinkedIn Launches New Video Interview Tools For Online Job Postings

General, Marketing, Social Media Marketing, Video

In response to the ongoing COVID-19 pandemic, LinkedIn is launching a slew of new tools designed to help the job hunting and hiring process go virtual.

Specifically, the country is launching new ways for applicants to provide video introductions to hiring managers and AI-powered tools for preparing for job interviews.

Here’s what you can expect from both of these new tools:

Video Introductions

Although the tool is technically still in testing, LinkedIn announced it is launching a feature aimed at making the best first impression possible – even when you can’t meet in person.

“We’ve found that 65 percent of people believe that the impression you make online is just as important as the one you make in person, but it can be challenging to show your soft skills to potential employers when you’re not in the same room.”

With LinkedIn’s new video introductions tool, hiring managers can specifically request an introduction as part of their hiring process.

Applicants can then provide recorded video responses or written replies to your questions or prompts.

“A carefully crafted response can help you stand out before the official interview process even begins,” said the company in the announcement.

AI-Powered Interview Prep

Another new tool LinkedIn is bringing to job hunters is an AI-powered instant feedback interview prep feature, which prepares job candidates for common interview questions.

“When it comes to the interview, more than 50 percent of people say they lack confidence,” explained the company in a blog post.

The instant feedback tool listens to candidates’ responses to common questions and analyzes their speech content and patterns to provide real-time feedback and recommendations such as how often a person uses filler words, pacing, and sensitive phrases to avoid using.

After, users can opt to send their recorded responses to their personal connections to get even more feedback from trusted professionals.

LinkedIn Tips For Video Job Interviews

Along with the announcement, LinkedIn provided three tips all job hunters should consider when preparing for a video interview:

Establish a relationship quickly: You don’t have the luxury of small talk on a video call, so it’s important to build a rapport quickly with your interviewer. Be sure to use the first few minutes of the call to establish that personal connection, as this will instantly put you at ease. Check out their LinkedIn page for background information or mutual connections that could provide a good base for conversation.
Find a quiet spot: In this new age of remote working, there’s always the risk of being interrupted by kids asking for help with homework, or housemates wandering into the kitchen to make a sandwich. Let your family or housemates know you have an important interview scheduled so they don’t accidentally walk in on you or make too much background noise.
Check your tech: An obvious but crucial tip: take some time ahead of the interview to make sure the tech works and you know how to use it. If you need help, check out these LinkedIn Learning courses to give you the lowdown on how to use the latest video tools.

May 5, 2020/0 Comments

LinkedIn Lists Its 10 Most Followed Pages

Facebook, Marketing, Social Media Marketing

If your brand has a LinkedIn page, you are undoubtedly trying to amass followers to grow your company’s profile and expand your reach.

Now, you can learn from the best. LinkedIn revealed the top 10 most followed pages across the platform this week, along with some added insight into why these pages have been so popular.

The Top 10

TED Conferences (12.5M followers): Few pages so completely sum up LinkedIn’s audience like TED Conferences, where business leaders share insight, motivation, and inspiration to other professionals. Specifically, the page consistently shares a mix of videos, articles, and images all aimed at business professionals.
Google (12.1M followers): While Google’s name recognition can’t be ignored, the brand keeps users engaged with its page through steady new content centered on themes of corporate social responsibility, innovation, and by prioritizing the real people behind the scenes at the company.
Amazon (8.6M followers): This shopping giant places a heavy emphasis on its employees, including frequent videos and articles highlighting the stories of their workers. In this vein, the company also shares inside looks at its company events, and even offers professional advice like job interview tips.
LinkedIn (8.2M followers): Unsurprisingly, the platform’s own page is high in the rankings. Still, the page strives to keep users interacting with their company page through regular content aimed at a wide audience of business professionals, employers, and job-hunters.
Microsoft (7.8M followers): Microsoft doesn’t just use its page to publish branded content about its latest events and products. It also helps share outside content from other business leaders, and promote content created by its employees.
IBM (6.4M followers): IBM takes an appropriately tech-focused angle, but with a distinctly personal edge. The company promotes diversity and inclusion by promoting employees in the news, as well as highlighting its latest innovations in AI, cloud computing, and blockchain.
Unilever (6.2M followers): Curious how this relatively low-profile consumer goods company has gotten this high on the list? Just scroll through their page. You’ll find tons of high-quality, concise content including short videos with clear messages that can be understood even without audio.
Nestlé (6.0M followers): While Nestlé does create and share content aimed at a wide-swath of business professionals, the main locus of its LinkedIn page is driven by recruiting and hiring workers interested in pioneering the “future of food.”
Accenture (4.4M followers): This multinational marketing firm has grown a massive audience through a steady feed of high-quality content including short videos and business-centric podcasts.
Facebook (4.4M followers): Similar to Nestlé’s page, Facebook uses its presence on LinkedIn to drive recruitment with content focused on career development and professional opportunity.

What You Can Learn

While these pages cover a wide range of industries and content strategies, there are a few clear commonalities across the most followed pages on LinkedIn:

All of these pages create and share original video content.
They also use a significant amount of their content to highlight socially responsible initiatives and company values.
Many of these pages put the spotlight on their own employees and their unique stories or talents.

If you’ve been trying to grow your follower count on LinkedIn, you can definitely take a few pointers from these leaders on the platform.

August 29, 2019/0 Comments

4 Ways to Start Growing Your Brand on LinkedIn Today

General, Marketing, News, Social Media Marketing

When it comes to growing your business on social media, everyone automatically starts thinking about Facebook. That’s great if you have a brand which suits that platform, like a clothing brand, athletic equipment company, or content publishing website.

For B2B companies, though, it may not be the most useful.

In fact, you might be better served by another platform entirely: LinkedIn.

Despite its reputation as an “online resume site”, LinkedIn has proven itself as a powerful platform for connecting businesses, finding leads, and increasing sales.

It is so powerful that one study found that 92% of B2B marketers agree that LinkedIn is the best place to win leads and 64% of corporate website visits come from the platform.

If this has got you intrigued, I want to share a few quick tips you can use to start improving your LinkedIn presence today:

1) Your Personal Profile is as Important as Your Business Profile

This one might seem a little odd to those coming from other social networks like Twitter or Facebook.

On those sites, you can typically keep your personal profile completely separate from your professional pages without any issue.

On LinkedIn, you are expected to interact as a representative of your current company. As such, it is important for you to put just as much, if not more, effort into maintaining your personal profile compared to your company’s profile.

2) Share Content

If you want to engage with the community on LinkedIn and make a name for yourself, you have to start speaking their language. Coincidentally, the language of LinkedIn is content.

Passionate business owners and representatives use the site to talk about their experiences, share tips, and otherwise “talk shop”.

If you want to stick out, you have to start sharing your own tips and information, commenting on theirs with your own thoughts, and start being a part of the conversation.

3) Follow Up With Real-World Connections

How often do you meet someone who seems like a great prospect, exchange business cards, and then let that person disappear into the ether – never to be heard from again?

Whether it’s a guest at a networking event you recently attended, a friend-of-a-friend, or a prospect you spoke to the other day, there is always a good chance you can find them on LinkedIn.

This will not only give you the ability to touch base with a prospect you let fall away not too long ago, but it will help you constantly prove your value to potential customers until they eventually need you.

Make a practice to connect with any professional acquaintances you make to keep in touch with them and keep your brand in their mind.

4) Join or Start Groups

Another great way to get in on the discussion with other people interested in your industry is with LinkedIn Groups.

This is where people have a more focused conversation, asking for help with problems or sharing the latest news in your market. There are tons of groups out there for you to join in with pre-established audiences of other professionals in your industry, or you can always choose to start your own group and really position yourself as an authority.

LinkedIn has grown a long way from the small little resume listing site it may have started as. These days, it is a central hub for both businesses and professionals from all industries around the world to connect and establish their reputation. Most importantly, it has also shown that it can be a reliable source of leads and revenue.

July 18, 2019/0 Comments

LinkedIn begins showing all your ads from the last 6 months in one place

Advertising, Marketing, News, Social Media Marketing

LinkedIn will begin showing all the sponsored content an advertiser has run within the past six months in an “Ads” tab on the associated LinkedIn pages.

The company announced the change this week as part of an effort to bring more transparency to advertising across the platform:

“At LinkedIn, we are committed to providing a safe, trusted, and professional environment where members can connect with each other, engage with relevant content, and grow their careers. Increased transparency to both our customers and members is critical to creating this trusted environment.”

When viewing an advertiser’s page, users will be able to click the “Ads” tab to view every ad that company has run in the past six months.

Users can also click on the ads as they typically would, but the advertiser will not be charged, nor will it impact campaign reporting.

Obviously, the tab won’t include any of the information behind the ads, like who they targeted or the budget for that campaign.

In my eyes, this seems like a reason to ensure your LinkedIn advertising is consistently high-quality, with the upside that high-performing ads have a chance to lead to sales without having to pay for those ad clicks.

May 22, 2019/0 Comments

The Complete Guide To Marketing Your Brand on LinkedIn [Infographic]

General, Infographic, Marketing, Social Media Marketing

LinkedIn isn’t like most social media platforms out there. You can’t just transfer the same strategies and types of content you post on Facebook, Instagram, or Twitter over to LinkedIn and expect people to be interested.

This is because people don’t use the platform the same way they use other social networks. Obviously, they approach the platform with a more professional, reserved presence that speaks more to their career goals and market knowledge than personal photos from vacations or the latest memes.

Still, LinkedIn can be an incredible tool for growing your business, whether you are in a B2B industry or primarily provide services or products to consumers. The key is knowing how to change up your typical social media strategies for the new platform.

Thankfully, Leisure Jobs has created a detailed cheat sheet which breaks down everything you could need to know about how to do LinkedIn right. It includes every area you could imagine, including personal profile construction, business listing strategies, some quick secrets to standing out from others on the platform, and much, much more.

You can see the infographic below, or check it out here for the high-resolution version.

May 7, 2019/0 Comments

LinkedIn’s new ad targeting options allow you to target your ideal customer

Advertising, Marketing, Social Media Marketing

LinkedIn is expanding its ad targeting options to allow advertisers the ability to better target their ideal audience.

The professional social platform has launched lookalike audience targeting which allows you to create an ad audience similar to your dream customer.

As the company says in their announcement:

“LinkedIn’s lookalike audiences combine the traits of your ideal customer with our rich member and company data to help you market to new professional audiences similar to your existing customers, website visitors and target accounts.”

Specifically, the company highlights a few ways lookalike audience targeting can help businesses improve their advertising:

Reach high-converting audiences: Discover audiences similar to those who are already interested in your business.
Get results at scale: Extend the reach of your campaigns to more qualified prospects.
Engage new target accounts: Target your ads to additional companies you may not have previously considered. These companies match a similar company profile to your ideal customer.

In testing, LinkedIn says lookalike audience targeting led to a 5-10x increase in campaign reach without sacrificing ad performance.

At the same time it announced the launch of these new targeting options, LinkedIn also revealed a few other improvements to their ad platform:

Interest Targeting

While interest targeting has been available on LinkedIn since January, the company says it is now increasing the targeting capabilities of the feature.

Through a partnership with Microsoft, LinkedIn will now allow advertisers to target users based on not only their LinkedIn profile information but through the professional topics and content they engage with on Bing.

Audience Templates

LinkedIn has also created some new features specifically aimed at new advertisers. Audience templates provide advertisers with a selection of more than 20 premade B2B audiences. This way, you can start targeting your ideal audience without having extensive knowledge of ad targeting.

The templates cover a range of characteristics, from users skills, job titles, groups, and more.

In the announcement, LinkedIn says the new features will all be rolling out over the next two weeks.

March 21, 2019/0 Comments

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