In our opinion, and from what we’ve seen other users saying, LinkedIn Company pages were previously sub standard when it came to social engagement. It seemed to be a one-way street with very basic interaction allowed.
But it now seems that they’ve finally caught up with the focus on engagement. They’ve completely revamped and redesigned LinkedIn Pages (catchy, we know) to help businesses and content marketers showcase their knowledge and expertise.
In a blog post on LinkedIn announcing the news, Sparsh Agarwal, Senior Product Manager at LinkedIn, explained “our new Pages experience is built to foster active communities and conversations on LinkedIn with a company’s employees, customers and followers.
Pages have been rebuilt from the ground up to make it easier for brands, institutions and organisations — from small businesses to large enterprises — to foster constructive conversations with LinkedIn’s community of more than 590 million members and 30 million Pages.”
The main key benefits are:
- Post and respond on the go with the LinkedIn mobile app
- Share files such as PowerPoints, PDFs and Word Docs
- Associate your LinkedIn Page to trending hashtags
- Share your employee’s posts, re-share and respond to any post where your company page is mentioned
- Discover trending topics for your audiences
- Drive specific actions with customisable call-to action buttons
At the same time as all of those benefits, LinkedIn also released a feature that suggests content (named, you guessed it, Content Suggestions), with the aim of showing topics and pieces of content that are trending within the company’s target audience.
In the same blog article, Sparsh said that “one of the biggest challenges for admins is knowing what type of content will add value for their community, otherwise their posts can fall flat.
We’ve built Content Suggestions, a new feature that surfaces the topics and content trending with their target audience on LinkedIn. With these insights, admins can now curate and create content that their audiences are sure to engage with.”
This information is invaluable to content marketers and business owners, as it gives them an even greater insight into the content, information and guidance that their customers and followers want to see and regularly engage with. These insights will help shape the future of marketing strategies, which is something we’re always advising people to do.
This is an exciting development for LinkedIn, and we’ve recently seen many more businesses and brand ambassadors utilise the algorithm updates to connect, share and build relationships with others on the platform.
The changes to the LinkedIn Pages experience, as of the start of November 2018, were only being rolled out across the US, but we’ve recently noticed some of the features on our LinkedIn company page.
It’ll be interesting to see how this changes the increases in engagement, and whether these changes have an impact on the way that businesses, owners and customers interact, engage and connect.
If you want to see what we’re up to then check us out on our LinkedIn page here.
