2 New LinkedIn Features Every B2B Marketer Needs to Know

LinkedIn

Although LinkedIn is only the 5th largest social media network, according to the Pew Research Center, posts on the network generate twice as many social referrals for corporate homepages than Facebook and Twitter combined.

To succeed in B2B marketing, LinkedIn must be a staple of your social media efforts. As the 3rd fastest growing social media site, it’s vital for marketers to not only know how to utilize LinkedIn, but also to stay up to date with all of its new features.

Recently, the network introduced several changes that are designed to help marketers promote employee advocacy and improve content analytics. Without further delay, here are 2 new LinkedIn features that can help spark your business.

LinkedIn Elevate: A New Platform for Employee Advocacy

What is it?

The most prominent of the new features, LinkedIn Elevate is an employee advocacy platform that will be publically available in Q3 2015. It basically combines recommendations from LinkedIn Pulse, Newsle, and human curation to generate a constant stream of relevant content for employees to share.

According to stats from the social network, despite the huge potential of employee advocacy, only 2% of employees share content their company publishes on LinkedIn. However, this small percentage accounts for about 20% of the engagement – clicks, likes, comments, and shares – that content generates.

Elevate is mutually beneficial to both the company and the employee, increasing company page views as well as personal connections and branding for the employee.

How does it work?

Elevate uses an algorithm similar to LinkedIn Pulse, in order to gauge what an employee’s interests are, and then streamlines relevant company content for quick and easy sharing.
Sharing is made simple through an intuitive interface and a share button that requires no extra work on the employee’s behalf. In addition, Elevate’s intelligent sharing schedule system knows when the optimal time to share is by measuring network activity and publishing posts at “primetime.”

How do I know if it’s working?

What’s great about Elevate is that both marketers and employees can track the performance of the posts they’re sharing. The tool offers a powerful analytics database that enables employees to track how many likes, comments, and shares they received on a post they shared, and also check who viewed it.

Marketers can track all of that and more – including company page views, followers, job views and advanced data, such as hires, leads and sales.

Has it worked so far?

Currently, Elevate is only available to companies by invite-only, but is expected to be released to all companies within the coming months.

Three major companies – Adobe, Quintiles and Unilever – have participated in a trial run of the software.

  • The Quintiles employees who have participated reported 4x more profile views and received 2x more connections
  • Unilever employees drove 4x more Company Page views, 2x more Company Page followers, and 6x more job views
  • Adobe Social Business Leader Cory Edwards reported that employees who participated in the LinkedIn Elevate drove 80% more Adobe job views than they did previously, and each participant drove 3 – 4 new trial downloads for Adobe solutions.

With trial numbers like these, expect to see LinkedIn Elevate become a staple in content marketing and employee advocacy strategies.

LinkedIn Publishing Platform Analytics

What is it?

LinkedIn recently expanded the scope of analytics it offers for those using its publishing platform. With these new analytics, you can gain valuable insight into who’s reading and engaging with content you publish. Marketers can see this data directly inside LinkedIn, instead of heaving to use a 3rd party tool.

For example, the analytics include the top four industries, job titles, locations, and traffic sources of those who have read, liked, or shared your published content.

How does it work?

LinkedIn’s new tool will allow users to look at posts going back six months, and analyze a plethora of statistics on the content posted. You can scroll through tabs of information and find the specific analytics you’re looking for. According to a recent TechCrunch article, there’s some speculation that LinkedIn will increase the six-month time-frame – perhaps as a premium product.

How do I know if it’s working?

For now, since this feature is still free and relatively new, so only basic analytics are provided. These can be used to help you identify which specific personas are most interested in your content. If you see that LinkedIn members from a certain industry or geographic area often engage with what you’re writing, this is a great way to start refining your content marketing strategy to match that target audience.

Has it worked so far?

In a post from LinkedIn on the feature, the company refers to a LinkedIn user named David Petherick, and his experiences with the analytics. David details a particular experience he had in which he noticed a peculiar demographic he had reached. A post he wrote on French law was popular among those in France, but he noticed an audience that was almost equally as large, located in Chicago. This insight is enabling him to further investigate demographics he previously didn’t consider in his future posts.

What stats do they provide?

The post stats include how many people viewed, liked and shared the post, as well as which LinkedIn users have done so. There are also further demographic break-downs on those who are reading including information pertaining to industry, location and job title.

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Whether you’re looking to increase employee advocacy, improve your analytical capabilities or get to know just who your really audience is, these new features are sure to help. Implementing them is an excellent way to boost your marketing efforts, and make you a frontrunner in social strategy.

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