By Lane Ellis

What are the newest features on LinkedIn*, and how can B2B marketers best use them to attract, engage, and convert business professionals?

As the world’s leading business social platform, Microsoft’s LinkedIn has released a surprising array of innovative new ways for B2B marketers and brands to build new connections and forge even stronger existing relationships.

LinkedIn has undoubtedly witnessed numerous social platforms adding elements to attract B2B marketers, yet it remains the dominant player in the massive business sector. An important factor in LinkedIn’s continuing dominance and growth has been its steadfast determination to innovate with an abundance of new features.

75 percent of enterprise content marketers have said that LinkedIn produced the best results among social media platforms over the past year, followed by Facebook with 42 percent and Instagram with 32 percent.

With so many new tools and options available on LinkedIn, it can at first seem somewhat overwhelming to know which ones to try first.

Let’s take a look at a selection of some of the recent features LinkedIn has launched that are particularly well suited for B2B marketers looking to elevate connections, communities, and creativity.

1 — Robust LinkedIn Newsletters For Company Pages

A powerful feature for connecting with audiences is LinkedIn’s on-platform newsletter creation and distribution system — a largely undiscovered gem for B2B marketers that has recently been expanded in scope.

LinkedIn’s newsletter system lets users who qualify for creator mode access publish written content at regular intervals, which is a boon for subject matter experts and influencers looking for new ways to share and promote material they’ve written or co-created with others.

The latest addition to LinkedIn’s newsletter offering, however, has expanded the system to qualified LinkedIn pages, allowing brands of all sizes to fully harness the professional platform’s powerful scope and reach.

Initial newsletter qualification requirements included LinkedIn users and pages with over 150 followers or connections, a recent history of sharing original content on the platform, and adherence to standard LinkedIn community policies.

LinkedIn’s newsletter feature offers a wealth of options for B2B marketers that go well beyond what’s available using the platform’s traditional article format, whether for individual users or through LinkedIn’s specific articles for pages offering.

A robust array of personalization options are included when creating a newsletter as a company page, and when a page publishes its first article using the feature, all of the page’s followers automatically get a notification to subscribe. Those followers who choose to subscribe — and by already being a fan of a page, it’s much more likely that members will do so — will subsequently get both an email and a notification when new newsletter articles from the company page are published — both of which can optionally be turned off.

The ramifications of B2B marketers and brands using LinkedIn’s newly expanded newsletter capabilities are far-reaching, and the coming months will be a fascinating time …read more

Source:: Top Rank Blog

Author: Aaron