LinkedIn adds content recommendation, lead gathering tools for brand Pages

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LinkedIn has added new tools for companies to boost organic promotion. And it connects them with more colleagues through Pages.

You will see a new My Company tab in your company page. And it will have Recommend and Content Suggestions lists. With it, you can directly share relevant posts. It also increases internal engagement among employees.

“Page admins can now curate organic content through a new “Recommend” tool and suggest trending articles for employees to reshare through “Content Suggestions”. We’ve also added a new Analytics feature that allows you to measure the reach and impact of your employee advocacy program,” says LinkedIn.

Migrating tools

The tools came from the LinkedIn Elevate employee advocacy program. The social network is expanding these Elevate tools into its other products.

The firm added Elevate features into Sales Navigator in 2019. And users started getting alerts from Elevate within their Navigator dashboard afterwards.

LinkedIn announced in January this year its plans to include Elevate’s employee advocacy platform into regular company pages.

The update will start a more cohesive, targeted way for branding. It taps on the profiles and personal reach of your employees to spread the message.

LinkedIn says employees are 60 percent more likely to engage with posts from coworkers, as opposed to non-coworkers. And they are 14 times more likely to share content from their company’s Page, as opposed to another company.

Lead Gen Forms

LinkedIn also announced a new addition for its Product Pages.

“Today, we’re excited to bring Lead Gen Forms right to your Product Page – for free. Lead Gen Forms let you drive more high-quality leads through pre-filled forms populated with a member’s LinkedIn profile data. When a member clicks on one of your products, their LinkedIn profile information automatically populates an in-app form that they can submit instantly – without having to type in their info by hand,” says LinkedIn.

linkedin product page campaign manager

LinkedIn Product Pages help create lists of products and services that businesses offer on their company page.

You can promote specific products for display and connect with your LinkedIn audience. But the option has yet to roll out to all company pages. Only B2B software products are in the list for now.

LinkedIn says more than 10,000 companies have posted over 12,000 products to Product Pages so far.

Free lead gathering from the tool adds a valuable option to marketers’ arsenal moving forward. It opens new doors for ad targeting, audience segmentation, research and more.

Finally, LinkedIn has announced that all company pages can now post LinkedIn Stories. Each business can add swipe-up links to their Stories frames.

LinkedIn launched Stories for individual users in May 2020. And it gradually brought the tool to other regions. Now, the platform’s company pages can ride along.

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Author: Francis Rey

Francis is a voracious reader and prolific writer. He has been writing about social media and technology for more than 10 years. During off hours, he relishes moments with his wife and daughter.

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