LinkedIn can be great platform to build a community, network with other creative professionals and reach your target audience. We’ve recently discovered some new features on LinkedIn that could be useful for your creative business.

Some of the most frequently asked questions we get asked are about LinkedIn and how to use the platform. LinkedIn content can become quite repetitive with brand heavy content that’s not relatable to you. To help you stay relevant with your audience and keep them engaged, you could try these new features to create different forms of content on LinkedIn.

Keep in mind: you do not need to do all of these as part of your content strategy. Always ask yourself if a new tactic will be relevant to your audience first before you embark on a change.

New Features on LinkedIn:

LinkedIn Newsletter
LinkedIn Articles
LinkedIn Live
Reach and Frequency forcasting
Brand Lift Testing
Boosting

LinkedIn Newsletter

LinkedIn Newsletter allows you to publish recurring articles around a topic that matters most to your brand. It helps to build a community via subscription based on that content. Not only will your subscribers get a notification every time you post to your newsletter, but it will also send one-time notification to all of your page followers when you start your newsletter, helping your content gain immediate traction.

Why LinkedIn Newsletter might be helpful for you:

Build thought leadership
Gain an audience fast
Connect with your audience in an easy format that enables engagement
Understand what your audience is interested in
Attain new or contrarian perspectives

LinkedIn Article

Write and publish individual articles. Post long-form content pieces on a variety of topics that relate most to your audience. Inform your audience on future work insights, product and project launches and review the analytics of how your article translated to your audience. LinkedIn Article, allows you to have creative freedom on the type of lengthy content you choose to research and write about, which may appeal more towards your target market. This can be useful if you do not have the ability to host articles within your company website.

How to make your articles top performing:

Make it visually appealing
Have a catchy title
Readability is important - make it easy to understand
Boost your articles with post promotion to drive readership
End with a call-to-action - ask for the engagement you want

LinkedIn Live

87% of viewers would prefer to watch online vs. on television if it meant more behind-the-scenes content. Source: Livestream

Get personal and real with your professional audience by doing a live video to your LinkedIn audience. This has been very successful on platforms such as Instagram and could have just as big an impact on here, too. LinkedIn Lives are recorded to boost your engagement by 7% more reactions and 24% more comments.

Being able to talk to your audience on a live makes your business LinkedIn profile more personable, interesting and builds trust. There are a variety of different ideas to spark audience conversations and attract future employees.

Content ideas for LinkedIn Lives:

Express your thought leadership
Interview a guest
Showcase yoru creative process in real time
Launch new projects or products
Showcase the team behind your brand
Promote an event

Reach and Frequency forecasting

This new feature of LinkedIn is one we found very interesting - especially for businesses or individuals who use LinkedIn for business development opportunities. One reoccurring worry for users is whether or not your content will do well. Will it achieve the engagement you were hoping? Is it gaining followers and ever-lasting followers from the content?

Commonly, we find ourselves seeking prediction. The Reach and Frequency forecasting tool can logically predict who the information will reach to help you create content accordingly. It can also guide where to invest your ads so you can maximise your reach.

Brand Lift Testing

This tool measures the impact of your ads by surveying its members in test and control groups. For example, comparing your brand perception between members who have viewed your ads versus members who haven’t. This allows you to view detailed results to gain better understanding of the effect your ads have on your audience. You’ll be able to determine brand favourability and familiarity, product consideration, and much more.

First: it enables you to take a baseline of your brand’s perception via a control group that has no exposure to your current ads.
Second: it surveys members who have been shown your ads to measure impact of key brand metrics, like awareness, favorability, and consideration.

You can use the results from your Brand Lift test to improve ad performance.

Why is testing beneficial?

Understand your ad performance
Gain insight into market sentiment of your ads and brand
Optimise your campaigns based on statistically significant data
Data-driven value supporting your ad spend

Boost

Boosting extends your post’s reach through advertising campaigns. If you’ve boosted a post on Instagram, this works in a similar format. Select an objective for boosting your post, define the audience you wish to display to, set a budget and schedule to limit how long the post is boosted. Currently, LinkedIn’s Boost tool promotes events, videos, and posts with text or images.

Want to read further about LinkedIn Business’ new Marketing Solutions? Click on the link to head over to LinkedIn Business.

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New LinkedIn Features - You might not know about