LinkedIn Unveils New Pages Features for B2B Marketers

In order to assist B2B marketers in posting content and running live events on the network, LinkedIn today launched new functionalities.

Scheduled Articles: Marketing professionals may now set a precise day and time for posts to appear on the LinkedIn page of their company. Users now have the option to schedule content directly within the LinkedIn platform rather than relying on a third-party marketing or publishing service. All scheduled posts may be viewed and managed within the platform, and posts can be scheduled up to three months in advance.

Live audio-only conversations. Users can host live conversations without video with LinkedIn Audio Events, another new tool. LinkedIn members can RSVP in advance after the host makes the event announcement. With a speaker on the “stage,” Audio Events are loosely organized. Additional virtual guests may raise their hands and, if they so want, be invited to take the stage. Although customers need a third-party broadcasting tool to access LinkedIn Live, the company already offers a product for video events. Although there are no fees associated with event items, LinkedIn requires producers and organizations to have 150 or more Page followers in order to hold an event.

Automated posting of new positions. Moreover, LinkedIn has included an opt-in to automatically post new job postings on Pages. If this option is selected, LinkedIn will publish one new job every day as a planned post on the organization’s Page.

Following for Pages: Now that individual LinkedIn users may follow other users, pages used by corporations can do the same.

Why are we concerned:  Larger and more established companies have long included social media scheduling tools in their digital marketing toolkit.

LinkedIn is making it simpler to plan content and offer positions directly on the site with a smaller staff and budget. By striking a balance between a written piece and a formal video talk, the new Audio Events provide B2B marketers an additional opportunity to express industry views and discuss ideas in a more informal setting.