LinkedIn has emerged as a formidable force in the marketing world. To keep up with Facebook and Instagram, it has continually undergone changes and updates, evolving to meet its users’ needs. The most recent updates worth noting include the following:
Changes to AI Training
While AI has proven helpful across industries, only some people are sold on this technology. Moreover, not everyone wants their data used to enhance AI capabilities. If you don’t want your content to be used to train LinkedIn’s generative AI model, you can now opt out.
Changes to LinkedIn Ads
LinkedIn has enhanced its advertising features in several ways, such as the following:
- Brands can use Thought Leader ads to sponsor member-authored newsletters.
- Advertisers can improve their lead generation by targeting leads that meet specific criteria pulled from customer relationship management data.
- Businesses can apply for monthly invoicing, link several accounts to one payment method, and directly edit invoices.
Changes to Ad Metrics
The Campaign Manager platform now offers information on the percentage of your target audience you have successfully reached. You can find this information through Audience Penetration reports.
New Opportunities for B2B Marketers
LinkedIn has improved its capacities for B2B marketers, giving you more power to engage with your audience through the following:
- User-friendly layouts
- Easier-to-navigate admin tools
- The ability for company pages to comment on other user profiles (while quickly switching between your personal profile and company page)
- The ability to integrate RSS feeds from blogs, YouTube channels, and podcasts
- Newsletters for company pages (giving you the chance to build a subscriber base on LinkedIn, notify subscribers of new issues, integrate other media types, and get indexed by Google, increasing your discoverability)
LinkedIn is becoming an increasingly important tool. If you have any questions about this platform or its recent changes, give us a shout, and we’ll be happy to help.