LinkedIn Archives - B2B Marketing Blog

5 Fresh Features: What LinkedIn’s New Learning Hub, Ratings & Reviews, Live Events & Page Article Updates Mean for B2B Marketers

Lane Ellis on Sep 22nd, 2021
B2B Marketing, LinkedIn

What do B2B marketers need to know about LinkedIn’s* new full-length articles, profile ratings and reviews, Live Events, Learning Hub skill-building platform, and updated accessibility features?

The world’s largest professional social media platform — with more than 774 million users — has rolled out an impressive assortment of new features throughout 2021, including five recent additions that bring a goldmine of new opportunities for B2B marketers.

For the first time, Microsoft-owned LinkedIn saw annual revenue topping the $10 billion mark, Satya Nadella, chairman and chief executive officer of Microsoft announced in July, with quarterly revenue up 46 percent.

This growth has been accompanied by a number of powerful and fascinating new feature roll-outs that are poised to make a change in how B2B marketers utilize LinkedIn.

5 Fresh Features: What LinkedIn’s New Learning Hub, Ratings & Reviews, Live Events & Page Article Updates Mean for B2B Marketers

Social First for B2B Content Marketing: What, Why and How

Joshua Nite on Aug 12th, 2021
B2B Marketing, LinkedIn, Social Media

When I think about social media marketing, especially for B2B, I’m reminded of words of wisdom from one of my favorite bands:

The more you try to shave the cat
The more the thing will bite and scratch
It’s best, I think, to leave its fur
And listen to its silky purr
Some people like to make life a little tougher than it is.

— Cake, Tougher than It Is

(Seriously, give it a listen, it’s a bop).

How does this apply to B2B social media marketing? Well, marketers, we’ve been trying to shave that particular cat for a decade.

The Problem with Most B2B Social Media Marketing

The goal of a social media site is to keep people on the platform — reading, commenting, interacting, infinitely scrolling.

Social First for B2B Content Marketing: What, Why and How

10 New Insights B2B Marketers Need To Know About LinkedIn In 2021

Lane Ellis on Mar 17th, 2021
B2B Marketing, LinkedIn

What has changed at the world’s largest professional social media platform during the pandemic, and how will it shift for B2B marketers in the post-pandemic landscape?

LinkedIn* has already rolled out an impressive assortment of new features in 2021, and we’ve got 10 insights that B2B marketers need to know about them.

Over the course of the pandemic, LinkedIn ads have been among the marketing channels that have grown the most in importance according to report data examining B2B technology marketing strategies, as we covered in a recent edition of the TopRank Marketing news.

LinkedIn also saw a revenue increase of 23 percent during the second quarter of fiscal year 2021, according to earnings release information from parent company Microsoft, led in part by strong advertising performance.

10 New Insights B2B Marketers Need To Know About LinkedIn In 2021

Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

Lane Ellis on Jul 1st, 2020
B2B Marketing, LinkedIn, Video

How can B2B brands benefit from using LinkedIn Live, and what are some examples of businesses rocking their LinkedIn Live marketing?

LinkedIn* has seen its live-streaming LinkedIn Live feature being used by more major firms all the time, and we’ll take a look at five top B2B brands that are rocking their LinkedIn Live game.

The sky’s the limit when it comes to how B2B brands can use LinkedIn Live. Here are 12 to get you started:

Interviewing a Member of Your C-Suite
Answering Frequently-Asked Questions
Streaming a Keynote or Session
Highlighting Special Events
Streaming “Ask Me Anything” Episodes
Introducing Various Team Members
Deep-Dive Interviews
Showcasing Behind The Scenes Workplace Culture
Unveiling New Innovations
Launching Episodic Content

Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

5 Top B2B Brands Maximizing LinkedIn Engagement

Lane Ellis on Sep 18th, 2019
B2B Marketing, LinkedIn

With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.

LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users.

It’s also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram.

Since LinkedIn has rolled out so many new tools for brands to maximize their engagement on the Microsoft-owned platform, let’s take a look at how five large primarily B2B companies are connecting with audiences through the myriad of page, group, and showcase page options LinkedIn now provides.

5 Top B2B Brands Maximizing LinkedIn Engagement

Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Nick Nelson on Jun 24th, 2019
B2B Marketing, LinkedIn, Social Media

It’s plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Everything You Need to Build a LinkedIn Marketing Tactical Plan

Alexis Hall
LinkedIn, MarketingProfs B2B Forum

Over the last five years, we’ve seen an evolution in the way B2B marketers are talking about and using social media. We’ve evolved from asking “Should we be doing it?” to “Is what we are doing worth it?” to now “How do I make this really effective channel even more effective?”.

According to a recent study from Oktopost, 79% of B2B marketers believe social media is an effective marketing channel (Oktopost). And for many B2B marketers, LinkedIn is THE social media channel. In fact 43% of marketers say they’ve sourced a customer from LinkedIn (Hubspot).

But could we be doing better? Can we use LinkedIn more effectively?

Everything You Need to Build a LinkedIn Marketing Tactical Plan

Does Snark = Sales? What Consumers REALLY Want from Brands on Social Media

Joshua Nite
Facebook, LinkedIn, Social Media

Social media marketers, do you feel a brief pang of envy when a brand gets sassy on Twitter or Facebook? Do you wish you had the brand identity and/or corporate backing to smack down a troll, a la Wendy’s?

Me too. It’s only natural. Even in a profession as inherently creative as marketing, some of us can fly our freak flags higher than others. If you’re working in financial services, or healthcare, or any number of staid verticals, odds are you have to keep your sarcasm in check.

We may never get the sweet satisfaction of seeing a tweet full of biting wit go viral. But we have to keep perspective. Are we here to get featured on Buzzfeed, or to generate revenue? Does the snark really translate to sales?

Does Snark = Sales? What Consumers REALLY Want from Brands on Social Media

Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps

Emily Hinderaker
LinkedIn, Online Advertising

[Editor’s Note: This is the first post from one of the newer members of our team, Emily Hinderaker. Emily joined TopRank Marketing earlier this year as a Marketing Copywriter.]

The one item that marketers crave above everything else is information about their prospects. Often, there is even a dollar amount assigned to gaining access to a name, email or phone number. In a time where this information is highly coveted, what is one thing marketers can do to make it easy for prospects to convert?

The answer, targeted, compelling, one-click conversions.

According to Stephen Slater, Digital Advertising Manager at TopRank Marketing here’s why:

Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps

20 Awesome Healthcare Marketers to Follow on LinkedIn

Joshua Nite
Content Marketing, LinkedIn, Online Marketing, Social Media

Marketing is a challenging profession, full stop. But some flavors of marketing are trickier than others. Healthcare marketers have the same obstacles and issues other marketers do, and they have to contend with strict brand guidelines and stricter federal regulations.

It’s like the old saying: “Ginger Rogers did everything Fred Astaire did, only backwards and in high heels.” These healthcare marketers may or may not know how to tango, but their hard work deserves our recognition.

Here are just a few of our favorite healthcare marketers.

Rob Birgfeld, AVP, Chief Digital Marketing Officer, Inova Health System

Rob is a talented marketer who came to the healthcare field four years ago, when he took on the CDMO role for Inova Health System. He’s a jack of all trades: From social media to blogging to product development, Rob keeps Inova’s marketing strategy sound in the short and long term.

20 Awesome Healthcare Marketers to Follow on LinkedIn

The New Face of LinkedIn: What You Need to Know About the Redesign

Joshua Nite
LinkedIn, Social Media

Even the most starched-shirt professional can use a new look every now and then. Skinny and wide neckties go in and out of fashion. Hemlines trend up and down. You can be fashionable and professional at the same time.

All of which to say, LinkedIn has started to roll out a substantial redesign. Not everyone has it yet, but it’s coming soon for everyone, and it’s definitely a bid to keep up with the cutting edge of web design.

The redesign cleans up the interface substantially, fully committing to the card-based look the site has been flirting with for the past two years. Icons are simplified and are a closer match to the mobile experience. And some features that were hard to find before are now front-and-center.

The New Face of LinkedIn: What You Need to Know About the Redesign