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4 New LinkedIn Features Lead Generation Companies Should Try In 2021


Digital Marketing / January 19, 2021

In the last few years, LinkedIn has stepped up its marketing game. The social media platform now frequently launches new advertising options and new features. New LinkedIn features are often underutilized, although the platform offers powerful marketing tools that can positively impact your brand’s lead generation initiatives.

Read on to discover 4 new LinkedIn features that’ll help you use LinkedIn to its full potential. 

1. Use LinkedIn’s Company Engagement Report

A growing number of lead generation businesses are integrating Account-Based Marketing into their marketing strategy. 

Account-based Marketing (ABM) is a growth strategy focused on creating a personalized buying experience for specific high-value customers identified by sales and marketing. 

With LinkedIn’s new Company Engagement Report, you can get in-depth insights on which companies are engaging with your paid and organic LinkedIn content. A Marketer’s Dream.

The report includes metrics such as engagement level, members targeted, campaigns, impressions, website visits, organic engagement and ad engagement.

Go through the report to identify highly-engaged companies. Which companies showed interest in your content and visited your website? It might be a good time to take the next step and ask your sales rep to reach out to these specific companies. 

The data available in this report can also be used to assess your campaign’s performance and make some tweaks if necessary (Is your target audience interacting with your content? Is your targeting too large?)

How to access the Company Engagement Report: 

  • Open your LinkedIn Ad Account
  • Click on “Account Assets”
  • Go to “Matched Audience” 
  • Select A Company List in Your Account

2. Qualify Leads Through LinkedIn’s Conversation Ads

This recently launched ad format is an interactive experience that happens directly in your target audience’s inbox. Conversation ads are essentially LinkedIn’s native chatbot.

LinkedIn Conversation Ads

Advertisers can build their questions and answers sequence directly in the ad platform. 

Conversation ads appear as a sponsored message in your target audience’s inbox. Once they open your message they have access to multiple call-to-actions. Therefore, they can choose their next move depending on where they are in the buying process. 

Chatbots are widely used in lead generation initiatives because companies can easily qualify leads through a series of easy-to-answer questions.

For more information on LinkedIn’s Conversation Ads, click here.

3. Shift Your Networking Online With LinkedIn’s Events and Live

With most trade shows, conferences and events cancelled in 2020 (and most probably 2021), lead generation businesses had to shift their networking online.

Live videos’ popularity exploded in 2020 and we’ll likely continue to see brands using this channel to build their prospect list. 

Brands now have the possibility to promote and host their virtual events directly on LinkedIn.

To host a live event, your company needs to be pre-approved by the platform. You can apply here.

Nonetheless, companies can easily promote their event and redirect to a third-party video platform (Zoom, YouTube Live, GoToWebinar, etc.).

To promote your virtual event with LinkedIn: 

  1. Create your event (Admin Tools < Create An Event)
  2. Share your event on your business page
  3. Ask your employees to share the event in their network
  4. Invite connections to the event

4. Grow Your LinkedIn Skills With “LinkedIn Marketing Labs”

LinkedIn recently launched a new educational platform to help marketers improve their campaign’s performance and learn all about LinkedIn Ads. 

It’s a great way to learn best practices and discover better ways to generate results. 

Take a look at LinkedIn Marketing Labs here.

Let LinkedIn Experts Handle Your Social Media Initiatives

Our lead generation experts can also set you up for success on LinkedIn, get a proposal here.

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Marie-Joëlle Turgeon

Marie-Joelle works at Bloom, a digital marketing agency, as the Marketing Manager. She's passionate about digital marketing tactics (from social media to web design) for B2B businesses looking to grow online.


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