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Seven little known features of LinkedIn for brands

LinkedIn has some cool features that brands can utilise to get their marketing message across, showcase their products and talent inside the organisation.
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By Eileen Brown, Contributor on
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LinkedIn, the social networking platform for professionals, has some little known, cool features. Brands large and small can use these to get their marketing message across, showcase their product lines — and highlight the talent inside the organisation. Here we showcase some of LinkedIn's features for bigger brand impact.

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Display Advertising

Display advertising enables you to insert ads on the right hand side of the user's home page — or on your own brand page. Ads enable you to break through the noise in a user's feed with an eye catching display ad.

Ads can be served on profile pages, inbox, search results pages and groups. Audience targeting means that you can get your ad to the right segment of your customer base.

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Optimised company profile page

A company page which is optimised for SEO can ensure that search engines such as Google and Bing can easily find your page. Adding keywords and other URLs to your LinkedIn company page will help with SEO. Other links to content on your site will help you get an advantage over your competitors that have not optimised their pages.

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Follow company ads

Brands can insert the follow button to an ad when running a campaign. The button appears below the ad encouraging the target audience to click follow.

This then ensures that updates from the company appear in the user's feed.  

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Sponsored updates

A sponsored update enables you to promote a specific update on your feed to audiences that you target. Engaging updates continue to get great reach and click-throughs for your post, drawing customers to your site.

The update is basically a paid ad that appears in a user's feed and showcases and promotes your best content. It enables you to raise awareness about your brand, change perception and generate business leads.

Engagement metrics show you how much of an impact you have made for each sponsored update.

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Brand Influencers

In 2014 LinkedIn opened up its publishing platform to enable its influencers to build their brand across the network. Their published content remains with their LinkedIn profile and showcases their professional experiences. Influencers such as Bill Gates and Richard Branson share their insight with followers.

Brands can encourage their internal influencers to contribute content as publishers on the platform.

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SlideShare content ads

LinkedIn acquired SlideShare and takes advantage of its rich media repository. You can demonstrate your experience and thought leadership by posting visually engaging content.

You can also serve your presentations through SlideShare content ads which appear at the top of LinkedIn pages and ensure that the maximum number of people see the content.  

Saving your SlideShare content with suitable keywords will extend the reach and discoverability of the content.

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Showcase Pages

Showcase pages enable you to create a different linked page for each part of your business. If your business consists of multiple discrete parts you can build a presence for each distinct aspect of the business.

Showcase pages enable you to target different segments of your customer base from individual pages and analyse success with dedicated tools for each page.

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