LinkedIn marketing serves more than 200 million monthly active users, and the B2B social site helps connect like-minded peers across the globe. With social media marketing a growing practice, and companies focusing more resource on content analytics, new features often help brands advance and enhance their current strategies.
Recently, LinkedIn introduced a new feature that allows businesses that manage their own Groups to highlight their LinkedIn communities. The function rolled out last week, with Page managers seeing the call to action “New! Spotlight your groups on your Company Page.” The site explains that the feature can help drive member growth, deepen engagement and increase awareness. More, it only takes a few minutes to set up.
Here’s how to make Groups more visible on LinkedIn:
- Click the blue “Edit” button on the brand Page.
- Navigate to the “Featured Groups” section on the site.
- Enter the Group name.
- Click the “Publish” button to spotlight the Group on the homepage.
Only Group managers have the ability to spotlight their LinkedIn communities, which helps associate a certain Group with its brand. Marketers can use these forums to spark social chatter, monitor industry-relevant conversations and promote their own authoritative custom content.
Businesses that cater to other organizations and professionals must embrace LinkedIn as a key to lead generation and sales. When marketers actively engage on the network in Groups, they can leave positive impressions on potential customers, and act as brand ambassadors online. To widen a company’s reach, social media marketing and content marketing must come together on LinkedIn, and Groups can be the magnet that attracts premium leads.