LinkedIn is rolling out an array of new features for business pages.

These updates can help you showcase your business’s brand identity, values, and offerings while utilizing advanced publishing and community-building tools.

Learn how these innovative features can enhance your LinkedIn marketing efforts.

1. Update To Scheduled Posts

One of the new features lets you plan your business page posts up to three months ahead for steady interaction with followers.

Available now on desktop, this feature will come to mobile soon.

2. Audio Events

LinkedIn is introducing live, audio-only discussions, eliminating reliance on external broadcasting applications.

Screenshot from: LinkedIn, March 2023.

This versatile, casual approach fosters audience connections and can position your organization as an industry authority.

Listeners can engage in the discussion through emojis and request to speak if they wish to contribute verbally.

3. Automatic Job Posting

For businesses with fewer than 1,000 employees, LinkedIn now offers an automatic job posting feature.

Screenshot from: LinkedIn, March 2023.

Once activated, the platform will automatically share one open role daily as a pre-scheduled post. The posts can be edited after they’re shared.

The feature excludes what LinkedIn categorizes as “basic jobs.”

4. Following Pages As A Page

LinkedIn Pages can now follow other Pages, making it easier to join chats related to your field with a feed dedicated to content from the businesses you’re following.

This feature aims to help businesses work together, share ideas, and create strong online communities of professionals.

In Summary

LinkedIn’s latest features for business pages offer new options to share content, connect with people, attract new talent, and keep up with industry chatter.

By leveraging these tools, you can improve your B2B marketing efforts and strengthen your online presence.

You want your online business to thrive. One of the best ways to do this is to establish website authority – and the key to successful authority building is to increase trust with your audience.

With the rise of AI tools, you must publish high-quality content that stands out from your competition, who may be using tools like ChatGPT.

On March 15, I moderated a webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.

Hipps and Rivera demonstrated how content promotion, link building, and authentic subject matter expertise could help you rank higher on SERPs and elevate your online authority.

Here’s a summary of the webinar. To access the entire presentation, complete the form.

1. Create Unique Content With First-Hand Experience – Avoid AI, The “Fancy Parrot”

In the world of content creation, where good content creators are showing their expertise, there are certain key things AI can’t do.

• AI can’t have first-person experience. They can’t think for themselves the same way humans can.
• If the AI follows a generative model, and it can’t yet distinguish the truth. If you fact-check some of the information, you’ll find it doesn’t exist.

The counter to AI content is unique content that shows this truth, expertise, and first-hand experience.

[Learn how this helps build your authority] Instantly access the webinar →

2. Highlight Quality Authorship

High-quality content encompasses everything from accuracy and mistake-free writing to clearly displaying expertise.

Ensure Your Content Is Error-Free

In many cases, low-quality content, or posts with false information and repetitive issues, can lead to being devalued on SERPs or accidentally containing duplicate content.

Add More “E” To EAT – Experience

The Issue: To combat low-quality SERPs, Google seeks first-hand experience.

The Solution: Invite a subject matter expert to review the content, check for factual inaccuracies, and add that extra layer of expertise to the content.

Bridge The Write ≠ Expertise Gap

The Issue: It’s important to recognize that the ability to write is not synonymous with expertise; just because someone can write doesn’t mean they are accurate or a subject matter expert.

The Solution: Try pairing a subject matter expert with a strong writer who can interview and interject quotes helps build better content.

Ask Questions

The Issue: Sometimes, you may not have the in-house subject matter experts you need for a piece of content.

The Solution: Conduct outreach to gather expertise to boost your content quality. First, consider what your audience wants to know. Then, generate three to ten questions to ask a professional.

[Learn a tactic that works] Instantly access the webinar →

Tap Social Media

The Issue: Where do you find the professionals you need to interview for your next piece of high-expertise content?

The Solution: With so many experts creating on social media, it’s a great platform to leverage. Here are essential outreach steps you can do:

• Observe.
• Participate.
• Engage.
• Network.

Doing this can also be considered link-building in another sense. Because link building is marketing, and marketing is about building relationships.

Find Allies Who Are Also Targeting Your Audience

Combining outreach efforts with the Nexus approach helps you create relationships and connections beyond just the link.

[Learn what the Nexus approach is] Instantly access the webinar →

3. Use Other Authority Builders, In Addition To Links

One way to increase brand queries is through influencers, knowledge panel (which becomes part of a brand’s search results), and mentions.

To increase mentions:

• Use HARO & Terkel.
• Publish unique industry data.
• Do something distinctive that stands out.
• Connect with publishers with significant traffic, not for links but for visibility & mentions.
• Leverage influencers and industry experts.

[BONUS: Get a step-by-step branded keyword strategy] Instantly access the webinar →

At the end of the day, when you publish unique, relevant, and authoritative content, it gets referenced and cited by others.

[Slides] Discover The Top 3 Ways To Build Authority By Going Beyond Just Link Building

Here’s the presentation:

Join Us For Our Next Webinar!

Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit

Join Malin Blomberg, CEO of Bidbrain and Google Shopping expert, as she shares the best hacks for digital marketers and ecommerce business owners to maximize conversion value.

Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal

Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.

This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.

Moving Beyond Keyword Targeting

Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.

By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.

Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.

As a result, strategies limited to keyword targeting don’t adequately address their needs.

Unlocking The Power Of Category-Based Targeting

Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.

This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.

By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.

Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.

Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.

This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.

For retailers, this efficiency translates into increased demand.

Proven Results: Higher CTR & RPM

Tests have shown that this unique solution delivers impressive results.

Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.

Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).

The Future Of Search Advertising?

Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.

By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.

As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.

Featured Image: sockagphoto/Shutterstock

Source: Microsoft