LinkedIn Updates and Top Tips for Professional Services Firms

We have talked about the importance of professional services firms understanding how to utilise LinkedIn in their marketing strategies for years, and it doesn’t look like we’re about to stop any time soon. 

When we first started blogging about LinkedIn, the platform boasted around 630 million members. That number is now well over one billion, with 67 million companies listed on the platform, so it is clear that the professional networking site is still a key player in B2B marketing.

But with such a rapidly growing member base and other social media sites regularly updating their algorithms to compete with one another, LinkedIn is frequently releasing new features, and it can be challenging to keep up with them all or know how to make the most of them. We've looked at some of the recent updates and changes that might have the most impact on professional services firms and how these can be navigated and even used to their advantage. 

New and Upcoming LinkedIn Changes and Updates

1. Third-party link previews

LinkedIn recently announced that it was changing the way it presents third-party links in organic posts (i.e. non-boosted, non-ad posts). This means that any organic post, including a link to an external site (e.g. your website), will show as a small link preview rather than a full-size image as it used to. The idea behind this is to keep users on the site and encourage more native posts (such as articles and newsletters) and promoted content (i.e. ads). 

How link previews will appear in members’ feeds for organic posts (left) vs sponsored (right)

You can still include URLs in your posts, but to make the most of your LinkedIn output, professional services firms should ensure that your post content and CTAs are clear if your intention is to encourage users to click away from LinkedIn. Clear and recognisable brand images will also help guide followers to engage. Alternatively, consider setting up a LinkedIn newsletter, which can help you notify followers instantly when you publish an update, such as a blog or long-form piece of content, and will still allow for the old, full-image link preview.

2. Short-form video experience

LinkedIn is testing a “short-form video experience” on the iOS mobile app, similar to TikTok, Instagram Reels and YouTube Shorts. The video tab will act in much the same way as the other social media platforms, with a vertical feed of short-form videos that users can like, comment on, and share with their connections. The discovery algorithm for this feature isn't clear yet, so we do not know how LinkedIn will decide what content to show users on the video feed.

For professional services firms looking to maximise the opportunity the short-form video experience presents, it is important to remember that LinkedIn is a professional platform where users are looking for industry insights and tips, as opposed to ‘meme’ content. 

Consider creating short-form video content focussed on your niche, that is relevant and engaging to your audience and, once the video feed is rolled out to the wider usership, you’ll be in a good place to find new viewers and potential new clients.

3. Collaborative articles

Already rolled out across the app for most users, ‘industry experts’ are being invited to contribute to LinkedIn’s collaborative articles, “a new way to tap into the collective knowledge of the LinkedIn community so you can learn from experts across professional topics”. 

Collaborative articles start as AI prompts relating to specific topics that will engage and encourage conversations on the platform. Individuals who are viewed as experts in the industry will be invited to give their opinion or take on the topic, which other members can view, like, comment on and share with their network.

For professional services firms looking to boost the profile of specific individuals in their team, particularly as part of a thought leadership strategy, contributing to collaborative articles when they are available can be a quick and easy way to get their name in front of potential new clients. Firms could also repurpose the most well-received topics as part of their own content marketing plans, either as blogs on their website or LinkedIn native articles (or both). 

Need help with your LinkedIn marketing?

These are just a few of LinkedIn's most recent updates that we believe could present some effective opportunities for professional services firms. However, the platform is constantly changing and updating, and keeping up with those changes can prove a full-time job in itself. You want to focus on securing and fulfilling work for your clients, not checking LinkedIn for Business updates, but how can you stay competitive on the platform?

Speak to Cal Partners! We’re an award-winning specialist marketing and social media agency working with a range of professional services businesses including law firms, accountants, financial advisers and property professionals, to attract their ideal clients and drive leads. From setting up LinkedIn profiles and company pages to managing content calendars and staying up to date with the latest changes, we have helped businesses successfully use LinkedIn as part of their marketing strategy.

Given our professional services industry experience and backgrounds, we understand our clients' target audiences. We can keep up with the latest trends in legal marketing and use them to maximise your spend so that you can focus on your day job.

For more information or a free consultation, complete our contact form, call 0333 050 6015 or email hello@calpartners.co.uk.