Mastering LinkedIn’s New ‘Pages Messaging’ Feature — A Complete Guide for Brands

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The Big Smoke shines a spotlight on LinkedIn’s game-changing ‘Pages Messaging’ feature, offering expert insights and best practices to seamlessly integrate it into your LinkedIn strategy.


If you are a business owner or marketing manager, you’ve likely received the email announcement: LinkedIn is now allowing Pages Messaging. This new feature allows brands to directly connect with their audience using their LinkedIn page, a functionality that was previously only available to personal profiles.

Pages Messaging allows organizations to participate in one-on-one conversations initiated by members through a dedicated inbox and marks a significant shift in how brands can engage with their audience. The change has been made to accommodate a flood of requests made by marketers and business owners on LinkedIn searching for additional avenues to directly connect with their audience as a brand. 

Feeling a bit nervous about navigating this new feature and figuring out how it fits into your marketing game plan? Don’t worry – we’ve got your back. We’ll delve into the intricacies of this new tool and provide a comprehensive guide to help your organization make the most of it. Remember, change is always a bit daunting, but it’s also a chance to shake things up and discover new and exciting ways to foster meaningful connections and drive audience engagement.

Why is Pages Messaging Such a Valuable Asset for Brands?

Today’s consumers crave accessibility and interaction. In fact, according to a recent study, a whopping 93% of consumers want brands to show they listen. By activating Pages Messaging, you’re opening up another channel for your audience to connect with you, each with their own unique reasons for reaching out. 

This new functionality isn’t just about communication; it’s about nurturing meaningful relationships and fostering engagement on LinkedIn. Direct communication allows for more personalized interactions, enabling brands to tailor their messaging to individual preferences and needs. This level of customization fosters deeper connections and cultivates brand loyalty among consumers.

For brands and marketers, community-building should always be a top priority, and with Pages Messaging, your brand can cultivate your very own community within the world’s largest online professional network. With regular engagement you can demonstrate your commitment to customer service and responsiveness, thereby enhancing your reputation and credibility.

Integrating Pages Messaging into Your LinkedIn Strategy

Want to make sure you’re getting the most out of Pages Messaging? The key is seamlessly incorporating this new tool into your current processes, rather than creating additional layers of complexity. 

Here are some tips to help guide you: 

  • Harness API Integrations: To maximize the potential of Pages Messaging you should integrate it with partner solutions such as Hootsuite, Brandwatch, Sprinklr and Zoho. This will allow you to seamlessly incorporate messaging into your social media marketing strategy, streamlining communication and enhancing efficiency.
  • Spread the Word: Once you’ve enabled messaging on your page, don’t keep it a secret! Share updates with your followers, highlighting the new feature and listing topics you’d love to hear about or discuss. This not only encourages audience engagement but also sets the stage for meaningful conversations.
  • Assign Roles Strategically: Think about the individuals within your organization who hold super or content admin level access in LinkedIn, and consider their capacity to manage these conversations. For example, if you have invited job applicants to reach out, make sure you include someone from the hiring team in messaging to ensure prompt and relevant responses.
  • Be Prompt: When it comes to responding to incoming messages, time is of the essence. A quick reply may be the difference between landing a loyal customer or losing out to a competitor. LinkedIn displays response times to give your audience an idea of how long it will take to hear back from your page.

What’s Next? Think of the Possibilities 

As you start to adopt Pages Messaging, it’s essential to think beyond its immediate applications and consider its broader implications for your marketing strategy. Don’t be afraid to get creative! Experiment with different messaging strategies, analyze performance metrics, and evolve your approach to maximize results. 

You can use Pages Messaging to amplify the reach of your content marketing efforts by sharing blog posts or promotional offers directly with your audience. Use it to support recruitment efforts by reminding readers that they can reach out about open roles or company culture. You can also leverage it as a customer service tool to address inquiries and resolve issues in real time. By embracing this new feature and adapting it to suit your unique business needs, you can position your brand for success. 

Looking to shake up your LinkedIn strategy?

Direct messaging has the potential to play a much larger role in customer relationship management, serving as a powerful tool for nurturing leads, soliciting feedback and driving important conversions. If you want some guidance on how to optimize your LinkedIn strategy, contact The Big Smoke. Together, we can elevate your brand’s online presence and drive meaningful engagement on LinkedIn.

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