Linkedin has launched a new business manager

Over the summer of 2022 LinkedIn rolled out its new platform for companies

Welcome to LinkedIn Business Manager!

In this context, I have been asked what the new Business Manager can do, and which companies it is relevant for.

My answer is that if you are interested enough to have ended up on this page, it is something you can benefit from. But read on and judge for yourself.

Who is LinkedIn Business Manager for?

Business Manager primarily solves the problems that larger companies have faced when doing marketing on LinkedIn.

You can gather your activities across tools such as LinkedIn Campaign Manager and LinkedIn Ads, control several company pages from one place, and give multiple people full or partial access to your company pages.

That does not mean, however, that it cannot be useful for smaller companies as well. Business Manager also provides users with insights into data about sales attribution, target groups, and much more.

What can LinkedIn Business Manager do?

In short, Business Manager gives you a centralized dashboard where you can get an overview of your colleagues, accounts, and campaigns. It makes it easier to run several company pages and campaigns at once and reduces the time spent on administrative tasks.

Share data across your pages

With Business Manager, you can share data across your pages. For example, you can share your matched audiences and avoid creating them manually for each page you use.

Work together with others

You also get the opportunity to add your colleagues to teams where you can work together on company pages and ads.

You also gain control over whether others should have full or partial access to your pages. This is useful if you want to add people outside your company to a project. For example, if you hire a content creator or collaborate with another company, you can give access only to the functions and pages that are needed.

What are the expectations for LinkedIn Business Manager in the future?

The platform has by no means reached its full potential, and the reasons to use Business Manager will only increase over time.

The first phase has mainly been about giving users a clear platform that brings together LinkedIn’s various marketing functions. But in the long run, the integration of these functions in Business Manager will also mean that you will gain access to more and more precise data about your customers.

For example, LinkedIn has already announced that in Business Manager you will get attribution reports based on CRM data from Campaign Manager. That knowledge can be crucial for adapting your company’s marketing efforts and optimizing your ROI.

Should I use LinkedIn Business Manager?

If you ask me, you might as well get started with Business Manager right away.

My guess is that over time LinkedIn will have made it so attractive for companies to use Business Manager that you will end up there sooner or later if you are doing marketing on LinkedIn.

The transition is easy, even if you have many projects running in Ads and Campaign Manager. You do not have to start from scratch; everything is simply brought together.

If you are new but ambitious about marketing on LinkedIn, you might as well build a solid structure in Business Manager from the start.

It is straightforward to get started, and if not, LinkedIn will help you along the way with this guide.