I already told you \u2013 if you haven\u2019t created a LinkedIn presence for your business, it\u2019s time to stop ignoring it. LinkedIn isn\u2019t the old resume site you think it is; it\u2019s transformed into a full blown business networking site with powerful marketing potential. And with the addition of two new features just announced last week, business owners can now find even more ways to take advantage of the site. The first of the new features is LinkedIn Targeted Updates. This gives you the ability to target status updates to followers based on criteria like industry, job function, company size, etc. Similar to the way you can target Facebook updates to certain Lists or by demographic, now you can do the same on LinkedIn. Where might this be helpful? It\u2019s helpful if you\u2019re a local florist and you\u2019re creating content/updates related to an upcoming holiday or the summer wedding season. It\u2019s helpful if you sell blue widgets and you\u2019re trying to use content marketing to show Niche X why blue widgets are what they need to take their business to the next level. It\u2019s helpful if you\u2019re a consultant trying to increase your client base in a certain industry. If you can target updates to the right audience, it allows you to create more customized content for those niches. This helps to increase your relevance to people in that group, which in turn boosts engagement. The other new feature is called Follower Statistics, which will provide detailed information about your follower base. For example, through the self-service dashboard you\u2019ll have access to stats about demographic information, engagement, comments, follower counts, shares, etc. The new tools mentioned above will no doubt be welcomed by companies who use LinkedIn to build relationships, create new partnership, and even to scout for employees. But, too many companies aren\u2019t using LinkedIn for these purposes. Instead, they stick their necks in the sand, wondering why someone would ever want to follow their business on LinkedIn in the first place. In doing so, they miss a valuable marketing opportunity. If you\u2019re not sure why someone might be looking to interact with you on a business network, consider this: They\u2019re looking for partnership/vendor opportunities. By \u201cgetting to know\u201d you first via LinkedIn, it gives them the chance to make sure your values align. They\u2019re keeping an eye out for future employee opportunities. Because you\u2019re an expert in an area that they\u2019re not (yet), but that is useful to them. They follow you for the knowledge transfer. Because they work for a company that sells blue widgets to companies like yours and this is a way into understanding your company\u2019s thinking. You answered their question on LinkedIn Answers & now they trust your view of the world. They\u2019re focused on connecting with companies for business, but don\u2019t want the social updates more common to Facebook and Twitter. People follow you on LinkedIn when they\u2019re interested in your business and when they\u2019re interested in doing business with your business. This is what you need to be thinking about developing your LinkedIn profile. These are the people watching. What benefits is your LinkedIn profile giving them? Will you take advantage of the new LinkedIn features once they\u2019re rolled out? Are you using LinkedIn at all or are you still not sure it\u2019s worth the investment?