and who can benefit most from doing so?
Fourteen years after its launch as “the social network for professionals,” LinkedIn has grown to the point of being the largest in its category, bringing a total of 460 million professionals.
This talent network includes 40 million people involved in decision-making processes (4 million of whom operate in the IT industry) 61 million seniors with a high degree of influence in their organizations, 10 million opinion leaders, 6 million senior management executives, 3 million MBA program graduates , 22 million people in the highest social stratum and dozens of other global segments with great purchasing power.
On the other hand, although the content, context and mindset of most LinkedIn users tends to be professional in nature, more than 150,000 companies use the network as another space for strengthening their brand. This is for a simple reason: its 15 demographic groups and various custom data-driven targeting options allow the generation of a high marketing ROI, which makes Pautar on LinkedIn a safe bet. The fact that 94% of marketers use LinkedIn to distribute content about their brands is not mere coincidence; has been valued as the main social network for the generation of sales prospects for serving as a mediator of 80% of these.
For any brand, leaving lasting impressions in the minds of consumers and becoming what they first imagine when thinking about the type of product or service they promote are two crucial priorities. LinkedIn’s communication structure and dynamics foster a wide range of content creation and dissemination scenarios that align seamlessly with successful compliance with these and other critical marketing management goals. As LinkedIn members socialize on the platform by seeking to advance their careers, content posted by advertisers must resonate and create connections between people, brands, and business opportunities in ways that address the audience’s desire to increase their productivity and professional success. No doubt this content has to go beyond simple job listings, and LinkedIn users know it; each week the home page feed shows 9 trillion content impressions, which is 15 times more than the number of job post posts. It should be noted that the 57% interactions with this content are made through mobile devices, a user preference that gives marketers the opportunity to connect with select and highly coveted audiences in the contexts in which their members perform their professional activities, that is, at times when they are most receptive to messages related to notions of productivity and success.
The success of any marketing initiative depends on an initial definition of clear and measurable objectives through key performance indicators (KPIs); ad campaigns promoted through LinkedIn are no exception to the rule. Marketers whose marketing objectives include creating awareness in the early stages of the purchase process, approaching audiences using substantial content, generating quality leads and precipitating new business opportunities can find on LinkedIn an ideal environment, not only to meet their goals, but also to verify and report to what extent they were fulfilled.
The authenticity of the primary data generated by the platform gives marketers a level of accuracy that other social networks are not in a position to guarantee, primarily because the members of the latter address their identity, their contributions and interactions with higher degrees of informality. LinkedIn instrumentalizes that accuracy through high granularity filters that allow marketers to set up queries incorporating variables such as charge, age, company name, geographic location, and industry.
On the other hand, LinkedIn also allows interest targeting, group memberships, as well as their skills and fields of study. In addition, the platform has the ability to identify trends in user behaviors and, based on them, derive categories that marketers can use in targeting their campaigns and take their messages to defined segments from job search searches, opinion leaders focused on thematic niches, and people who undertake business trips to specific locations. As if that were not enough, LinkedIn also allows marketers to import data corresponding to their audiences of interest and facilitates the contextualization of these in their universe of 8 million pages of companies, thus creating the conditions conducive to the development of an account-oriented marketing management (ABM).
Sponsored Content on Linkedin
As a means of advertising, LinkedIn is unique not only because of the granularity of its targeting mechanisms, but also because of the types of content format with which advertising messages can be vehicular. One such format is sponsored content post, which gives companies the opportunity to address potential customers by showing insights in their feeds at times when they may be of greater value to them. Sponsored content post is a content format that allows marketers to generate value early and periodically throughout the consumer lifecycle. This tends to contribute to strengthening the brand presence and, consequently, to the frequency with which customers move from purchasing consideration to effective consumption of the products or services that brands promote. In fact, the first contact between 74% of the consumers of B2B services and the companies they choose as their suppliers is an interaction between the client company and the solution to a problem, articulated in an advisory publication, made by the supplier company in a context that, because it is apparently open to the public, masks the orientation that conditions who and when it sees it.
Another type of LinkedIn’s proprietary advertising content format is sponsored “InMail”, whose use represents a step forward in the process of acquiring customers with respect to the sponsored content post. This is because sponsored InMail is a message that allows marketers to address the potential customer directly; a tactic that, being guided by LinkedIn’s granular segmentation, is more likely to produce high-quality leads and customers than other advertising channels that opt for wider dissemination. Sponsored InMail is ideal for increasing conversions, event support, and content downloads.
Listings on Linkedin
For advertisers who love the most common forms of paid online advertising, LinkedIn also offers display, dynamic, and text ads. However, these are not PPC ads like any other; they also inherit the special qualities that make LinkedIn a high-precision guidance medium. For example, brands that guide LinkedIn display ads, in addition to benefiting from the intrinsic security provided by a professional spirit environment, manage to bring their message to users with great potential to become customers because, on the one hand, they appear at an early stage in the consumption cycle and, on the other hand, are shown in situations of high degree of specificity and contextual relevance. This is advantageous for marketers, as it allows them to build their brands in a community where excellence, success and prosperity are common goals, and their brand positioning efforts can target highly specific audiences while still being on a large scale. In addition, they can also define their price to pay for running their ads in that advantageous environment.
On the other hand, LinkedIn dynamic ads also give marketers the option to target their messages using custom targeting settings. These are based on the individual activity patterns that the network identifies using its Artificial Intelligence capability. This successful customization based on profiles built from primary data leads to increases in response rates, improvements in the quality of interactions, more traffic, better leads, and, mainly, building stronger relationships with customers.
Importantly, all the advantages linkedIn offers are available to most marketing budgets; LinkedIn text ads guarantee this. Through an intuitive self-service interface, advertisers can create, manage and optimize their own targeted and personalized text ad campaigns, presenting their businesses to the world’s largest network of professionals, at affordable prices. Text ad campaigns give brands all the benefits of Walking on LinkedIn: targeting accuracy, quality leads, brand safety, and coveted audiences. They are easy to set up and publish, and do not demand commitments when it comes to minimum expenses.
Organic Marketing on and off LinkedIn
However, not everything on the LinkedIn domain is paid advertising. The network has a content engine that performs typical functions of search engines such as Google and Bing. One of these is the tracking and organization of content according to its relevance. This feature further increases the visibility of brand content both inside and outside LinkedIn, an environment in which company pages, product pages, long form posts and SlideShare presentations can be found through simple search engine queries.
Tracking and Evaluating Marketing Results on LinkedIn
Whether it’s the result of paid or organic marketing initiatives, marketers can identify the fruits of their efforts by analyzing campaign metrics using linkedIn’s analytics and optimization tools. They provide workflows and data visualizations that allow you to evaluate campaign performance through print goals, average click rates, organic likes, disclosures, comments, follow-ups, and demographic attributes of LinkedIn users who had some kind of interaction with ads.
Who is LinkedIn marketing for?
In short, LinkedIn is the best choice for B2B companies that want to increase the ROI of their content marketing initiatives and strengthen their brands through the acquisition of quality leads and the articulation of valuable relationships in a community of qualified professionals. Those who are ready to maximize their exposure to a talent constellation, creating and disclosing content that is engaging, interesting and useful, will definitely be able to develop meaningful and valuable connections through interactions between community members and their own publications. Eventually, these connections can be transformed into loyal followers and brand evangelists. Are you ready for the challenge?