The Power of Marketing on LinkedIn
There are numerous ways to reach an audience on the Internet with your message, product, or solution. Facebook, Google and Yahoo! would not exist save for the fact that they generate millions of opportunities to put advertisements in front of billions of users.
While it is not the largest, LinkedIn is one of the most powerful marketing platforms on the Internet today.
LinkedIn started out focused on career connections rather than social connections. Many professionals shun Facebook but embrace LinkedIn because they believe LinkedIn advances their career interests and is viewed as more business oriented. And they are right.
People do not expect to see pictures of your recent spring break adventures on LinkedIn, but they fully expect to know what skills you have acquired, what projects you have completed or what professional conference you are attending. Similar to these business-focused updates, users are interested in sharing the details of their current work so as to best represent their career.
If you are selling business services to other businesses (AKA B-to-B commerce) then LinkedIn provides a great opportunity to push your solutions or product. As a marketer, you can target industries, job titles, job function, geography, group members, age, gender, and even employers. That last one is extremely powerful. You can target recruiting ads at a competitor’s team. You can just as easily aim your messages at a company you have in your sights with the hope of generating brand familiarity before your next big presentation. The LinkedIn advertising platform provides on of the most effective, surgical strikes available in the marketing world.
At 93M+ members in the United States, the connections and purchasing power of LinkedIn’s audience is high. As a result, LinkedIn offers a powerful option for business-to-business marketing that can help companies target niche audiences with their message.