sophisticated technology marketing guide - vol. 1 by linkedin
TRANSCRIPT
1PART 1: Why does my business need LinkedIn?
PART 1
The
Guide to
Sophisticated Technology Marketer’s
Volume 1LAYING THE FOUNDATION
2
Table of Contents
WHY YOU SHOULD READ THIS GUIDE
LAYING THE FOUNDATION: TAP INTO THE ONLY FULL FUNNEL PROFESSIONAL PLATFORM
GETTING TO KNOW THE TECH COMMITTEE
3
4–5
6–8
12–17
9–11
WHY YOUR BUSINESS NEEDS LINKEDIN
A NOTE TO THE SOPHISTICATED TECHNOLOGY MARKETER
3
If you’re a Technology Marketer then you already know it’s a tough job. Whether it’s market uncertainty, competitive pressure, reaching the ever-expanding technology-buying committee, or simply keeping the sales pipeline plump with leads — you have to be the master of it all. That’s why we created the Sophisticated Technology Marketer’s Guide to LinkedIn. The goal is to provide the most up-to-date, definitive source for successfully using LinkedIn as part of an integrated approach to marketing.
A labor of love, this guide is one of four volumes for the technology marketer. We created each to be
a unique resource covering what you need to know to get the most value out of LinkedIn. More than an instruction manual, it’s a strategic guide with input from top Technology marketers, LinkedIn marketing gurus, and the expertise of the LinkedIn Marketing Solutions team.
LinkedIn is not just about how to tap into the potential of social media marketing — it’s the power of content marketing, performance media, lead generation, brand building and more. That’s because all of these things are no longer a nice-to-have, they’re a necessary part of a successful integrated technology marketing plan for driving revenue.
This guide was written with you in mind, the Sophisticated Technology Marketer, so you can achieve great results with all of your marketing efforts on LinkedIn and beyond.
Kelly KyerGlobal Marketing Lead — Technology VerticalLinkedIn Marketing Solutions
A Note to theSOPHISTICATED TECHNOLOGY MARKETER
A Note to the Sophisticated Technology Marketer
4
Technology marketing was much easier when the bulk of the decision-makers resided in the IT department, but those days are long gone. Now technology purchase decisions happen all across an organization, in multiple departments and functions. It’s no longer information technology — it’s business technology — and every aspect of modern business requires technology to succeed.
Making matters worse, most business technology purchases are made by cross-functional groups and teams. This means that tech marketers have to reach more people than ever before if they want their product to make it into the consideration set and hopefully onto the shortlist.
We like to call this cross-functional team the Tech Committee and it’s constantly changing.
Reaching the Tech Committee is more critical than ever, and reaching them with the right messages, in the right place, at the right time is an imperative.
In the coming pages we’ll explore the profile and preferences of the Tech Committee and how you can reach them on LinkedIn.
The goal of this guide is to provide technology marketers a resource for successfully using LinkedIn as part of their integrated approach to marketing and also gain a clearer understanding of the technology buying audiences.
Why You ShouldREAD THIS GUIDE
Why You Should Read This Guide
Awareness Scope Plan Select Implement
1
2
3
3
IT industry news / strategy info
Best practices, how-to’s, checklists
Product / solution demo / software trial
Diagnostic/assessment tools
1 General industry topics, prioritized for your audience
2 Expert content on the direction and use of your industry’s products
3 Product-specific content, such as user reviews and case studies, to drive consideration for your company
THREE TYPES OF CONTENT
Source: Commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
5Why You Should Read This Guide
• 74% of the Tech Committee works outside of IT
• Of the 74% who work outside of IT…
– 33% are individual contributors or managers
– 58% control at least part of the tech budget
– 85% of Tech Professionals use social media for Tech news and information each month
• 37% of in-market Tech Professionals said they were less likely to consider a vendor that gates the first piece of content and
• 75% said they were less likely to consider a vendor that gates all content
THE TECH COMMITTEE BY THE NUMBERS
It’s important to understand the Tech Committee to ensure your content is relevant and valuable. Cross-functional departments are now a massive influence on tech spending; from marketing, sales, and HR to the finance, operations and even the facilities departments.
Sites they visit for IT news and information
78%
47%
Google+
42%
36%Here are some interesting facts you may not know about the Tech Committee.
% content from each source very or extremely trustworthy
VISITATION High Medium LowLi
nked
In
Onl
ine
Trad
e /
Ind
ustr
y Si
tes
Onl
ine
New
s Si
tes
Go
og
le+
Dis
cuss
ion
Foru
ms
Blo
gs
Twit
ter
Face
bo
ok
50%47%
36%
32%29%
25%
18%
11%
6
Plus, all these professionals are highly receptive to relationship building. They demonstrate this in what they do while on the network. Time on LinkedIn isn’t simply spent. Time on LinkedIn is invested in professional development.
Our members’ investment is born out of their professional mindset. The professional mindset is aspirational. In other words, members are thinking about how to achieve their ambitions and further their careers. As a result, our members are highly receptive to advertising, content, and experiences that can help make them more knowledgeable and, ultimately, more successful.
Why Your BusinessNEEDS LINKEDIN
Work is no longer a 9–5 activity
Professionals are signing up to join LinkedIn at a rate of more than two new members per second.
There were 182 million unique visitors worldwide in Q4’ 2014.
In today’s business world, relationships matter more than ever. That’s because people only want to engage with companies that focus on sharing useful and relevant information and content. And the companies that inform and engage aren’t just selling — they’re building relationships.
LinkedIn members comprise the world’s largest professional community — and they work in every size company. Consider that:
Social networks are often viewed as trusted sources of information that can both inform and validate purchase decisions. The professional context of LinkedIn makes it the most trusted platform for tech-specific news and information.
There are more than 2 million unique publishers actively using the LinkedIn Share button on their sites to send content into the LinkedIn platform.
LinkedIn members are on our platform at all hours and days throughout the week. But depending on where they are and what they’re doing, they may be accessing the platform from their desktops, tablets, or mobile devices. In fact, we see desktop usage spike during the day, tablet usage spike in the morning and evening, and mobile devices being used at all hours.
Why Your Business Needs LinkedIn
7
As a growing number of professionals spend more time reading news and keeping in touch with their network through LinkedIn, you have an opportunity to build and cultivate relationships with professionals the world over. These relationships can translate into revenues. Since 2010, the number of B2B and B2C marketers generating sales via LinkedIn has grown consistently. U.S.-based agencies rate LinkedIn as the most important social media platform for new business.
All it takes is a sophisticated marketer who seizes the opportunity to engage them.
LinkedIn is a platform enabling sophisticated tech marketers to forge relationships with these professionals. Not surprisingly, LinkedIn has quickly become the go-to content publishing platform.
1 Source: B2B Content Marketing report, Holger Schulze, 2013
Why Your Business Needs LinkedIn
50% of our members report that they are more likely to buy from a company they engage with on LinkedIn.
And a whopping 80% of LinkedIn members want to connect with companies — because those connections provide them opportunities to enhance their professional decision-making.
A recent survey of LinkedIn members found that LinkedIn is considered the most effective social network for delivering B2B content1.
And research conducted by Investis IQ2 found that LinkedIn is the number-one social network for driving traffic to corporate websites.
8Why Your Business Needs LinkedIn
Sources: 2015 B2B Content Marketing Trends/ North America, Content Marketing Institute/ Marketing Profs. Webbiquity, Aug 27,2013. LinkedIn for B2B Lead generation’ infographic by Oktopost as shared by business2community.com , Mar’2014. HubSpot, State of inbound Marketing 2010,2011,2012.
LINKEDIN IS THE #1 CHANNEL TO DISTRIBUTE CONTENTPercentage of B2B marketers who
use various social media sites to
distribute content
LINKEDIN CONTINUES TO CONSISTENTLY GENERATE SALES FOR B2B MARKETERSPercentage of companies who acquired
a B2B customer through that channel
B2C MARKETERS ARE RAPIDLY DISCOVERING LINKEDINPercentage of companies who
acquired a B2C customer through
that channel
LINKEDIN DRIVES MORE TRAFFIC TO B2B BLOGS & SITES90% of the social traffic was driven by
the big three networks, with half of it
coming from LinkedIn
LINKEDIN BY THE NUMBERS:
94%
80.33%
45%26%
2010
1.5x 2.0x
20102011 20112013 2013
61%39%
65%51%
89%
12.73%
77%
6.73%
77%
0.21%
61%
othe
rs
LINKEDIN CONSIDERED MOST EFFECTIVE FOR B2B LEAD GEN80% of social media B2B leads come from LinkedIn161
Q1’12 Q2’12 Q3’12 Q4’12 Q1’13 Q2’13 Q3’13 Q4’13 Q1’14 Q2’14 Q3’14 Q4’14
174187 202
218238
259277
296
313332
347,000,000+
THE WORLD’S LARGEST PROFESSIONAL NETWORK
Source: LinkedIn Press Release
10+ MILLION globally
GROWING 1.25X FASTER than general LinkedIn member growth
9 IN 10 are in market for technology solutions in the next 12 months.
THE TOP 3 PRODUCTS AND SERVICES they are in market for are hardware, enterprise software, and consulting/outsourcing.
9Getting to Know the Tech Committee
The decision to change or buy new technology for business is often complicated, and the Tech Committee wants information and education to help inform these complex decisions. At the same time, these folks value a more personal relationship during what is a longer than average sales and buying cycle when compared with other industries. Through it all they want relevant, impactful content to help them make the right decision.
According to IDG’s Enterprise Role & Influence of the Technology Decision-Maker Study, no less than 17 people are now involved in influencing major enterprise technology purchases.1 B2B campaign conversion rates range from
1-5% according to Sirius Decisions Benchmark Survey — and even those that do rarely open emails that are sent to them. In fact, according to a recent survey, 8 in 10 tech buyers called it “somewhat challenging” (45%) or “extremely challenging/very challenging” (36%) to locate enough high-quality, trusted information on major enterprise technology products and services to make an informed purchase decision.
It gets harder. Tech buyers will go through 90% of the sales process before even talking to sales.2 It’s up to your content to inform your leads as they discover, explore and select possible solutions.
This is what you face as a tech marketer: nurturing multiple buyer relationships is now a requirement. In fact, 86% of tech marketers say lead gen is their top content marketing goal.3 To effectively nurture, you must reach buyers throughout their journey with targeted, timed messaging that resonates, informs and persuades.
Getting to Know theTECH COMMITTEETechnology decision makers are pressed to do more with less. Every dollar they spend is under scrutiny. The tech products they purchase must address multiple pain points while improving their business’s bottom line. Is your marketing helping or hurting their plight?
That’s why the ability to display and customize the content a customer sees, based on their actions, is so important. It allows tech marketers to essentially “meet the customer where they are” and adjust the marketing stream in real-time to respond to customer behavior.
1 IDG Enterprise, “Role & Influence of the Technology Decision-Maker – 2014,” February 2014 http://www.idgenterprise.com/report/role-influence-of-the-technology-decision-maker-2014
2 Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
3 IDG, “B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends - North America,” March 2014 http://idgknowledgehub.com/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america/2014/03/28/?
10
STAGE 1: REACH — GETTING FAMILIAR WITH THE PRODUCT.
This stage can include content about general industry topics that are prioritized for your audience, including articles about trends, strategies, management, and technologies. Technology decision-makers look for this information as they gain awareness along their way to a purchase.
STAGE 2: NURTURE — BUILDING THE RELATIONSHIP.
This phase can include information about demos and best practices. This is the point when you can further nurture your relationship and provide valuable information, as your purchaser continues to explore your product and refine their short list.
STAGE 3: ACQUIRE — CLOSING THE DEAL.
In the final stage of the purchase process, Technology decision-makers need access to quality content that validates their decision such as ROI tools, calculators, and product demos. This phase provides the greatest opportunity to promote reviews and case studies for your product or service to showcase that you offer the exact solution they need and why.
UNDERSTANDING THEIR DECISION-MAKING PROCESS
On average throughout the purchase process, decision-makers will consume about seven informational assets (whitepapers, webcasts, case studies) to aid their decision-making — and decision-makers at large enterprises tend to download more assets throughout the purchase process than do their counterparts at small- to mid-sized organizations (8 assets versus the average of 6).4 This means that getting the right content in front of the right decision-makers, at the right time has never been more important.
A full-funnel approach allows tech marketers to create a customized experience at each key point in this complex buying process:
The above sequence and content is also based on who your prospects are and what they are doing on your web site. The right messages at the right time over a span of weeks or months increases a company’s likelihood to make a tech buyer’s short-list — and 63% are more likely to choose you if you’ve educated them throughout the conversion process vs. at just one point.5
It’s no wonder that the characteristics most valued in B2B content include the breadth and depth of information, and originality of thinking and ideas.Other research has found that Editorial content offering in-depth insights is also one of the most influential content types during the purchase process.
Getting to Know the Tech Committee
4 Marketing Charts, “IT Decision-Makers’ Top Content Needs,” January 2015 http://www.marketingcharts.com/online/it-decision-makers-top-content-needs-49754/
5 LinkedIn, “Nurturing the IT Committee Lead.” https://cms.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/linkedin-nurturing-the-it-committee-lead.pdf
11
1. Quality leads come from engaging your audience, so a solid content marketing strategy is critical to a marketer’s success.
The most effective marketers use strategy and marketing KPIs to inform content. That is, they test their content to see how it works and then update accordingly based on results.
2. Start by asking yourself, “What are the common pain points my audience is trying to solve?”
Then, utilize that information to begin creating content that answers questions and solves those problems based on their concerns at each point in their buying journey.
3. As buyers digest and connect with your thoughts and ideas, they begin trusting you as a reliable source and brand.
And that means your company is much more likely to make the short-list of contenders. In fact, 74% of buyers chose the company that was first to add value as they defined their buying needs.6
A STRATEGY TO MEET THE TECH COMMITTEE
Getting to Know the Tech Committee
Be the company that ads value for tech customers and goes beyond selling, and you’ll be the one building relationships that last.
6 SAVO, “Techniques of Social Selling: Just Do It!” April 2014 http://www.slideshare.net/SAVO_Group/techniques-of-social-selling-just-do-it-sales-for-life
12
So how do you engage high-quality leads with your relevant content at the right time in their buying journey? That’s where LinkedIn can help.
Laying the Foundation:TAP INTO THE ONLY FULL FUNNEL PROFESSIONAL PLATFORM
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
As a Sophisticated Marketer, grasp that the onus is on you to attract and engage these buyers by delivering content that helps them narrow down their options. To succeed, you must first drive the right people to your site. Even then, on average, only 5% will provide you their contact information. And on a great day, only 20% of those who do will open your email messages. In the end, you’re likely only capturing 1% of all relevant opportunities — while the other 99% leak out the funnel.
In fact ...Accurate targeting, based on authentic data, is the foundation of the LinkedIn platform. LinkedIn’s targeting is highly accurate because it draws from actual profile data provided by and continually updated by our members. You can also target the 1st degree connections of specific members. And you can use their behavior on LinkedIn — like what Groups they join, and how much they share and comment — to inform targeting. You can use our targeting data to tailor your messages and content.
Plus, we have one of the most powerful ad networks available, featuring advertising for both ends of the funnel. That means you can use highly targeted, off-site display ads for direct response purposes and in-stream, native ads for branding. The combination of our quality audience and content marketing solutions paired with our unique targeting and nurturing solutions empowers marketers to reach the right audience with relevant content and realize better results.
13
Your job is to plug this extremely leaky funnel. LinkedIn can help you do just that. Our solutions allow you to:
• Reach only the right people and generate enough interest to drive them to your site
• Establish an ongoing connection and provide the desired content at the exact right times — even when they are still anonymous prospects — to help buyers make their purchase decision
• Measure the effectiveness of multi-channel marketing programs — and improve your performance over time
The result? You can more effectively market throughout the buying cycle to eliminate all those leaks, generate significantly more opportunities and accelerate sales.
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
Quote “We’re pretty experienced when it comes to email nurturing,” Eisenberg shared. “When we started having the conversation about what could be done if you applied the same concepts from email marketing automation to other marketing channels, the vision and potential impact were quite exciting.”
Meagen Eisenberg, VP of Customer Marketing, DocuSign
Our innovative products help marketers navigate the complex B2B buying process where multiple touchpoints influence every sale.
14
Some marketers approach branding, lead generation, and nurturing as stand-alone activities. But when it comes to striking the right marketing mix, it’s critical to balance all three. That’s because strong branding paves the way for successful lead generation. After all, brand awareness is all about making prospective customers familiar with and knowledgeable of your brand. The goal is that they associate your brand with certain characteristics and qualities and recognize — and trust — your brand. Ideally, you want your brand to be seen as a trusted and credible authority on a chosen category, topic, or issue. With that
foundation in place, prospects are more open to responding to your ads, content and offers when you are trying to generate leads.
The most successful marketers take steps to ensure their branding, lead generation, and nurturing strategies are working in lockstep. LinkedIn Marketing Solutions can help you address all three in an integrated way. Moreover, our solutions can help you improve effectiveness in all three areas. That’s because we make it possible to reach and nurture all those anonymous prospects that have been slipping out of the funnel.
Perform branding and lead generation in tandem for ultimate effectiveness.
“ LinkedIn is the only platform that the majority of B2B marketers consider to be effective.”
Content Marketing Institute, 2014 Content Marketing Research Report
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
Onsite DisplayNetwork Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics & reporting
REACH
ACQUIRE
NURTURE
15
6 WAYS TO TAP INTO THE POWER OF LINKEDINNow that you understand the power of marketing on LinkedIn, let us highlight six ways to better reach and nurture prospective buyers.
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
1. LINKEDIN ONSITE DISPLAY Reach and engage more possible buyers than ever before by using extremely targeted and contextual ads — putting your brand in front of more than 347 million members on the LinkedIn network. You can choose from a variety of display formats that includes everything from IAB standard formats to highly engaging native ones, such as Spotlight Ads and Follow Company Ads. Plus, you can display ads on various LinkedIn pages, including profile pages, home pages, inbox, search results pages, and groups pages.
2. NETWORK DISPLAY Complement the contextual targeting enabled by LinkedIn Onsite Display with LinkedIn Display Advertising. This option allows you to extend your reach further across LinkedIn’s network of 2500+ business publisher sites and beyond, targeting your audience through the Ad Exchanges, but always in a brand-safe environment. By frequently connecting with your target audience, you increase awareness and engagement.
3. SPONSORED UPDATES Build brand credibility and educate more than 347 million of the world’s professionals as they’re consuming content in the LinkedIn feed on their desktops, tablets, and smartphones. Achieve both upper funnel branding and awareness objectives, along with lower funnel, direct-response lead-related goals. Choose from a range of business demographic targeting options and set your own budget, with the flexibility to invest on a CPC or CPM basis. Through our Direct Sponsored Updates option, you can reach your target audience directly in LinkedIn’s feed without publishing on your Company Page. That means you can personalize and A/B test your content ads to improve performance. And, you’ll have access to campaign performance analytics to nimbly optimize and hit your goals.
4. SPONSORED INMAIL Get the attention of the highest-value audiences and drive more conversions and leads by delivering targeted messages directly into prospective buyer inboxes, whether they are on their desktops or mobile
devices — with your LinkedIn profile attached. Because your messages are only sent when members are active on LinkedIn, you break through the limits of traditional email marketing to realize 100% deliverability.
5. LEAD ACCELERATOR Once all of your upper funnel programs are in place, LinkedIn Lead Accelerator helps you nurture your prospects beyond the inbox, driving lead conversions, pipeline contribution, and customer acquisition.
You can now reach your website visitors anywhere online, using a sequence of relevant ads and content based on site visitor profiles and online behaviors — this includes the 80% of known prospects who don’t open your emails and the anonymous website visitors who haven’t yet raised their hands, so to speak. Nurture with purpose, connecting with your highest value audiences by offering relevant, helpful content long after they’ve left your website. When someone chooses to fill out your landing page form, they can do so in
just two clicks using LinkedIn Lead Accelerator’s Autofill capability. The result? You increase conversion rates and grow your funnel with a greater number of high-quality leads.
6. FULL FUNNEL ANALYTICS Measure and improve the impact of your programs. You can nimbly test and optimize the ad creative and nurture streams you’ve set up. Moreover, you gain clear visibility into a range of reports and metrics to track the impact of your nurture programs.
COMPANY PAGES The best relationships are rooted in great conversations — and your tool for starting those conversations is the Company Update on your Company Page. It’s no wonder Company Pages have evolved from a nice-to-have to a need-to-have. Through a Company Page, you can market your business to the LinkedIn community, telling your company’s story and giving customers and prospects a place to learn about your business, your employees, and your brand.
COMPANY UPDATES What resonates most with followers and drives engagement? When you communicate with them in a relevant and personal way. And through Company Updates, sent from your Company Page, you can drive engagement by tailoring your company status update to your followers’ professional interests. Specifically, you can deliver highly targeted content into the feed of LinkedIn members, increasing their engagement with, and loyalty to your brand.
LINKEDIN APIS You can use LinkedIn’s API to create custom branded experiences that allow members to engage using their LinkedIn login. This simplifies the need for them to enter additional data. Even more importantly, by using the API to access LinkedIn’s rich data, you can tailor the user experience based on profile data and encourage virality by triggering your app to publish updates about a user’s activity on site.
OTHER ORGANIC OPPORTUNITIES
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
INTEGRATION OF DISPLAY ADS WITH SOCIAL MEDIA IS STARTING TO PICK UP
28%
Integrating Now
Planning toIntegrate
NoIntegration
28%44%
Sources: Responses, Cross-Channel Marketing Report, 2012
Extend the quality traffic of LinkedIn professionals to your own branded sites. Embedding calls-to-action in your creative on LinkedIn ensures the flow of influential, affluent, and educated professionals to your own online properties.
16
17
CHALLENGE StructuredWeb, which provides channel marketing software for global enterprises such as Cisco and Xerox, seeks cost-effective tools to generate quality leads for clients. However, they found that email marketing does not work like it used to. “Fifteen years ago you could expect a 60% open rate, and today, you’re lucky if it’s 10%,” says Daniel Nissan, president and CEO of StructuredWeb. “The whole dynamic of communicating with prospects has changed. We want to build relationships and invite people to download content, not simply deliver emails. And we need detailed targeting so that we can drive engagement rates higher.”
SOLUTION Sponsored Updates provide the impact and engagement that StructuredWeb needs to deliver for its clients. “It’s a non-intrusive way to market — it lets people explore our content and reach out to us,” Nissan explains. “And LinkedIn’s targeting helps us get our content in front of the right people.”
Using Sponsored Updates, StructuredWeb: • Delivered high-value research
reports, videos, and other content designed to increase engagement for channel partners
• Targeted e-commerce and marketing professionals in specific regions
• Reinforced their existing LinkedIn Display Ad campaign to increase brand awareness
RESULTS “We’re reaching our precise targets, without the intrusiveness of direct solicitation — our clients can create conversations with prospects,” says Nissan of Sponsored Updates’ social sharing tools and targeting capabilities.
• Combination of Sponsored Updates and Display Ads on LinkedIn generated leads at one-fourth the cost of other media
• 90% of leads are in target audiences
• 10x greater engagement with Sponsored Updates compared to other PPC or display ads outside of LinkedIn
“Sponsored Updates bring high-quality leads to our clients, but at a far lower cost per lead than other channels. Since they also deliver messages directly to LinkedIn members’ news feeds, the updates give prominent placement to content, improving engagement rates, and attracting leads.”
Daniel Nissan President and CEO, StructuredWeb
Laying the Foundation: Tap into the Only Full Funnel Professional Platform
STRUCTURED WEB GENERATES QUALITY LEADS AT SIGNIFICANTLY LOWER COST WITH SPONSORED UPDATES
Case Study:
dnissan.co
m
in/danielnissan
@danielnissan
Volume 2
Volume 3
Volume 4
LinkedIn Corporation © 2015
RELATIONSHIPS MATTER
With LinkedIn Marketing Solutions, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications.
As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs.
For more information, please visit our Marketing Solutions site.
ABOUT US
LinkedIn members number more than 347 million professionals. That’s over half of the 600 million professionals on the planet. This represents the largest group anywhere of influential, affluent and educated people.
Professional Publishing Platform Our evolution into a professional publishing platform drives increased engagement on LinkedIn. Compared with other professional publishers, content on LinkedIn works differently. The rich data on our platform means we can deliver the most relevant content to our members.
DOWNLOAD THE OTHER THREE VOLUMES IN THIS SERIES!
Building Your Professional Brand on LinkedIn
Tapping into the Power of LinkedIn
Content Marketing on LinkedIn
To lean more...