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Why Does My Business PART 1: Why does my business NEED LINKEDIN? The Sophisticated FROM BRAND BUILDING, TO LEAD GENERATION, TO CONTENT awareness MARKETING AND ADVERTISING, LINKEDIN CAN HELP YOU Guide to BUILD YOUR BUSINESS. Marketer’s LinkedIn is so much more than a place transforming into the enlightening to find a job or an online resume. era. No longer can marketers just consideration It’s quickly becoming the go-to do social, they need results and content publishing platform for the actionable insights in order to prove professional mindset. the value of their efforts. And no As more professionals are spending longer are we forced to take a spray more and more time looking for new and pray method to get our message action content and keeping in touch with heard in the noisy world of social. their networks, it brings with it an The technology is in place that allows opportunity for marketers. us to take a much more refined approach, a sophisticated approach The idea of being a sophisticated if you will, to social media marketing marketer comes from the current on the world’s largest professional state of the golden age of social network. 8:00 a.m. media marketing and how it is Most LinkedIn members look for inspiration early in the day with peak consumption at 8:00 a.m. Marketing and Advertising Information Technology and Services Financial Services PART 1: Why does my business need LinkedIn? 1 Table of Contents A NOTE TO THE WHY SHOULD PART 1: WHY DOES PART 2: LAYING SOPHISTICATED I BE READING MY BUSINESS NEED THE FOUNDATION: MARKETER THIS GUIDE? LINKEDIN? TAP INTO POWERFUL MARKETING LinkedIn is so much more than a place transforming into the enlightening SOLUTIONS to find a job or an online resume. era. No longer can marketers just It’s quickly becoming the3 go-to do social, they need 4results and 5–6 7–11 content publishing platform for the actionable insights in order to prove PART 3: OPTIMIZING PART 4: EXPAND PART 5: EASILY professional mindset. the value of their efforts. And no YOUR PROFILE YOUR NETWORK KEEP YOUR FINGER As more professionals are spending longer are we forced to take a spray OF INFLUENCERS ON THE PULSE more and more time looking for new and pray method to get our message content and keeping in touch with heard in the noisy world of social. their networks, it brings with it an The technology is in place that allows opportunity for marketers. us12–14 to take a much more refined 15–18 19–21 approach, a sophisticated approach The idea of being a sophisticatedPART 6: PUBLISH if you will, to social mediaPART 7: marketing EXPAND PART 8: UNLOCK 25 SOCIAL MEDIA WITH A PURPOSE: YOUR TARGETED THE POWER OF EXPERTS YOU NEED marketer comes from theCONTENT current on the world’s largestREACH: professional LINKEDIN’S PARTNER TO KNOW state of the golden ageMARKETING of social network. ADVERTISING PROGRAMS media marketing and howON LINKEDIN it is ON LINKEDIN 22–42 43– 49 50–53 54-55 2 A Note to the SOPHISTICATED MARKETER This type of marketer is grounded in timeless, Mad Men-era tactics and combines them with new, modern technology. What worked during the golden age of marketing still works today, but marketers need to adapt. Social media is their playground, content is their fuel, and platforms like LinkedIn are the new black. This guide was written with you in mind, the sophisticated marketer. 2012 was the year of social. 2013 Everything you need to know about was the year of content. And 2014 is marketing on LinkedIn, written both the year where they come together. strategically, and instructionally. Social media no longer lives in a It’s your one-stop shop to the vast silo but instead is a vital component opportunities that await—increase for the success of many marketing awareness, influence perception, campaigns. With content fueling your generate leads, and ultimately drive social marketing, we have arrived at revenue with LinkedIn. the age of truly integrated marketing strategy, and it’s being led by a new Let’s get started, shall we? breed of sophisticated marketers. Jason Miller The sophisticated marketer is someone who takes marketing Senior Content Marketing Manager, techniques, both old and new, and LinkedIn Marketing Solutions executes them in an overall integrated marketing strategy. 3 Why should I be READING THIS GUIDE? The goal of this guide is to provide the absolute best, most up-to-date, definitive guide for marketers to successfully use LinkedIn as part of their integrated approach to marketing. This guide is a labor of love for us a nice-to-have. It’s a necessary here at LinkedIn. We created it to part of a successful integrated be a one-stop shop for everything marketing approach for a marketer needs to know about driving awareness, leads, getting the most value out of LinkedIn and ultimately revenue. for themselves and their company. It’s not just an instruction manual, but a We call this the guide for strategic guide with lots of input from sophisticated marketers because we top thought leaders and LinkedIn feel it’s time to take social media marketing experts combined with the marketing to the next level, moving expertise of the LinkedIn Marketing beyond theory to enlightened Solutions team. practice. It’s time to get real results with your social marketing, and this is And it’s all about how to truly tap the guide that will help you. into the potential and power of social media marketing. That’s because social media marketing is no longer 4 PART 1: Why does my business Work is no longer a 9–5 activity LinkedIn members are on our platform at all hours and days throughout the week. But depending on NEED LINKEDIN? where they are and what they’re doing, they may be accessing the platform from their desktops, tablets, These days in the business world, relationships matter more than or mobile devices. In fact, we see desktop usage ever. That’s because people tune out irrelevant or promotional spike during the day, tablet usage spike in the messages. But they do want to engage with companies that focus morning and evening, and mobile devices being on sharing useful and relevant information and content. And the used at all hours. 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: There were 184 million unique visitors worldwide to LinkedIn in Q3 of 2013 THE WORLD’S LARGEST PROFESSIONAL NETWORK 1 of every 3 professionals on the planet is on LinkedIn Content now garners 6x more engagement than jobs properties on LinkedIn Plus, all these professionals are highly Our members’ investment is born out 259,000,000+ receptive to relationship building. of their professional mindset. The 238 They demonstrate this in what they professional mindset is aspirational. 225 do while on the network. Time on In other words, members are thinking 200 187 LinkedIn isn’t simply spent. Time on about how to achieve their ambitions 175 LinkedIn is invested in professional and further their careers. As a result, 150 161 131 development. And it’s reflected in the our members are highly receptive to 115 growing number of visits to and time advertising, content, and experiences spent on LinkedIn. that can help make them more knowledgeable and, ultimately, more successful. Q3’11 Q4’11 Q1’12 Q2’12 Q3’12 Q4’12 Q1’13 Q2’13 Q3’13 Q4’13 Source: LinkedIn Press Release PART 1: Why does my business need LinkedIn? 5 PART 1: LinkedIn is a platform enabling sophisticated marketers to forge LINKEDIN BY THE NUMBERS: relationships with these professionals. It’s no wonder LinkedIn LINKEDIN IS THE #1 CHANNEL TO LINKEDIN DRIVES MORE TRAFFIC has quickly become the go-to content publishing platform for DISTRIBUTE CONTENT TO B2B BLOGS & SITES marketers. In fact, a survey of LinkedIn members found that LinkedIn % of B2B marketers who use various 90% of the social traffic was driven by is considered the most effective social network for delivering B2B social media sites to distribute content the big three networks, with half of it 1 2 coming from LinkedIn content . And research conducted by Investis IQ found that 91% LinkedIn is the number-one social network for driving traffic to 85% others corporate websites. 81% 73% As a growing number of professionals professional decision-making. All 55% spend more time reading news it takes is a sophisticated marketer and keeping in touch with their who seizes the opportunity to network through LinkedIn, you have engage them. LINKEDIN CONSIDERED MOST EFFECTIVE FOR B2B LEAD GEN an unprecedented opportunity to Among top performing organizations, % of B2B Marketers who rated the Social build and cultivate relationships with What do we mean by a sophisticated Media Site on effectiveness in generating leads professionals the world over. And marketer? The idea of being a these relationships can translate sophisticated marketer comes from 93% into revenues. Since 2010, the the transition of social media 84% number of B2B and B2C marketers marketing from pure theory to generating sales via LinkedIn has effective use. But marketers can’t 71% grown consistently. U.S.-based just “do” social. Now they need 56% agencies rate LinkedIn as the most to produce results and actionable important social media platform for insights in order to prove the value of LINKEDIN CONTINUES TO B2C MARKETERS ARE RAPIDLY new business. their efforts. Fortunately we no longer CONSISTENTLY GENERATE SALES DISCOVERING LINKEDIN are forced to take a spray-and-pray FOR B2B MARKETERS Percentage of companies who In fact, 50% of our members report approach to getting our message Percentage of companies who acquired acquired a B2C customer through they are more likely to buy from heard in the noisy world of social.
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