Why I’m Paying Attention to LinkedIn

Seven Takeaways for Marketers
Tracy Bains LinkedIn profile
I’m an avid user of LinkedIn—one of over 120 million professionals from more than 200 countries and territories who have signed up to manage their business identity, keep current with industry news, or search for jobs on this social network.

But when I put together a marketing plan, LinkedIn isn’t necessarily the first place I think to advertise. Since I work in the non-profit sector—higher education by day, community development by night—it hasn’t been a natural fit.

At least that’s what I thought entering this week’s LinkedIn Marketing Innovation session in Vancouver. After spending a couple of hours learning more about this platform, I’m starting to mull over how I can use LinkedIn’s sophisticated customer segmentation for my business needs. At the very least, it’s important to keep up-to-speed on what’s possible on this platform—even if I can’t apply that knowledge immediately.

Seven Takeaways

  1. At Ad Week this year, LinkedIn will announce a new feature: Company Pages will allow status updates similar to how you can post what you’re doing on your personal profile.
  2. LinkedIn’s ability to target customers is unparalleled, leading to precise segmentation by profession, gender, title, seniority, age, industry, connection size, company size, company name, geography, group targeting, education, language and influence.
  3. In Canada, a minimum budget to be effective is $10,000. This applies to campaigns that involve custom polls, banner ads or sponsored messages via InMail.
  4. A self-serve portal allows even marketers with small budgets like me to access some of LinkedIn’s power.
  5. There are nearly one million Groups on LinkedIn—some good, some bad. If you’re considering starting a Group, consider the fact that you’ll likely need to pay for advertising to attract followers.
  6. Interactive LinkedIn Content Ads are morphing banner ads into microsites, featuring rich opportunities for engagement like videos, webcasts and content for download.
  7. Build your Company Page—you own this space so use it strategically to share your story, including a showcase for your Products and Services.

Do your marketing efforts include LinkedIn? Share your wins, lessons and wish list items below.