Our Experience with LinkedIn
LinkedIn was founded in 2002 and launched a year later. As a professional network, a resource for recruiters, and a social media platform, LinkedIn offers a uniquely professional social experience for users. In 2015, LinkedIn announced that it supported 400 million active accounts.
LinkedIn has become the go-to tool for both job seekers and hiring companies. It is also a great mechanism to do sales research or category research, as you can filter for specific profiles - such as marketing directors working in a Washington company. It has inspired an entirely new sales paradigm: social-selling.
Since it’s launch, LinkedIn has developed intuitive mobile apps to improve quick mobile access and help face-to-face business interactions. It’s quickly becoming a common business practice to jump onto LinkedIn to look up a conference speaker’s profile, or a contact you just met.
LinkedIn’s development of user abilities - like the formation of groups - has allowed users to interact at a more macro, B2B level rather than just as a single person. The platform has also recently expanded its publishing capability, adding an analytics system, to encourage more social interaction that can be tracked by marketers. As of 2013, LinkedIn announced their Sponsored Updates ad service which allows publishers to have their content sponsored on the feeds of users in their network.
Almost 100% of our client sites currently feature the LinkedIn icon and a link to their LinkedIn company profile. Because it’s in widespread use, we have used it as an authentication method (allowing users to login with their LinkedIn account and create an account on your company site). We have also used the LinkedIn developer API to populate profiles on community sites, populating a profile with a client’s user photo, current company, and additional information pulled from LinkedIn. There are many uses for the LinkedIn API, especially in B2B applications.
Content Sponsored By LinkedIn: For a fee, LinkedIn will push your published posts to the tops of the feeds of people in your targeted audience. They also offer additional tools, like audience customization and messaging testing.
Marketing Through InMail: LinkedIn’s sponsored InMail service allows you to send messages to target audiences, timing their send for when members of your target audience are on Linkedin.
Intuitive Advertising: One of the most beneficial aspects of LinkedIn is the amount of information users post about their professional careers, skills, and interests. Linkedin helps you utilize that information to create highly-specific target audiences and develop personalized ads.
Space for Ad Publishing: LinkedIn offers space for banner ads, perfect for their platform’s scrolling experience. They also offer the same personalization, analytics, and segmentation abilities for text ads.
Smarter CRM: Although LinkedIn offers it’s own analytics service, it’s not difficult to integrate Linkedin with your CRM in order to centrally monitor lead behavior.
Long List of LinkedIn Plugins: There’s been a wide variety of plugins developed for LinkedIn that can be used to integrate the platform with your website - whether Wordpress, Drupal, or Magento®. In addition, we - and most other developers - can also easily custom-build plugins for your company’s needs.
When Do We Recommend LinkedIn
Like most social platforms, what you can do with LinkedIn is limited by how you choose to use it in your marketing strategy. At the most basic end of the spectrum, you can embed a link to your company’s profile on your website. At it’s more complex, you can embed webforms to allow users to post to LinkedIn from within your website or publish your feed on your website. Regardless of how you decide to implement it, we highly recommend taking advantage of the 400 million users on the platform and the big data opportunity that it represents.