Digital marketers love to make pronouncements, announcing the state of the industry and where it may be headed. Big pronouncements, little pronouncements, pronouncements shouted from rooftops, pronouncements tweeted from the living room.
Digital Marketing: Voices From The Past
Such prophetic statements often bear kernels of truth; 2012 was, in some sense, “the year of social,” as marketers were struck by the untold resources available through social media, resources that allowed us to push our messages further and reap the benefits of sharing, liking, and group dynamics.
2013 was, at least within the industry’s collective consciousness, the year of “content.” Marketers realized that consumer’s affections won’t be swayed by loud, in-your-face proclamations of a product or service’s superiority, but by genuinely interacting with them, offering informative research and analyses from authoritative voices. The point is not that “content” is a new thing, marketers have always needed messages after all, but that content has to change drastically. We have to stop talking down to people and start treating them like, you know, people.
What Lies Ahead: Including Linkedin In Your Digital Marketing Strategy
Well, Linkedin has recently released what they’re calling the “The Sophisticated Marketer’s Guide to Linkedin.” Penned by Jason Miller, Linkedin’s Senior Content Marketing Manager, the “Guide” makes the argument that 2014 will be a synthesis of the last two years, of pushing effective content through the new channels that social media affords. Miller writes that “social media no longer lives in a silo but instead is a vital component for the success of many marketing campaigns […] content fuel[s] your social marketing […]” We tend to agree. Social media is an incredibly powerful tool for getting your message out there, but your message in turn needs to be real, more genuine, and genuinely interesting, than marketing has traditionally been. You have to actually help people.
The pamphlet itself is a pretty good example of content marketing, half marketing tool and half actually informative resource. You can check it out for yourself by following the link above. What’s most astounding, though, are the statistics it provides. They make an undeniable case for the importance that Linkedin can play in any strong, integrated digital marketing strategy. We’ve culled the most illuminating numbers and presented them below. You’ll be rewriting your profile in no time.
3 Great Reasons To Start Using Linkedin
- Linkedin is the largest professional network in the world, with over 184 million users.
- 50% of Linkedin users report that “they are more likely to buy from a company they engage with on Linkedin”
- Everybody else is doing it. Not a great reason elsewhere, but here we’ll let it slide. 65% of companies polled acquired a B2B customer through Linkedin in 2013. Not only is everyone else doing it, it works.
3 Great Reasons To Start Pushing Content Through Linkedin
- Professionals are 6 times more likely to engage with content than job listings on Linkedin.
- Facebook, Twitter, and Linkedin are considered the “Big Three” in social media platforms. But over 50% of traffic from social to websites was driven by Linkedin.
- Because users of Linkedin are professionals, and use Linkedin to meet professional goals, the kind of content they crave is different. Jay Baer, an industry luminary, says: “other social networks can have the cats and the memes and the OMGs. Linkedin is about content and connection.”
Making The Most Of Linkedin
At Ag Conexus, we think Linkedin will prove to be the future, not only of professional networking, but of B2B, and eventually B2C, marketing, as well. We’re so convinced of Linkedin’s potential that we’ve developed a range of targeted Linkedin training services to help individuals and business alike make the most out of their Linkedin presence. We hope that you’ve been inspired to start thinking of Linkedin in a new way, not only as a way of expanding your professional network, but as a way of reaching new customers, too.