In today's world, the personal network plays an important role, LinkedIn meets the current zeitgeist. More and more people are networking and informing themselves among their contacts in order to get an honest recommendation from a credible person.
The aim of this paper is to elaborate on whether it is worthwhile to invest time and money in the world's largest professional social network LinkedIn. In addition, the possibilities LinkedIn offers are shown and explained. Strategies in the social selling area are illustrated and principles are revealed which should be observed. Another goal of this paper is to create a guide to help you when you want to advertise on LinkedIn.
Based on this paper, the author recommends to begin with a marketing strategy comprising LinkedIn as an important channel. As the number of advertisers is rising, this indicates that there is potential to create a competitive advantage by stepping in early. Providing interesting and valuable information about your company and your products, one can create brand-awareness and potentially increasing sales.
Inhaltsverzeichnis (Table of Contents)
- Management Summary
- Introduction
- Problem/ Status Quo
- Goals
- Delimitation
- Methodology
- Research and Analysis
- Are the professional social networks in Switzerland underestimated?
- LinkedIn Marketing Solutions
- Sponsored Content
- Sponsored InMail
- Text Ads
- LinkedIn Sales Solution
- Social Selling
- Strategy of Social Selling
- Building a Network
- Summary
- Conclusions
- LinkedIn Marketing Solutions
- Social Selling
- LinkedIn Guide
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to explore the potential of LinkedIn as a lead generation tool. It examines the opportunities presented by LinkedIn Advertising, highlighting its marketing solutions, compensation methods, and targeting capabilities. Additionally, it delves into the risks associated with marketing within a professional network, emphasizing the importance of building and utilizing a professional network. The paper seeks to provide a comprehensive guide for advertisers interested in leveraging LinkedIn Advertising.
- LinkedIn's potential for lead generation
- Opportunities presented by LinkedIn Advertising
- Risks associated with professional network marketing
- Importance of building and utilizing a professional network
- Best practices for LinkedIn Advertising
Zusammenfassung der Kapitel (Chapter Summaries)
- Management Summary: Introduces the paper's focus on the effectiveness of LinkedIn as a professional networking platform and its lead generation capabilities. Highlights the paper's objective to provide a guide for advertisers interested in LinkedIn Advertising.
- Introduction: Presents LinkedIn as the largest professional social network, emphasizing its mission and recent acquisition by Microsoft. Discusses the competitive landscape with other professional networks like Viadeo and XING. Outlines the paper's goals, covering LinkedIn marketing solutions, compensation methods, audience targeting, risks, network building, and best practices.
- Research and Analysis: Explores the significance of professional social networks in Switzerland. Introduces LinkedIn's marketing solutions, including Sponsored Content, Sponsored InMail, Text Ads, and LinkedIn Sales Solution. Delves into the principles of social selling, encompassing strategy, network building, and a summary of key points.
Schlüsselwörter (Keywords)
The paper focuses on LinkedIn, lead generation, professional networking, social selling, advertising, marketing solutions, compensation methods, target audience, brand awareness, sales, and online marketing. It emphasizes the importance of understanding the opportunities and risks associated with leveraging LinkedIn as a platform for lead generation and building a professional network.
- Quote paper
- Richard Künzi (Author), 2017, Online Marketing. LinkedIn lead generation strategies. How to use LinkedIn to generate leads, Munich, GRIN Verlag, https://www.grin.com/document/437110
