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.
At a glance
- Grade: 1.5 (1.0 is the best grade)
- A seven-principle guide for marketing on LinkedIn
- HubSpot Sponsored Content campaign used as a case study
- SAP’s use of Sales Navigator to reach a targeted audience
- 30 sources in the bibliography
Table of Contents
Management Summary
1 Introduction
1.1 Problem / Status Quo
1.2 Goals
1.3 Delimitation
1.4 Methodology
2 Research and Analysis
2.1 Are the professional social networks in Switzerland underestimated?
2.2 LinkedIn Marketing Solutions
2.2.1 Sponsored Content
2.2.2 Sponsored InMail
2.2.3 Text Ads
2.2.4 LinkedIn Sales Solution
2.3 Social Selling
2.3.1 Strategy of Social Selling
2.3.2 Building a Network
2.3.3 Summary
3 Conclusions
3.1 LinkedIn Marketing Solutions
3.2 Social Selling
3.3 LinkedIn Guide
4 Recommendations
Objectives and Themes
This work explores how LinkedIn can support lead generation and whether investing time and money in the professional network is worthwhile, with particular attention to the Swiss context. It also aims to explain advertising opportunities and offer practical guidance to prospective advertisers.
- LinkedIn advertising formats and audience targeting
- Social selling and professional relationship building
- Campaign examples and performance measures
- Marketing opportunities and risks in Switzerland
- Principles for planning and improving campaigns
Excerpt from the Book
2.3.2 Building a Network
A survey, conducted a few years ago with over 12’000 businesses, found out that 91.4% of the respondents said networking played a role in their success. This chapter shows which three topics are particularly important, even according to the marketing company salesforce. (Misner, Alexander, & Hilliard, 2010; Salesforce.com, 2014)
2.3.2.1 Brand Awareness
No one can buy from your company if they do not know it exists. To be able to sell something over social media you have to be present. With the presentation of a brand on social media the users are able to stay in touch with a brand on a daily basis, which leads to more trust and reduces uncertainty. In addition, this also gives the user the opportunity to deal with a brand in a targeted manner without the annoying feeling of intrusive advertising. Consider adding a mix of rich media to your profile to attract users to stay longer on your profile. The longer the users will look at your profile, the better they get to know you and your products. (Voeth & Austen, 2013, p. 315; Wendy Van Gilst, 2017)
To make people aware of your profile, you should start networking with them. There are two common strategies to grow your network. The LinkedIn open networker, also known as LION, encourages connection from other LinkedIn members even without previous business relationship. The benefits are that your network grows exponentially and it is more likely that people are reaching out to you. On the other hand some people consider open networkers to be spammers. The second strategy of networking is the “Look at my buds” or LamB strategy. A LamB connects only with someone who they know or can be introduced to. The advantage is a network which remains manageable and you are able to connect directly or through an introduction to the people that you need to. On the downside is the visibility, you could not be visible for the people you want. (Rosen, 2012, p. 178 ff.)
2.3.2.2 Listening on Social
As we already known from chapter 2.3, 72% of potential customers inform themselves about social media. Customers are often sharing what they are looking for, whether consciously or unconsciously. It is important to pay attention to those triggers. Indicators are a visit of a profile, changes of contacts like promotions, likes, shares and comments in groups or blogs. (Gerry Moran, 2015)
Chapter Summaries
Management Summary: The opening overview sets out the work’s aims, its assessment of LinkedIn marketing and its proposed guide for advertisers.
1 Introduction: The introduction outlines the professional networking landscape, the work’s goals and scope, and its approach to analysis and recommendations.
2 Research and Analysis: This chapter examines LinkedIn’s advertising products, published company examples and social selling. It also discusses strategic planning, networking and relationship building.
3 Conclusions: The author assesses LinkedIn marketing and social selling in light of the analysis, including the Swiss context, and introduces the guide’s principles.
4 Recommendations: The final chapter presents practical principles for campaign planning, audience understanding, measurement, content and relationships.
Keywords
LinkedIn, lead generation, online marketing, social selling, professional networks, sponsored content, Sponsored InMail, text ads, Sales Navigator, audience targeting, campaign measurement, brand awareness, Switzerland
Frequently Asked Questions
What is this work about?
It examines how LinkedIn can be used for lead generation through advertising and professional networking.
What are its central themes?
Its themes include LinkedIn advertising, audience targeting, social selling, network building and campaign measurement.
What is the primary objective?
The work aims to show how LinkedIn can increase lead generation and help advertisers understand the platform’s opportunities.
What method does the author use?
The author analyses advertising methods, existing campaign statistics and published company examples, then develops conclusions and recommendations. An attempted empirical approach did not yield enough data for relevant results.
What does the main analysis cover?
It considers LinkedIn’s position in Switzerland, advertising formats, Sales Navigator and strategies for social selling and building a network.
Which keywords characterize the work?
Key terms include LinkedIn, lead generation, social selling, sponsored content, audience targeting and campaign measurement.
Which advertising examples are discussed?
The work discusses published examples involving HubSpot, VistaVu and SAP, among others.
What is the Groundswell POST method?
It is a framework discussed in the work for developing a social media strategy around people, objectives, strategy and technology.
What does the LinkedIn guide offer?
It presents seven principles covering strategy, goals, analytics, audiences, messaging, content value and relationships.
- 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
