Chapter 9: Marketing on LinkedIn

Chapter 9 of Charello’s Essentials of Social Media Marketing covers marketing with LinkedIn, a social media platform to connect professionals. The demographics reflect the fact that it is a platform for professionals. 10% of those making less than $30,000, 26% of those making between $30,000 and $75,000 and 49% of those making at least $75,000 are on LinkedIn. 33% of urban and 30% of suburban internet users are on the platform, whereas only 10% of rural internet users are on the platform. The last demographic is education level. Most college graduates use LinkedIn and more than a quarter of those with some college experience use LinkedIn, with 51% and 26% usage rates, respectively. However, only 10% of those with high school or less are on LinkedIn.

The demographics indicate that LinkedIn is a lucrative market to sell goods and services. This is true, but not in the same way as other platforms, like Facebook or Snapchat. LinkedIn is better for business-to-business advertising than business-to-consumer advertising. In fact, 80% of all business-to-business leads come from LinkedIn. LinkedIn is also good for engaging with professionals. 60% of engagements on LinkedIn come from users who feel that content is relevant to them. Educational content also performs well as 57% of users engage with content that is educational or informative. LinkedIn is also a trusted platform. Over the past few years, fake news on social media has become a very prevalent issue. A Business Insider study examined user trust in media platforms. Facebook and Twitter were both rated around 40/100. On the other hand, LinkedIn scored 70/100, similar to The Wall Street Journal and Forbes. Due to the general trust surrounding the platform, advertisements will be seen in a similar light. This could result in higher conversion rates than other, less trustworthy platforms.

Comments

  1. Noah MillerOctober 27, 2021 at 10:04 PM

    Danny, I liked how you mentioned they LinkedIn is more of a business to business advertising site rather than business to consumer advertising. I liked how you gave many figures that go along with this that show how much LinkedIn is used in the business world. Keep up the good work!

    ReplyDelete

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