There are social media channels with gigantic audiences, like Facebook, Twitter and Instagram. And then there’s LinkedIn.
The all-B2B channel doesn’t have the huge member numbers of the big three—far from it. And because of that, some social media pros argue against wasting time and effort creating LinkedIn-specific campaigns.
But here’s the difference. LinkedIn may have fewer members (just over 467 million, at this writing), but those members are every marketer’s dream: business owners, C-level executives, busy entrepreneurs, the movers and shakers who make things happen.
“LinkedIn, unlike Facebook and Twitter, is all about business,” says Brian Clark, Founder and CEO of Copyblogger Media. “The mindset and intent are naturally more receptive to solving business problems than the kind of socializing and sharing that happens elsewhere.
“That said, you still have to lead with value to generate qualified leads. LinkedIn’s focus on content marketing has primed the audience to expect information and insight first, and then a call to action that takes the relationship to the next level. For those who have been doing content marketing from their own sites for years, LinkedIn becomes an essential outpost for that content, mixed with in-person engagement.”
MediaMark Spotlight’s CEO Gina Ferraro puts it more bluntly: “People who are too stubborn to use LinkedIn are simply leaving money on the table.”
With 106 million active users every month—and two new members every second—LinkedIn has become a valuable option for any social media campaign, and mandatory for any B2B campaign.