LinkedIn is the world’s largest professional network with over 660 million users worldwide. As a platform built around professional networking and career development, LinkedIn has utilized various marketing strategies to attract new users and keep existing ones engaged. Some key marketing strategies employed by LinkedIn include content marketing, social media marketing, influencer marketing, email marketing, and paid advertising.
Content Marketing
Content marketing is a major focus of LinkedIn’s marketing efforts. LinkedIn aims to position itself as a go-to source for professional news, insights, and thought leadership. Some ways LinkedIn utilizes content marketing include:
LinkedIn Blog
LinkedIn has an active blog that publishes posts almost daily on topics related to professional trends, career advice, workplace culture, and more. This positions LinkedIn as an authority in the professional space and gives users a reason to keep checking LinkedIn regularly.
LinkedIn Publisher
LinkedIn Publisher allows users, especially influencers and thought leaders, to publish long-form posts that appear like articles directly on their LinkedIn profile. This user-generated content model provides LinkedIn with a steady stream of fresh content.
LinkedIn News
LinkedIn News is a feature that curates news headlines and articles relevant to professional interests. This keeps users engaged by providing value in professional news consumption.
Sponsored Content
LinkedIn allows businesses to sponsor their content and reach a targeted audience of professionals. This sponsored content appears in users’ feeds alongside organic content.
Social Media Marketing
While LinkedIn has its own tightly-knit social network, it also leverages other major social media platforms like Facebook, Instagram, Twitter, and YouTube to increase brand awareness and acquire new users. Some of LinkedIn’s social media marketing tactics include:
Cross-Posting Blog Articles
Blog posts published on the LinkedIn Blog are often cross-posted and shared on Facebook and Twitter to maximize reach.
Targeted Ad Campaigns
LinkedIn runs sponsored social media ad campaigns targeted to specific demographics and interests that align with its user base.
Influencer Marketing
LinkedIn identifies and partners with relevant social media influencers to expand its social media presence.
YouTube Tutorials
LinkedIn creates and promotes videos on topics like how to optimize your LinkedIn profile on its YouTube channel.
Influencer Marketing
Influencer marketing is used by LinkedIn to build relationships with thought leaders and amplify organic sharing of its content. LinkedIn’s influencer program includes:
LinkedIn Top Voices
A list of over 500 prominent influencers across industries who actively use and engage with LinkedIn.
LinkedIn Publisher Insights
A program that provides participating influencers access to data and insights about content performance.
Sponsored Content
Opportunities for brands to sponsor content created by handpicked macro and micro-influencers relevant to their niche.
Exclusive Networking Events
LinkedIn hosts exclusive in-person networking events and dinners with influential users.
Email Marketing
Email marketing allows LinkedIn to engage users directly with customized messaging. LinkedIn sends the following types of emails:
New User Welcome Emails
Welcoming new users and providing tips to optimize their profile and get started.
Weekly / Monthly Newsletters
Periodic digests of news articles, profile updates, job recommendations and other activity.
Special Event Announcements
Announcing conferences, online events or new product updates.
Targeted Campaign Emails
Messages tailored to user demographics and interests promoting specific content.
Relationship-Building Emails
Follow-up messages after connecting with someone new on LinkedIn.
Paid Advertising
LinkedIn allows finely targeted advertising through paid campaigns. Some options include:
Sponsored Content
Appears in user feeds like organic posts but are labeled as ads.
Text Ads
Text-based ads that appear on the LinkedIn homepage and profile pages.
Message Ads
Ads that appear as private messages in user inboxes.
Dynamic Ads
Automatically generated ads tailored to user profile data.
Audience Network
Ad network that extends campaign reach to third-party apps and sites.
Conclusion
LinkedIn utilizes diverse marketing strategies encompassing content, social media, influencers, email, and advertising. Its focus is on attracting and retaining users by positioning LinkedIn as an essential platform for professional networking, news, and career development. A data-driven approach allows LinkedIn marketing campaigns and content to be tailored to its target B2B demographic. With a finger on the pulse of the professional world, LinkedIn continues evolving its marketing to align with emerging trends and user needs. Going forward, video, virtual events, and partnerships will likely play increasing roles in LinkedIn’s marketing mix as it maintains its strong standing as the world’s top professional networking platform.
