LinkedIn is one of the largest social networking sites in the world. It has over 130 million members worldwide. It is the 9th largest social media site in the world. LinkedIn is different from other social networking sites as it is primarily business focused, and although it allows video, picture, and music sharing, the main objective of LinkedIn is to allow business people from all over the world to communicate with one another in order to build contacts and ensure the long term success of their business.
B2B marketing is extremely manageable on LinkedIn, probably more than it is on any other media platform. “The best time to post on LinkedIn is Tuesday through Thursday either between 7 A.M. and 9 A.M. and 5p.m and 6 P.M, when professionals are either beginning or finishing their workday.” How many other traditional or social media methods could provide a B2B marketer with such specific times to target their market?
Fortunately for B2B marketers LinkedIn is an extremely interactive website, which aids them both in terms of feedback and when measuring demand for the goods/services they are providing. 91% of B2B marketers who use various social media sites use LinkedIn. This is compared with 85% on Twitter and just 81% on Facebook, sites which would have much more visitors daily. This proves that when it comes to marketing LinkedIn really is the place to be as marketers can communicate with each other as well as interact with a considerable amount of business people from other areas that they may be trying to sell to. For instance 69% of LinkedIn’s members make more than $60,000 a year so if one is trying to market a premium product, this information would be extremely useful.
B2B marketers should be extremely grateful to LinkedIn as they now have easy access to an inexhaustible amount of managers and business owners to try to influence. This social network allows marketers to influence people they have never, nor would probably have never met, people that could be on the other side of the world, and allows them to conduct business and build strong interpersonal relationships.
Clearly LinkedIn is effective in terms of targeting a certain audience in a time efficient and cost-effective manner. Oftentimes the most difficult task in marketing can be trying to find a market but LinkedIn provides marketers with so many profiles of people to target to that it leaves them with a minimal amount of work to do. Hence this is why it is undoubtedly the best outlet when conducting B2B marketing.