How LinkedIn created an Influencer Marketing Advantage
1,000%
increase in post engagements
over the previous 12 months
Business Challenge
B2B marketers and sales professionals are inundated with information. While the LinkedIn platform is the place for businesses to do business, reaching and engaging busy marketers there can be a challenge. Even for LinkedIn.
The average daily time that a user spends on social media is approximately 153 minutes (Statista). And, with over 700 million registered users (63 million of which are in decision-making positions), the LinkedIn platform presents a big opportunity for brands to engage their target audience. (LinkedIn).
Which means that in order for LinkedIn to reach and engage customers on the LinkedIn platform, they would need to find a way to engage customers authentically and with credibility.
Program Strategy
To better reach these decision makers, the LinkedIn Marketing and Sales Solutions business unit set out to increase engagement and humanize LinkedIn as a brand. Partnering with well respected industry sales and marketing experts, LinkedIn featured the real-life struggles, stories and obstacles of influencers with the sales and marketing audience.
LinkedIn also set out to drive new sales and marketing audiences that were not already following or engaging with the LinkedIn brand to specialized Showcase Pages providing more in-depth information about advertising and sales solutions available from LinkedIn.
Creative
By identifying, engaging and activating the right sales and marketing influencers, LinkedIn was able to collaborate on social content that would resonate best with their target audience. These content collaborations focused on surfacing the human side of work and featured authentic stories from trusted experts in a way that exceeded expectations for audience, reach and engagement on the platform.
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