LinkedIn Launches New Marketing Solutions Portal.

By Rob McNair

LinkedIn has been the number one B2B network for a while now, although it’s still relatively unknown on how brands can leverage the platform to increase sales and gain an ROI. This is where the new LinkedIn Marketing Solutions portal comes in. The new portal helps clients & agencies to understand where they can benefit from LinkedIn, through their audience & products, along with showcasing previous success stories & latest news. As you can see in the screenshot below, you’ve got a number of different pages to explore.

One of the first pages is the ‘About us’ section (see below), which introduces the LinkedIn Marketing solutions team allowing you to put a face to a name. Ultimately they’re trying to push even more sales here. The second page explores the current audience of LinkedIn, with the ‘Our Audience’ section which highlights their 175 millions global users and 10 million in the UK. Within their audience it looks at reach, insights, profile targeting and industry verticals. Within these subgroups it has several infographics that helps breakdown their audience and how it could benefit your brand.

The next page that outlines their marketing solution is the ‘Our products’ page. This breaks down their social network into more detail, outlining the platform & its benefits. They’ve given a brief overview of targeting, groups & company pages, along with follower ecosystem. However the main focus here is to obviously push the advertising platform on LinkedIn. As you can see the bottom 8 tabs (see below) are all advertising related – the whole LinkedIn advertising platform is still relatively unknown, especially for small brands. However for small brands will they consider advertising on LinkedIn knowing the high costs? If LinkedIn want to expand their advertising client base maybe they should  re-examine the advertising pricing model?

Along with the products page the portal also contains case studies from some major brands, including Chevron, HP & Philips. The latest news section is also very useful, although you can access this from the front page of your LinkedIn profile. So what should marketers do with LinkedIn? Proceed with caution. Over the past few weeks LinkedIn has made a several huge changes, from the endorsements, to a new design layout in the publishing model. Although you’re thinking LinkedIn may not benefit your business maybe you should consider another trail? Will this portal help you understand more about LinkedIn? There are definitely a few things to learn from this new portal, but will brands use it? Only time will tell.

This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.