B2B Marketing Blog

Written by Lisa Shepherd
on January 19, 2012

Among the 2012 B2B marketing trends, LinkedIn is definitely “in fashion”. Thousands of companies are jumping into LinkedIn to develop business through a new and cost-effective source. But do you know if LinkedIn is a good tool for your business?

Here are a few tips and numbers to help you answer the question:

Is your target market on LinkedIn? This varies by geography, industry and role.

  • LinkedIn is very strong in North America but has lots of room for growth internationally.
  • To evaluate the size of the accessible network on LinkedIn for particular industries, search for groups related to that industry. The results might look similar to these ones:

Canadian Industry representation through LinkedIn groups:

  • Food – 40 Groups with 16,000+ connections
  • Pharmaceutical – 12 Groups with 12,000+ connections
  • Automotive – 35 Groups with 7,000+ connections
  • Human Resources – 60+ Groups with 50,000+ connections
  • Aerospace – 17 Groups with 6,000+ connections
  • Construction – 60+ Groups with 12,000+ connections

LinkedIn can be valuable for B2B social marketing because as you become a member of industry-specific groups, you can post blogs, PR, corporate updates, invitations to events, promotion, case studies and other marketing communication immediately reaching thousands of prospects. In some cases this tactic becomes a major lead generation source.

Has LinkedIn worked for you? How do you make it work?

Market Smart, B2B Marketing for Non-Marketers

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