Why B2C Brands Should Be On LinkedIn: Agency Leaders Weigh In

August 4, 2014

Think LinkedIn is just a B2B platform? Think again. Seven out of ten consumer marketers now use LinkedIn to distribute content, including brands like Mercedes-Benz, Fruit of the Loom, and Delta Air Lines.

According to our latest research, professional consumers are receptive to messages brands are publishing on LinkedIn -- and they're willing to pay more -- presenting a rich opportunity for marketers to engage these "Pro-sumers" with relevant content.

But don’t take our word for it; see what three industry leaders from top agencies had to say about our latest “Connecting Consumers to Brands on LinkedIn” study – and what they feel are the most exciting implications and opportunities for consumer brands.

RM_Bavaro_009rt_lowGerry Bavaro, Chief Strategy Officer, Resolution Media

LinkedIn is often thought of as only a ‘B2B’ social platform. What part of this study surprised you the most?

"There’s higher trust of information from publishers on LinkedIn compared to other social networks, high un-duplicated reach, and over half surveyed were interested in information from brands.  The B2B context of LinkedIn is always defined by business and professional-focused behaviors performed on the platform, when in-fact this has created the unique opportunity to tell consumer-focused stories, foster community and drive sharing."

What most excites you about the opportunities to reach “professional consumers" on LinkedIn?  

"Professionals are consumers first.  We work to live, fulfill our dreams and aspirations, and on each professional path are perfect moments of relevance for brands to serve needs. Therefore this represents a new canvas for creativity in brand and media communications, and for professionals, a new lens through which companies can be understood and engaged with."

Now that you’re aware of these insights, what types of B2C clients would you recommend LinkedIn to?

"I would recommend to clients focused on aspirational marketing – auto, travel, luxury.  Finance and professional services map well to professional life-stage also.  As a publishing platform that includes audience targeted paid media programs, I’d consider retail (ex: fashion). Few companies have mapped the retail story to professional life-stage and role, yet it’s often a target, product, and cultural categorization."

SusanSusan Treacy, EVP, Creative Director, Leo Burnett

LinkedIn is often thought of as only a ‘B2B’ social platform. What part of this study surprised you the most?

"I was surprised by the amount of trust people have in LinkedIn. Trust is so important when it comes to the legitimacy of a brand and connecting with people online. It makes a brand stand out among people’s posts of what they had for dinner."

What most excites you about the opportunities to reach “professional consumers" on LinkedIn?  

"In my current job we focus on connecting with women. We aim to start relevant, meaningful conversations that add value to their lives. Cutting through the social network noise can be challenging. Leveraging a respected platform such as LinkedIn might just make it a little easier. We recently created a CPG campaign targeting professional women. At the beginning of the campaign we really struggled to find honest, trustworthy social media platforms."

Now that you’re aware of these insights, what types of B2C clients would you recommend LinkedIn to?

"I would most definitely consider LinkedIn for clients targeting professional women. It’s a trustful, respectable platform where you can have purposeful conversations. Sometimes the mommy blogger world just doesn’t cut it."

DeirdreDeirdre McGlashan, Global Chief Digital Officer, Mediacom

LinkedIn is often thought of as only a ‘B2B’ social platform. What part of this study surprised you the most?

"It surprised me that 47% of LinkedIn users read news or information from consumer brands on LinkedIn at least once a month. However, when I saw that the highest areas of interest were company news, information and innovation from companies, it made sense that the type of information they seek is more professional-type information and gives brands a different opportunity to reach this audience with relevant information."

What most excites you about the opportunities to reach “professional consumers" on LinkedIn?  

"I’m excited about the opportunity to reach this audience with informative and relevant information in a mindspace where they find it useful. Also, being able to speak to consumers as they go through different professional lifestages is a great opportunity as we know each lifestage brings with it a new set of decisions to be made."

Now that you’re aware of these insights, what types of B2C clients would you recommend LinkedIn to?

"I would recommend to a variety of brands: brands that have innovation at the heart because there would be plenty of content; brands that consumers reward themselves with as they progress through their career, from small luxuries to big ticket items; and brands that offer services to consumers as they progress through their professional lives."

Set your consumer brand up to best connect with your professional audience on LinkedIn. Join us on Wednesday, August 6th to hear this new research presented live and learn more about the opportunity to engage with consumers in meaningful ways on LinkedIn.

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