LinkedIn Marketing — Factors to Consider

LinkedIn Marketing example - Singapore Airlines

Exhibit 24.19   LinkedIn is of considerable relevance to organizations like Singapore Airlines where employees (Singapore Girls) are key to branding, and customers are business professionals.

Exhibit 24.19 showcases how organizations such as Singapore Airlines can benefit from their presence on LinkedIn. Given the nature of their business, they effectively leverage LinkedIn’s extensive network of professionals to market their products and services and engage with their community of employees, customers, followers, and stakeholders.

Businesses that market to other businesses and professionals find LinkedIn to be a suitable platform as their target audience consists of LinkedIn members, and their customer-facing employees play critical roles in engaging with their customers.

What about your organization? As you chalk out your digital marketing strategy, it is important to consider the following questions to help you evaluate how your organization can benefit from LinkedIn and how to effectively market your business on the platform:

  • What are your key objectives on LinkedIn?
  • What content/advertising messages would work best for you on LinkedIn?
  • Which of your products and services are best suited for marketing on LinkedIn?
  • How should LinkedIn communication/advertising differ from other platforms?


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