According to statistics, 80% of B2B marketing leads abroad come from LinkedIn. Target leads can be: job seekers, workplace influencers, customers, executives, etc. Surveys show that 94% of B2B content marketers use LinkedIn to conduct content marketing, and 92% of B2B marketers prefer to use this platform rather than other platforms.
As one of the important marketing channels for cross-border e-commerce, LinkedIn marketing has the following three characteristics.
(1) Rich and high-quality audiences.
As a world-renowned workplace social platform, LinkedIn has more than 740 million members. LinkedIn members often share interesting moments on the LinkedIn platform, engage in conversations and high-quality interactions, meet industry leaders and learn from them. Based on the authentic and reliable user resources and rich company data of the LinkedIn platform, LinkedIn members can easily reach business decision-making groups.
Cross-border e-commerce B2B has very strong industry and professional characteristics, and needs to find “people” who can have a direct impact on product procurement. Therefore, many Chinese cross-border e-commerce companies use professional social media to find purchasing decision makers of target companies, establish direct contacts with them, and even cover potential influencers.
(2) Trustworthy environment.
LinkedIn has been rated as the “world’s most trusted social platform” in the Digital Trust Report released by Business Insider for three consecutive years. As the world’s leading workplace social platform, its members actively maintain and develop their professional networks and reputation on LinkedIn. In addition, for consumers and brands, LinkedIn also provides them with a respected and safe environment.
(3) Strong targeted interaction.
Target users active on the LinkedIn platform are unique because they often visit the platform with clear goals: investing time on LinkedIn is to make themselves more efficient, more successful, and to continue to learn and grow. Because of this, compared with other platforms, LinkedIn users are more willing to learn about brand-related information.
LinkedIn’s B2B marketing has six major scenarios, namely, shaping brand awareness, building thought leadership, launching new products, participating in exhibitions or holding offline events, exploring potential sales opportunities, maintaining customer relationships and cultivating customer loyalty.
If you are engaged in global B2B trade, then LinkedIn is a social media platform that is particularly worth paying attention to. It gathers a large number of business people from all over the world, including buyers and suppliers. Many foreign trade marketers have begun to use LinkedIn to expand their business and have obtained good inquiries and sales conversions.