Approaching LinkedIn marketing with new perspectives in modern era

Abstract

This bachelor’s thesis researches how modern professionals approach using LinkedIn for their marketing purposes. The aim of this thesis is to gain understanding, on how to approach using LinkedIn, in order to gain value from marketing efforts. The project’s objective was to gain an idea, of how companies approach LinkedIn, and whether there are different marketing strategies. This objective was spread into three project tasks. 1. What do companies aim to gain with LinkedIn campaigns, 2. How do companies work towards their marketing goals on LinkedIn, 3. What are keys to being succesful in LinkedIn marketing.

Qualitiative, and secondary research was the empirical part of this thesis. Qualitative research was in the form of interviews. The theoretical framework was created and divided into five sections. Basics of digital marketing on LinkedIn, History and upcoming changes, Objectives of marketing, Marketing types and activities & Cost of CPM on LinkedIn.

Results indicated that LinkedIn marketing tends to be more focused on personal LinkedIn posts and interaction around those posts, rather than making great efforts with sponsored content or other paid marketing efforts. Creating engagement with personal posts opens doors for interaction with other LinkedIn users.