For cost-effective marketing, tap into LinkedIn
As the world's largest professional network, with more than 400 million members worldwide, LinkedIn is an increasingly powerful tool for small business owners eager to raise their profile. That's because, as a community of professionals, the social platform's users are already pre-disposed to business-oriented messaging. This makes it a powerful vehicle for companies seeking to establish their expertise with key, targeted audiences. Jennifer Grazel, LinkedIn's global director of vertical marketing, says that 25 million business owners are active on the platform. More than half say their primary purpose in using the platform is to engage current and prospective partners, suppliers and customers. "Sales are driven by relationships, so it is important to humanize expertise as part of a business proposition," explains Grazel. "We're finding that business owners who develop and share their voice through strong, consistent content are seen as influe...