LinkedIn’s Stuart Bartram speaks with Marketing about the professional networking site’s benefits for Australian marketers.

Every second, two new members sign up to LinkedIn, joining a network of two million members in Australia and 120 million worldwide. Marketing asks Stuart Bartram, Director of Marketing Solutions, LinkedIn Australia and New Zealand what that means for advertisers and brand managers looking to reach this valuable audience.

With independent research showing LinkedIn to be the dominant social media platform for B2B marketing, advertisers and brand managers have an opportunity to target “the world’s largest professional network of affluent, influential and successful people in key markets and industries such as automotive, financial services and education,” says Bartram

“Australian businesses clearly see the benefits of using LinkedIn,” he continues, with its strength lying in the network’s collection of professional data and the type of audience it attracts, giving advertisers better targeting options and more precision for their advertising spend, and therefore potentially stronger return on investment for companies. And, interestingly, it’s a site where users’ state of mind is not typical for the web: “When on LinkedIn, people are typically in a ‘work’ state of mind – they’re not casually surfing the web, meaning they’re more receptive to relevant advertising,” notes Bartram.

For brands trying to raise awareness, Bartram suggests LinkedIn’s Marketing Solutions, whereby “advertisers work with a dedicated field sales rep to create a customised program, including traditional, targeted display ads, Company Pages, Custom Groups and Partner Messages.” If your objectives are more direct response in nature, the self-service LinkedIn Ads offers a platform for marketers and businesses to display simple text ads.

With Australian organisations lagging the rest of the world in their use of social media – recent figures from KPMG show only half of all large businesses have a presence – LinkedIn is hoping to be the go-to place for advertisers and brand managers to fill at least the B2B part of that gap.

Peter Roper
BY Peter Roper ON 23 August 2011
Editor of Marketing Magazine and
  • Des

    We took our best performing B2B Google Adwords advert (CTR of over 5% for last 5 years), and posted it on LinkedIn’s version of Adwords – ‘LinkedIn DirectAds’. The result? Horrible.

    To be specific – a click through rate of 0.007% after more than 170,000 impressions. Just bad.

    Our conclusion? People primarily go to Google to search for solutions. They primarily go to LinkedIn to connect with other people they know or might want to know.

    Just saying.

    • Peter Roper

      Thanks for the comment, Des.
      That is quite the dramatic difference. I suspect you’re right about why people use LinkedIn versus Google.
      I’d be interested to hear if you’ve also had experience, more successful or otherwise, with the branding-building side of LinkedIn compared to the direct response, and how it fared.


      • Des

        Hi Peter,

        No, haven’t tried the brand building ad options on LinkedIn at this stage – a bit put off by its effectiveness for us due to our direct response PPC results really.