There's something of a trend happening with social media advertising platforms expanding to reach customers on third-party websites away from the actual social networks themselves. LinkedIn is now joining in.
The company announced the launch of the LinkedIn Lead Accelerator as well as the LinkedIn Network Display, which extends its platform to "thousands" of publisher sites.
"Today LinkedIn marks a significant step in its goal to be the most effective platform for B2B marketers," a spokesperson for the company tells WebProNews. "The company is unveiling an expanded Marketing Solutions portfolio that enables these marketers to reach, nurture and acquire professional customers — on and off the LinkedIn platform.
"The core new product fueling this full-funnel approach is called LinkedIn Lead Accelerator, which connects companies to the right professionals with the right content throughout the complex purchase decision process," they explain. "This addition reflects the integration and enhancement of Bizo's Multi-Channel Nurturing product, which came as part of LinkedIn's acquisition of the company in August 2014."
According to the company, 95% of website visitors never provide an email address to marketers, and of the 5% who do, only about 20% open the prospecting emails they get afterwards. Overall, it says, most marketers are converting less than 1% of possible leads.
This is where the new Marketing Solutions Platform comes in.
"Prior to today, products like Sponsored Updates or LinkedIn Display Advertising were used to achieve individual marketing objectives," says LinkedIn's Russell Glass in a blog post. "Now, with the full-funnel approach, marketers can use all of our marketing solutions products together as a portfolio to create a customized experience that enhances the marketer-prospect relationship and delivers results."
Marketers can get started with the new tools here.
Image via LinkedIn