How Professional Services Marketers can create positive impact

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[color=rgba(0, 0, 0, 0.9)]Professional Services (ProServ) marketing has always been a fast-moving discipline, adapting and evolving to keep pace with the digital revolution we’ve all experienced in the last few years. 2020 was truly a year like no other, creating unexpected challenges and opportunities for marketers around the world.

[color=rgba(0, 0, 0, 0.9)]Perhaps unsurprisingly, marketing was one of the fastest business functions to pivot at the height of the pandemic, responding to a seismic shift in approach and engagement. Marketers quickly realised that this new world required brands to show leadership and influence in different ways, and one of those ways was being more active on LinkedIn.

[color=rgba(0, 0, 0, 0.9)]When we look more closely, however, this was accelerating a trend that we were already seeing. Professionals were already adopting LinkedIn as a place to do business online. As of January 2021, content sharing on the platform is up 39% year on year, indicating a shift in perception away from LinkedIn as primarily a jobs board.LinkedIn has been acknowledged as the most trusted social platform globally in Business Insider's Digital Trust report for four consecutive years. Trust coupled with the platform’s natural ‘professional’ ethos  [color=rgba(0, 0, 0, 0.9)] Email List where you behave on LinkedIn as you would at work – creates a recipe for success and growth. The C-suite is arguably the most important audience for professional services marketers. Our data shows that over 50% of CEOs globally are on LinkedIn, rising to over 60% of CTOs, CHROs, and CMOs. Their primary purpose on LinkedIn? To stay up to date, network, and position themselves as thought-leaders, again demonstrating the shift from jobs board to business platform.

[color=rgba(0, 0, 0, 0.9)]Amid all these shifts, we believe there’s never been a more interesting time to be a digital marketer in the ProServ industry. But the question I get asked most often is: how can I best leverage LinkedIn to amplify my marketing strategy?

[color=rgba(0, 0, 0, 0.9)]That’s where LinkedIn for Professional Services – or LinkedIn ProServ – comes in. We’ve developed a suite of solutions for professional services marketers to help you engage purposefully in this new digital world. Here are some practical tips to help you create positive impact.