LinkedIn released an unusual report this week called “Harness the Power of the LinkedIn Pro-sumer“. Unusual, because the topic is shopping – not an activity I usually think of when I think about LinkedIn. But the B2B social network claims that their users have more buying power than visitors to any other social network.
Here’s a graph to prove it —>
Look at LinkedIn, towering over even Pinterest and way over Facebook.
Are we talking about business buying power? Office supplies? Expensive hardware and software? Inventory?
No, LinkedIn appears to be talking about the same kind of consumer goods we all buy.
- $839 annually on clothing
- $2000 – $3000 yearly on vacations
- 41% more likely to have spent over 30K on a new car
I’d guess this is because LinkedIn is heavy on professionals with college degrees and good jobs. People who need to and can afford to look good. I never thought about a designer boutique for women running ads on LinkedIn but it makes perfect sense. More sense than advertising an $800 Elie Tahari designer suit on Facebook.
The LinkedIn pro-sumer is also a loyal customer. 80% said they were willing to pay more for a brand they love and they’re 152% more likely to be active in online conversations.
Turns out, quite a few companies have been testing LinkedIn as a B2C option. A survey by the Content Marketing Institute showed that 71% of consumer product marketers used LinkedIn. 89% used Facebook, and only Twitter and YouTube came in higher than LinkedIn. It’s a part of the plan for a lot of companies and HubSpot says 51% of those who tried it acquired a B2C customer because of it.
Takeaway for today: time to stop thinking of LinkedIn as a pure B2B site. VPs, managers, entrepreneurs and CFO’s all need clothes, cars, hotels, food and toys, too. (Or do you think they don’t have kids?) What you need to reach them is a slightly different approach and LinkedIn wants to help with that, too.
They recently published a free ebook called 10 B2B Masters Reveal Storytelling Secrets, It’s all about humanizing your marketing with content that tells a story. It’s more of a slide presentation really, so it’s a quick read and full of inspiring success stories from top brands such as Staples and Nordstroms.
I’ll leave you with one tip from the pack:
From DJ Wadlow:
I encourage all marketers to eliminate the dreaded ‘do not reply’ email address and instead actually reply to all emails. Crazy concept, I know.