Mobile Marketing Magazine Speaks Zara Easton, Head of Brand Marketing, LinkedIn UKLearn about the integration of Gen Z engagement with AI, successful brand marketing strategies, and how brands can foster community and engagement on social media platforms.
Q: How has LinkedIn evolved as a leading platform for brand marketing, especially in the professional space?
“Today, over 1 billion members around the world use LinkedIn to connect, learn, sell, and get hired. And our growing professional community gives brands and businesses huge opportunities to reach and engage with their audiences.
“Our rich specialized data, including job title, industry, seniority, geography, and skills, is our superpower, making it easy for brands to accurately segment and reach audiences, including decision makers and executives. .
“We are constantly innovating our ad formats, products and services to help brands reach their audiences in new and engaging ways. For example, recognizing the need for brands to communicate authentically and build brand equity at scale through real advocates; recently released thought leader advertising – Allows businesses to sponsor content from their employees, executives, and members.
“We’re excited to see brands ramp up their creative campaigns on LinkedIn. We believe that proving marketing’s impact on revenue is one of the biggest challenges facing marketers today. That's why we're launching new measurement tools, including revenue attribution reporting, to help marketers build financial fluency and effectively communicate with marketers. Chief Financial Officer.
“As a brand, we set an example of what a creative campaign for a professional audience can look like.LinkedIn know-howA campaign targeting Gen Z professionals is an example of how brands can connect with professional audiences by building content that is relevant and relatable. ”
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Q: How important is authenticity in brand storytelling, and how can brands maintain an authentic connection with their audience on LinkedIn?
“It's important for brands to have an authentic connection with their audience and tap into real issues and external environments. That's how you build trust and relevance. My team recently did this latest campaign target it Gen Z and those just starting their careers.
“We wanted to build a memorable brand film that elevates the everyday emotions we all experience at work, like trying to understand workplace jargon or being hesitant to ask for help. I did.
“We tapped into the human truth of not knowing where to start, with the aim of growing their careers at a time when the world of work was changing rapidly.
“In addition to the TV spots we developed with our in-house creative team, we also partnered with creative agency VCCP to create a live activation, a ‘Know-How To Go’ coffee truck with a twist.
“Gen Z is famous for being the generation of microlearning and coffee culture, so while they’re sipping coffee and immersed in career-boosting chats, we’re trying to make this a reality with them in real life.” The idea was to use it as an opportunity to make connections, making learning fun and easy during your daily commute.
“Alongside this, we shared practical advice on LinkedIn through influential experts to build a direct connection with our audience.”
Q: LinkedIn caters to a professional audience, but how can brands tailor their messaging to effectively resonate with this demographic?
“Emotion, storytelling, and authenticity are all important factors, but they are often overlooked when communicating with professional audiences, which can result in your brand being unmemorable. It's important to be bold and dynamic if you want your brand to stand out and get noticed.
“One of the common pitfalls I see with brands is that they ‘over-correct’ to cater to a professional audience. We recommend that you continue to think about person-to-person mass communication, since this group accounts for more than 25% of the UK population, and ordinary workers make up more than two-thirds of it. ”
Q: What role does thought leadership play in brand marketing on LinkedIn and how can brands position themselves as industry leaders?
“Thought leadership is a powerful tool in brand marketing, allowing brands to share valuable industry expertise, build trust and credibility, and ultimately humanize brands. Helpful.
“The great thing about our platform is that it democratizes thought leadership and allows everyone to share their opinions on a trusted platform.
“When it comes to industry leaders, a variety of influential voices, including entrepreneurs, industry experts, and executives, come to LinkedIn to share company news such as product innovation announcements, mergers and acquisitions, and company information. Share exclusively on the platform. Income.
“We're seeing a 9% year-over-year increase in posts from C-level members, and these posts range from company updates and workplace policies to behind-the-scenes coverage of industry events, conferences, and business travel. .It provides a glimpse into the organization's culture and enhances the company's employer brand.
“By putting executives at the center of corporate strategy on LinkedIn, companies are building greater brand equity with customers and employees.”
Q: What are the current trends in brand marketing on LinkedIn and how can brands stay ahead of the curve?
“One of the audiences that most brands are focusing on today is Gen Z. This includes their buying habits, lifestyle choices, study habits, career outlook, and more.
“They are the fastest growing audience on LinkedIn, which is why we New brand campaign Especially for this group. A key trend we discovered during the campaign's development was the generational differences we are witnessing and the need to address generation gaps in the workplace, and this trend will continue to grow among professionals. expected to continue to be a top priority for brands.
“In addition to Gen Z, AI continues to be a hot topic, not surprisingly, with marketers increasingly exploring how they can leverage AI tools in their day-to-day work to become more creative and productive. It's an exciting time to watch. To discover new trends, we always ask marketers to stay ahead of the curve by following key thought leaders and their LinkedIn pages or by following LinkedIn News I am proposing that.”
Q: Are there any specific industries or sectors that have seen notable success with their LinkedIn brand marketing strategies?
“We've partnered with some of the world's biggest brands like Dove, Headspace, and Virgin to create authentic brand stories and lead the way in building powerful B2C campaigns on LinkedIn. Similarly, significant success at LinkedIn has been driven by smart thinking about how to creatively use the platform to make a significant impact on its 1 billion members.
“In B2B, Santander”connectionThe ad featuring actor Brian Cox is a great example of how B2B companies are investing in building creative, memorable and innovative campaigns to build their brands. ”
Q: How can brands foster a sense of community and encourage meaningful engagement among their LinkedIn followers?
“A big tip for brands looking to create a community among their followers is to share your opinions, insights, and knowledge on a regular basis.
“Consistent posting builds trust, drives deeper levels of engagement, and helps your audience keep coming back for more insights. It's also important to vary your content. Videos can still It continues to reign as the top format on LinkedIn, so experiment with long or short posts, videos, and visuals to bring your insights and brand messages to life.
“As brands aim to leverage their executives as thought leaders, it's important to support them with mentorship and training to develop a unique voice. Share personal anecdotes with executives, Encouraging people to speak authentically about topics such as leadership, company culture, company values, and work-related content helps organizations humanize their brand, reach a wider audience, and build a loyal following. Helpful.
“Ultimately, people trust people. This is a key insight for building community and driving meaningful engagement.”
