Launched in 2003, LinkedIn is currently the third most popular social network in terms of unique monthly visitors -- behind Facebook and Twitter. Used by over 135 million business professionals worldwide, this platform is prime real estate for Buisness to Business (B2B) marketing. With 88% of B2B marketers using the platform but only 17% of small businesses, that lends to an fairly underutilized landscape that is stocked with opportunity. This accessibly large professional audience is one reason LinkedIn is where corporate storytelling thrives.

LinkedIn’s tenure and network size makes is a significant resource housing a wealth of knowledge for business industry updates, trends, strategy and much more. It’s like Wikibusiness, Mashable, and Facebook rolled into one creating the ultimate combination. The Puppymonkeybaby of B2B if you will. Not just a resource for potential clients but also a great source for employees to be socially active in the professional space and professionally representative of your business or client. 99% of top companies on LinkedIn have employees actively sharing content. With over 1.5 million LinkedIn groups and 200 conversations per minute occurring in LinkedIn groups, there is a place for everyone on the team to connect. Activating employees by empowering them to share content, join conversations and groups allows for organic amplification of your business or client.

LinkedIn generates the highest visitor-to-lead conversion rate (2.74%) of all social networks, almost 3 times higher than both Twitter (.69%) and Facebook (.77%). It offers multiple business solutions that help achieve marketing goals. Looking to build your business? Try Sponsored Updates and Display Ads. Need to generate and accelerate leads? Check out Sponsored InMail, Lead Accelerator and Text Ads.

Now that you understand the significant benefits and tools LinkedIn provides for networking and resources, for employees, clients and potential relationships, it time for the number one benefit, targeting.

Marketing efforts are supported by the extensive targeting capability that makes LinkedIn premier platform of professionally segmented audiences. Company Pages can target updates using criteria like company size, industry, job function, seniority, geography, language, or by including/excluding company employees. LinkedIn is well worth the higher average CPC, versus Facebook, due to the quality of targeting within the professional industry market. You wouldn’t go to Tommy Bahama for your black tie affair… well you might but Pete Cashmore wouldn’t. 

Those are just a few reasons why LinkedIn needs a place in your strategy, your media budget and your heart. An oldie but a goodie, LinkedIn is the number one tool for any B2B marketer looking to successfully connect exclusively with the professional community and decision makers.