TECH N' GO

Tech n’ go: Publicidad en Linkedin ¿2018 será su año?

Más de 170,000 nuevos miembros se registran y abren un perfil en LinkedIn cada 24 horas alrededor del mundo. En Latinoamérica, 40 millones de profesionales tienen una cuenta en esta red social; y en Perú, un poco menos del 20% de la PEA tiene una presencia activa allí con más de 3 millones de perfiles blanquirojos.

Mi carta es que en el 2018 veremos el gran despertar de la publicidad y el marketing en LinkedIn. Apuestas bienvenidas. Eso que hasta ahora no vivió la publicidad en twitter, a pesar de sus insistentes emails y mensajes en el feed, lo vivirá LinkedIn en la región el próximo año.

¿Por qué lo digo?

LinkedIn es una red social “laboralmente aceptada”.  En los ámbitos empresarial, comercial y de trabajo nadie ha sido crucificado por estar en LinkedIn durante su horario oficial. Si preguntas, tal vez sea la única red social que no esté bloqueada en las computadoras de tu empresa.

Es clave en la labor de prospección y ventas,  crítico en la gestión de recursos humanos y hasta se usa para prácticas de espionaje industrial. La cuestión es que los profesionales que toman decisiones pasan cada vez más tiempo en ella. El paraíso del B2B.

Cada vez se vuelve más interesante y el contenido es muy relevante. Pensemos en esto: ¿Hace un año pasábamos tanto tiempo en el feed de LinkedIn como ahora? ¿Hace un año habías visto o leído tantos artículos de personas en tu red en Pulse? ¿Hace un año interactuabas recomendando, compartiendo y comentando tanto como hoy?

Con la saturación, poca relevancia y falta de renovación general del contenido que se comparte en Facebook y twitter; LinkedIn parece como un refugio donde casi todo merece nuestra atención. Por eso, no es casualidad que “el wall” de LinkedIn sugiera mostrar nuevas entradas (volver a la parte superior), antes que mostrar contenido más antiguo como lo hacen otras redes sociales.

Está naciendo una mini-industria, o sub-sector, de servicios profesionales y empresariales alrededor de LinkedIn. Desde ghost writters que venden piezas para publicar en la sección de artículos de tu cuenta personal hasta webinars de lead generation para empresas con productos y servicios business-to- business en su portafolio, pasando por expertos de marketing e influenciadores como Neil Patel o Gary Vaynerchuk que hablan cada vez más y mejor sobre LinkedIn.

Yo creo que sí. 2018 será el año de la publicidad en LinkedIn.

Si tu emprendimiento apunta a llamar la atención de tomadores de decisiones en el nivel empresarial, pyme o corporativo, tu plan de marketing para el próximo año debería tener menos face y estar más In. Cuéntame si lo haces y como te va.

¡Que emprendan bien!


http://www.milcomos.com/

Moisés Otero
Emprendor Digital, Co-fundador de la primera comunidad p2p para el cambio de dólares en Latam, MidPoint FX; Fundador de Embarkee y exGerente de Negocios de Comparabien. Escribe sobre sus vivencias, experiencia y el desarrollo del mundo startup y la industria fintech en Perú y la región.
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