Comprehensive Marketing Plan for LinkedIn: A Strategic Analysis

This report presents a comprehensive marketing plan for LinkedIn, a prominent business and employment-oriented social networking platform. It begins with an introduction and then conducts a SWOT analysis to identify LinkedIn's strengths, weaknesses, opportunities, and threats. The report outli...Read More

The marketing plan of LinkedIn
0 | P a g e

Table of Contents
Introduction.................................................................................................................... 2
SWOT analysis............................................................................................................... 2
Marketing objectives........................................................................................................ 2
Integrated marketing communication strategy..........................................................................3
Integrated marketing communication tools..............................................................................4
Conclusion..................................................................................................................... 5
References..................................................................................................................... 6
1 | P a g e

Introduction
LinkedIn is the business along with the employment oriented service that is highly operated
within the websites and also in the mobile application. The organization was founded in the year
2002, and they provide the area worldwide. The purpose of the paper is to provide an effective
marketing plan for the business regarding their service learning and development of talent.
SWOT analysis
Strengths Weakness
 Trustworthy professional account
 Among the corporate, it is a popular
brand having huge potential
 Features present help in the effective
filtering of searches
 Profile detailing is very effective
 Powerful tools for brand promotion
 Professional help of this account
increase career growth
 Highlights professionalism and one of
the trusted professional site
 Difficulty in communicating directly
 The competitive disadvantage in
comparison to other social media like
Facebook and so
 Lawsuit on violating data privacy and
this affects the brand image
 Prone to fake or unverified profiles
Opportunities Threats
 Expanding internationally especially
in the emerging countries
 Social recruiting by hiring candidates
through social media channels
 Integrate with Skype/IM to provide a
better communication network
 Increasing user engagement that helps
to increase the member activity with
this company
 Integrate with telephone operative to
increase their business over a market
 Government guidelines for
maintaining privacy
 Hacking instances and fake accounts
 Intense completion with other social
media platforms
 New updating professional network
facilities
Marketing objectives
Marketing objectives of LinkedIn are as follows:
 To create business incidence and gain access to the additional features that help the
person to enhance their visibility. The company display many learning procedures, add
2 | P a g e

many products and services, compelling graphics and even include job opportunities
(Ashley, & Tuten, 2015). The firm also allows employees, vendors, teachers as well as
customers to showcase their talents in their page and this help people to develop their
talents and also they learn new things from the process
 To be one of the most successful websites and for this, they focus on gaining members
with common goals. The company assign primary moderator or group manager whose
work is to pre-approve the discussion posts and to ask good questions to the users so that
they learn new things from the posts and develop their talents
 To make company employees and partners be involved on the same page. By this
objective the professional help the employees about how they increase their business and
also teach them the benefits of expanding their professional networks throughout the
market. In this way, the company help to develop talent and learning process on their user
Integrated marketing communication strategy
Integrated marketing communication is one of the simple concepts for ensuring effective
communication within the market and the marketers. This concept helps the organization
LinkedIn have the valuable source to implement their strategy within the market so that the
clients can get their services. The primary strategy that could be utilized by the firm is the
identification of the marketing goal as well as the potential limitation of the process (Luxton,
Reid, & Mavondo, 2015). This is highly effective for the firm to provide their business within
the market by way of understanding their goal. The theory of IMC clearly shows that the
communication process is highly essential for the firm to maintain their business and their
development [process in the market (Hossain, Kabir, & Rezvi, 2017). Another strategy that could
be utilized by the firm for their service to provide effective value to the business is to target their
audiences for the learning and development of talent service that is being provided by LinkedIn.
Another IMC strategy for the organization is to understand the competition as well as their
competitive edge within the market (Manser Payne, Peltier, & Barger, 2017). This will enable
the organization to develop their business and provide the most valuable working function within
the market. Another strategy is to improve the working function, and also they need to get the
creative way for the definition of the activity. LinkedIn with the help of this effective IMC
strategy can eventually upgrade their system and their service within the market.
3 | P a g e

Integrated marketing communication tools
Integrated marketing communication tools are the process of coordination as well as the
integration of all the communication tools that could be utilized for marketing to minimize the
cost and maximize the impact of consumers for the product (Valos et al., 2016).
Chart: Integrated marketing communication tools
The six tools are the advertisement, direct marketing, internet marketing, sales promotion, public
relation and the personal selling (Camilleri, 2018). All these are utilized by the organization
according to their business operation for the communication in the marketing plan to make the
brand awareness within the market. For the organization LinkedIn, the most effective
communication tools will be the Public relation and the internet marketing.
Public relation: It is one of the best ways for the firm to perform publicity for the service within
the market. The service along with the public relation communication can effectively draw the
attention of the consumers towards the business (Kitchen, & Burgmann, 2015). In this process
the organization will be using the press release, then the public event, news and so on. This will
eventually help the organization to improve their active members for the various services. The
graph below shows that the firm has gradually increased their active members within the market
and this is done with the help of effective publicity for the products and the services.
4 | P a g e

Graph: Active members of LinkedIn over the years
Internet marketing: LinkedIn is the social networking site, and their primary option for the
integrated marketing communication tool is the internet (Tsekouropoulos, Andreopoulou, &
Misso, 2015). This process is highly effective for the firm to share their information with the
clients. In this process, the organization can easily interact with the clients and share their view
on the improvement of the function. This is also essential for the firm to provide a large amount
of information for the customers within the market. The service is learning and development of
talent, and for this, the best way is the internet56 market as this have the opportunity to reach to
the larger area of clients.
Conclusion
The paper eventually concludes the facts that LinkedIn have to utilize the public relation along
with the internet marketing for their integrated marketing communication tools for the service of
learning and development of talent to the various companies. The paper also highlights the
effective IMC strategy that the firm use for their marketing purpose to enhance their product
awareness among the customers.
5 | P a g e

References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Hossain, M., Kabir, S., & Rezvi, R. I. (2017). Influence of the integrated marketing
communication on brand orientation and market orientation: a literature
review. Australian Journal of Business Science Design & Literature, 10(1).
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing, 11(2), 185-197.
Tsekouropoulos, G., Andreopoulou, Z. S., & Misso, R. (2015). 5. Green business, Integrated
marketing communications and green marketing strategy for sustainability. GOingREEN.
A collaborative platform for the Excellences of Campania Region: A collaborative
platform for the Excellences of Campania Region, 1, 123.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence &
Planning, 34(1), 19-40.
6 | P a g e