LinkedIn just released a new resource to help marketers branch into international markets, providing a number of key insights into major trends and shifts to be aware of as you assess your foreign opportunities.
“As the world becomes smaller and business ambitions grow bigger, more marketers are being handed international marketing mandates. It’s one thing to develop effective marketing strategies in the comfort of your home markets, but quite another to lead the charge into unfamiliar territory.”
Regional Performance
LinkedIn’s new ‘International Marketing Resource’ features a range of region-specific insights, with initial data overviews for Australia, Germany, South East Asia, the UK, and the US. The insights include local LinkedIn audience reach, fastest-growing verticals, best-performing ad formats, and more.
We’ll use the US market insights overview as an example. LinkedIn also notes that more regions will be added over time. Beginning with an economic overview, LinkedIn’s market insights for the US counts a total of $2.56 trillion worth of imports and $1.64 trillion worth of exports. China is the top contributor to exports, while Canada is the top for exports. The US’s GDP as of 2020 is at $20.93 trillion.
On the US’s audience profile, the overview notes that only 13% of US audiences are located in the top 10 cities, with New York leading at 3.8%. 87% of audiences are located outside of major US cities, with 45% of them on LinkedIn working in either government, education, healthcare, or retail. Topping the five fastest-growing industries is software, followed by media & entertainment, professional services; banking, financial services, and insurance; and Government/NGOs in that order.
When it comes to local businesses, 46% of all North American SMBs on LinkedIn are either in the professional services, healthcare & pharmaceutical, or retail & consumer products industries. Likewise, 41% of North American start-ups on LinkedIn have less than $100 million in revenue. There are about 38+ million SMB employees on LinkedIn, 75% of which state that they have nearly a decade’s worth of experience, with only a third of their entire count being senior decision-makers. ‘Business’ is a commonly observed attribute in both job function and skillset. On engagement, SMBs reflect a 55% growth rate since 2021, with the overview including smaller details such as content themes and content interests.
Lastly, the overview closes by presenting the best-performing ad formats. Ad formats were classified into three major groups, each one driving a specific result or focus. They are brand awareness, engagement, and lead generation. The diagram is easily read and understood, complete with the small, yet necessary details to better direct your approach.
The Wrap
These are some noteworthy and helpful insights and will no doubt aid you when crafting or tweaking your LinkedIn strategy. Combined with other resources you’ll be able to find on the platform, this is yet another LinkedIn guide that helps users and businesses of all sizes make the most of their online efforts, precisely guiding them progressively to meet objectives and hit new business milestones.
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