Like other social networks, LinkedIn is expanding its advertising sales across the web to other platforms while also accelerating its lead-generation business.
The pin-striped, silk-socks social network rolled out Feb. 19 an expanded ad sales program intended to take LinkedIn users and customers beyond its own platform to reach customers and clients.
The move follows those of other social networks (Facebook and Twitter, for example) offering advertising beyond their own ethernet boundaries in an attempt to become a more comprehensive and all-encompassing advertising network. Google has, of course, been offering advertising across channels and publishers for years.
“Now with a full-funnel, end-to-end product suite, we offer the most effective way for marketers to reach, nurture and acquire professional customers on and off the LinkedIn platform,” wrote LinkedIn’s Russell Glass on its Marketing Solutions Blog. “We believe this new offering will help marketers drive more high quality leads, which in turn will translate into more business for their sales teams.”
What the network calls its LinkedIn Lead Accelerator will serve as the core of its new initiative and will attempt to “connect companies to the right professionals with the right content as they make their way through the purchase decision process.”
Its LinkedIn Network Display advertising initiative will offer display ads across “thousands of publisher sites.”
The networks says its customers in the pilot program, which have included companies such as eCornell, Lenovo, Localytics, Salesforce, Samsung and VMware have increased leads and business with the new tools. It offers a case study of eCornell’s efforts, during which it claims the company doubled its landing page rate.
LinkedIn’s increased advertising sale initiative is just more indicative of social networking’s changing face as we move more toward networks becoming ad platforms.