With more and more marketing activity taking place on LinkedIn, marketers are now looking to demonstrate their expertise on the platform.
To help address this need, LinkedIn Marketing Labs last week launched two new global certifications; LinkedIn marketing fundamentals and LinkedIn marketing strategy.
Speaking to B&T, LinkedIn’s National Agency Lead Helen Girdlestone [pictured] explained that the new certifications reflect the change in work the pandemic has brought with it.
“As we navigate our way through the global pandemic, we have seen LinkedIn member behaviour adapt to the seismic shift of remote working life,” Girdlestone said.
“That said, the fundamental need for businesses to connect with new and existing customers has not changed and we have seen those conversations migrate to the LinkedIn platform at a phenomenal rate.”
Girdlestone pointed to recent data, which shows conversations between members up by 43 per cent, content shared increasing by 29 per cent and in the last year group chat messages lifted by 40 per cent.
“There has never been a better or more necessary time for marketers to connect with a community that is receptive to their messages. That is why we are particularly excited about this launch,” she said.
A ‘MUST-HAVE’ FOR B2B MARKETERS
B2B marketers are now expected to be proficient with LinkedIn, with the platform fast becoming a ‘must-have’ on any B2B marketing plan.
And as Girdlestone explained, the focus is now on using LinkedIn as a way to grow.
“Simply put, B2B marketers can use these certified skills to grow their business. Best practice target setting, leveraging our unique first party data, setting objectives and KPIs in the platform will ultimately drive more successful outcomes,” she said.
“As an agency, by completing certification, client teams are officially recognised as qualified to consult and advise an advertiser on full-funnel LinkedIn Marketing strategies alongside the ability to then implement, execute, optimise, and report on these strategies.
“It is essential for agencies to showcase their expertise when pitching for new business and to ensure current clients remain confident that their chosen agency has the skill sets needed to help their brand stand out.”
With LinkedIn Marketing Solutions currently in a state of ‘hypergrowth’, Girdlestone said there has been “increased investment” into the core product offering.
Looking forward, this investment will result in a number of new offerings for marketers.
“We will continue to build on the Marketing Labs offering and in the next year we hope to introduce two new facets of certification for tech partnerships and content. We will also pilot Agency-level certification towards the end of the year,” she said.
Are you interested in learning more about the LinkedIn Marketing Labs Certification?? Take your certification course today.
Once agencies have successfully completed their certifications they can enter their details here for some LinkedIn Swag (whilst stocks last).