Effectiveness of LinkedIn as marketing tool

Abstract

This report reflects the first hand experience and knowledge I gathered during my tenure at Tryonyx Ltd. Though my work was solely based on the Business Development department but I got the opportunity to collaborate and work closely with the marketing team as well. As a result, I gathered data and tried to evaluate the different marketing mediums Tryonyx used to promote their products. Among these mediums, LinkedIn was one of the crucial one when it came to business to business marketing and lead generating. However, we found it really hard to promote our product and get significant response from our target audiences at LinkedIn’s platform. In this report I analyzed the reason behind the inefficiencies and the back draw we faced while trying to market our product via LinkedIn. Also, not having similar features like other social media platforms like Facebook, Twitter or Instagram made it more challenging for us to utilize LinkedIn to it’s full potential. I also realized that LinkedIn has only catered to the needs of a niche target audience at Bangladesh. Among these group of people, most of them are either looking for jobs or established their position in somewhere which has made them come to the platform in hope of extending their network more. The report mainly deals with overall marketing experience on LinkedIn and the challenges we faced and some suggestions to overcome those challenges as well. The whole analysis of the report was done using both qualitative and quantitative measures. Before coming to any conclusion from this report, it should be kept in mind that, it was prepared in a very short period of time, there were difficulties in finding the data as Tryonyx Ltd. is a start-up business and last but not the least, the survey sample size is fairly small which has been the biggest obstacle for reaching a conclusion. However, the report may still be useful for designing any further study on effectiveness of marketing on a platform like LinkedIn.