Professional network users connect with brands that align with drive for success.
At the heart of personal and professional networks are different needs and interests, and different emotional drivers that fuel them. Marketing to the mindset is about understanding that mindset divide and aligning your marketing strategy in order to achieve the desired outcome. LinkedIn and TNS partnered on a global study that surveyed 6,000+ social media users across 12 countries to uncover how marketers can connect to these different mindsets on personal and professional networks.
Personal networks are where people spend time being entertained, while professional networks are where people invest their time. Professional network users want to connect with brands that align with their drive for achievement and success. The type of content users expect from networks aligns with the differences in personal mindset. In a ranking of the types of content users expect, “Updates from Brands” was ranked #2 for those using professional networks and #9 on personal networks. Professional network users crave insights above all else and expect to hear from brands 26% more on professional networks than they do on personal ones.
Members are here to invest time. As a marketer, put yourself in their shoes and consider how to reach them with content to help them develop their careers and better themselves for more meaningful engagements.