Professional network users connect with brands that are in alignment with their drive for success.
At the heart of personal and professional networks are a variety of needs and interests, and a variety of emotional drivers that fuel them. Marketing to the mindset is about understanding that mindset divide, and designing your marketing strategy 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 reflects the differences in their personal mindsets. 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 these networks than they do on personal ones.
Members are here to invest their time. As a marketer, put yourself in their shoes. For more meaningful engagements, think about how to reach them with content that will help them develop their careers and better themselves.