It seems like even a social media giant like LinkedIn, that has recently been acquired by Microsoft, can still surprise us all with childish mistakes. In an organisation of that size it is typical for the marketing department to deal with analogous budgets and multiple campaigns every year. The corresponding professionals that can run such a department could be the CMO (Chief Marketing Officer), Marketing managers, account executives, marketing analysts, communication experts, PR executives, copywriters, content developers, web developers, design executives, and a number of in-house marketers.
The structure of every marketing department and especially in large multinational organisations is expected not only to promote products and/or services but also promote and protect the brand name and be alert to respond on emergencies.
This is definitely not the case for LinkedIn. The marketer that designed, the copywriter that did the proofreading, the manager that has approved, the developer that has uploaded, and the CMO of that team will possibly feel embarrassed about that. Read the following facts and leave your comment below if you would believe that, yes, king LinkedIn is NAKED!
The story starts with the LinkedIn promotional email that reached my inbox on Wed. 25 Jul 2018 @ 10:32 Irish time from Liz at LinkedIn Sales Solutions. This email promoted the LinkedIn Sales Navigator but had critical errors and it was more than obvious it was not structured, checked or approved by an experienced Marketing professional.
The errors are:
1. The duration of the trial period is not clearly stated.
2. There is no mention or link on the amount charged for the subscription either monthly or yearly.
3. On the terms and conditions it says that this promo ended on February 2018 and that was about five months ago.
For a prospect member to assess this offer it is very important to know what is the duration of the proposed trial period and what will be the cost after that. On top of that how can an organisation persuade someone to take the call to action and use its services on an expired promo? We do not have access on LinkedIn analytics for the marketing campaigns but we could guess that this promotional activity will not be among the best performing this year.
My suggestion as an experienced marketeer would be to add a marketing expert on the team to check and approve every promotional activity before it is published. This way the danger of exposing the LinkedIn brand name to typical small business & startups mistakes will be drastically minimised.
ORIGINAL PROMO EMAIL