Marketers have been building relationships with professional audiences through social media content for a decade.

LinkedIn is already an important part of marketers’ social media strategies, and for good reason. The site recently released an infographic to celebrate a decade of successfully connecting brands with the right professionals through target marketing, featuring data about engagement rates and member demographics. The graphic highlights the breadth of industries and people who make up LinkedIn’s member base, and marketers can gain clearer insight into where their prospects hang out on social.

The professional social network’s membership has grown to more than 225 million users and 2.9 million Company Pages since it came on the scene in 2003. While participation is open to the masses, the site attracts users that have impressive credentials and twice the buying power of average Americans, making them appealing additions to B2Bs’ and B2Cs’ online networks. Seven million people in the United States who have LinkedIn are C-level executives, presidents or vice presidents, and members boast an average annual household income of $83,000.

Visit-to-lead conversion is four times greater on LinkedIn than on other social media sites

In fact, 90 percent of affluent consumers in the U.S. use social networks to both engage with financial institutions, connect with other professionals and discover branded content, according to a separate LinkedIn study.

Brands that have LinkedIn Pages recognize the benefits of building relationships with the right professionals through higher engagement rates. Visit-to-lead conversion is four times greater on LinkedIn than on other social media sites, according to the infographic. Members are twice as likely to recommend and purchase from the brands they follow on the site, and engage with digital content six times more often than jobs listings, assuaging marketers’ concerns that visitors are only in it for the career opportunities.

Brands that want their target audiences engaging with online content must be active on their preferred social media channels. LinkedIn provides businesses with opportunities to connect with professionals and build relationships that results in conversions.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.