LinkedIn has always been the social network that gets the business attention, especially from B2B marketers. If you are trying to justify resources (time and money) for focusing on LinkedIn, several reports combine to make the case that results are real. But like everything in social media, use these resources to guide your thinking while you discover if your customers are there.
1. LinkedIn Drives More Traffic
In this recent post, Webbiquity looks at the top social networks and analyzes how they drive traffic to B2B blogs and websites. On average, social media drove 5% of traffic to all B2B sites, however, it drove 17% of traffic to blogs and only 1.1% of traffic to commercial B2B websites. When they looked at the traffic by site, 90% of the social traffic was driven by the big three networks, with half of it coming from LinkedIn.
2. LinkedIn Drives More Leads
In a study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher than both Twitter and Facebook. This was a mix of both B2B and B2C companies, but the large sample size clearly shows that a focus on driving leads from LinkedIn works.
3. Your B2B Marketing Peers Use It
Across multiple studies, eMarketer has found that an average of 80% of mostly B2B and small and medium sized businesses use LinkedIn for marketing. A number this high, across multiple studies, really adds to the validity of the number. While this study doesn’t define what how marketers use the platform, or how effective they view it, the next point addresses that.
4. B2B Marketers Call It the Most Effective Social Network
In a recent content marketing survey of the 50,000 member strong B2B Technology Marketing community on LinkedIn, 85% of those surveyed indicated that LinkedIn was the most effective social network for distributing content.
5. LinkedIn is Creating More Marketing Opportunities
A recent eMarketer report describes the changes coming to LinkedIn as they grow their ad revenue business with a variety of sponsored opportunities beyond text and banner ads. These include sponsored company updates, or what are called native ads in the feed, and ads that mimic the functionality of Slideshare, a platform they bought last year. As LinkedIn re-makes itself as a content platform, do not overlook the opportunities to post content directly on the platform as part of their thought leader blogging program, although it appears that they are not taking any new entries into the program.
B2B LinkedIn Takeaways
As you begin exploring the effectiveness of LinkedIn for your B2B company, here are some specific tactics that will build your following and drive traffic, leads and awareness. What are your favorite LinkedIn tactics?
- Grow your LinkedIn Company followers by encouraging followers on other networks to follow the company on LinkedIn.
- Share both gated and un-gated content on LinkedIn company page.
- Encourage employees to share company content of their LinkedIn pages.
- Discover LinkedIn Groups with your target prospects and encourage appropriate employees to participate in the conversation, not just share links.