15 Dec 2015

LinkedIn as an Inbound Marketing Lead Generator

Using LinkedIn as a marketing tool has been a concept that has been a hard sell to many business to business (B2B) selling companies, but it is one that should not be missed out. LinkedIn is almost an invisible tour de force that carries a mean punch in the marketing department, as these figures show.

In an article written by Jerome Knyszewski it states:

“80 percent of B2B leads were through LinkedIn!
LI is a lead generation power-tool!

Here’s the percentage of B2B leads generated through each social network:

  • LinkedIn – 80.33 percent
  • Twitter – 12.73 percent
  • Facebook – 6.73 percent
  • Google+ – 0.21 percent
  • B2B leads are most likely to convert between 1 and 4 PM.
  • 1 in 3 posts that triggered engagement had a question mark in it
  • The update posts that performed the best had 248 characters”

It also included this interesting infographic:

Arc-Reactions-Blog-AR-linkedin-lead-generator

Business Insider also did some research into the efficacy of LinkedIn marketing.

Here are a few of the key takeaways from the BI Intelligence report:

They compiled many graphs in their report, but this one shows the percentage of users in the US that have used LinkedIn:

Arc-Reactions-Blog-AR-linkedin-lead-generator-2

Do you remember when your mother told to beware of anything that was ‘too good to be true – because usually they aren’t’? These figures almost fall in to the ‘too good to be true’ league, so immediately they might make you suspicious but when you think about it logically, they could be totally accurate.

LinkedIn is a valuable platform of professional, well educated, mature users and (unlike the vast majority of other social networking platforms) is particularly well used by men. Mature user and social media is not a common pairing of success, but in the age of niche marketing, LinkedIn appeals to business people – especially the more mature movers and shakers of the industry rather than the masses.

Online marketing is dominating the sales world and one pivotal point in digital marketing is social media. The rising generation grew up with the internet and networking platforms so it is as natural to them as watching television or driving a car to school. Social media is their ‘norm’. Although very few of this generation have infiltrated their way right into the highest echelons of management, they are introducing the ‘value add’ of social networking sites in a business scenario. Due to the lack of reports on menu options and duck faced selfies, LinkedIn contains many of the classic values that appeal to managers and professionals and they are leveraging this network as it was designed to do.

Jeff Bullas reported these statistics:

LinkedIn facts and statistics

So what are some LinkedIn facts and what was also revealed when they announced their 3rd quarter results in 2014?

  1. LinkedIn started on May 5, 2003
  2. It went public in May 19, 2011
  3. LinkedIn has 332 million members
  4. 2 new users join every second
  5. 42 million unique mobile visitors per month. This stat is up from 29 million a year before (This is a 45% increase in just 12 months )
  6. Net revenue for the quarter was $568 million which is a big increase from the Q3 result in 2013  of $393 million
  7. 107 million users are in the USA alone
  8. LinkedIn’s user goal is 3 billion registered users
  9. Average time a user spends on LinkedIn is 17 minutes per month
  10. 25 million LinkedIn profiles are viewed every day
  11. One in three professionals on the planet are on LinkedIn
  12. You can increase your linkedIn views by 11 times by including a photo
  13. 41% of users visit Linkedin via mobile
  14. The average number of connections on Linkedin is 930
  15. There were 28 billion Linkedin profile views in Q3, 2014
  16. 13% of millennials use LinkedIn
  17. LinkedIn’s percentage of social sharing is only 4%
  18. 39 million students and recent grads are on LinkedIn
  19. 56% of members are male
  20. 44% of members are female
  21. 30,000 long form posts are published on Linkedin every week
  22. 41% of millionaires use LinkedIn
  23. 13% of LinkedIn users don’t have a Facebook account
  24. 59% of LinkedIn users don’t visit Twitter
  25. LinkedIn users spend 26% of their time on LinkedIn using the mobile app 

We could choose any one of these stats and show you that a completely different kind of social media user is active on LinkedIn, but what it boils down to is that LinkedIn is a business platform, used by business people for the purpose of growing their company. It then stands to reason that LinkedIn is the platform to market to businesses on as its where the decision makers hang out.

Many consider LinkedIn a glorified recruitment agency, but it can do so much more than that. LinkedIn is a professional social media network and as it grows (it currently has 259 million users with a sustained growth rate of 38% year on year) it is refining its core services. What started as little more than an eBusiness card is now advertising space, company newsletter, business people finder, talent scout, brochure and brand development all in one which makes it indispensable, but its crowning achievement is that it is all of these things – in the arena where the big business are. Your company is in front of the people that matter and people who are looking for exactly what you have.

Facebook marketing, like all the other social platforms, is often catering to a large audience resulting in a less refined marketing campaign. It simply has to appeal to too many marketing personas in too many locations all at once. LinkedIn is a well-developed niche platform that consists of people thoroughly converted to solid networking principles looking to grow their businesses by forging partnerships. Half the sales work is already done for you.

If you haven’t looked at LinkedIn with a marketing eye recently, it’s about time you did.