LinkedIn is viewed by many companies as merely a networking platform, because that is essentially what it was when the site first launched. But the reality today is that LinkedIn is one of the most effective (and cost effective) B2B marketing tools. In some respects it is one of the least-know marketing weapons in the B2B universe. But those who use it proactively can gain extraordinary leverage and influence. That’s thanks to the fact that only a tiny fraction of businesses take strategic advantage of LinkedIn’s powerful marketing potential.
The biggest percentage of B2B marketers use LinkedIn versus Twitter and Facebook, and LinkedIn generates the majority of B2B website traffic from online social platforms. Almost half of those who read articles posted on LinkedIn are also high-level corporate decision makers, and more than 90 percent of marketing executives say that LinkedIn is their go-to source of quality content. The same high percentage of B2B marketers say they’ve been able to lower the amount they spend on leads, by using LinkedIn.
Independent researchers estimate that there are more than 500 million people using LinkedIn, and more than half of them visit the site each month. But only about three million LinkedIn users upload unique content to the platform to capture the low-hanging fruit of LinkedIn benefits. It’s estimated that about 100 million people go to LinkedIn each day – while only around three percent or less are publishing content. The lopsided ratio means that using LinkedIn to distribute quality content and branding messages is a phenomenal way to generate outsized influence with almost no competition.
Most businesses invest considerable time, effort, and money to ensure that their sites enjoy top ranking from Google search engines. That’s important. But there is the potential to drastically improve that kind of exposure by piggybacking on the marketing machinery of LinkedIn, which plays a dominant role in the Google search game. With that in mind, it’s not surprising that approximately forty percent of B2B marketers report that the site doesn’t just help them do marketing, but it generates new customers and revenues. LinkedIn has the power to attract leads, engage them, and successfully convert them into paying clients.
User preferences and browsing habits change over time, and computerized algorithms that position posts for greater online visibility are constantly adjusted. It helps to stay ahead of the curve by following current best practices. Some that are validated by various researchers and metrics are easy to implement, and can be utilized whenever creating shareable LinkedIn content. LinkedIn readers tend to respond well to articles that answer a specific question, for example, and readers also love content that is arranged in list format. Think “how-to” and “Top 10” posts that offer practical insights and solutions, with engaging but succinct titles and compelling graphics/photos. Above all, though, the focus should always be on delivering high-value, uniquely interesting content written for a company’s specific B2B target audience.