LinkedIn is, without a doubt, a powerful tool for networking – for individuals and companies looking to make connections, build their brand and generate leads. Apart from being an important social platform for every business, LinkedIn can be especially beneficial for B2B (business to business) companies.
Here, we show you why your business – even more so if you’re in the B2B space – shouldn’t wait anymore to integrate LinkedIn with your social media marketing strategy.
While career websites and job boards are typically the top channels for finding qualified job applicants, the use of professional networking sites for recruiting has seen explosive growth over the past four years. According to LinkedIn’s own research, these sites have seen as much as 73% increase in job recruitment usage. This is when compared to a mere 15% increase for internet job boards and in contrast to a 16% decrease for staffing agencies.
According to the Social Media Marketing Industry report, LinkedIn has surpassed Facebook to become the most important social platform for B2B marketers. While as much as 21% of B2C marketers cited LinkedIn as their #1 platform, over 40% of B2B marketers put it at the top of their list. This is when compared to the mere 30% who said Facebook was the most important.
As per a State of Marketing report from Salesforce, LinkedIn is the third most widely used social network among business owners. With over 60% of business owners affirming that they use the platform, and a prospective 22% who say they intend to use it in the coming year, the prominence of LinkedIn as a valuable business tool shows all signs of gathering speed.
If you are still relying on traditional press releases to get the word out about your new products, this might not be relevant to you. Social media – and in particular, LinkedIn has had an enormous impact on how we disseminate news and product information to the media, followers, and consumers. According to a poll from Regalix, LinkedIn has become the top platform for product launches among B2B businesses. An astounding 81% of B2B businesses say they make use of LinkedIn for launches, compared to a significantly lesser 71% who make use of Twitter and even fewer 54% who use Facebook.
Earlier research from Hubspot found that LinkedIn referral traffic had the highest rates of visitor-to-lead conversion among all social networking sites; even higher than Facebook or Twitter. It found that while LinkedIn averaged conversion rates of 2.74%, Facebook’s .77% and Twitter’s .69 were abysmal, to say the least.
Social media is in a constant state of evolution and flux, and these numbers are likely to change over the coming years. However, there’s no doubt that LinkedIn continues to enjoy success in a significant number of aspects of business – especially in the B2B space.