LinkedIn is a powerful B2B social media for brand awareness, developing an online personality, and empowering your business with the human touch.
LinkedIn is not a major B2B leads generator, but it is often the starting point of customer search for suppliers.
Nevertheless, B2B marketers have indicated that 80% of their social media leads come from LinkedIn, and 40% stated that LinkedIn is an effective channel for driving leads. (Source Oberlo)
To maximise target audience exposure, you need to be on LinkedIn. Hence it becomes imperative that you post new content several times a week to ensure that it gets in front of the majority of uses who are generally infrequent in their visitation of LinkedIn.
LinkedIn is ideal for posting content such as opinions, blogs, videos, images, personnel milestones, and whitepapers. About 49% of marketers say LinkedIn is the best platform for posting their video content. (Source Hubspot)
Content shared by staff receives over eight times more engagement than content shared by brands. Hence it is important to encourage staff to create profiles and share their experiences.
Using LinkedIn for B2B leads generation can be challenging because of the long sales cycles, numerous decision makers and longer chains of command.
About 60% of the population use LinkedIn that is estimated to make up 5% market share of the Australian Social Media Advertising market.
LinkedIn is one of only three global social networks where Australia ranks highly in advertising spend-it is number 12 for advertising reach. (Source Genroe).
When traditional advertising is blocked by about 30% of all audiences, it is little wonder that social media in general and particularly LinkedIn are major ways for reaching and promoting your brand to B2B customers.
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Maria Charlton
maria@mapmarketing.com.au