Nowadays, it seems like social media publishers are only having fun on Twitter and Facebook. Those sites can be places for celebrities and “sexy” B2C brands, that’s it — but when it comes to B2B marketing, LinkedIn has them beaten.
According to a recent report from WebpageFX, 80 percent of B2B’s social media leads come from LinkedIn. The visitor-to-lead conversion rate on LinkedIn is 2.74 percent, compared with 0.77 percent on Facebook and 0.69 percent on Twitter. In fact, more than half of the people on LinkedIn don’t even use Twitter. Maybe it’s because they’re just searching for business reviews and news, so they expect to find a network dedicated to professionals.
But LinkedIn’s 450 million users aren’t just looking for news — they’re also looking to buy. As the infographic reveals, 74 per cent of B2B buyers use the platform to make buying decisions, and 44 per cent have found new vendors on LinkedIn.
Obviously, there are plenty of ways for B2B marketers to meet committed audiences. But how are you going to make the most of those opportunities? To begin with, you might find topics that do best on LinkedIn, like career management, organizational psychology, and talent management. It’s also best to publish material from 8 a.m. on weekdays. And at 6 p.m., when most people are searching for tools to help them excel in the workplace.
For more information on LinkedIn marketing, see the full infographic below.