Considering that professionals who use LinkedIn are in the site to keep up with the latest industry trends and to discover new thinking within the industry, it makes sense that it is an ideal target for those who are trying to penetrate the B2B and B2C market. After all, you already have the right audience in one central location: why don’t you take advantage of it?
This thinking is echoed by social media marketing experts. According to a study conducted by HubSpot, LinkedIn is the best social network for lead generation. It significantly outranks both Facebook and Twitter in terms of the highest visitor-to-lead conversion rate, as LinkedIn ranked 2.74%, while Facebook had .77% and Twitter brought the rear at .69%.
What makes LinkedIn effective?
Think of it this way – people join LinkedIn to showcase their career milestones, skills and specializations, and curate data that will improve their professional lives. Therefore, if you are business looking to tap other businesses, executives, and personnel who may be able to use your products, then LinkedIn is the right tool for you.
Even LinkedIn’s algorithm is effective for Internet marketers. For instance, LinkedIn matches the content users see based on their previous engagement. Its users are within the site to keep up with the latest industry trends, and discover new things within their fields. With the algorithm in place, each member therefore sees relevant industry news and insights that are beneficial to them. Therefore, if you have something new to offer, then you would find it easier to target them.
Furthermore, in comparison with other social networking sites, there is less clutter in LinkedIn so your audience will more likely see your message clearly.
How do I maximize LinkedIn?
This brings into question the techniques you should utilize in order to take advantage of LinkedIn. Thankfully, LinkedIn’s goal is to “match the right content with the right professional,” which coincides with your own business goals. Also, the site encourages high-quality and relevant long-form posts, which are then “distributed through member engagement such as views, likes, comments, and shares.” Now, depending on how the community embraced your post, the long-form post may then have a wider distribution and better metrics in comparison with other posts.
You can further maximize this by following the succeeding tips:
- Publish on LinkedIn Pulse
LinkedIn Pulse is the site’s publishing platform that has a similar interface as a guest posting. Once a post is published through Pulse, your connections and followers will be notified. The notification will contain your title, which means your headline must be interesting enough to get them to click it.
- Plan your content
Next, try to set a content plan ahead of time to ensure that you’ll be able to hit the right targets. Remember that you want to provide high quality content that benefits your readers. If your content is not doing that, then it won’t be spread across the site.
- Focus on quality
Unlike other sites where you can get better traction if you continue to post, LinkedIn places more emphasis on the quality of the content rather than on quantity. As such, try to post at least one high quality post a day. Remember what kind of post your audience loved – a blog post, a webinar, a video, a contest, the list goes on – and continue to post it.
There you have it. With these tips, you’ll soon see the value of LinkedIn as a great site for lead generation.
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