In 2002, serial entrepreneur Reid Hoffman saw a new way of working, and built a company around that vision. Reid started LinkedIn, the social networking site for professionals. Today, it boasts more than 500 million members from more than 200 countries, and executives from every Fortune 500 company. That alone is a pretty impressive statistic in my books.
It’s 2019, and in South Africa, companies are only now starting to understand the importance of LinkedIn, and the incredible benefits it can bring when done correctly. LinkedIn can be a powerful tool for individuals and companies looking to make new connections, generate leads, and build their brand. Some organisations have even called it the ‘game-changer of B2B companies.’
Apart from the fact that executives from every Fortune 500 company have a presence on LinkedIn, let’s take a look at why your business shouldn’t wait another day to incorporate LinkedIn into your marketing strategy.
1. For some companies, LinkedIn is even more important to B2B marketers than Facebook
According to the latest Social Media Marketing Industry report, LinkedIn is considered the #1 social platform for B2B marketers. While only 21% of B2C marketers cited LinkedIn as their #1 platform, 41% of B2B marketers placed it right at the top of their list.
2. LinkedIn is the third most-used social platform among business owners
According to the Salesforce State of Marketing report, LinkedIn is the third most commonly used social network for business owners. With 62% of business owners reporting that they use the platform, and an additional 22% saying they intend to use it in the next year, the use of LinkedIn as a valuable business tool shows no signs of slowing down.
3. Statistics suggest that LinkedIn may be the most effective platform for product launches
Social media – and LinkedIn in particular – has had an enormous impact on how we distribute product news and information to media, bloggers and consumers. According to polling by Regalix, LinkedIn is now the #1 platform used for product launches among B2B businesses. A whopping 81% of B2B businesses say they use LinkedIn for launches, compared to 71% who use Twitter, and just 54% who use Facebook.
4. LinkedIn is one of the most effective ways to recruit new talent
While job boards and career websites have typically been among the top channels for finding qualified job applicants, the use of social professional networking sites for recruiting has exploded over the past four years. According to LinkedIn’s own research, these sites (one of which is LinkedIn) have seen a 73% increase in job-recruitment usage, compared to a 15% increase in internet job boards, and a 16% decrease in staffing agencies.
5. LinkedIn is the ideal network for establishing thought leadership
As a key channel for professional content distribution, there’s no more effective network for establishing yourself or your brand as a leader in your industry. LinkedIn groups allow you to position yourself as a trusted influencer in your niche, and recommendations and endorsements can go a long way to solidifying your reputation as a trusted entity in your field.
6. LinkedIn can improve professional face-to-face relationships
We know that LinkedIn helps businesses establish and nurture important online relationships. However, research suggests it can also help solidify in-person connections.
7. LinkedIn gives your brand increased search visibility
A properly optimised LinkedIn profile and company page increases your chances of ranking in Google search, giving you more valuable real estate in search-engine results.
8. LinkedIn posts have the potential to reach all your page followers
One of the many great things about LinkedIn is that it doesn’t have a filtered feed. When you post an update to your LinkedIn company page, it appears in your followers’ feeds, regardless of how often they have interacted with your posts in the past.
This means that all your efforts to build your page are rewarded with a captive audience; and aren’t hindered or filtered by an algorithm.
This doesn’t mean, however, that all of your followers will actually be on the platform when you post. For this reason, it’s important that you post regularly to maximise your reach. According to LinkedIn, businesses should expect to post 20x per month in order to reach approximately 60% of their audience.
9. LinkedIn is among the most effective social media platform for content distribution
Studies have found that 94% of B2B marketers use LinkedIn to distribute their content. The studies also reveal that marketers cite LinkedIn as being one of the most effective channels for content distribution.
Sharing your content on LinkedIn gets it in front of your current connections and followers; using LinkedIn advertising extends its reach even further by allowing you to target your distribution to industry influencers and potential clients.
There is a lot more research available that demonstrates how valuable LinkedIn can be to your business. Here I have simply touched on a few facts to illustrate how using LinkedIn is certainly a worthwhile investment.
If you want to make new connections, generate leads, attract clients and distribute your valuable content, get in touch with our team of social media professionals to take your business to the next level, whether it be LinkedIn, Facebook, Twitter, Instagram and more!