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Posts tagged ‘LinkedIn’

MarketingProfs – Trends in Social Media Marketing: B2B vs. B2C [Infographic]




By Laura Forer

August 8, 2017


There are some B2C strategies that B2B businesses can benefit by using; but, overall, B2C and B2B companies still often use different marketing techniques. Yet those worlds may be converging, especially in social media.

For example, it’s no surprise that Facebook is the favorite social media channel for B2C marketers. But Facebook has become a preferred social media marketing channel for B2B marketers as well.

Those trends, along with stats, are highlighted in an infographic by marketing technology company Grazitti, based on the Social Media Examiner’s 2017 Social Media Marketing Industry Report.

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MarketingProfs – The 2017 Social Network Image and Video Size Guide [Infographic]




April 28, 2017

By Laura Forer

When you’re creating a marketing campaign, you’re thinking of the myriad assets you’ll need: Email headers and copy, landing page assets, maybe even direct mail pieces—and each of these parts of the campaign has its own specs.

When you start to promote on social media, those specs can grow nearly exponentially as suddenly you need images or video for Instagram, Facebook, Twitter, LinkedIn, Google+, Pinterest, Tumblr, Snapchat, and YouTube.

Whether you are a marketer requesting those assets or a designer creating them, having all the specifications and requirements in one place can make your life easier.

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MarketingProfs – Demographics of the Top 7 Social Networks [Infographic]





March 3, 2017

By Laura Forer

There are 2.8 billion people on social media (that’s 37% of the world’s population!), and knowing who’s doing what on which social platforms can be helpful to your business, according to a handy infographic by Tracx, a social media management platform.

The infographic consolidates user demographics across seven of the largest social networks: Facebook, YouTube, Instagram, Twitter, Pinterest, LinkedIn, and Reddit.

Over 50% of social media users are on only one or two platforms, the infographic points out, so businesses need to figure out the right place to find their audiences.

Facebook is best for reaching Millennials and Gen X, with the latter spending almost seven hours per week on social media, whereas Pinterest use is spread evenly across most age groups, the infographic explains.

And though 53% of Instagram users follow a brand, people referred by a Pinterest link are 10% more likely to make an e-commerce purchase than those referred by other social networks, the infographic claims.

To see who’s on Twitter, why pushing sales on Reddit could backfire, and more info on social media, check out the infographic:


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Forbes – 4 Steps To Lead Generation Through LinkedIn




May 12, 2015

By John Hall

In content marketing, your network is everything. Although publishing a brilliant article on a site with 100,000 readers is a great credibility booster, it won’t matter if you’re not speaking to the right people.

That’s where LinkedIn’s publishing platform has stepped up to the plate. Its platform has become a prime place for brands to share content. Now that anyone can publish articles to the professional networking site, it’s easier than ever for companies to target brand advocates, potential customers, and industry influencers all in one place. What was once the content domain of Richard Branson and Bill Gates now plays a significant role in any solid marketing strategy.

Some people question the value of publishing on LinkedIn when compared to well-known sites like Forbes. Others wonder whether it’s worth going after the big names at all if LinkedIn allows them to get so close to their audiences. I say it’s not an either-or situation. LinkedIn helps me stay top of mind with customers and influencers in my industry, while my Forbes articles reach tens of thousands of people and increase my company’s credibility.

Visibility is important, but engaging directly with your network will create more tangible business opportunities.



Why LinkedIn Works

B2B marketers love LinkedIn — and for good reason. The platform drives 80 percent of B2B social media leads. Companies such as HubSpot use LinkedIn to republish blog posts, maximizing the number of people reading and sharing their teams’ ideas. LinkedIn provides a perfect venue for publishing insightful, shareable content that’s tailored to your network.

You can also drive readers to other content that you or colleagues have published by linking to them in your article. LinkedIn advertising can generate qualified traffic to landing pages that invite your audience to sign up for more articles and information.

LinkedIn may play different roles in your content strategy, so consider whether you’re using it to create visibility or generate leads. I found that my LinkedIn articles didn’t perform as well as I’d like traffic-wise, but they were great at bringing in new business. One post only had 11,000 views, but my company got more than 100 qualified leads from it. It’s just a matter of figuring out how to make LinkedIn work for your company’s goals.

How to Do LinkedIn Right

Many people see LinkedIn as a place to look for jobs and little else. But companies such as Microsoft have taken the content opportunities on LinkedIn and run with them, and marketers at all levels would be wise to follow suit. Bill Gates publishes as a LinkedIn Influencer, and the company regularly shares blog posts relevant to industry insiders and the general public. Microsoft starts conversations with readers and keeps them coming back for new insights.

Follow these steps to create your own successful LinkedIn strategy and start directing qualified leads to your brand:

1. Create an editorial calendar to stay consistent. Don’t treat LinkedIn like an afterthought — a site where you publish when you have a little spare time. Use this platform to stay in front of your network by consistently publishing quality content. Because you won’t have an editor reminding you of deadlines, maintaining an editorial calendar can help you manage your LinkedIn publishing schedule.

2. Optimize your posts for conversion. You can take a few more promotional liberties on LinkedIn than you would when writing for a publication. Include calls to action by linking to relevant whitepapers and articles that help drive traffic to your company’s site. Don’t inundate readers with sales pitches, of course, but provide them with additional resources from your organization.General Electric has mastered this strategy by sharing genuinely interesting content and discussion starters on its LinkedIn page and linking back to the company’s website or other brand articles. The exciting, visually appealing posts on GE’s LinkedIn profile make readers want to stick around. Most importantly, readers don’t feel like they’re being sold something all the time.

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Buffer – Master The LinkedIn Company Page: 12 New Data-Backed Tips To Max Out Yours




February 18, 2015

By Courtnery Seiter

When it comes to social media, lately I’ve been surprising myself by how often I’m turning to LinkedIn. With the addition of LinkedIn Publishing, there seems to be more awesome content on the business social network than ever before.

And I don’t think I’m alone. LinkedIn has more than 347 million users across more than 200 countries and territories worldwide.

We’ve written before about some of the best practices to make the most of your LinkedIn marketing, but I’ve recently discovered even more vital facts and stats about the social network, particularly about making the most of your LinkedIn Company Page.

For instance, did you know that 80 percent of LinkedIn users say they want to connect with companies? Which is great news, because users are almost 50 percent more likely to buy from a company they engage with on LinkedIn.

I thought I would share all the stats I’ve found with you here in the hopes that we can fine-tune our LinkedIn marketing and improve our LinkedIn Company pages together.


3 Surprising LinkedIn Company page stats

1. Only 57% of companies are using pages

A first interesting fact about LinkedIn Company pages is that there’s still a bit of room to stand out by taking maximum advantage of yours.

Although LinkedIn reports that more than 3 million companies have created Company Pages, that doesn’t mean everyone has one.

In fact, Forbes reported that company page usage jumped from 24% to 57% in 2014—which means a growing but still relatively small number of companies are reaping benefits here.

“It is crazy to not create and use a LinkedIn company page,” LinkedIn consultant and expert Wayne Breitbarth says in the Forbes article, calling it “free money” for small- to mid-size companies.  (And a big win for search engine optimization, since Google crawls LinkedIn company pages and generally returns then in the first few page results).

A look at the Company Page features marketers are using most shows similar opportunity in terms of taking advantage of all the functionality LinkedIn provides:



What it means: If you haven’t create a page for your brand yet, it might be a great time to set one up and begin to experiment with all the options there.

2. LinkedIn generates social media’s highest lead conversion rate

In a study of more than 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%—277% higher than Twitter (.69%) and Facebook (.77%).



LinkedIn’s conversion rate also outranked social media as a channel overall—meaning that of all the traffic to these business’ websites via social media, .98% of that traffic converted into leads, compared to LinkedIn’s 2.74%.

What it means: While LinkedIn may not drive the most engagement on social media (see below), it does seem to drive targeted and qualified traffic interested in doing business.

3. Company Page updates see an average engagement rate of .054%



Forrester analyzed the top 50 global brands’ activities across social media platforms to determine that LinkedIn has an engagement rate of 0.054%. (Engagement rate is users’ interactions with a brands’ posts as a percentage of a brands’ followers)

That’s less than Facebook at 0.073% and  Google+ (0.069%), but greater than Twitter at .03%.

What it means: If you’d like to benchmark your social media efforts on LinkedIn, try for an engagement rate of .05 or higher. Then you’ll know your strategy is above average!

6 data-backed Company Page update tips

LinkedIn has shared in the past that the Company page updates getting “the most action” are company branding updates such as inside looks and interviews, followed by job postings, tip and fun facts.


Beyond those overall content categories, there are also some cool and really specific ways to up your engagement rates a bit. Here are the 6 best data-backed tips I was able to unearth.

1. “Top content” numbered lists get shared more

A LinkedIn study of company updates with at least 1,000 impressions showed that updates that included the words “top” and the numbers 3, 5, 10, 25, 30, 50, or 100 got almost 40 percent more amplification.

2. Link posts get higher engagement

LinkedIn has determined that updates containing links get up to 45 percent higher follower engagement than updates without links.


3. Questions get double the comments

On average, status updates that contain questions receive almost 50 percent more comments.

P.S. We dive even deeper into the power of numbered lists AND questions in this post on 8 Winning Headline Strategies and the Psychology Behind Them.

4. Images get 98% more comments

Posting images has been shown to result in a 98% higher comment rate.


5. Employees are 70% more likely to engage

LinkedIn found that employees are 70% more likely to engage with a brand’s company updates. Don’t forget to include and encourage your whole team in your social media strategy!

6. Share videos for double the amplification

Much in the same way that video is growing a ton on Facebook, it’s gaining on LinkedIn, too.

Links to YouTube videos, which play directly in the LinkedIn feed, can result in twice as many amplification actions (likes, shares, and comments) and a 75% higher share rate.


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