LinkedIn – It’s Place in the B2B Industry

December 10, 2013 | By

Linkedin B2B
B2B marketing has always been a challenge. This is proving to be truer with the mushrooming of platforms each claiming to be the best for B2B brands.

For the purposes of this blog post, let’s not think of false claimants. LinkedIn is at the forefront of the few platforms that are doing a great job for B2B brands. LinkedIn’s success is a reiteration of two important principles of marketing – it’s better to be in a narrower category (social media for professionals) than a broader one and it’s not important whether you are first in the market or not as long as you are first in the mind.

Widely acknowledged as a high quality professional network, LinkedIn is a great avenue for lead generation. LinkedIn is also being hailed for driving website traffic and content marketing. Analytics company comScore says that LinkedIn is “becoming a hub for high-quality business information”. The social network has also gained the confidence of B2B marketers for its effectiveness.

Often B2B brands don’t just buy a product from a company, they need to buy into the company’s values, vision, culture and people among other things. LinkedIn allows B2B companies to introduce all of these to prospective buyers. B2B sales often have long gestation periods during which it is important to engage and monitor the prospects’ activity which again LinkedIn allows one to do.

Here are a few amazing LinkedIn marketing statistics:

  • The highest percentage of B2B marketers, 91%, use LinkedIn to distribute content (B2B 2014 North American Content Marketing Trends)
  • 85% B2B marketers say that LinkedIn is the most effective social network in delivering content (Social Media B2B)
  • 64% visitors to corporate websites come from LinkedIn. This is the highest share claimed by a social network. (Investis IQ Audience Insight Report 2013)
  • 62% B2B marketers believe LinkedIn is most effective compared to other social networks.

Linkedin is the biggest source of visits from Social Media sites

Example of a B2B Brand’s LinkedIn Success

Hewlett-Packard (HP), aiming to increase product recommendations and shares, used the LinkedIn recommendation adverts. Within 2 weeks of running the ads, HP gained product recommendations from over 2000 LinkedIn members. They also added 300,000 followers in 2 months.

So, along with the right content, using the right LinkedIn advertising tool, returns will be really good. Need some LinkedIn advertising tips? Click here.

We would love to know if there are other ways LinkedIn has been beneficial to your brand. Do tell us in your comments!

Posted in SMM
Naksha M. Kumar

About the Author: Naksha M. Kumar

With more than 3.5+ years of experience in content generation and management, Naksha builds marketing collateral in different forms at Position2. Aided by an interest kindled by her work, she is continually on the hunt for and writing about trending digital marketing news which will impact B2B marketers. When away from work, she loves studying languages, reading books and interpreting them, watching action movies, learning about different cultures, meeting new people and making friends.

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