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