LinkedIn leading network for B2B social marketing [data]

Published on
by Brafton Editorial
LinkedIn provides B2B marketers with the best opportunities to reach target audiences because the network attracts high-quality users.

LinkedIn recently announced it hit the 3 million-mark for company pages, but a report shows that the site is just as focused on quality as it is on quantity. Findings show LinkedIn is on its way to becoming the premier network for B2B social media marketing, with its large population of decision makers across an array of industries looking to connect about purchases, hires and new opportunities.

LinkedIn is the fastest growing talent network with two new members joining every second, according to data from a faberNovel study. Half of the site’s members are business decision makers, while 69 percent make more than $60,000 per year and 79 percent are 35 years of age or older.

The report predicts that LinkedIn will become a social media force to be reckoned with as it harnesses the potential of its technology and platform. Unlike other networks, LinkedIn is the only channel to focus on enterprise goals and professional connections. Facebook is the leading social platform, and Google+ the prominent content channel, but LinkedIn is foremost with business audiences.

The ‘Professional Network’ earns $16.40 for every hour spent on its site. Conversely, Facebook brings in $0.70 per hour.

While users spend less time on LinkedIn than other popular networks – the average member is on Facebook seven hours a month vs. the typical LinkedIn user who logs on for less than 20 minutes a month – it generates more revenue than competitors. According to the report, the ‘Professional Network’ earns $16.40 for every hour spent on its site. Conversely, Facebook brings in $0.70 per hour.

However, LinkedIn must move quickly to capitalize on its potential because other networks are nipping at its heels. Twitter has steadily been rolling out new functions that provide marketers with better opportunities to monetize their social media content. For now, B2B brands might find LinkedIn affords the best chance to reach target audiences and deliver web content that will push them through the sales funnel.

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  • Rivka Yankelewitz

    Unlike other social media sites like Facebook, LinkedIn is a massive network of professionals just waiting to connect and conduct business. It’s social business, not social media! Since every employee functions as a brand ambassador, companies should focus on helping to ensure their company page and employee profiles look professional and complete as well as have a level of brand consistency. At PeopleLinx, we don’t look at LinkedIn as merely a rolodex, it should be used to make valuable connections, market your company, drive & share content, and is an invaluable and free tool for generating warm leads.

    • TedKarczewski

      Hi Rivka-

      That’s a great perspective, and it likely serves you well in networking online.Have you seen any direct returns from helping employees optimize their LinkedIn profiles for consistency purposes?

      Thanks for reading,
      Ted

      • Rivka Yankelewitz

        Hi Ted-

        PeopleLinx has seen tremendous results from helping our clients optimize their company and employee profiles on LinkedIn for consistency and best practices. We recently did this for Prudential Retirement, and as a result they experienced a 190% increase in LinkedIn connections to intermediary partners and a 161% increase in first-degree connections. These results not only extend the reach and strength of their LinkedIn network, but do so with target industries and prospects.