Using LinkedIn to Your Advantage: Marketing Stats to Help You Improve Visibility
Utilizing social media to expand your name or message is common sense these days, but with the swift uptick in social media use comes greater challenges in reaching and engaging your target audience. It shouldn’t surprise you that popular social media sites like Instagram are growing like wildfire, but what may make you do a double take is that according to recent statistics, LinkedIn is now the third fastest growing social media network. Consider these seven key marketing statistics to help you get the most out of this rapidly expanding social media resource.
7. Move Over, Facebook and Twitter: LinkedIn Sends Almost Four Times More Viewers to Your Homepage
Facebook and Twitter are today’s heavy hitters in the social media world, but how much traffic are these sites truly driving to your homepage? Likes, shares, and retweets may help share a message or drum up enthusiasm for an important announcement, but when it comes to getting users to make that all-important transition from social media page to your page, LinkedIn is king.
According to a two-year research study that involved 2 million monthly visits to a total of 60 corporate websites, referrals generated by LinkedIn accounted for nearly two-thirds of all corporate homepage social referrals: 64%. This is nearly four times the amount that Facebook sent, which was 17%. Twitter came in third place, at 14%.
What does this mean to you? For starters, you should consider optimizing your profile on LinkedIn to ensure a consistent message that transfers naturally from social media to corporate homepage. This can really help enable your viewers to understand exactly what kind of company you are and what you have to offer them.
6. “Industry Insights”: The Highest LinkedIn Content in Demand
Part of knowing how to appeal to your audience is already knowing what they prefer to read when they visit LinkedIn. According to the site’s own numbers, 60% of their users are most interested in what they call Industry Insights. “Company News” follows Industry Insights; “New Products & Services” lands third, with a still-impressive 43% interested.
How do you take advantage of this information? Simple: share your expertise. Don’t think that touting the latest promotion or product is the only thing your users want to hear about; it isn’t. Industry and company insights need to comprise a significant amount of all your posted content; what’s more, it should make sense and feel relevant to your readers. Remember, the majority of your LinkedIn followers are following you specifically because they want to be more successful and productive in their own professional lives. Giving them a carefully timed stream of useful and informative updates tend to receive the highest engagement rates because these types of posts are targeting their key audience, providing them with exactly what they want and need.
5. When Sharing Content, Stick to “Bankers’ Hours”
LinkedIn is designed for professionals, so it makes sense that according to their own statistics, their busiest times tend to be during the mornings and early afternoons of the business week. To maximize your exposure, avoid posting to LinkedIn after late afternoon during the week, and skip posting on weekends altogether. If you tend to write your content in the evenings, there are companies you can partner with to schedule your posts to go live the following day, whatever time you choose.
4. Aim for 20 Posts Per Month
Now that you know what days and times to publish your content, the next big hurdle is determining exactly how often to post it. Per LinkedIn, 20 posts per month can help you reach upwards of 60% of your unique audience. As not all users log in regularly—or at all—trying for 100% is next to impossible. Your goal should be to reach those users who log in and scroll through their top updates at least occasionally. Naturally, if you have the time and energy to post high-quality content on a more frequent basis than 20 posts, this can only help you reach more viewers, though eventually there may be a breaking point where the additional effort won’t give you enough of a worthwhile return. 20 posts per month is a great minimum threshold to aim for, at least in the beginning.
3. You Can Reach 20% of Your Followers With a Single Status Update
Whether 20% of your followers is a small or large number to you depends on your company, but it’s a helpful statistic to keep in mind. This is another way of reminding you of the importance of adhering to a regular posting schedule, keeping points 5 and 4 in your mind as you go.
2. Take Advantage of Your Employees’ Social Media Presence
Your employees are 70% more likely to click, share, or comment on your company’s updates than the average LinkedIn follower. Make it easy for them to do so by making the content engaging and relevant to them, too. Don’t forget to send links and notifications out every time an important update goes live, and every time you post. Don’t be afraid to ask them for help, either; sometimes, a simple request to share your content is all it takes for them to get involved.
1. Study Your Engagement Percentage
While all of these statistics are hopefully helpful to you, they are broad in nature and designed to assist nearly anyone on LinkedIn. To really learn exactly who is seeing your content and when, you’ll need to access the engagement percentage in your LinkedIn Analytics. This is a website feature that any company page admin can access; click the drop-down menu from the blue “Edit” button at the top right of your company profile.
There is a fantastic amount of information that can be found within your LinkedIn Analytics. From the main insights page, you can view demographics that show you the locations of visitors. This can be particularly useful in determining when to make future posts go live. In addition, you can see other general information, including visitor industry, seniority, and how many employees visit your page.
Engagement percentage tracks the number of followers, interactions, and clicks generated for each update. By understanding and following it, as well as reminding yourself of the other marketing statistics listed above when posting to LinkedIn, you can evolve the way you update your profile. This in turn will improve the way you, your employees, other industry professionals, and your customers all communicate with one another on this highly popular, ever-expanding social media website.