LinkedIn is a unique business-oriented social media site that is steadily gaining in popularity. With the addition of LinkedIn Publishing, there appears to be more excellent content on LinkedIn network than ever before.
Studies reveal that LinkedIn has more than a whopping 347 million users across more than 200 countries worldwide.
Given the staggering statistics, it’s up to you to fully exploit your LinkedIn marketing efforts. To succeed, you have to make the most of your LinkedIn Company Page.
It is reported that 80 percent of LinkedIn users say they want to connect with business enterprises. This is fabulous news because users are almost 50 percent more likely to buy from a business enterprise they engage with on LinkedIn.
To derive optimum benefits you have to fine-tune your LinkedIn marketing efforts and improve your LinkedIn Company page.
Recently, Forbes reported that usage of Company page has registered a steep increase and the figure had jumped from 24 percent to 57 percent in 2014—this shows that still a relatively small number of business enterprises are reaping benefits here.
In the light of the above, it is insensible not to create and use a LinkedIn company page. It is heartening to note that Google crawl LinkedIn Company pages and returns them in the first few page results. So this will create a huge win for people clamoring for search engine optimization.
If you haven’t created a Company page for your brand yet, then it is the opportune moment to set one up and begin to experiment with all the available options.
Many may not be aware that LinkedIn generates social media’s highest lead conversion rate. In a study covering 5,000 business houses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74 percent —0.69 percent higher than Twitter and 0.77 percent higher than Facebook.
Experts opine that while LinkedIn may not drive the most engagement traffic on social media, it does indeed seem to drive well targeted and qualified traffic interested in doing business.
If you’d like to benchmark your social media efforts on LinkedIn, you must strive for an engagement rate of .05 or higher. (Engagement rate means users’ interactions with a brand’s posts as a percentage of a brand’s followers).
LinkedIn confirms that the Company page updates were getting “the most desirable action” as companies are branding company updates such as inside information and interviews, followed by job postings, tip, and fun facts, etc.
LinkedIn has determined that updates were containing links get up to 45 percent higher follower engagement than updates without links. On average, status updates that include questions receive almost 50 percent more comments.
Posting images as a content update have been shown to result in a 98 percent higher comment rate. Share videos for double the amplification.