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Leverage LinkedIn On 5 Important Aspects Optimally For More B2B Leads Generation

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1It is has been observed that LinkedIn is mainly considered as a social media platform for the purpose of job seeking. Most of the users on LinkedIn use it for the purpose of networking and as a result of the same also for seeking jobs. It has been noted that the platform has remained underutilized by the marketers for the purpose lead generation and bringing traffic to a business webpage. It can also be effectively used by brands to provide content and other informative data which can support business objectives. By studying the usage pattern of the users on LinkedIn, it can be observed that most of the users use LinkedIn to stay connected with their current and ex-colleagues. It is also used to showcase one’s qualifications and experience with regards to various projects handled by them during their career.

 In order to make use of this platform for generating leads, it is important to study the usage pattern of its users. On observation, we can see that LinkedIn is mainly used by the users during the weekdays as compared to other social media platforms like Facebook and Twitter, which are mainly used by the users on weekends. This becomes a finding which can be used by marketers to market their business depending upon the kind of business. For example, an online movie ticket selling website can use this finding to its advantage and run its campaigns on platforms like Facebook and Twitter, as most of the movie shows see maximum audience on weekends.

Statistics have not been very helpful in providing information about LinkedIn users activity during the day. However, it is seen that it is found to show some increase in its usage pattern between noon and 3 pm on a work day. This is basically the time when people take a break on a work day and take out some time to connect with colleagues, look for information online and also go for networking to promote their business. People looking for change of jobs or new jobs are also seen using the portal during this time of the day. Hence, a good amount of traffic is seen during the business hours.

Observing the statistics showing patterns of LinkedIn usage by the users can give marketers some information on how to go about setting up a campaign on LinkedIn. By studying the usage pattern of the users on LinkedIn, it can be observed that most of the users use LinkedIn to stay connected with their current and ex-colleagues. It is also used to showcase one’s qualifications and experience with regards to various projects handled by them during their career.

By looking at this information, they can strategise on how to create a campaign, what kind of audience to target using the same, etc. As per the data collected in year 2011, the user type distribution of 119 million LinkedIn users are as given below:

  • 58.5% of the LinkedIn users were males
  • 41.5% of the LinkedIn users were females
  • 35.2% of the LinkedIn users were falling between the ages of 23 to 34 years
  • 35% of the LinkedIn users were aged between 35 to 54 years

It was found that LinkedIn users were mainly graduates falling in the middle to upper class group and with no children. The occupation of these users largely comprised of professionals who were either entrepreneurs, or sales and administrative representatives. Also, the industries in which these users belonged to was technical or medical.

The main reason why most of the B2B marketers tend to underestimate the potential of LinkedIn marketing is because it is not possible for them to see the amount of information that is available and that can be used to strategize and make decisions for conducting marketing campaigns. One can use some simple tips to analyze the different types of content available on LinkedIn to run an effective marketing campaign. This will benefit these marketers for lead generation and driving traffic to their website in order to increase their business prospective.

We can in the table below, how one can use the different kinds of content available on LinkedIn for promoting one’s business or job search.

LinkedIn Content Description

How to Use Business Focused Content (During business day)

How to Use Content  Focused on Job Search (During evening)

Personal profile. Present individual’s business credentials Gather insights on prospects. Qualify potential job candidates.
Recommendations. Provides insights about individuals and reflect on organization. Effectively qualify potential business prospects. Gather insights about company. Pursue additional research on job candidate selections.
Status updates. Offer insightful tidbits about an individual or company Give insights into your organization’s capabilities, goals and internal culture. Give insights into prospective opening opportunities and qualification needs.
Links. Share useful content to wider audience. Become source of business information to attract connections. Show interest and knowledge of field.
Q&A. Collect input or give answers to questions related to your area of expertise. Share information to position an individual or organization as a thought leader. Position yourself as expert & display knowledge.
Groups. Be active and/or start groups to extend reach and connections. Effectively increase reach and expand knowledge of users Expand circle of contacts.
Company pages. Position organization. Provide evidence to help qualify company and/or employees in business interactions. Give background on organization.
Advertising. Extend reach with targeted ads Enables organization to target specific organizations or individuals based on range of segmentation options Provide opportunity to target message to specific types of job candidates with the right skills.

To summarize, we can see that LinkedIn can become a boon for a marketer who intends to bring in leads and generate traffic towards its organization website. The only important action one must remember to take is to use the content available on LinkedIn in an effective fashion to increase and maximize the output. It can be used by brands to provide content and other informative data which can support business objectives.

Image Credit: Forbes

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  • There is 1 comment


    • 3 years ago

      mihir shah   /   Reply

      using social media more people know about your business and they will connect with you.

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