Reality check time.
LinkedIn may not seem like the most impressive platform for marketing. It doesn’t have the same reach as Instagram or Twitter. It’s not the most widely-used social media platform (looking at you, Facebook).
At first glance, LinkedIn statistics look…modest. Vanilla. Marketers looking to make a big splash might write the platform off.
But they’d be wrong.
The following LinkedIn statistics dismantle that assumption like a giant mic drop. They demonstrate that this business-oriented network is a must-have for B2B and B2C product and service marketers, full stop.
Understanding how LinkedIn members and other brands utilize the network will help you figure out how to better integrate LinkedIn into your social marketing strategy for 2022–and kick some serious marketing butt.
LinkedIn Has More Reach Than You Imagine
First off, LinkedIn is more established than Facebook–it launched in 2003, 9 months before Facebook was born at Harvard. It’s available in 24 languages, which is important, because 76% of users are outside the U.S., spanning more than 200 countries. In Q4 2020 alone, the platform’s ad reach exploded, adding 25 million people to the network. While the largest market share is still in the USA, that’s a lot of traction for what is commonly seen as an underdog network!
The New Marketing Frontier
In terms of marketing, LinkedIn is a surprisingly effective platform. Posting an ad on LinkedIn will reach 13% of the world’s population over 13–and a curated, ideal user base at that. Need more reason to choose LinkedIn as a key channel for advertising? It offers more than 200 targeting characteristics for your ads–that means your content is being seen by the most tailored, ideal audience possible. And the results speak volumes! Posting an ad on LinkedIn isn’t just about recruiting–statistics show that it potentially increases purchase intent by 33%. Yowza. That is great news for your sales numbers and your bottom line!
If you’re a B2B business, LinkedIn is your new best friend. Why? There are almost 10,000 B2B software companies on LinkedIn, each with pages devoted to products. Product Pages are a new LinkedIn feature that will be available in 2020. Use them to draw attention to specific products by including ratings and reviews, create leads, and include unique call-to-action buttons.
It makes sense. As a company that is business-faced, a business-based network is rife with potential. Did you know that one-third of all B2B decision-makers use LinkedIn to research potential services and products? That’s ahead of Twitter and Pinterest!
That’s exactly why, for organic social marketing, 96 percent of B2B content marketers use LinkedIn, and 80% of them used LinkedIn ads. As a result, LinkedIn is the most popular social media platform for B2B content marketers, followed by Twitter and Facebook (82 percent each).
So if you haven’t started using LinkedIn in your marketing strategy, it’s time to jump into the fray and take advantage of these incredible features and the valuable audiences that the platform provides!
Invest In Your Page–It Pays Off
Once you’ve set up your Company Page, it’s important to keep it humming along with content and regular activity. Companies who post on LinkedIn once a week enjoy a 2x increase in engagement. The good news is that to get that higher level of engagement, you just need to post once a week.
According to our data, the best day to post on LinkedIn for B2B brands is Wednesday, while the best day for B2C brands is Monday and Wednesday.
Companies with a fully functional, active LinkedIn page receive 5x the number of page visits.
They also earn 7x the number of impressions and 11x the number of clicks per follower. This, like the LinkedIn company page statistic above, demonstrates the importance of maintaining your LinkedIn profile.
Video and Live Content Boost Engagement
Also, make sure you’re making the most of video marketing and LinkedIn Live streams! On LinkedIn, video is the most re-shared type of content, and users are 20x times for likely to re-share content if it’s in a video format. Video is the way to go if you want other LinkedIn members to help you promote your message and spread love for your brand.
In 2020, the number of LinkedIn Live streaming climbed by 437 percent. And with good reason: on LinkedIn Live streams, marketers receive 7x more reactions and 24x more comments than on ordinary video. We’ve already seen that video postings on LinkedIn receive greater interaction than normal posts. However, live video takes things to the next level, with extremely high levels of engagement, particularly for comments.
People are interested during the live video stream and eager to communicate with the participants, as evidenced by the high comment rate.
As you can see, LinkedIn isn’t sitting behind other social media platforms, clutching its pearls. While many underestimate the reach and potential of LinkedIn, smart content marketers, especially in the B2B space, are making the most of all the network’s amazing features and valuable audiences. As a result, they’re getting higher engagement rates, increased conversions and their profitability is soaring.
Ready to get your company on the map, and take advantage of everything LinkedIn has to offer? At MKC Agency, we help you craft winning marketing strategies and create content that converts. Contact us today to learn more about how we can help your business thrive!