Optimize Your LinkedIn Company Profile for B2B Conversions

While LinkedIn only drives 14 percent of social media traffic compared to Facebook’s 54 percent, the professional social network has a higher conversion rate and is more linkedin1 emineo mediaeffective for B2B conversions.

With over 28 million unique monthly visitors, LinkedIn is the most business-focused social media platform for professionals. The LinkedIn statistics are incredible:

  • LinkedIn has the highest user engagement. Did you know that only 1 percent of LinkedIn users drive 26 percent of the site’s traffic? This means that the active community on LinkedIn is extremely involved and open to networking with professionals like you!
  • LinkedIn users want your solicitation. In real life, we hate the idea of cold calls and solicitors. However, LinkedIn users overwhelmingly state that they welcome business proposals online.
  • Your profile is viewed by people you don’t know. On social networking sites like Facebook, your friends and family are your main audience. On LinkedIn, however, coworkers only account for 25 percent of views. The other 75 percent is comprised of other professionals in the industry, recruiters, networkers, and much more!

Since LinkedIn fosters an atmosphere conducive for networking, professionals and brands should optimize their profiles for business-to-business conversions.

With an audience of 200 million users, LinkedIn is the social platform for brands to impress fellow businessmen.

How to Harness the Power of LinkedIn

The key to harnessing the power of LinkedIn is growing your visibility. Whether it’s your personal page or company page, visibility is what creates opportunities for networking. By optimizing certain elements of your LinkedIn presence, you’ll increase visibility while clearing the funnel for B2B conversions.

1. Go Visual

To keep up with the social media trends spearheaded by Facebook and Pinterest, LinkedIn has decided to become more visual. Like Facebook, it’s possible to incorporate a banner image for your company’s LinkedIn page as well as incorporate video.

LinkedIn_banners

Practice basic branding techniques by using your logo wherever possible and keeping the tone consistent with your brand.

2. Optimize the “About” Section

Most companies simply copy and paste the “About Us” section from their website onto their LinkedIn profile. However, this strategy is a mistake for those seeking to network on LinkedIn.

While the “About Us” on your site might be targeted towards a general audience, this section on your LinkedIn profile is aimed at the B2B market.

Unilever

3. Use LinkedIn Polls

Asking thought provoking questions about trending news in your industry distinguishes your brand as a thought-leader in the industry. Not only do you engage your current followers, you’re increasing your reach as the polls spreads across connections immediately.

If you’re a member of any groups on LinkedIn, begin discussions based on the results of the poll. This tactic is focused on widening reach and establishing thought-leadership.

Linkedin Poll

4. Share Links

Many brands like to share accomplishments, new products, and press releases on their social media sites. However, consider using LinkedIn as a platform for blog posts and articles that aren’t necessarily written by you.

Share Links

In other words, make your brand a hotspot for industry news, valuable information, and knowledge in your field. By positioning your brand as a source of information, you attract leaders and businesses in your niche that could later turn into B2B conversions.

5. Feature Your Employees

Again, featuring employees takes advantage of the visual element. People want to see the faces that are behind your brand.

Employees Linkedin Feature

Showcasing employees makes your brand more personable and allows visitors to check out their pages as well. Remember, potential B2B customers might be more likely to connect with the profile of an employee than the business itself.

6. Use the Careers Listing

Posting job openings on the company’s LinkedIn profile might seem unrelated to B2B conversions, but it helps increase visibility. Furthermore, keeping the careers listings updated lets visitors know that the page is regularly managed.

Career Listing LinkedIn

7. Create a Group

While most professionals and brands join groups for exposure, why not create your own? This truly establishes you as a thought-leader and as the group grows, so does your authority.

Instead of making the group self-promotional, add value to the discussion by focusing the group on industry news, best practices, new ideas, obstacles, and similar topics of interest.

The Economist Newspaper readers

The Advantage of Networking on LinkedIn

Networking on LinkedIn provides an advantage that other social media sites can’t match: its users are open to conducting business with you online. Aside from networking, LinkedIn users are also more likely to spend online. The average salary for LinkedIn users is $87,000, which towers above the average for other social networking platforms.

Because LinkedIn users are prepped and more likely to positively respond to your marketing efforts, the ROI is potentially greater and worth the investment.

Also remember that the analytics function on LinkedIn offers a unique feature specifically for businesses. Aside from the basics of monitoring traffic and various insights, you can compare your company’s performance to its competition.

By using this information, you can adjust your strategy to be competitive in the LinkedIn B2B marketplace

Source Ignitesocialmedia

[divider_top]

Social Media Demographics: Who Uses What Platforms?

A massive survey of internet users reveals trends in social media usage across numerous platforms, ages, races, genders, population density and more. Which social media sites should you be focusing on for YOUR target market?

social-media-demographics emineo media

The Pew Research Center has released the results of a comprehensive social media survey, conducted over several years to evaluate which demographics were using social media, and on which platforms. Which social networking sites emerged on top?

Of the online adults surveyed at the end of 2012:

  • 67% use Facebook
  • 20% use LinkedIn
  • 16% use Twitter
  • 15% use Pinterest
  • 13% use Instagram
  • 6% use Tumblr

A decent amount of Americans appear to be using social media, but which demographics use social media in greater numbers?

It appears that women use social media 9% more than men do, at a whopping rate of 71%. Other frontrunners with the highest social network activity in their demographic include city dwellers (70%), Hispanics (72%) and adults with a household income below $30,000 annually (72%).

The most pervasive and consistent divider amongst social media users remains, unsurprisingly, their age. 83% of the young adult demographic (18-29 year olds) use social media, which is well over double the activity of online adults over 65 years old (32%).

When it comes to age, social media usage has regularly been divided on a sliding scale, with consistently less social networking activity as age increases. This has been the case since the survey began back in 2005. However, there have been several interesting age changes to note…

  • Although 18-29 year olds have always maintained the highest percentage of social media usage, their activity dropped for the first recorded time in December 2012, from 92% to 83%, bringing them lower than their numbers over two years prior.
  • The only age range that increased its social networking usage in December 2012 was 30-49 year olds, who increased from 73% to 77% of users.

This could indicate an increasing trend of middle-aged social media users, a number which may continue to expand as the younger generation ages.

Aside from obvious division of age, there are still certain social media sites that attract specific demographics much more heavily than others. You may be able to better target your specific markets by keeping the demographic tendencies of each platform in mind:

  • Pinterest: Significantly more rural residents, women, Caucasians, people with some level of college education and individuals with a middle to higher income
  • Twitter: Significantly more slanted towards the 18-29 demographic, African-Americans and urban residents
  • Instagram: Greater use amongst African-Americans and Hispanics, urban users, 18-29 year olds, and women
  • Facebook: There’s less demographic distinction on Facebook, since it’s already so ubiquitous. However, there are 10% more women than men, and like most networking sites, it is heavily used by the youngest adult age group.

Source: Pew Research Center

social-media-demographicswho-uses-what-platforms emineo media

[divider_top]

Social Media Performance

socialmedia_marketing emineo media

  • Facebook (1,600,000,000+ users per month) – A place to connect with friends, family and those you never wanted to be friends with in the first place. View people’s photos of their kids, dogs, weddings, and vacations, and comment with raging jealously, pride or other feelings you can’t help but share on a public forum. You also can connect with brands in order to see up-and-coming product launches and events, or take part in brand contests and giveaways.
  • YouTube (1,000,000,000+ users per month) – Looking for an important piece of news content or a cat chasing a laser pointer? Welcome to YouTube, one of BLASTmedia’s favorite social platforms. Be sure you’re aware of YouTube’s new format change if you’re wanting to become the latest online meme.
  • Twitter (200,000,000+ users per month) – Socialize with people you know… and those you don’t. Luckily all social interactions are limited to 140 characters, which keep messages short, sweet and potentially that less awkward. This medium allows you to be connected to all your favorite celebrities, friends and people you know will provide entertaining content due to the inability to keep things to themselves.
  • LinkedIn (160,000,000+ users per month) – Connect with colleagues, friends and those in the business with whom you’d like to see yourself one day. This space is about networking for business. If you are looking for a job, this is the place for you. Plaster your awesomeness and accomplishments and get noticed.
  • Google+ (135,000,000+ users per month) – Google’s answer to the almighty Facebook. It works directly via Gmail and allows you to post updates, content and add people to your inner ‘circles’.
  • Instagram (90,000,000+ users per month) – Post images of your feet, the wing of an airplane, and other stereotypical photos, then mess with the hue to make it look like an art piece. With Instagram, everyone is a professional photographer. Just be sure you’re well aware of Instagram’s terms of service change or that innocent (yet blatant) photo steal from J. Crew will cost you.
  • Pinterest (85,500,000+ users per month) – The audience is predominantly women, and boy do they like to browse! Pinterest boasts thousands of photos in home décor, cooking, weddings, cute animals, and other mind-numbing and time-passing imagery. Place your picks on digital ‘pin boards’ for future viewing. There is even a feature to have secret boards in order to plan future events like a wedding before you are engaged, not that anyone would ever do that… right?
  • MySpace (70,500,000+ users per month) – In a time long, long ago there was a single social network known as MySpace. At the beginning MySpace was the ‘it’ social medium… but that was back in the (gasp!) 90’s. Alas, thanks to the financial and social backing from the one and only Justin Timberlake, the MySpace resurgence is alive and well.
  • Foursquare (10,000,000+ users per month) – Ever wanted someone to know where you are at all times? Creep factor aside, this app is great for finding specials at restaurants and stores, and finding out which meal is best through friend suggestions via custom tips.

[divider_top]