In 2018, LinkedIn already had around 500 million members, 61 million of which were senior-level influencers. Now LinkedIn has more than 706 million members around the world—and it is still growing.
This social networking site is now the biggest online platform for professionals, and more people are realizing how valuable it is when it comes to marketing. In fact, B2B marketers now prefer LinkedIn over Facebook, even though the latter has even more users.
This is because of the quality of leads business owners can get from LinkedIn. LinkedIn members are professionals and they joined the platform to look for opportunities to expand their career. This means a lot of them are ready to do business. LinkedIn boasts the highest conversion rate among all social networking platforms.
If you are a marketer or a business owner, you need to be on LinkedIn. You need to actively use this website to network, increase brand awareness, establish thought leadership, find new customers, and increase your revenue.
Will LinkedIn Marketing Work for My Business?
LinkedIn doesn’t just boast a large amount of users. It also has members that are influential, high-level executives that you can potentially connect with. No other website has this capability. LinkedIn has the advantage of being the number one platform for building business and professional relationships. Other websites have a more casual approach to networking.
Another advantage is that LinkedIn users are educated and earn higher incomes. According to a study from Pew Research Center, 49 percent of adults in the US who are using LinkedIn are college graduates, and 45 percent of them earn more than $75,000 a year. LinkedIn is also the most popular social media platform among Fortune 500 companies. If you are looking for valuable leads, LinkedIn is where you will find them.
When it comes to lead generation, LinkedIn is 277 percent more effective than Facebook and Twitter, according to HubSpot.
LinkedIn is particularly useful for content marketing. When you post a high quality article on LinkedIn, people are much more likely to read them. Informative and educational posts are more welcome here than on any other social media platform. LinkedIn users are actually interested in industry news and other pieces of helpful content. If you create great content and use relevant keywords, you can easily reach your target audience here.
According to the Content Marketing Institute, 97 percent of B2B marketers use this website for content marketing. Additionally, 78 percent of marketers who use LinkedIn for content marketing believe that it is an effective tool.
So while there is a general perception that LinkedIn is only for networking, marketers are actually realizing that the site can do more than that. LinkedIn has evolved into a micro blogging platform in its own right. More importantly, LinkedIn articles tend to reach executives and decision-makers.
More recently, LinkedIn members have been using the platform to share shorter updates in between long form articles. This gives it a similar vibe to other social networking sites that have status updates, where it’s more casual yet still informative. This is a good way to keep your content calendar filled, while still regularly engaging your community with thought-provoking, inspirational, and helpful updates.