When marketers talk about social media, most automatically think about Facebook and Twitter.
Although it has been around for some time now, LinkedIn is somewhat suffering from a perception issue. Many marketers — even social media savvy ones— tend to ignore the use of a LinkedIn Company Page (if they are even aware that it is possible to create one!). For many, LinkedIn is a personal professional network.
LinkedIn Company Pages offer many features that businesses can take advantage of. It’s time you take this tool seriously. Here are four reasons why you should give LinkedIn Company Pages a second look.
1. Lead generation.
The first reason is also the most compelling.
In a study released earlier this year, Hubspot found that traffic from LinkedIn generated the highest visitor-to-lead conversion compared to both Facebook and Twitter. The study, which involved 5,000 businesses, found that LinkedIn is almost three times more effective than Facebook and Twitter. (Note: This was before Pinterest became mainstream.)
In a blog post, Hubspot offered the following as possible explanations for this staggering statistic:
- As LinkedIn is a professional network, when users visit the site, they are most likely already in a business-focused mindset, helping content perform better.
- Generally speaking, there is less clutter on the site. People don’t post photos of their dogs, kids or what they had for lunch on LinkedIn. Because of the reduced noise, posts from company pages are more likely to be noticed
LinkedIn is a great lead generation tool, so how can your business afford not to have a presence in this professional platform?
2. Your competitors.
Many businesses are already looking into improving their presence on LinkedIn. You can’t afford to be left behind.
A recent survey about social media usage, for example, indicates that LinkedIn saw the biggest increase in usage for small business owners. In the same survey, Twitter usage actually dropped.
In Canada, LinkedIn has seen its users more than double between 2009 and 2011. As more people join LinkedIn, you can only expect your competitors to be available here. In fact, a separate survey indicates that 43% of Canadian businesses plan on ramping up their presence on LinkedIn — more than Google+, YouTube, and Twitter. Get ahead of the curve and start ramping up your company’s presence now.
LinkedIn Company Pages tend to rank high on search engine results page (SERP). Having presence in this platform, therefore, is just another way of ensuring that your business is controlling what people see when they Google you.
Completing your company page (including listing and describing your products and services) can help drive traffic — and potentially sales leads — to your website.
Recommendations are not just for personal profiles. Users can also leave recommendations for products and services through the company’s LinkedIn page.
B2B businesses should take advantage of this functionality and get further social proof by asking customers, suppliers, and clients leave recommendations on their LinkedIn Company Page.
Why do YOU use LinkedIn?
I’m curious to know how your business is using LinkedIn company pages. What other reasons should businesses consider when considering establishing a presence in this platform?