B2B Marketeers take a very different approach to generating leads.
LinkedIn is continually reported as the number one source of B2B lead generation in Melbourne and the rest of Australia. In the Benchmarks, Budgets and Trends Report1 for 2018, they mention that 97% of all B2B marketers are utilising LinkedIn when using social media platforms for their content marketing. It’s the ideal platform to construct credibility within your business’s industry and target your audience by job title – here are just some of the numerous advantages you can leverage through LinkedIn.
A huge advantage of LinkedIn’s one-on-one connection approach is that you can personalise your messages and increase the number of leads you get. CSO Insights and Seismic released a survey2 that revealed that B2B professionals experienced a 33% increased number of leads and a 24% increased conversion rate from utilising social selling tools such as LinkedIn.They also reported that 39% found that social tools had drastically reduced their time researching numerous contacts and accounts. LinkedIn provides prospects with all the required information they need about your business when deciding to contact your company.
While other social platforms have a larger audience base, the conversion rate is where LinkedIn really shines. HubSpot released data3 showing that out of all the social networks that B2B professionals use, LinkedIn produces the highest conversion rate of leads (2.74%) which is 3x higher than Facebook (0.77%) and Twitter (0.69%). Ultimately, you’re trying to garner interest and push traffic to your website. Users are on LinkedIn searching for industry-related and business-specific information and content, they’re wired and ready to engage with the content you put out.
Efficiency can make a huge difference in how effective your lead generation efforts are. According to LinkedIn Business Solutions, 78% of salespeople4 that utilise social see higher sales than those who don’t. Using social media channels such as LinkedIn is crucial, for establishing an authoritative image for your business to be seen as a trusted source. Users on LinkedIn are social buyers, which means being introduced to new prospects by the same mutual connections that you both share results in higher trust and warmer leads.
Increased B2B Leads
While once upon a time, LinkedIn was a tool only seen for networking and job hunting, it has now transformed into a B2B lead generation machine – and those who are using it in this capacity are reaping the rewards. An article from Oberlo in 20185 stated that over 80% of B2B leads were generated from LinkedIn, yet. Twitter and Facebook are the most popular websites for social networking – Why is this? Omnicore6 has found that 40 million of LinkedIn users are in decision-making positions and senior level influencers make up 61 million of their users.
LinkedIn is clearly the social media platform king for B2B companies, and knowing how to leverage the opportunities the platform provides is key. Reach out to VIVO Marketing if you’re looking to maximise your B2B lead generation in Melbourne. Get in contact with us today to see how we can support your business.
 Beets, L, “2018 Benchmarks, Budgets, and Trends”, accessed July 12, 2019. www.contentmarketinginstitute.com/wp-content/uploads/2017/09/2018_B2B_Research_FINAL.pdf
2 eMarketer, “How Can Marketers Benefit from Using Social Selling Tools?”, accessed July 12, 2019. www.emarketer.com/Article/How-Marketers-Benefit-Using-Social-Selling-Tools/1014298
3Corliss, R, “LinkedIn 277% More Effective for Lead Generation Than Facebook & Twitter [New Data]”, accessed July 12, 2019. www.blog.hubspot.com/blog/tabid/6307/bid/30030/LinkedIn-277-More-Effective-for-Lead-Generation-Than-Facebook-Twitter-New-Data.aspx?_hstc=144543722.98386d9395873accaebb409e8a7e4c6d.1562890205495.1562890205495.1562890205495.1&_hssc=144543722.1.1562890205496&_hsfp=2130304898
4LinkedIn Business Solutions, “What is Social Selling?”, accessed July 12, 2019. www.business.linkedin.com/sales-solutions/social-selling/what-is-social-selling
5Law, T, “The Beginner’s Guide to LinkedIn Ads: How to Setup Your First Campaign”, accessed July 12, 2019. www.oberlo.com/blog/the-beginners-guide-to-linkedin-ads
6Aslam, S, “Linkedin by the Numbers: Stats, Demographics & Fun Facts”, accessed July 12, 2019. www.omnicoreagency.com/linkedin-statistics/