Thursday, October 24, 2013

LinkedIn Drives the Most Traffic to Corporate Websites

As busy professionals who’ve been around the block a few times, we’re guessing you’re more comfortable with LinkedIn than you are with Facebook, Twitter, Instagram, Pinterest and other popular social media platforms. Don’t let your younger staffers (or kids) give you a hard time about that. Chances are your peers feel the same way about LinkedIn--and it’s your peers who are the primary decision influencers at their organizations.

Let’s face it. Most of us don’t have time to put the energy we’d like to into mastering social media and social networking. But, if you’re interested in driving qualified prospects to your website and to your other online resources, concentrate your energies on LinkedIn. We’re not advising you to ignore the other social media channels since each has its merits. But, there are only so many hours in the day and LinkedIn will probably give you the best bang for your social buck.

Still not convinced? Well, the new Investis IQ Audience Insight Report tracked visitors to corporate websites from social media platforms. Guess what? LinkedIn drives significantly more traffic to corporate websites than all the other social platforms combined. And you thought LinkedIn was just a respectable place to keep your professional bio and contacts up to date!

According to the survey, LinkedIn accounts for nearly two thirds (64%), of all visits to corporate websites from social media sites—and that percentage is growing, researchers say. Twitter is a distant second, although it’s gaining traction, up from 4 percent in 2011 to 14 percent today. Researchers attribute that growth to the increase in the number of companies adopting Twitter for corporate communications. Ny contrast, Facebook’s sharehas decreased by nearly half in the past two years, to 17 percent from 30 percent. The findings may indicate that Facebook is a declining platform for B2B corporate marketing.

Get mobile ready

Researchers believe the Big Three--LinkedIn, Facebook and Twitter--account for 95 percent of visits to corporate websites from social media sites. No surprise there, but the report also found that 20 percent of all traffic to corporate websites came from mobile devices (primarily of the “i” variety). However, less than a one in four companies (23%) provides either a dedicated mobile site or a “responsive” website. There is clearly a lot more for corporate websites to do.

Improving your LinkedIn Profile (and your firm’s)

There are many quick and easy ways to improve your LinkedIn presence, just make sure you think each step through carefully before you post. We’re talking about your professional reputation here. These are just a few:
Make sure you have a company page, not just a personal one—and share content that adds value. The company page enables you to do display your slide presentations, video clips, press mentions, articles, recent awards and anything else that makes you a “thought influencer.”
Join a group (the right way). Participate in discussions that your clients and prospects are likely to be following. Again, there’s that “thought influencer” angle. Just don’t post comments for the sake of getting your name out there. If you’re not really adding value to the thread, sit that particular discussion out and just follow along. Wait till the next topic comes around. Sooner or later, there will be one that’s right in your wheelhouse and you can post and opine with 100 percent confidence. You (and the group) will be glad you waited for your turn at bat.
Start your own group. Look closely at the types of questions for which your clients or customers are frequently asking your advice. Chances are thousands of other people whom you’ve never met are wrestling with the same issue. Find the common thread within those questions—say risk management, tax mitigation or portfolio insurance—and form a niche group around those topics. Once again, you’re positioning yourself as a though leader and it’s a great way to draw new prospects into your nurturing funnel.

Just a word of caution. It’s easy to start groups—it’s harder to maintain them. Be consistent. Be proactive and be honest with yourself about how frequently you (and your team) can post and moderate. 
Social and mobile is not going to go away, but you can’t possibly keep up with all the new technologies, applications and uses of it. It’s better to master one or two and seek help for the rest. There are plenty of talented, reasonably priced contractors out there to help you—but you may also find a few folks right under your own roof with a real passion and interest for a particular mobile/social channel. As my old Israeli army boss used to say, “You don’t get if you don’t ask.”

More tips can be found on the FREE Resources page of our website.


Tags: LinkedIn traffic driver, LinkedIn for business professionals, LinkedIn over Facebook Twitter, Social Media Marketing, Investis IQ Audience Report

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