So you’ve heard all the hype with facebook and twitter, how great they are for marketing, and how you must have a business presence on these sites now a days. All of this is very true, but how does their little brother in the world of social media stack up to the marketing effectiveness of these other social media giants? The answer is that little brother dominates facebook and twitter as far as marketing effectiveness goes when it comes to lead generation!
The Data
A recent study was done of over 5000 businesses who all have a strong presence on all three of these social media sites. And what the data revealed may shock you, as it did me. It showed that not only was linkedin more effective at creating new leads for businesses than facebook and twitter, but it revealed that linkedin was an astounding 277% more effective at this! Of the traffic that was sent to a site via facebook there was a .77% visitor to lead conversion rate; for twitter the conversion rate was .69%, while Linkedin was at a 2.74% conversion rate! Not only did Linkedin own facebook and twitter in this regard, but when you take into account all traffic driven from all social media sites out there, the conversion rate was still only at .98% compared again to Linkedin’s rate of 2.74%.
Why is Linkedin So Effective for Marketing?
The answer to this questions lies within the very business model of Linkedin itself. 100% of people that are on Linkedin, are on there specifically for business purposes and/ or to network professionally. Versus facebook and twitter, where peoples motives are much more mixed between social and business, leaning much more towards social. It’s kind of like if you were to go to a social gathering, say a friend of a friend’s birthday party, and you walked in there and just started introducing yourself to everyone there while handing out business cards at the same time. That kind of business like behavior definitely wouldn’t jive in the social context of the situation. However, if this was a business networking event instead, you would fit right in and people would be receptive because that’s what they came there expecting to happen. Well, these social networks can be very similar. Facebook is more of the birthday party, while Linkedin is the business networking group. People on Linkedin are expecting to interact with others on Linkedin in a professional business type of manner, so when you market to them or attempt to reach out in a business networking manner they are automatically more receptive because they are expecting this.
Marketing Take Away
Now I’m not saying cease all other social media marketing efforts and only focus on Linkedin now. However, Linkedin seems to be the most left out social media marketing medium in most companies online marketing mix, so by all means start utilizing it and see what kind of results you get with your marketing efforts versus just facebook and twitter alone!
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Related posts:
- Timing & Social Media: Maximize your Facebook and Twitter Marketing Productivity
- Marketing Myth Busters Case #1 – Social Media Marketing is all about Engagement
- Get the Most out of Linkedin for your Business
- Mind Your Manners: Social Media Etiquette
- Google+ is Looking to Pounce on Facebook in Social Media
About Mike Jankowski
