LinkedIn 4x Better for B2B Leads than Facebook or Twitter

LinkedIn 4x Better for B2B Leads than Facebook or Twitter

May 1, 2012

Social media can be a huge contributor to a company’s lead generation efforts in both B2B and B2C.  But how efficient are the various different social channels in directly driving leads?

It doesn’t matter what your business is, LinkedIn is the best way to attract leads when it comes to customers, investors, business partners, sponsors, affiliates and more.

In a recent study of more than 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74 percent, almost three times higher (277 percent) than both Twitter (.69 percent) and Facebook (.77 percent).

LinkedIn’s conversion rate also outranked social media as a channel overall.

In other words, of all the traffic that came to these business’ websites via social media, .98 percent of that traffic converted into leads, compared to LinkedIn’s 2.74 percent.

So why might LinkedIn be the most efficient social channel for lead generation, and how can you use that to your advantage?

People join LinkedIn to showcase their careers and work expertise, and find content and information to improve their professional lives.  So, businesses that target other businesses will naturally find a higher concentration of their target market on LinkedIn.  Also, when someone visits LinkedIn, the person is most likely in a business-focused mindset, helping business’ content perform inherently better.

HubSpot has published a free ebook “Learning LinkedIn From the Experts: How to Build a Powerful Business Presence on LinkedIn.”   In it, five LinkedIn specialists provide insight into how you can use LinkedIn to successfully grow your network and business.

Tips for Generating New Business via LinkedIn

In “10 Ways To Increase Highly-Targeted Leads On LinkedIn,” influential blogger Lewis Howes offers ideas on ways to optimize LinkedIn to generate new business:

1.  Be Specific — If you don’t tell people who you are, whom you help, and how you help them in the most basic of terms, then you will confuse those who land on your profile.

2.  Add Websites — Customize your website section.  Instead of “My Website,” rename it “Best Marketing Tips.”

3.  Be Creative  Add a video that automatically plays when people land on your profile.

4.  Ask to Connect Want more leads?  Believe it or not, you can just ask for them.

5.  Add Contact Info LinkedIn is the only major social networking site that actually allows you to export your connections (Facebook, Twitter, YouTube, Myspace and others don’t).

6.  Answer Questions Give the most informative answer you can, add a lot of value, and try to be a resource for the person asking the question, then send a private follow-up message.

7.  Discuss in Groups If you haven’t figured it out by now, you can build a business around Groups on LinkedIn.  Or start your own group.

8.  Create an Event on LinkedIn Create a business networking event in your local area and use the Events application to promote it.

9.  Introduce Others Referrals are a great way to get quality leads.

10.  Recommend Others When someone has a great product or service and you get a lot of results from it, make sure to write a nice recommendation.