According to the recently published study “Social Media and the Inc. 500” by UMass at Dartmouth, LinkedIn is now the top social media marketing channel among the fastest-growing private companies in the US. Eighty-one percent of study respondents now include LinkedIn in their marketing mix, up from 73 percent the year prior. As interesting is that use of Facebook declined from 74 percent to 67 percent year over year.
While McBru has seen impressive results from LinkedIn programs for our tech B2B clients for many years, it’s safe to say this study’s findings echo our observation that LinkedIn’s power as a marketing channel continues to accelerate. Many factors are contributing to that, including:
- Improved marketing features: Company pages, which now include rich, easy-to-use products and services sections that can serve as measurable traffic drivers to company web sites, are just one example of marketing-friendly capabilities LinkedIn has built in that other channels can’t match.
- Audience segmentation: From company status updates to your ad buys, almost every marketing outreach is highly segmentable and targetable on LinkedIn. With the wealth of demographic and geographic data LinkedIn captures from its members, paid campaigns can be tailored with very precise audience targeting, helping optimize ROI.
- Critical mass: LinkedIn claims more than 200 million global members and adds about two more every second. This means there’s a good chance that even the most vertically niched brand or narrowly targeted product portfolio has a significant potential audience already using the network. Fact is, some of the most active and fastest-growing LinkedIn Groups we’ve developed and led have targeted very narrow technical audiences.
There’s a lot more insight in the study and MarketingProfs has a comprehensive review. While you’re here: What’s working (or not working) for your organization on LinkedIn?