LinkedIn is the world’s largest professional network, with over 800 million members and 55 million registered companies. It is also the most trusted social media platform, according to the 2021 Edelman Trust Barometer. But what makes LinkedIn management so valuable for B2B marketers and personal brand builders?
A recent report by Qnary, a global leader in executive reputation management and personal branding solutions, reveals some of the key benefits and best practices of using LinkedIn for B2B marketing and personal branding. The report, based on a survey of over 1,000 executives across various industries and regions, shows how LinkedIn can help B2B marketers and personal brand builders achieve their goals of increasing awareness, engagement, leads, sales, and loyalty.
Here are some of the main findings and insights from the report:
Lead Generation & Conversion
LinkedIn is the most effective platform for B2B lead generation and conversion. According to the report, 80% of B2B leads come from LinkedIn, compared to 13% from Twitter and 7% from Facebook. Moreover, LinkedIn generates 3x more conversions than other social media platforms, with a conversion rate of 2.74%, compared to 0.77% for Twitter and 0.69% for Facebook. This means that LinkedIn can help B2B marketers and personal brand builders reach and convert their target audience more efficiently and effectively.
For example, HubSpot, a leading software company that provides tools for marketing, sales, and customer service, uses LinkedIn to generate high-quality leads for its products and services. HubSpot creates and shares educational content on LinkedIn that showcases its expertise and value proposition, such as blog posts, ebooks, webinars, case studies, infographics, video production, podcasts, and more. HubSpot also uses LinkedIn ads to target specific segments of its audience based on their industry, job title, company size, location, interests, and behavior. As a result, HubSpot has been able to generate over 400% more leads from LinkedIn than any other social media platform.
Content Consumption & Sharing
LinkedIn is the most preferred platform for B2B content consumption and sharing. The report also shows that LinkedIn is the top platform for B2B decision makers to consume and share content related to their industry, profession, and interests. In fact, 91% of executives say they use LinkedIn to find relevant content, compared to 29% for Twitter and 27% for Facebook. Additionally, 94% of executives say they share content on LinkedIn, compared to 26% for Twitter and 16% for Facebook. This means that LinkedIn can help B2B marketers and personal brand builders create and distribute valuable content that attracts and engages their audience.
For example, Microsoft, one of the world’s largest technology companies that offers a range of products and services for consumers and businesses, uses LinkedIn to share content that showcases its vision, mission, values, culture, innovation, social impact, customer success stories, industry trends, best practices, tips, tricks, and more. Microsoft also encourages its employees to share their own stories and experiences on LinkedIn as brand advocates. As a result, Microsoft has been able to increase its brand awareness, reputation, engagement, loyalty, and advocacy among its audience.
Building Trust & Credibility
LinkedIn is the best platform for building trust and credibility. Another key benefit of using LinkedIn for B2B marketing and personal branding in Thailand is that it can help build trust and credibility among potential and existing customers, partners, and stakeholders. The report reveals that 89% of executives say they trust the information they find on LinkedIn, compared to 29% for Twitter and 19% for Facebook. Furthermore, 87% of executives say they are more likely to buy from a company or individual with a strong LinkedIn presence, compared to 28% for Twitter and 14% for Facebook. This means that LinkedIn can help B2B marketers and personal brand builders establish their authority and reputation in their field.
For example, Deloitte, one of the world’s largest professional services firms that provides audit, tax, consulting, financial advisory, risk advisory, and legal services, uses LinkedIn to build trust and credibility among its audience. Deloitte creates and shares content on LinkedIn that demonstrates its expertise, quality, values, ethics, diversity, inclusion, social responsibility, and thought leadership. Deloitte also leverages its employees’ and clients’ testimonials and recommendations on LinkedIn to showcase its impact and results. As a result, Deloitte has been able to enhance its trust and credibility among its audience and differentiate itself from its competitors.
Finally, the report highlights that LinkedIn is the ideal platform for demonstrating thought leadership and expertise in a specific domain or topic. The report shows that 92% of executives say they use LinkedIn to showcase their thought leadership, compared to 32% for Twitter and 22% for Facebook. Moreover, 90% of executives say they use LinkedIn to learn from other thought leaders, compared to 37% for Twitter and 24% for Facebook. This means that LinkedIn can help B2B marketers and personal brand builders position themselves as experts and influencers in their niche.
For example, Gary Vaynerchuk, a serial entrepreneur, investor, author, speaker, and internet personality, uses LinkedIn to showcase his thought leadership and expertise in digital marketing, social media, entrepreneurship, personal branding, and more. Gary creates and shares original and engaging content on LinkedIn that showcases his insights, opinions, stories, advice, predictions, trends, challenges, opportunities, and more. Gary also engages with his audience on LinkedIn by answering their questions, providing feedback, joining conversations, hosting live sessions, and more. As a result, Gary has been able to build a loyal and engaged following of over 8 million people on LinkedIn who look up to him as a source of inspiration and guidance.
I’m also pretty active on LinkedIn, so let’s connect there.
In conclusion, the report by Qnary shows that LinkedIn is the best platform for B2B marketing and personal branding. By using LinkedIn effectively, B2B marketers and personal brand builders can generate more leads, conversions, sales, loyalty, trust, credibility, thought leadership, and expertise.
About the Author
David Norcross is an award-winning LinkedIn & marketing & Executive Branding expert with over 15 years of experience in the industry and over 20,000 followers on LinkedIn. He’s the founder and CEO of Lexicon as well as the Chairman of the British Chamber of Commerce in Thailand Marketing & Communications Committee.
Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia.