For B2B firms, Freelance consultants and corporate or not-for-profit professionals, LinkedIn is the preferred social media platform because it is strictly business. Members create a profile that is essentially an expanded resume. There are opportunities to receive recommendations from colleagues with whom one has worked. One can create and upload a SlideShare presentation to provide an overview of company products and services and describe how they benefit customers.
A portfolio that showcases examples of one’s best work can be created and uploaded. The company blog and/or newsletter can be added to the profile and all connections will receive notice of publishings. If that’s not enough, LinkedIn ProFinder helps to match prospective clients with Freelancers in search of project work (I’ve had a couple of almosts but no contract yet, after 6-8 months of sporadic follow-up to prospect inquiries).
There are those members who claim to make money directly from their LinkedIn connections (other than the ProFinder feature), but I don’t know anyone who’s done so. Still, LinkedIn seems to be a worthwhile investment. I think presence on the site lends legitimacy and I suspect that prospective clients who are evaluating whether to hire a Freelancer (me!) for a project visit the LinkedIn profile as an element of due diligence.
According to the LinkedIn Marketing Solutions Blog, of the 500 million LinkedIn profile owners, 61 million are senior-level influencers and 24.5 million are in decision-making positions. Millennials are also well-represented on LinkedIn. Globally, 87 million members are Millennial generation and 11 million are in decision-making positions.
LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn reports that LinkedIn is the top choice for B2B content marketing and that every week, LinkedIn content is viewed 9 billion times. While 94% of B2B marketers (including Freelancers) use LikedIn to distribute content, 89% use Twitter, 77% use Facebook, 77% use YouTube and 61% use Google + for B2B content distribution. Surprisingly, only 3 million LinkedIn members post content once a week or more.
When marketing executives (i.e., the Freelancer’s prospective clients) were asked their choice sites to search for relevant, high-quality B2B content, 91% voted for LinkedIn, blowing away Twitter (29%) and Facebook (27%). Decision-makers who have the authority to green-light projects and send billable hours your way trust LinkedIn. How-to posts and lists receive the best reader response, according to OKDork.com.
About 45% of LinkedIn article readers are managers, directors, vice presidents and C-suite dwellers. Have you published articles in legitimate media outlets, or written white papers or case studies? If so, upload examples of your writing to your profile, since nearly half of LinkedIn article readers are senior level decision-makers. Furthermore, OKDork.com investigated LinkedIn viral posts and discovered that the sweet spot for content length is 1900 words. Don’t shy away from long-form content.
In your articles, be certain to include images (photos, graphs, charts); eight images emerged as the magic number. Yet videos do not impress LinkedIn readers as they do visitors to other platforms and OKDork.com recommends that article writers avoid videos.
I’ve made this blog available to my LinkedIn connections for the 10 years of its existence and I’ve gained followers and regular readers as a result. Get busy, people! If you think about it, you’ll find that you have relevant content to share with your community every two or three weeks, at least.
As mentioned earlier, LinkedIn encourages members to take advantage of SlideShare as a storytelling and sales tool. According to TechCrunch, 70 million LinkedIn members visit SlideShare each month and 18 million pieces of content have been uploaded (does that mean there are 18 million SlideShare presentations on LinkedIn? I guess so.)
I have a SlideShare presentation that was uploaded some time ago and it’s a good way to tell the story of your company, or to detail why, when and how customers can benefit from using your products or services. But LinkedIn won’t allow edits to existing presentations and it’s aggravating. I’d like to do an update.
When tallying B2B leads generated by social media, LinkedIn outperforms all contenders, with 80% of B2B leads derived from LinkedIn and only 13% through Twitter and 7% through Facebook. Moreover, HubSpot reports that LinkedIn produces the highest visitor-to-lead conversion rate of all platforms, 2.74%, almost three times higher than Facebook, which produces a 0.77% visitor-to-lead conversion rate, and Twitter, which clocks in with a 0.69% visitor-to-lead rate.
In short, LinkedIn delivers more prospects who are more willing to do business. The ultimate validation is that 65% of B2B companies have acquired a customer through LinkedIn (I’m still waiting. I should go back to ProFinder ASAP, because I do receive bidding invitations).
So here is my call-to-action. You’ve read the post (thank you!) and I hope you are inspired to step up your LinkedIn activity. It’s OK to start small. Do you have a profile photo? Add a photo and attract 21 times more profile views and receive 36 times more messages. I added a new photo today.
Thanks for reading,
Photograph: John Pilkington (2006) Loading salt at the Taoudenni salt mines in northern Mali, 400 miles north of Timbuktu and approaching the Algerian border. The mines have operated since at least the 1500s.