LinkedIn is a vital tool to build brand awareness, develop thought leadership and generate high-quality leads. We’ve put together some of LinkedIn’s top stats to inform your strategy and help you to maximise your content.
The number of company pages on LinkedIn.
You need to stand out and be competitive in a pool this size. To get started, ensure that you update your social media policy to reflect the page, add only trusted admins and develop a clear and concise content strategy to avoid ad hoc posting or static pages.
The number of business professionals that hold a personal LinkedIn account
If you don’t have a LinkedIn company page – you need to create one (where relevant!) and begin activating that audience.
The percentage of sponsored content engagement that occurs on a mobile device.
This means that users engaging with your sponsored content expect the landing page to be mobile friendly. If your website is not responsive or mobile optimised, this can affect bounce rates and decrease the number of possible lead conversions.
The number of times more connections that employees have as their company has on LinkedIn.
Tap into that network. Your employees are the strongest advocates of your brand, so do equip them with the tools they need to engage and interact with your content. We find that prompting employees via an internal comms strategy and engaging them in the content creation process is a good way to begin.
The number of pieces of content that a B2B prospect will engage with before making a purchase decision.
It should make you feel better to know that almost nobody converts after seeing one single piece of content. Conversions are part of a longer process and your strategy needs to attract and nurture those leads in order to get them to the conversion stage, where they become a buyer.
The minimum amount of time you should invest daily in moderating the page.
Ideally, up to an hour a day should be spent implementing your strategy – posting content, sponsoring updates, engaging with others and more. This can be time consuming, but LinkedIn is a vital business tool, so if you don’t have the capacity in-house, consider engaging an agency like Springboard to manage your owned content.
The suggested number of characters per post.
Whilst micro-blogging is a popular tactic amongst marketers, it is best suited to other social platforms. Keep it short and sweet and if you have more to say, include a link to a blog or article so that only people who are interested will see it.
Higher engagement rate with updates that contain links.
At Springboard, we use a URL management platform to shorten and track click-through rates on links. This also enables us to use the link multiple times with grpahics that feature key stats or tips taken from the content.
1,200 x 627
The ideal pixel size for imagery used on LinkedIn.
Your in-house marketing team or graphic designer should be able to optimise images for use on LinkedIn. At Springboard we do advise taking the time to do this as it ensures a clean and consistent feed.
The average number of times you should change your cover picture a year.
Changing your cover photo should be part of updating your overall profile. While you are doing this, ensure that you review all information on your page to reflect any company updates.
ARTICLE BY: MEGAN PARDY