It feels like social media editors only have fun on Twitter and Facebook. Those platforms may be the go-to places for celebrities and “sexy” B2C brands—if Denny’s is ever going to be sexy, this is it—but when it comes to B2B marketing, LinkedIn has them beat.
According to a new infographic from WebpageFX, 80 percent of B2B social media leads come from LinkedIn. The visitor-to-lead conversion rate on LinkedIn is 2.74 percent, compared to 0.77 percent on Facebook and 0.69 percent on Twitter. In fact, over half of the people on LinkedIn don’t even use Twitter. Perhaps that’s because they’re primarily looking for industry insights and news, which they expect to find on a network dedicated to professionals.
However, LinkedIn’s 450 million users aren’t just looking for news—they’re also looking to buy. As the infographic shows, 74 percent of B2B buyers use the platform to research purchasing decisions, and 44 percent have found new vendors on LinkedIn.
Evidently, there are plenty of opportunities for B2B marketers to reach engaged audiences. But how do you make the most of those opportunities? To start, you might consider topics that do best on LinkedIn, including career management, workplace psychology, and talent management. It’s also best to post content on weekdays between 8 a.m. and 6 p.m., when most people are looking for resources to help them succeed in the workplace.
For more tips on LinkedIn marketing, check out the full infographic below.