We all know that developing social media profiles can be vital in generating leads for businesses, be it B2B or B2C. Therefore a number of different social media channels are being used to develop businesses but which ones should you be concentrating your efforts on.
Hubspot recently compiled a study which looked at over 5,000 different businesses and their social media efforts, and found that the traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost three times higher (277%) than both Twitter (.69%) and Facebook (.77%).
The study also found that LinkedIn's conversion rate was also greater than social media as a channel overall, that is, all of the traffic that came to these businesses via social media, .98% of that traffic converted into leads, compared to LinkedIn's 2.74%.
The study concluded that the reason behind this is due to the very nature of LinkedIn: it's a social media site for professionals to help improve their standing, so the target market is very straightforward. Also, when someone visits LinkedIn, they are normally focusing on business which means related content performs better.
Another reason is because of the type of content appearing on the feed is more focused. Instead of being cluttered with personal content, the items and posts displayed are concentrated on marketing or business meaning there's less posts to digest and a higher chance of a company's post being noticed on LinkedIn than any other site.