While not as illustrious as other sites, LinkedIn has developed a solid footing by becoming the main portal for businesses and professionals to establish a presence online. While it doesn't have the user numbers Facebook boasts, its main pull is its ability to generate leads for businesses and customers. Back in January, Hubspot compiled a study that found LinkedIn generated the highest visitor-to-lead conversion rate at 2.74 per cent, three times higher than both Twitter and Facebook.
Now new research has emerged which shows that the gap separating LinkedIn with Facebook and Twitter has increased with the site's visitor-to-lead conversion rate being four times greater, according to new findings from Hubspot.
Revealed by David Meerman Scott, LinkedIn's conversion rate is now 2.60 per cent, less than what it was back in January, but this is far greater than its nearest rivals Twitter and Facebook, which has 0.67 per cent and 0.39 per cent respectively. Overall, the effectiveness of each site has fallen - especially in the case of Facebook - but LinkedIn still holds a commanding lead over other social media sites.
The reason for this ties into the very nature of LinkedIn. A social media site aimed at professionals and businesses will, in turn, determine the type of content and information that you will find on the site. As those who visit the site are focused on business related issues, content which relates to this will inevitably perform better.
Facebook and Twitter face the problem that, while effective methods of communication in their own right, the content found on them could deal with any topic, meaning potential B2B content could get lost among numerous tweets and posts. LinkedIn's content mostly relates to marketing and business, therefore there's a higher chance of being noticed on the site.
The findings came from 3,128 Hubspot B2B customers and looked at all of the company's customers' social media traffic and leads collected through the Hubspot system in 2011. From there, data was segmented to look at B2B companies that had generated visits and leads from social media. Any companies that generated less than two leads in the year were excluded from the sample.