How to make sure you’re cashing in on what people do on LinkedIn
I’m asked all the time (well, often!) “… but what do people do on LinkedIn…?”
This quick SlideShare deck details LinkedIn’s member demographics. I’m sure you’ll recognise your ideal client profile there, as well as what people do on LinkedIn.
As you’ll see by thumbing through the deck, the majority of members are over the age of 25 years – which (in most cases!) means they’ve got a pretty good idea of what they’re doing and where they’re going professionally.
Third Biggest Country
What most people I talk to don’t realise, is the sheer size of LinkedIn. It’s been growing steadily since it launched in 2003. However, it’s been overshadowed by Facebook’s bearish growth.
If LinkedIn were a country, it would be larger than the United States. As at writing this, it (LinkedIn) has a population of approx 347 million. This would make it the world’s third largest country.
By the time it takes you to thumb through the SlideShare deck above, the equivalent (+/-) of a full Boeing 737-300 of new members would have joined LinkedIn. That’s pretty powerful!
Something for everyone – a truly global space
The majority of its members live outside the United States. Many people I talk to think that LinkedIn is “more for North Americans than anyone else”. That’s not so.
LinkedIn is used in over 200 countries and 24 languages are spoken within its walls.
From the 347,000,000 members, 37% of them are aged 45-64. This demographic of Gen-X and young Baby Boomers are more active, wealthier and healthier than ever before.
If you recognise your ideal client in any of these demographics it makes sense for you to dust off your profile and give it a bit of a facelift.
Start with looking at your Profile Photo – make sure it does you professionally proud.
What can you expect by using LinkedIn as a sharp-lead generating tool in your business?
LinkedIn members are 2x more likely to purchase from and recommend the brands they follow.
Lead Generation = Sales Conversion
Business members have a 4x higher visits-to-lead-conversion rate than on other social media platforms.
LinkedIn members are 6x more likely to engage with content than job activity. In other words, it’s no longer just a portal to hang your digital CV (and then forget about it).
In fact, LinkedIn members are 50% more likely to buy from a company they engage with there.
What are they engaged with…?
LinkedIn members are very interested in company news, information and innovation. In other words, they are interested in reading articles, blogs, podcasts (with links to your website) and video.
According to the LinkedIn Sophisticated Marketers’ Guide, LinkedIn is considered the most effective for B2B (business to business) lead generation platforms of all the social media spaces.
A whopping 80% of social media leads come from LinkedIn (Twitter: 12.73%, Facebook: 6.73%, Google+: 0.21%).
You need to be active to be on the receiving end of all this good lead-generation activity.
If your clients aren’t finding and reading your informational content, they’re reading your competitors.
How to tap into LinkedIn’s member activity
Update your personal profile to All Star Status. All Star is the highest level of profile completeness.
What members are looking for is content
High quality content that is both educational and informational. This excludes salesy content.
If you’re not sure how to go about creating shareable content then you might find this free ebook helpful.
It’s a simple, quick and easy read designed to both inform and open up the neural pathways of content creativity:
This ebook contains three ways for you to very easily turn something that already exists in your business into shareable content.
- Update your profile where necessary;
- Read “How to Create Shareable Content“ for ideas;
- Determine a content creation calendar that works for your schedule and stick to it (refer to Principle 1 in the book);
- Start. Throw perfectionism out the door or out the window – it gets in the way of getting done!