LinkedIn marketing stats: what and when to post and how to improve

Did you know that LinkedIn is the third fastest growing social network? So, how can you take advantage of this broadening interest on LinkedIn? Although the network isn’t analyzed in the same detail as Twitter and Facebook, there still exist some stats that can help you to improve your LinkedIn marketing and engage with your followers.

LinkedIn Sends 4 Times More Traffic To Your Homepage Than Facebook and Twitter

When It comes to social sharing of blog posts, stories, and visual media, Facebook and Twitter may reign, but LinkedIn is far away from the number one social referral source when it comes to direct traffic to your site.

Based on a two-year research including two million monthly visits to sixty corporate sites, LinkedIn’s referrals, almost quadrupled Facebook:

  • LinkedIn: 64% (of social referrals to the homepage)
  • Facebook: 17%
  • Twitter: 14%

LinkedIn with 64% of social referrals

All kinds of different leads may come from social networks, so stats like these are very helpful in understanding where all the leads are headed. LinkedIn traffic will probably head straight to your homepage instead of a satellite page like resource page or blog post. Having this in mind, you can now optimize your profile with messaging that makes sense for the user who clicks from LinkedIn to the corporate homepage.

LinkedIn Users Are Interested In Industry Insights Content

According to the LinkedIn numbers, 6 out of 10 LinkedIn users are interested in industry insights content. In general, insights are very popular among users. Company news is second to industry insights and appeals to 53% of LinkedIn users. With 43%, new services and products are the third popular content.

This means that if you are transparent and helpful when you share on this social network, you will appeal to the greater part of your audience. Your overall content plan should be actionable and relevant to your followers. As per LinkedIn’s advice:

Your followers are active because they want to be more successful and productive pros. Informative updates are receiving the highest rates because that’s what members are expecting from the companies they are following on LinkedIn

LinkedIn’s Busiest Times Are Mornings And Midday

In order to reach more users with your content, you should publish when your audience is around.

LinkedIn’s busiest times are mornings and midday, from Monday to Friday. In general, business hours have the largest reach, so you don’t need to be too particular about the specific times. Test and see what time is best for you. You need to be sure that your posting schedule is matching the rhythms of LinkedIn’s audience.

Make At Least 20 Updates Per Month

Since you now know when to post, remains the question how often you should be posting. According to LinkedIn, posting 20 times a month can really help you in reaching 60% of your unique audience.

More posts will lead you to a larger social reach, but there will surely come a point of diminishing returns. A specific percentage of your audience will be impossible to reach because they never log on. So, what you are really looking to hit here are those who actually log on and scroll their updates. If you are updating 20 times per month, you will get in front of 60% of your audience, and there is no guarantee behind that. Best in class marketers of LinkedIn are posting 3-4 times per day, meaning up to 80 updates per month.

Ultimately, post as many posts as your content supports. This means that you should start with 20 posts per month and scale up later if you see that your fuller schedule is bringing more benefits.

One Status Update Is Reaching 20% Of Your Followers

Does 20% look like a lot for you? I guess the answer to the question how big impact a 20% reach will get, depends on the size of your follower’s list.

You will probably want to make a bigger impact than 1/5 and that is why your regular posting can be so valuable. If you post more often, you will reach bigger percent of your audience and also increase your reach.

Your Employees Can Be The Greatest Asset In Building Engagement

Engagement can be a huge help for those who happen to stop by on your profile, and it seems like your employees could be a great asset in building this engagement.

Employees are 70% more likely to click, comment or share your update than the typical LinkedIn user.

This means that the employers can take advantage by making it easy for their employees to engage with the content. Every time you post or when important updates go live, you should send links and notifications. Sometimes, asking for engagement is all it takes to get your co-workers involved.

Study And Optimize Your Engagement Percentage

There is a feature on LinkedIn that every company logged-in admin can access in order to study the engagement percentage on the LinkedIn profile. Admins can find this analytics by clicking the drop-down menu on the blue Edit button in the top right corner of your company LinkedIn profile.   

Here you can view information about your profile’s visits, including very helpful demographic info that is showing you the locations of your visitors. This will be helpful for deciding which time zones to sync with your posts during the business hours. You can also view industry, seniority and how many visits has come from your employees.

If you want to dig deeper, you can click the analytics link that you can find at the top of your page in order to view the complete stats for the updates you are sharing.

The engagement percentage is measuring the total number of clicks, interactions, and followers for each update you are posting on your profile. While you are reviewing, it is good to note the category of the content you posted, the time of the day, the day of the week and also who was targeted. This will be very helpful for you for sending more optimized post next time when you update.

Conclusion

From all of the stats listed above, you surely learned some things about how to effectively market on LinkedIn and how to promote your company.

LinkedIn is a really powerful platform for increasing the social reach of your company and for drawing new followers. It is also presenting an excellent opportunity to stay top of mind with your customers, partners, employees, and industry influencers.

So, which of the stats have you noticed to be true from your LinkedIn experience? We’d love to hear your experiences. Please, feel free to share them in the comments section.

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