If you’re considering using online marketing channels, which is best for generating sales leads?
According to a study by Hubspot earlier this year, LinkedIn is almost 3 times more effective than Twitter or Facebook for converting more website visitors into leads. The data are based on using organic networks (including LinkedIn groups), not on pay-per-click advertising through these channels.
The results are a little complicated by the mix of B2B and B2C companies studied, and it doesn’t reveal what sort of organic marketing worked best within, for example, LinkedIn – whether it was using groups, company pages, personal pages, email, or other means. From the comments at the Hubspot blog, it seems different people have different results, but some of this may depend on having used advertising rather than organic networking, and it may also be that LinkedIn is more useful if you are trying to target specific professionals with a specific service they need, rather than a broader group of consumers.
As one commenter puts it: “LinkedIn is the warm handshake we all need.”
For professional services businesses, developing a thoughtful and sustained approach to networking in LinkedIn should be a key part of your business development efforts. I’ll be talking more about that at my workshop later this month in London on Using LinkedIn as a Business Development and Marketing Tool.