Patrick Barbanes

B2B? Data Shows Why You Should Be In LinkedIn Groups

A brand-spanking-new survey by Leadformix of 289 B2B companies with some kind of presence on LinkedIn has some great data.

It’s quite an indepth analysis. (You can read the full report from Leadformix here.)

Here’s one of the key take-aways for me:

Of visitors who clicked to a B2B website from LinkedIn, 24% – almost 1/4 – were enterprise visitors – meaning they were visiting from a corporate IP address. What that means is that almost 1/4th of people who clicked from LinkedIn to a B2B site were on their corporate network at the time.

Why is that significant? It means they weren’t home, personally surfing the web. They were at work, or at least on their work computer and network, visiting LinkedIn and then bouncing out by clicking a link in LinkedIn to a B2B site. So far so good? OK…

Of those “enterprise visitors,” as illustrated in the chart below, more than one-half of them arrived at websites from individual profile pages (35.7%) or company profile pages (16.3%). Only 16.4% arrive via “groups” and 3.6% via LinkedIn ads.

BUT… those people who went to a site from a LinkedIn “Group” were the most likely to complete a fill-in form on the site they visited. In other words, they were most likely to “convert” from a Lead to a Prospect. As Leadformix notes, “In the B2B space, all enterprise visitors to a website are referred to as leads.” When a Lead (the visitor) fills in a form on a B2B site, they are handing over their information in exchange for a whitepaper, some other offer or simply on a contact form, and thereby becoming a “Prospect”.

Those are the people you want visiting your site…the ones who will convert.

So based on this report (and as I’ve been saying all along without all the data and the graphs) Groups within LinkedIn are the best place to interact with them.

Why? Because it makes sense, and this is good data to support that.

Groups narrow down and bring commonality to an area of interest. Someone in a Group that you are in is already interested in that thing that you are interested in.

So someone who sees and/or engages in a Discussion in a Group that you’re taking part in, for example, and who then takes the next step of clicking out to your site would naturally be more likely to take the NEXT step and complete a form on your site (if that was one of your calls to action there) than someone who came across your profile and clicked to your website from there, or who happened upon your site among a News item and clicked to it from there.

Groups engage people. Engaged people become Leads. Leads become Prospects. Prospects become Clients. (If you, you know, know what you’re doing.)

So get engaged in Groups on LinkedIn! You’ll find more people clicking over to your site, and becoming Prospects. And isn’t that what all businesses want?

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