Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Leads via LinkedIn Groups Most Likely to Convert

  |  19,667 views

Nearly one in four visitors (24%) to B2B websites referred by LinkedIn are enterprise visitors—those arriving at sites via corporate IP addresses—according to a report by LeadFormix. Among such visitors, or leads, those referred by LinkedIn "groups" are the most likely to complete a form-fill, or convert.

Below, other findings from the LeadFormix report titled "Why Should You Use LinkedIn for B2B Lead Generation?"

Enterprise Visitors by LinkedIn Source

More than one-half of enterprise visitors arrive at websites from individual profile pages (35.7%) or company profile pages (16.3%), whereas 16.4% arrive via "groups" and 3.6% via LinkedIn ads.


Form-Fills

To analyze which sections within LinkedIn drive form-fills, numbers of completed form-fills are broken out by the sources of their visits.

LinkedIn "groups" accounts for the biggest percentage of form-fills overall, roughly 57.0%, followed by individual profiles (11.5%) and company profiles (9.2%).

Visitors arriving via "groups," however, are the most likely to complete form-fills (38%), likely the result of the nature of those groups (i.e., people with similar professional interests) fitting a certain profile or target audience.

LinkedIn ads also drive conversion: 21.0% of website visitors arriving via LinkedIn ads complete form-fills.


Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.


First-Time Visitors

Nearly one-half (45%) of all leads to websites arriving from LinkedIn are first-time visitors. That level is higher for those arriving via "groups" (63.2%) and "answers" (70.0%), but lower among those motivated by jobs information (24.52%).

Which Web Pages Lead Visits

Leads referred to B2B websites from LinkedIn are most frequently visit the "careers" pages and "contact us" pages of a website.

Visiting a "homepage" ranks third, followed by the "about us" and "management" pages.

Time Spent on Referred Websites

On average, leads from LinkedIn spend roughly 2.2 minutes visiting websites. Visitors arriving via LinkedIn "news," however, browse sites relatively quickly (1.82 minutes), whereas those who come from LinkedIn ads or "answers" spend more time on websites, 3.43 minutes and 3.23 minutes, respectively.

About the data: Findings are based on LinkedIn visitor data collected from the websites of 289 B2B clients of LeadFormix in February 2011.


Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by Nick Stamoulis Mon Apr 25, 2011 via web

    I have had great success in driving traffic from the LinkedIn groups I am a part of. They are a great place to promote blog posts and articles, since the groups cater to a specific audience. LinkedIn tends to drive a much more targeted visitor to the site.

  • by Ken Mon Apr 25, 2011 via web

    Can you please share what enterprise means in this context.

  • by Lenna Mon Apr 25, 2011 via web

    Hi, Ken.

    In the report, an enterprise visitor is defined as someone who arrives at a B2B site via corporate IP address. Non-enterprise visitors are all others--individuals who cannot be tracked (by marketing automation providers) because they come from private IP addresses/private connections.

    LeadFormix uses "enterprise visitors" and "leads" interchangeably.

    Hope that helps.


  • by Tim Lorang Mon Apr 25, 2011 via web

    This is very interesting and confirms my own experience with LinkedIn groups. My highest source of traffic is from blogs I have posted on LinkedIn groups.

    The only negative reaction I have received was from one group manager who thought it was too self serving to post my blogs, even though she thought they were topical and informative.

    I'll continue to post to LinkedIn groups because it is where I get the most action, both in visits and from stimulating conversations.

  • by Loyaltics Mon Apr 25, 2011 via web

    LI is for business as Facebook is for Social. So, obviously it drives traffic that converts !

  • by Tim Lorang Mon Apr 25, 2011 via web

    Yes, LinkedIn does convert but everybody is so fixated on Facebook that I have a hard time telling clients they should spend more time on LinkedIn. Maybe this will help persuade them.
    Tim

  • by Bill Meyers Tue Apr 26, 2011 via web

    Thanks Marketing Profs...we are just getting started with LinkedIn and this data will support our efforts to spend more time with this source.

    Does anyone know of Wholesale Distributor Groups on LinkedIn? How about Self Storage or Parcel Service?

  • by Hans van Schip Wed Apr 27, 2011 via web

    I encounter the same experience with clients.
    Like the other comments it depends a little bit on the type of conversion you are looking for. And, like most comments above, I agree that FaceBook is more B2C and gives good results there, where LinkedIN is giving better results in B2B.
    So which Social Network you focus on is depending of the results(conversion) you are looking for.
    The first digital grandma wrote a strategy-topic on this in her Blog: http://alturl.com/smd9q Sorry, it's Dutch so you need to use a translation tool ;-)

    Gr. Hans
    http://omalkmaar.blogspot.com/

  • by elias shams Thu Apr 28, 2011 via web

    It’s no brainer to see that social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it’s time for such a hot space to enter into a new category. There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections.

    A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies

    Facebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, how do you manage your brand across all these channels? Maybe more importantly, which one of these sites should you select as the one that will help you best reach your target audience? The proliferation of the social media avenues is becoming overwhelming.

    This glut of information reminds me of the early 90’s when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That’s when a better generation of search engines – at first the Yahoo! and then Google – entered the market and helped us find the most relevant information by just typing simple keywords in their search box. If you had asked before Google launched, if there was a need for another search engine – most would have said no, we already have those….

    Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy? How do you know which one is the right channel to let your fans and followers to find you, your products, and services? Most importantly, who is Joe Smith that is recommending that person, that company, that product?

    I hope my awesomize.me can accomplish such a mission. The site is not another social networking platform. Yet the portal to all your existing social media channels. The platform helps you, your fans, your potential clients to make an intelligent decision as to which company to connect to or follow via which social media channels and why? It’s free!

    Elias
    CEO & Founder
    http://awesomize.me

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!