Forrester Research: B2B Marketers Need to Be Scientific about LinkedIn

It’s time to get scientific about LinkedIn.

Many marketers, maybe you included, think that the LinkedIn platform hasn’t reached the point where it should be measured by the same standards as “traditional” marketing efforts. But those marketers are wrong.  There’s data available for you to analyze and optimize LinkedIn just as you would any other marketing channel. You just have to know how to do it, and then put your plan into action!

Why LinkedIn? Forrester analyst Zachary Reiss-Davis blogged about the results from their latest B2B Social Technographics® study. Among the findings:

  • LinkedIn is used purely for business more than any other social network.
  • 81% of business decision makers use LinkedIn on a monthly basis.

ForresterClearly the data makes the case that B2B marketers should begin with LinkedIn, given its position as the go-to resource for business users with the broadest reach.  And, by getting more scientific about social marketing, you’ll actually be getting more personal in your interaction with your clients and prospects.

What exactly do I mean by more “scientific”? As a B2B marketer, I think about this every day. The data I see from Marketo is amazing. Who visited when, what they did, where they went, and how much time they spent on different sections of the site. At first, the marketing “artist” in me was a little wary. Should I really have this much insight into what makes our clients and prospects tick? But the scientist in me (hey, I WAS a biology major in college) won out and I dived into the data unreservedly.

And you know what I discovered? Our marketing efforts across all channels, including LinkedIn, are getting stronger. In fact, every B2B marketer should embrace and analyze their data. It allows you to make your interaction with your audience more personal, more targeted, and ultimately, more valuable and engaging for them.

3 Tips for Becoming a LinkedIn Scientist

You don’t have to have a marketing automation solution in place, especially for LinkedIn. Here are a few tips that you can use today:

  • If you’re an admin on your LinkedIn company page, you can see impressions, clicks, interactions, and engagement rates listed under every piece of content you share.
  • Also, on your company page, click the “Edit” button and select “View page insights” from the drop-down list. Here you’ll find stats on page views, visitors, clicks, and follower demographics.
  • Use the “Updates” feature of LinkedIn Search (you’ll find it in the drop-down on the left of the search bar). Search for your company name and you’ll see all the interaction with your content. (Hurry, this feature expires on July 29.)

And that’s just the beginning what you can learn about your customers and prospects when you start analyzing the data available through LinkedIn. When you exhaust what you can do through these tips (which you quickly will), reach out to PeopleLinx and we’ll show you how to take the next steps with LinkedIn data management and analysis to reach your business goals faster.

Intuition and artistry are no longer enough in B2B social marketing. It’s time that we all grew up and became marketing scientists.

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