In a study of 3,128 B2B companies, LinkedIn generated the highest visitor-to-lead conversion rate at 2.6 percent, four times higher than Twitter (0.67 percent) and seven times better than Facebook (0.39 percent), according to HubSpot, an inbound marketing specialist.
The methodology was a data dump of all of HubSpot customers' social media traffic and leads collected through the HubSpot system in 2011. From there, data was segmented to look at B2B companies that had generated visits and leads from social media. Companies that generated less than two leads in the year were excluded from the sample.
What’s more, although LinkedIn ranks behind Twitter and Facebook in monthly user activity, LinkedIn is growing at a much faster rate than both social networks, according to research from Compete (compete.com), a marketing data analysis company.
This data clearly shows that LinkedIn is a good lead source. But few B2B companies use LinkedIn to its full potential. To help, HubSpot offers a free ebook, “Learning LinkedIn from the Experts,” in which five specialists provide key insight into how you can use LinkedIn to successfully grow your network and business. The ebook is available for free after registration at http://hubspot.com/ebooks/learning-linkedin-from-the-experts.
