293% Lift in Web Traffic by Leveraging Content Marketing & LinkedIn
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The document summarizes an experiment by Grantek, a B2B systems integration company, to increase engagement and website traffic through content marketing on LinkedIn. Grantek saw a 293% increase in web traffic and a 24% rise in LinkedIn followers in the first month by sharing relevant industry content on LinkedIn. Over six months, Grantek's LinkedIn efforts led to 18,000 impressions, a 121% jump in LinkedIn followers, and 21 quality website conversions. The conclusion is that B2B companies can boost social engagement, website traffic, and conversions by developing targeted content for distribution on LinkedIn.
293% Lift in Web Traffic by Leveraging Content Marketing & LinkedIn
- 1. ©2013 Marketing CoPilot Inc. All rights reserved. By: Maureen Thorne 293% Lift in Web Traffic by Leveraging Content Marketing & LinkedIn Marketing CoPilot July 2013
- 2. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Hypothesis By developing industry-specific content that is highly relevant and engaging to the target market and using the most relevant social media channel (LinkedIn) to distribute the content, we will see increased engagement in LinkedIn which will lead to increased engagement on company website and increased conversions on-site.
- 3. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Why test this theory? The reason for testing is two-fold: – To determine if highly relevant industry- engaging content is working for targets outside of current industry contacts – To determine if LinkedIn is the right channel for to drive engagement and conversions
- 4. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Goal To prove the value of content marketing and social media as a means to drive engagement and conversions to justify long-term investment of marketing budget.
- 5. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Background • Grantek is a B2B mid-market systems integration company specializing in a niche industry • In September 2013, Grantek had 295 followers on LinkedIn. The page had experienced slow growth in followers (<5% per month) over the previous year. • There were no interactions on the LinkedIn company page and LinkedIn drove little/no traffic to the company website. • No fresh content was posted. • The LinkedIn company page was mainly used for HR recruitment.
- 6. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Execution • In October 2013, Grantek launched a new website and a strong content marketing program. • LinkedIn was identified as the key social media platform to leverage for industry prospect engagement. • LinkedIn was used to share highly relevant blogs, news, and industry guides. • Company page, employee sharing and group discussions were leveraged to deploy content.
- 7. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Results In the first month of execution, LinkedIn delivered: • 293% more traffic to company website • 3,300 vs. 0 company update impressions • 24% increase in LinkedIn company page followers • 3 vs. 0 conversions on the website
- 8. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Results In six months of execution, LinkedIn delivered: • 18,000 company update impressions • 121% increase in LinkedIn company page followers • 21 quality conversions on the website
- 9. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM Conclusion By developing and deploying highly-relevant industry-specific content through LinkedIn, B2B companies with compelling, targeted content can: • Increase target market engagement with their LinkedIn company page • Increase target market engagement with their website • Increase conversions on-site … which ultimately leads to increased sales.
- 10. ©2013 Marketing CoPilot Inc. All rights reserved. marketingcopilot Find Customers. Keep Customers. TM The Marketing CoPilot Process Wheel