Why LinkedIn Should be Part of Your Sales Plan
Updated April 2017
There are two ways to consider the community you can influence on LinkedIn. The first is the clients you wish to attract, acquire and engage with (your direct sales plan), and the second is the business people in your community who already know, like and trust you, and will refer your services (your indirect sales plan).
If LinkedIn is on your business to do list and you are just not sure where to get started, please read on to learn more about who is using LinkedIn (individuals and organisations) and how other Australian businesses are investing in this platform for their sales plan.
These insights are based on Sensis Social Media Report, 2016 and Business Insider Australia’s article, The Demographics That Make LinkedIn’s Audience So Valuable to Business.
Who is on LinkedIn in Australia?
Understanding whether your target market is on LinkedIn should be your first consideration when deciding what role LinkedIn can play in your sales plan.
- LinkedIn is used by more than half of medium and large sized businesses.
- LinkedIn usage remains higher among males, those working full-time and higher income earners, as well as those in the 30-64 age bracket.
- LinkedIn users are also spending more time on the platform, with the averages relative to 2015 rising from 8.5 to around 10 minutes.
- The reason users are on LinkedIn because it is appealing for networking and business opportunities.
Key information from a Business Insider’s Intelligence report about LinkedIn’s demographics supports that there is an older and more educated demographic on LinkedIn.
- LinkedIn’s sweet spot is among 30 to 49-year-olds — old enough to have their careers on track (all countries).
- In general, LinkedIn has an older user base. LinkedIn is also the only top social network to feature higher penetration rates in the 50-to-64 age bracket than in the 18-to-29 age group.
- 38% of university-educated adult web users are on LinkedIn.
- LinkedIn skews toward men, it’s used by 24% of male internet users versus 19% of female internet users.
Australian Business Social Media Behaviour
The Sensis report suggests it’s important businesses consider how consumers are accessing social media when considering their approach. For the first time ever, smartphones are the most popular device owned by consumers, having eclipsed laptops. When creating content, businesses must take into consideration where, when and how their audience is going to absorb that information and have a “mobile first” mentality.
With 50-60% of LinkedIn users accessing LinkedIn from their phone, the LinkedIn App is a great way to access the main features of LinkedIn, which has been updated and is much more user friendly. The Linkedin.com and LinkedIn App experience is now much more consistent thanks to the LinkedIn.com redesign which commenced towards the end of 2016.
More businesses now have a social media presence than has previously been recorded. 48% of small businesses, 54% of medium businesses and 79% of large businesses are now on social media. Facebook continues to be the most popular platform by far, with LinkedIn and Twitter relatively prominent, particularly in medium and large businesses where Instagram and YouTube are also common. Other platforms do not have widespread appeal, although almost one in five large businesses use Google+.
Measuring your ROI
I’ve previously written a number of articles relating to how you measure your ROI for the time you spend on LinkedIn. Please read LinkedIn’s 4 Measures for Social Selling Success and Is Social Media all that? for my perspective on how to plan and measure your success on LinkedIn and beyond.
In the Sensis report only a minority of SMBs measure their social media ROI, however there has been a jump in the number of large businesses now reporting on this. Small businesses who monitor this business activity rely on response numbers on social media or ask customers directly how they found them. For medium and large businesses, monitoring response numbers on social media is the most common guide, while online, automated and analytical tools are also common.
LinkedIn Training with Think Bespoke
If you would like to up-skill your communications, marketing or sales team on how to maximise LinkedIn, Think Bespoke can tailor our training and coaching to your individual or organisational needs. We’ll teach you how to leverage LinkedIn so you can maximise your time and achieve greater success.
I also offer an online seminar series which will teach you how to use LinkedIn for business.
If you’d prefer to outsource LinkedIn, we provide organisations with content management services for your LinkedIn Company Page, including image and post creation for publishing on LinkedIn Pulse and via your website’s blog. Our team is based in Melbourne and we pride ourselves on our reputation for delivering best practice content marketing for the Australian market.
Start with a review of your LinkedIn Profile and LinkedIn Company Page and we’ll help you develop a strategy to better leverage LinkedIn.