I’ve seen plenty of “LinkedIn Statistics to Know in 2019” articles this year… but I wasn’t sure my audience has seen them. I wanted to share some of the statistics with you as you plan your storytelling efforts for 2020. (And please… don’t jump on the “clear vision in 2020” marketing message bandwagon… it’s already overused.)
Here are some stats you should be aware of when it comes to the marketing reach of LinkedIn.
Of those, 610 million members, 790,387 members have profiles in the Kansas City, Missouri area. (To get this result, put an asterisk in the search box and narrow the results by using the Locations dropdown and choosing Kansas City, Missouri area.) If you reference census data for Kansas City, that’s close to half of every person that lives in Kansas City.
What this means is that a there are a ton of eyeballs on LinkedIn every day… and yes, the space is getting busy. I’ve been blogging and doing status updates on LinkedIn for more than 10 years. It’s become harder for your content to be seen by your network. So many people and companies finally bought into the idea that consistently telling your friends what is going on will move the needle. (Ummm, yep. Welcome to the party.)
This statistic holds up when I review Google Analytics traffic for my client’s websites. Take a look at the picture below that shows traffic over a period of two months. It is a perfect example of the “sawtooth” pattern that I like to see. A blog post goes live, and drives immediate traffic to their website. Traffic slows down quickly, and then goes up the next time a blog post is published. (This is why you want to create new content regularly, I recommend weekly at a minimum.)
This also supports the idea that the people you are connected to on LinkedIn care about you and will read what you put out there… as long as it is real, authentic and conversational. It needs to sound like you wrote it… not a marketing message.
Over the last couple of years, I’ve seen more SEO companies getting into my space. They understand that search engine results are directly impacted by how often you update the content on your website. And why not tell a story every week in a blog on your site? It’s actually a fun process when done well… and has a positive impact on your team as well as your audience.
In my experience, less than 25% of people using LinkedIn in Kansas City do status updates and share content on a regular basis. This is one of the questions I ask at every training session I provide. Yes, the number of hands that are raised has gone up over the past 12-18 months, but it still not even half the room.
This is a HUGE MISSED OPPORTUNITY. Why? Because the majority of companies get business from word of mouth referrals and existing customers. So it makes sense that the more you stay top of mind with that audience, the more referrals and new business you will likely receive. And it works, I have seen it time and time again.
There are 9 billion content impressions in the LinkedIn feed every week. This plays out every week with my clients. One of my clients wrote a blog post about angel investing that had over 1,500 impressions in just a couple of weeks after the story went live. You can’t buy that kind of result unless you spend an obscene amount of money. And it’s basically free as long as you know what you are doing… and that you do it consistently.
If you’re interested in talking about improving LinkedIn efforts at your company, please give me a call! (You may have to leave a message if we aren’t already connected because I block unknown callers to solve the problem with Robocalls.)
My goal with my stories is to make you think, learn and laugh. Did I hit the mark this week? And since you’ve made it this far, I’ll give you three more shopping ideas for that special someone. (I got a ton of positive feedback on my list a couple of weeks ago, thanks!)