B-to-B Buyers Convert on Desktops, But LinkedIn Is Going Mobile
LinkedIn is the No. 1 ad platform for B-to-B content marketers, so they’ll have to adjust quickly to the platform’s new mobile reality, asserts research announced on Monday by Marketing Mojo. (Opens as a PDF)
While, yes, 96.17 percent of B-to-B online sales happen on desktop computers, according to September 2014 findings from CPC Strategy (opens as a PDF), Marketing Mojo states in Monday’s “LinkedIn Ads Benchmark Report, Q2 2015” study that 52 percent of LinkedIn’s traffic now comes from mobile devices and 80 percent of its Sponsored
Updates are viewed there, “meaning that 80 percent of the Direct Sponsored Content ad impressions come from mobile devices.”
LinkedIn itself confirms the trend.
“Mobile is the fastest-growing channel for member engagement,” reads the LinkedIn earnings call filed on July 31, “growing at twice the rate of overall site traffic, with mobile unique visiting members representing 52 percent of unique visiting members in second quarter of 2015.”
Here’s what Marketing Mojo suggests B-to-B marketers do about the shift to mobile:
- Use responsive design for landing pages;
- Have visitors use the “Sign-In With LinkedIn” button so logged-in users “automatically fill form fields with their LinkedIn information, without any typing”; and
- Emphasize to potential buyers using mobile devices that they can save content marketing assets now and later access them on other devices. “No one wants to watch an on-demand webinar on their phone,” Marketing Mojo states.
Bonus information from the Marketing Mojo report includes:
- LinkedIn doesn’t work as well for broad appeal attempts — marketers will see greater yield from demographic targeting.
- Self-serve ads work best for content downloads.
- Direct Sponsored Content in-stream ads are about 1,400 percent more likely to be clicked than a LinkedIn self-serve ad. For Marketing Mojo clients, the DSC clickthrough rate was 0.44 percent in Q2. Shares, likes and comments on these ads helped the clients increase engagement and some clients saw a 35 percent growth in followers on their business pages “directly attributed to ad clicks,” according to the report.
How are B-to-B marketers using LinkedIn? Does it jibe with this report?
Please respond in the comments section below.
Related story: B-to-B Marketing: Reach Beyond LinkedIn