As an inbound marketer today, you’ve likely ensured your company has a website, a blog, an email list, some social media accounts — you know, the basics. You’ve probably also built a dedicated, loyal base of readers, subscribers, and followers, but if you’re not also pitching your content to editors of external publications and earning outside media, you’re really only communicating with people who are already familiar with your brand.
Believe it or not our highest social conversion rate wasn’t always coming from big shots, Facebook or Twitter. For a long time, it was coming from SlideShare. Bought by LinkedIn in 2012, SlideShare has carved a unique niche among professionals as the “slick deck” social platform, but despite this monopoly, it tends to get overlooked by marketers. Frequently outshined by its flashier visual cousins of YouTube, Instagram, Snapchat, and even Pinterest, SlideShare boasts a network of over 70 million professionals and over 18 million uploads. For B2B marketers, this a large, untapped audience that shouldn’t be ignored.
Two years ago, I didn't even have the LinkedIn application on my iPhone. (Talk about first world marketing problems.) Out of all the social networks, it just didn't seem very engaging. It was pretty stale, and to me, was more a platform to find career opportunities and wax poetic about the plethora of business skills you had. "You're proficient in both Microsoft Word and Excel? No way!" Simply put, it bored the hell out of me. More importantly, of all the social networks, LinkedIn was the one offering the least engagement in comparison to Twitter and Facebook for our agency. No one hung out on LinkedIn the way they did Twitter or Facebook. You logged in, endorsed some people for skills you had no freakin' clue they had, checked your notifications, and logged out. Then something changed. LinkedIn became a place not for stopping by, but for congregation. Users began hanging out, consuming content, and having much more personal engagements. So engaging, in fact, that HubSpot Founder and CTO Dharmesh Shah tweeted in April: "Woo hoo! Guess where I now have 200,000 followers and more engagement than twitter?" He was of course, referring to LinkedIn. So what exactly happened? And what does this mean for you?