Interesting research: LinkedIn drives more B2B website traffic but Wikipedia drives more serious leads

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Tar mig friheten att hänvisa till en kollega i USA som har kommenterat en undersökning som LeadForce1 har genomfört. Den visar bl a att sociala medier blir alltmer värdefulla när det gäller B2B marknadsföring; t ex att 15% av trafiken till B2B sajter kommer via sociala medier.

 

LinkedIn Delivers B2B Traffic, Wikipedia More Leads

Among social media channels, LinkedIn accounts for the greatest number of referred visitors to B2B websites, but Wikipedia is more effective at delivering relevant and serious leads, according to a study by LeadForce1.

Social media sites now account for nearly 15% of referral traffic to B2B websites that have a social media presence, according to the LeadForce1 analysis of 4.4 million leads analyzed over a three-month period.

LinkedIn accounts for 27.1% of such social media referral traffic to B2B sites, followed by Wikipedia (16.8%).

Visitors Referred by Wikipedia

Visitors referred to B2B websites from Wikipedia are likely in the research stage of their buying decision process: The pages most visited on B2B sites are features pages (16.74%) and products pages (13.22%), followed by the about us pages (10.95%).

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That finding also reiterates the belief that enterprises look for neutral content when researching a solution or a vendor. Since Wikipedia generally discourages promotional content on its site, it has emerged as a reliable source for B2B decision-makers, LeadForce1 points out.