LinkedIn or Facebook? A choice of marketing spend for one or both?
Let us have a quick look and assess which one should get your advertising Swiss Francs and we will decide on one only, I will explain why.
LinkedIn has a large global user base, claiming to have more than 500 million active users. The problem, the average user time on LinkedIn is 17 minutes per month.
You can make peer-to-peer connections, reach out to like-minded people but too often, messaging is like send and wait after the changes in 2018 because many users still have not downloaded the LinkedIn mobile messaging app. This will take time to change, Google store records only just over 1 million downloads at the time I am writing this post.
The good news, LinkedIn is focussed on B2B, so you can benefit from the trend where 46% of social media traffic coming to B2B sites is from LinkedIn.
This means that if you’re a B2B company, then nearly half of the social media traffic you see on your site could come from LinkedIn if correctly positioned and you manage your time effectively.
Facebook has flexibility, it is more user friendly than LinkedIn for many yet at the same time is known to be less B2B focussed than LinkedIn. The Facebook active user base (1.3 billion people right now) dwarfs LinkedIn because an average user time on the platform is for hours per month not minutes.
Facebook influences over 50% of all online purchases, it is up there with Amazon as being a factor in the product or service buying decision. No figure was provided for the B2C or B2B split.
It means that today over 60 million small businesses are already marketing on Facebook in some form, either low value short campaigns or month on month market development.
Choosing Between the Two: Which Is Better?
Lead Generation Ads
LinkedIn is late to the party, adopting mobile solutions a huge factor in their lack of success when compared to Facebook. The Microsoft acquisition of LinkedIn has changed this for lead generation. Gaps in language translation, advertising and business intelligence reporting have and are being closed. User functionality and dashboard reporting still needs work.
LinkedIn relies on revenues from subscriptions and its recruitment products, whereas Facebook has a very well established platform with some excellent criteria and demographic selection filters which make local advertising very easy.
Looking at LinkedIn and Facebook in a little more detail:
LinkedIn Lead Generation
The top three LinkedIn lead generation activities on the platform are;
- Soliciting recommendations for vendors
- Prospecting for new business
- Researching competition
LinkedIn promoted advantage – A professional audience
LinkedIn like to promote the professional nature of the platform, a very specific audience. One where people seek to advance their careers and do business. It also means on a platform where people are presenting their best image to the world, a lot of information is dated because they have been in their role for years and do not want a new job.
Leads focus target is “company, industry or role”
The user provides you with a snapshot or full resume and links to their company profile page. Information is available easily to understand the user’s age, gender, preferred language, geography, industries, current and past companies, roles and project experience. University alumni and group memberships add more detail which can help you profile your leads to the the right potential targets to prospect.
Drawbacks of LinkedIn lead generation
It is time consuming and if you are not a large company with money to spend, you have to think long-term and consider how you grow organically. It is more expensive than Facebook especially for B2C activities. It is a B2B platform so you need to evaluate the higher chance of conversion against your sales prospect to customer timeline for a transaction.
Facebook Lead Generation
Facebook seems to be way ahead yet many of their key developments were only a year or three ahead of LinkedIn, like the introduction of Facebook Messenger in 2015.
Messenger allows marketers to chat and engage leads in real-time, its use really has helped many to secure new clients, especially when used with Facebook Live events as a lead generation tool. Facebook Live videos now reach more people compared to YouTube videos with over 700 million people viewing Facebook Live videos worldwide.
The Facebook lead generation advantage
The biggest advantage of using Facebook for lead generation is its active time on platform user base. 90% of LinkedIn users have some form of Facebook account. Marketers have a large population to work with and their targeting tools do make it easier to reach specific targets.
Whether you’re looking to target Zurich Russian language speakers for your playgroup or legal office, or high net worth clients for your bank, it’s all possible. Like LinkedIn with Facebook you can also target users by age group, hobbies, marital status and more. This helps marketers consistently generate high-quality leads.
It is cheaper, LinkedIn bidding starts at $2 for low grade keywords, on Facebook the minimum required daily budget is $1 and you have filters which focus your spend so you know a well written message and good images will ensure you will not pay too much. It is not the black hole of Google ads where CHF500 can be spent way too quick with too little to show for results.
It is B2C perfect and developing B2B
Facebook knows a lot about its user base, at the moment it is not immediately obvious it has any focus on an individual’s professional life. This is changing with job information fields and job advertising on the platform. Its primary focus is on social interactions, this is great for B2C marketing and if we are honest, reflects the up to date status of a user and their needs. The casual nature of the platform allows marketers to try interesting tactics and when done correctly can generate many B2C leads.
Drawbacks of Facebook lead generation
Facebook makes it difficult to generate organic traffic especially if you are a small business. Their algorithms are constantly being tweaked and it seems there is a restriction that less than 10% of your fans will see a non-promoted or should I say boosted post. The super-social nature of the platform with photos, videos and other details fill the personal feeds and tagging is the notification of choice to cut through the noise. This makes it difficult at the moment for B2B type engagement and communication, it is possible, you need to adjust your style of communicating.
Which one do you choose to spend your money on?
A benefit of being in the Zürich Networking Group (join group here) is that we have in many ways got you covered for LinkedIn.
The LinkedIn group has over 4000 members working in a variety of roles and sectors and is worth the cost of your Supporter membership alone.
You can network, contact your prospects with 15 free LinkedIn messages every month and meet them because they are local or attend an event.
For the cost of 6 coffees a year – it is not that bad! Which is why members join and sign-up here
This is why we suggest you spend your money on Facebook and bypass the marketer double pitch of Facebook is for B2C and LinkedIn is for B2B.
Your money or advertising budget has a limit, with the filters that Facebook provides, you can easily lock into a lawyer or an IT data scientist, simply and easily, which is why most recruiters now seek staff on Facebook as well as LinkedIn.
Not only that, Facebook messaging is ahead of LinkedIn, the Microsoft development of teams may change this but it means you can communicate well with people who are known to be on the platform on a daily basis.
Even if you spend just CHF 30 and pop along to a few events, you get your money back with the discounts we offer for Supporter who attend.
More importantly, that way your local in-person and your online Facebook advertising will help you to develop your business in the future for sure.
Tags: advantage of being a group member Facebook Linkedin social media advertising