The document summarizes an experiment by Grantek, a B2B systems integration company, to increase engagement and website traffic through content marketing on LinkedIn. Grantek saw a 293% increase in web traffic and a 24% rise in LinkedIn followers in the first month by sharing relevant industry content on LinkedIn. Over six months, Grantek's LinkedIn efforts led to 18,000 impressions, a 121% jump in LinkedIn followers, and 21 quality website conversions. The conclusion is that B2B companies can boost social engagement, website traffic, and conversions by developing targeted content for distribution on LinkedIn.

1. ©2013 Marketing CoPilot Inc. All rights reserved.
By:
Maureen Thorne
293% Lift in Web Traffic by
Leveraging Content Marketing &
LinkedIn
Marketing CoPilot
July 2013

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TM
Hypothesis
By developing industry-specific content that is
highly relevant and engaging to the target
market and using the most relevant social
media channel (LinkedIn) to distribute the
content, we will see increased engagement in
LinkedIn which will lead to increased
engagement on company website and
increased conversions on-site.

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TM
Why test this theory?
The reason for testing is two-fold:
– To determine if highly relevant industry-
engaging content is working for targets outside
of current industry contacts
– To determine if LinkedIn is the right channel for
to drive engagement and conversions

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Goal
To prove the value of content marketing and
social media as a means to drive engagement
and conversions to justify long-term
investment of marketing budget.

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TM
Background
• Grantek is a B2B mid-market systems integration
company specializing in a niche industry
• In September 2013, Grantek had 295 followers on
LinkedIn. The page had experienced slow growth in
followers (<5% per month) over the previous year.
• There were no interactions on the LinkedIn
company page and LinkedIn drove little/no traffic to
the company website.
• No fresh content was posted.
• The LinkedIn company page was mainly used for HR
recruitment.

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TM
Execution
• In October 2013, Grantek launched a new
website and a strong content marketing
program.
• LinkedIn was identified as the key social media
platform to leverage for industry prospect
engagement.
• LinkedIn was used to share highly relevant
blogs, news, and industry guides.
• Company page, employee sharing and group
discussions were leveraged to deploy content.

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TM
Results
In the first month of execution, LinkedIn
delivered:
• 293% more traffic to company website
• 3,300 vs. 0 company update impressions
• 24% increase in LinkedIn company page
followers
• 3 vs. 0 conversions on the website

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Results
In six months of execution, LinkedIn delivered:
• 18,000 company update impressions
• 121% increase in LinkedIn company page
followers
• 21 quality conversions on the website

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TM
Conclusion
By developing and deploying highly-relevant
industry-specific content through LinkedIn, B2B
companies with compelling, targeted content
can:
• Increase target market engagement with their
LinkedIn company page
• Increase target market engagement with their
website
• Increase conversions on-site
… which ultimately leads to increased sales.

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Find Customers. Keep Customers.
TM
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