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Benchmark report company pages - February 2021

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Benchmark report company pages - February 2021

  1. 1. February 2021 COMPANY PAGE RESEARCH REPORT 2021 THE BENCHMARKS FOR YOUR B2B CONTENT MARKETING
  2. 2. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com THIS REPORT YOUR BENCHMARKS TO USE We spent 4 months on preparing this report. All data has been analysed and interpreted with the most care. The numbers and graphs you will see on the following pages will give you insights to use as benchmarks for your own company page and content marketing. This report will be updated each quarter, with the most up-to-date benchmarks. Enjoy this report and feel free to share it! Jan Willem Alphenaar 
 head of research 
 Next Business Agency
  3. 3. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com CONTENT OF THE REPORT WHAT YOU WILL FIND ON THE FOLLOWING PAGES This report covers three main topics: • Analyses of Followers • Analyses of Visitors • Analyses of Content Including nice facts, interesting interpretations, benchmarks and beautiful (cough) graphs.
  4. 4. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 4 • We analysed followers from 168 countries, covering 576 regions. • The followers work in 146 different industries. PAGE FOLLOWERS
  5. 5. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com THE AVERAGE GROWTH IN FOLLOWERS FOR 2020 23%
  6. 6. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com PAGE FOLLOWERS GROWTH IN 2020 Of all new followers in 2020 (100%), most new followers were registered in April (13.71%) as LinkedIn added the feature of unlimited inviting your connections to follow your page. In May 2020 LinkedIn added a limit of 100 credits of open invitations per month. Ever since that moment, we noticed that most companies stopped using the invitation feature. And that’s a waste, because you need followers to spread your corporate message. In January 2021 we saw the number of invitation credits vary between 100 and 250. 23% 23% The average growth in followers in 2020
  7. 7. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com INVITATION STRATEGY MAKE A SCHEDULE FOR YOUR SALES AND MANAGEMENT TEAM • Make a list of employees that have a good network • Ask them if they want help to get more followers • Make them temporary admin (content admin is fi ne) for a month • Let them invite speci fi c connections • Use fi lters for region and industry to fi nd the right people • Next month the next person
  8. 8. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com OF THE FOLLOWERS OF A COMPANY PAGE ARE EMPLOYEE FOLLOWERS 5.6%
  9. 9. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com PAGE FOLLOWERS EMPLOYEE FOLLOWS Employee follows are all employees who connect their working experience with the Company Page. That’s done automatically. 5.6% 5.6% The employee followers of your Page COMPANY SIZE FOLLOWERS BENCHMARK 25 2360 100 9440 1000 94400 5000 472000 10000 944000 The above table shows the number of followers your page should have (at least) based on your number of employees. Non-employee followers are gained organically by updates, new connections of your employees, suggestions from LinkedIn and the invitations. You cannot buy followers for your Company Page. You can gain followers with LinkedIn advertising.
  10. 10. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 10 • We analysed over half a million page visitors. • The visitors come from 175 countries and work in 147 industries. • In this section we look at visitors to the Company Page and Jobs Page. • We compare weekdays, mobile VS desktop, unique VS returning visitors. PAGE VISITORS
  11. 11. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 13.84% PAGE VISITORS SPREAD OVER WEEKDAYS Visits to the Company Page are well spread over the weekdays. In the weekends we see a huge dropdown, as people have other things to do. However, there is still a signi fi cant group visiting Company Pages in the weekend. Saturday and Sunday combined almost look like a normal weekday. 13.84% Of page visits are in the weekend
  12. 12. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com OF THE VISITORS IN THE WEEKEND USE A MOBILE DEVICE 73.75%
  13. 13. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com PAGE VISITORS DESKTOP VS MOBILE VISITORS 53.73% 53.73% Of your page visitors use a mobile device On weekdays the majority of the visitors to Company Pages use desktop. We strongly believe those are the visitors during o ffi ce hours. Moving towards the weekend we see the percentage of mobile viewers increase. In the weekends, 73,75% of the visitors use a mobile device.
  14. 14. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com MORE THAN 50% OF VISITORS TO A COMPANY PAGE ARE RETURNING VISITORS 52.95%
  15. 15. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 47.05% PAGE VISITORS UNIQUE VS RETURNING VISITORS In general the percentage of unique visitors to a company page is equal throughout the week. More than half of the page visitors are returning visitors. That means they are interested in what you have to say. 47.05% Of your page visitors are unique
  16. 16. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com OF ALL COMPANY PAGE VISITORS GO TO YOUR JOB PAGE, EVEN IF YOU DON’T POST JOBS 4.9%
  17. 17. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com PAGE VISITORS - JOB PAGE SPREAD OVER THE WEEK Even if you don’t actively use your Jobs Page, you do have one visible for visitors. If you do have job openings, you can create free jobs postings that will be visible on your jobs page. You don’t need a career page for this. Visitors can create Job alerts for your page. So make use of it! 4.94% 4.94% Of your page visitors go to your jobs page
  18. 18. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com PAGE VISITORS - JOB PAGE DESKTOP VS MOBILE Most visitors to job pages come from mobile. The conclusion we make out of that is that most of them are doing this after o ffi ce hours or during a sanitary break so their co-workers won’t notice. In the weekend it’s mostly on mobile as most people don’t sit behind a desk in their days off. This also means that the website where you host your jobs and direct people to, should be responsive and ready for mobile visitors. 61.32% 61.32% Of your job page visitors are on mobile
  19. 19. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 19 We analysed more than 4.000 updates. Updates can be categorised in four different types. 1. Native content 2. External content (non native content) 3. Re-shares of updates from a person or another company 4. Sponsored updates For this benchmark we only look at the fi rst two types. UPDATES
  20. 20. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com OF ALL COMPANY UPDATES ARE SHARED ON TUESDAY AND THURSDAY 45%
  21. 21. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com UPDATES SPREAD OVER THE WEEK For some reason, most updates are posted on Tuesday and Thursday. It must be some sort of a secret code amongst content marketeers. As so many companies are posting on that same day, your post might be buried under other companies updates. You’re all fi ghting for eyeballs at the same time. 3.2% 3.2% Of all updates are posted in the weekend
  22. 22. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com IMPRESSIONS SPREAD OVER THE WEEK Thursday get’s the most impressions. In absolute numbers, compared to the other weekdays. Based on other research we did, we know that most people are active on LinkedIn on Thursdays. 57.14% 57.14% Of all impressions are unique impressions.
  23. 23. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com IMPRESSIONS SPREAD OVER THE WEEK When we look at the number of updates and impressions per weekday, there is a clear correlation as you can in the chart on the left. When you look at the impressions per update, as we do in the chart on the right, you see that Monday and Wednesday, relatively, get the most impressions.
  24. 24. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com IS THE AVERAGE ENGAGEMENT ON A COMPANY UPDATE 4.85%
  25. 25. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com ENGAGEMENT SPREAD OVER THE WEEK In absolute numbers, most engagement is on Tuesday and Thursday. Not so surprising as most updates are shared on those days. In relative numbers, Sunday has the most engagement, as there is less content shared. So consider sharing in the weekend to get more engagement.
  26. 26. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com IS THE AVERAGE CTR ON A COMPANY UPDATE 3.08%
  27. 27. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com COVERSION / CLICKS SPREAD OVER THE WEEK Looking at the absolute number of Clicks in a week, most clicks are on Monday, Friday and Saturday. This is mainly on updates that were posted in previous days. Surprisingly the CTR (Click Through Ratio = Clicks / Impressions) is higher in the weekends. People take more time and effort in the weekends to click on an update. During weekdays they are more likely to scroll to the next update in the timeline.
  28. 28. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com NATIVE VS NON-NATIVE CONTENT IT REALLY MAKES A DIFFERENCE Native content at LinkedIn is all content that is placed directly on LinkedIn. Images, video, text, uploaded documents, polls. LinkedIn generally gives native content more exposure in the timeline. So native content is preferred over non- native content. Non-Native content is content from external sources. Links to posts, articles, news websites, youtube video's etc... As this content directs people away from LinkedIn it is considered as external, non- native, content.
  29. 29. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com NATIVE VS NON-NATIVE CONTENT IT REALLY MAKES A DIFFERENCE 162.81% 125.68% 140.13% A native update gets A native update gets A native update gets more impressions than a non-native update more engagement than a non-native update more clicks than a non-native update
  30. 30. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com WHAT TO DO WITH THIS BENCHMARKS? PUT THEM IN ACTION Use the Benchmarks to check if you are on the right track with your Company Page and Content Marketing. Not all numbers can be found in the standard Company Page statistics. If you want to see how you perform against the Benchmarks, we can create a Company Page Performance Report for you.
  31. 31. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com SUPERDEAL COMPANY PAGE PERFORMANCE REPORT Check a demo of how a Company Page Performance report could like. We can create a Company Page Performance report for you, including advice and remarks and a Zoom/Teams call where we go into detail. We can also make this a monthly or quarterly event to really improve your performance. Check a demo Request pricing info
  32. 32. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com CONTACT US YOU CAN FIND US ON LINKEDIN Next Business Academy B.V. / Next Business Agency Eindhoven - The Netherlands 0031 - 6 270 66 822 www.nextbusinessacademy.nl www.nextbusinessagency.com contact@nextbusinessacademy.nl
  33. 33. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com DISCLAIMER The LinkedIn Corporation is the proprietor of the word and fi gurative marks LINKEDIN. Next Business Agency is an independent agency that is in no way a ffi liated with LinkedIn. Where the LinkedIn brands are used in this report, this is purely intended to refer to LinkedIn, and not to suggest that Next Business Agency is directly or indirectly commercially linked, nor is there an agreement between Next Business Agency and LinkedIn.
  34. 34. (c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com SOURCES THE DATA WE USED FOR THESE BENCHMARKS ALL COMES FROM THE LINKEDIN COMPANY PAGE API We analysed the following datasets: • Update details • Page lifetime statistics • Share totals • Follower details • Historical follower details • Page statistics • Historical share statistics All data is used anonymously. 
 We collected data from November 2019 until January 2021.

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