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Facebook closes in on LinkedIn for B2B connections

Is there any aspect of our digital lives Facebook isn’t keen on conquering?

While LinkedIn mightn’t be the sexiest of platforms, it’s always been a reliable hub for professional networking (and seeing who’s been checking out your profile).

However a new study shows Facebook is treading on LinkedIn’s turf.

New Sheriff in town

The State of Inbound 2017 study by HubSpot reveals Facebook is closing the gap when it comes to B2B marketing.

For example, 78% of professionals surveyed use LinkedIn for professional reasons, compared to 74% for Facebook. In Australia, 66% use Facebook for professional reach out.

In regions such as Latin America, professionals are actually using Facebook for B2B outreach more than LinkedIn.

And it's not just young guns, high-ranking execs are shifting to Facebook too. Close to three-quarters of VPs, directors, and managers used Facebook for professional reasons, while 80% of C-level executives do.

Further insights

The report also revealed that 'Generating Traffic and Leads' is the top marketing challenge (63%) this year, followed by 'Proving the ROI of Marketing Activities' (40%), and 'Securing enough Budget' (20%).

Video features largely in the plans for marketers in 2017. YouTube is still the medium of choice for video – but only just. 48% of respondents favour YouTube, just ahead of 46% for Facebook.

To read the full report visit stateofinbound.com.
 

Learn with SMK through November

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

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SMK Editor

SMK Editor

November's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Content Marketing Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: Content Marketing Strategy & Evaluation
  • Module 2: Social Media Organic & Paid Content Best Practices
  • Module 3: Optimising Content for Google Search Success
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Conversion Rate Optimisation (CRO) Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Conversion Rate Optimisation (CRO) Testing & UX Best Practices
  • Module 2: Tracking Conversions With Google Analytics, Meta Pixel & More
  • Module 3: Conversion Rate Optimisation Testing, Experimentation & Data Analysis
  • Module 4: Owned, Earned & Paid Media Conversion Rate Optimisation Strategies

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