LinkedIn is one of the most popular professional social media platforms, with over 722 million users worldwide as of 2021. Many businesses and organizations utilize LinkedIn to connect with clients, generate leads, recruit talent, promote content, and build their brand. But what is the typical conversion rate for LinkedIn marketing? This depends on the specific goals and campaign types, but overall LinkedIn tends to have solid conversion rates compared to other social platforms.
Some key LinkedIn conversion rate benchmarks include:
– Lead generation conversion rate: 0.62%
– Content sharing CTR: 0.025 – 0.2%
– Sponsored content CTR: 0.05 – 0.15%
– InMail response rate: 10 – 30%
– Sponsored InMail response rate: 15 – 35%
These averages can vary significantly based on factors like audience targeting, content quality, and overall campaign optimization. But in general, marketers find LinkedIn to be one of the more effective B2B social platforms for lead gen and engagement.
This article will provide an in-depth look at typical LinkedIn conversion rates and performance metrics across different marketing objectives and campaigns. We’ll also discuss how businesses can optimize their efforts to improve LinkedIn conversion.
Average LinkedIn Conversion Rates by Goal
LinkedIn marketing campaigns can have different goals, and the conversion rate benchmarks vary for each objective. Some key goals and associated conversion metrics include:
Lead Generation
For LinkedIn ad campaigns focused on generating new leads through clicks and form fills, the average conversion rate is around 0.62%. This means for every 100 ad clicks or impressions, businesses can expect 0.62 leads on average. But well-optimized LinkedIn ads can achieve conversion rates of 1-2% or higher.
Content Engagement
Businesses also use LinkedIn to promote new blog posts, articles, whitepapers, videos, and other content. A common metric here is the clickthrough rate (CTR), which is the % of viewers who click on the content from LinkedIn. Average content sharing CTRs range from 0.025% to 0.2%.
Brand Awareness
Sponsored content and company page follower ads help raise brand visibility and awareness. For sponsored content, typical CTRs vary from 0.05% to 0.15%.
Recruitment
LinkedIn is the #1 platform used by recruiters and job seekers. When using LinkedIn job postings and recruiter tools, relevant metrics are the apply rate, contact rate, and source of hire rate. On average, 3-5% of job post viewers will click to apply.
Engaging Contacts
InMail and sponsored InMail are used to directly engage LinkedIn members via personalized messages. Average InMail response rates range from 10-30%, while sponsored InMails tend to see slightly higher response rates of 15-35%.
Benchmarks by LinkedIn Campaign Type
Beyond broad marketing goals, LinkedIn supports several specific ad and content distribution products. Here are typical conversion rates for key LinkedIn campaign types:
Sponsored Content
| Metric | Benchmark Rate |
|---|---|
| Impressions | At least 5,000 per day |
| Clicks | 0.05% – 0.15% CTR |
| Leads | Varies, optimize for ~1% conversion rate |
| Engagement rate | 1-5% is good |
Sponsored content can achieve strong visibility and engagement. Aim for at least 5,000 impressions daily, and CTRs between 0.05% to 0.15% are respectable. Well-targeted and optimized sponsored content can generate conversion rates of 1% or higher. An engagement rate of 1-5% is considered solid.
Sponsored InMail
| Metric | Average Benchmark |
|---|---|
| InMail send rate | At least 300 per month |
| Open rate | 20-50% |
| Clickthrough rate | 5-15% |
| Response rate | 15-35% |
Sponsored InMail enables sending customized messages to targeted LinkedIn members. You want to maintain a steady send volume of at least 300 messages monthly. Open rates of 20-50% are common, with CTRs typically in the 5-15% range. For response rate, which measures how often recipients actively engage with the InMail, aim for 15-35%.
Text Ads
| Metric | Average Benchmark |
|---|---|
| Impressions | 5,000+ per day |
| Clicks | 0.05 – 0.25% CTR |
| CTR Rank | Top 3 |
| Cost per lead | $100-$200 |
Text ads on LinkedIn resemble Google Ads and are highly optimized for lead gen. Volume of at least 5,000 impressions daily provides good exposure. Shoot for CTRs of 0.05-0.25%, and maintaining a top 3 CTR rank ensures your ads are competitive. To scale leads at a reasonable cost, aim for $100-$200 cost per lead generated.
Dynamic Ads
| Metric | Benchmark |
|---|---|
| Impression share | At least 50% |
| CTR | 0.10%+ |
| Conversion rate | 1-3% |
| CPA | $100-$250 |
LinkedIn’s automatic Dynamic Ads match your website content with members. Shoot for 50%+ impression share, meaning your ads are reaching half of your target audience. CTRs of 0.10%+ and conversion rates of 1-3% are achievable. For cost metrics, CPA of $100-$250 per conversion event is often attainable.
How to Improve LinkedIn Conversion Rates
While the above reflect current 2023 LinkedIn conversion rate benchmarks, there are several best practices businesses can follow to improve results:
Target Ideal Personas
Leverage LinkedIn’s detailed targeting options like job title, company, skills, and interests. Create highly targeted campaigns relevant to your best-fit audience.
Personalize Messaging
Ads and content that directly speak to your audience’s needs/interests garner higher engagement. Include personalized value propositions and calls-to-action.
Retarget Engaged Visitors
Setup lead/prospect lists to continuously re-engage people who have previously visited or converted on your site.
Test Different Content
A/B test different ad creatives, offers, and content types. Iterate based on learnings to optimize messaging.
Track Conversions Closely
Utilize LinkedIn’s conversion tracking and analytics to understand your conversion funnel and identify optimization opportunities.
Follow Up Quickly
To convert LinkedIn leads at a high rate, have fast follow-up sequences in place to contact new prospects while interest is warm.
Key Takeaways
– Average LinkedIn conversion rates vary based on campaign objective and type, but range from 0.05% up to 1-2% for well-optimized efforts.
– Lead generation ads tend to see ~0.6% conversion rate, while InMail response rates range from 15-35%.
– To improve conversion, target ideal buyers, personalize campaigns, re-engage site visitors, A/B test content, track conversions closely, and follow-up quickly.
– With optimized targeting and messaging, LinkedIn consistently generates some of the highest conversion rates compared to other social platforms for B2B marketers.
LinkedIn is a versatile platform, enabling B2B brands to generate leads, recruit talent, build awareness, and support sales initiatives. By tracking conversion metrics for different campaigns and applying optimization best practices, marketers can achieve excellent results from their LinkedIn marketing investment.
