Lots of conversation goes on around the use of Social Media and its potential impact on website traffic, so we thought it would be useful to investigate for real evidence.
We started with the question “Is there correlation between LinkedIn posts and website visitors and what factors influence the correlation?” and put this into ChatGPT.
This was the ChatGPT response:“Yes, there can be a correlation between LinkedIn posts and website visitors. When a company or individual posts engaging content on LinkedIn, it can drive traffic to their website as followers click on links to learn more about the topic or product/service being discussed in the post. However, the strength of the correlation can depend on several factors, including:
- Relevance of the content: If the content shared on LinkedIn is relevant to the audience’s interests and needs, it is more likely to drive traffic to the website.
- Quality of the content: The quality of the content shared on LinkedIn can impact engagement and interest from the audience. High-quality, valuable content is more likely to encourage clicks to the website.
- Call to action (CTA): Including a clear CTA in LinkedIn posts can encourage followers to visit the website. For example, a post that asks readers to visit the website for more information is more likely to drive traffic than one that doesn’t have a CTA.
- Timing of the post: The time and day of the week that the post is published can impact the level of engagement and traffic to the website. Posting at peak times when the audience is most active can increase the likelihood of clicks.
- Size and engagement of the LinkedIn network: The size and engagement level of the individual or company’s LinkedIn network can also impact the correlation between LinkedIn posts and website visitors. A larger network with higher engagement levels is more likely to drive traffic to the website.”
This begged a second question “Is there correlation between the frequency of LinkedIn posts and website visitors and why?”
ChatGPT responded with:“There may be a correlation between the frequency of LinkedIn posts and website visitors, but it is not necessarily a straightforward relationship. Posting more frequently on LinkedIn can potentially increase the visibility of your content and attract more clicks to your website. This is because each time you post, your connections and followers on LinkedIn are notified, which can lead to more engagement with your content and potentially more clicks through to your website. However, the quality and relevance of your posts are also important factors that can impact the number of website visitors you receive. If your posts are not interesting or relevant to your target audience, then even if you post frequently, you may not see a significant increase in website visitors. In addition, other factors such as the size and engagement of your LinkedIn network, the type of content you are posting, and the timing of your posts can also affect the number of website visitors you receive. Therefore, while there may be a correlation between the frequency of LinkedIn posts and website visitors, it is important to consider other factors that may impact this relationship as well.”
We then looked for evidence in our own client base, anonymised but real data is shown below.
The metrics shown are from a real Greenlight Web clients over the last 12 months (Mar 22 to Feb 23):
UK B2B organisation posting less over time
Based on this evidence the Greenlight Web recommendation is that B2B trading businesses should post high quality content regularly on LinkedIn but only to a level you know you can maintain. Stopping posting has a dramatic negative effect if you have previously been quite active.
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