My dearest Linkedin: this is the onboarding you should have!
Editor’s Note: Find more useful data and benchmarks on “The State of Product-Led Experience- The most comprehensive research on Product-Led Growth to date”. Claim your free copy here.
Authorship: Despina Exadaktylou founder of ReinventGrowth-the Product Experience Agency.
Exemplary research participants were:
HubSpot, Typeform, Segment, Pendo, Gainsight, Intercom, Drift, Filestage, Appcues, Viral Loops, Chargebee, Vidyard, Lemlist, Supporthero, Salesflare, Close, GoSquared, Autopilot, TravelPerk, Yesware, Receptive.io and so many others.
A study on Linkedin and its non-existent onboarding!
As a B2B digital marketer I love my social media. I mean if you want to be in the field without having a presence on any social medium it would be better to change profession.
For those who know me, it’s a given fact that I have a soft spot for SaaS too. I have an even bigger one for good UX & UI no matter the service a platform may offer. That’s actually the reason why I am into anything related to onboarding and its practices.
As mentioned in a previous article of mine, onboarding is a work in progress. One that never gets to end, as the customer keeps evolving- at a faster pace most of the times than your product does.
The last few weeks I ‘ve been wanting to do a study on a high traction social media platform that despite the fact that its members overcome 500 million users…it’s onboarding is close to non-existent. Yes you go it right, I am talking about Linkedin.
If you are a marketer you are aware of my pain already. The most powerful B2B social media platform is rich in any form of data, no matter the industry, but it is essentially poor regarding its techniques to showcase its capabilities. Something that counts especially if you are a new user.
In a glance Linkedin:
✔️ Has over 500 million members.
✔️Has 61 million LinkedIn users which are senior level influencers
✔️Has 40 million users which are in decision-making positions
✔️Is the most-used social media platform amongst Fortune 500 companies.
✔️LinkedIn SlideShare now has 70 million monthly active users + 18 million pieces of content uploaded.
✔️There are 9 billion content impressions in the LinkedIn feed every week.
✔️LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.
✔️92% of B2B marketers include LinkedIn in their digital marketing mix.
✔️59% of B2B marketers say LinkedIn generates leads for their business.
…and yet is has ZERO onboarding
The Onboarding Study!
Having those stats in mind I decided to do something drastic to showcase Linkedin’s lack of onboarding tactics. In my study below you will find examples highlighting what is missing from the medium’s funnel, along with a sample of how that could it be.
Specifically, I analyse in depth:
➡️ What steps are missing when a new member is creating its LinkedIn account.
➡️ Where is LinkedIn missing out on its onboarding.
➡️Suggested onboarding practices: Both when it comes to the In-app messages it should have and to the funnel & email marketing strategy it should follow.
You can find the whole study below 👇
***Bonus: Suggested Onboarding for your SaaS + Tools Stack at the end of the study*** 🚀🚀🚀🚀
Grab your ☕ and enjoy (and please feel free to leave your comments 😊😊😊)
At ReinventGrowth we are convinced that Product-Led GTM practices are the future of SaaS. Keen on making the transition to a Product-Led onboarding model? Contact us today and let us know how we can help your organization get there.
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