When we think about a company going public, we think of companies raising money to fund expansion, or ringing the bell at the New York Stock Exchange, or analysts discussing the prospects for the company on CNBC. We don’t often think of going public as a way to build brand awareness and drive web traffic.
Linkedin shows that going public could be a powerful driver of web traffic, as this chart from Compete PRO shows:
LinkedIn went public on May 19, 2011 – almost immediately after that, they began to see an explosion in their web traffic. While prior to going public, their traffic held at an average of around 15 million unique visitors per month, as soon as they went public, they broke out to over 19 million unique visitors. Today, they have over 25 million unique visitors – a huge increase. Given that they have not engaged in a ton of broad brand awareness marketing initiatives (think Superbowl commercial), it would seem that going public, by itself, may have been a major traffic driver.
Damian Roskill is the Managing Director of Marketing at Compete. Before Compete Damian was head of products for a video start-up and has worked in start-ups for most of his career. Damian's career aspiration is to be at one with the advertising universe. Damian can be found on Twitter as Droskill, or connect with him on LinkedIn at http://www.linkedin.com/in/droskill