We share LinkedIn lead generation tips to help you overcome the inevitable lulls associated with LinkedIn marketing.
The business landscape has steadily shifted over the last decade or so. No longer do sales have to rely on marketing support to provide them with a constant stream of quality leads. To be effective in sales today, one has to master the art of lead generation, and that involves getting creative about where you source your leads from. In what is a connected world, a healthy marketing strategy has to embrace social media marketing. And when it comes to the feasibility of social networks for business leads, LinkedIn is a goldmine waiting to be tapped.
It is right up there in terms of the most effective platforms for lead generation. That is a claim supported by 93% of B2B marketers.
Although lead generation on LinkedIn is a numbers game, the whole idea is not to generate leads for the sake of generating leads. Ideally, what you want is to be getting the right kind of links. There is no much point having a thousand connections yet they don’t translate into much. That’s why you need to have a solid LinkedIn lead generation strategy in place.
11 LinkedIn B2B Lead Generation Strategies
1. Make Your Profile Stand Out
Before all else, you need to have a solid foundation in place. A solid foundation involves building a powerful personal brand that enhances your LinkedIn presence. You should made some improvements to streamline your B2B LinkedIn account.
This involves:
- Filling out all the required sections on your profile – name, LinkedIn headline, professional profile photo, LinkedIn background photo, summary section etc.
- Having contact information that includes your email, a vanity URL, link to your website and Twitter profile
- Getting skills and endorsements to boost your social proof and search ranking
- Getting people you have worked with to give you recommendations
- Listing your accomplishments
- Volunteering
- Adding honors and awards
- Subscribing to Sales Navigator
Sales Navigator is a social selling platform by LinkedIn that gives you a plethora of features designed to help you unearth the right prospects and establish trusted relationships. It is available on a free trial to help you decide whether it’s helpful in your sales prospecting efforts or not. Once these basics are out of the way, it’s time to get down to business.
2. LinkedIn Outreach
As with any other social media platform, making any meaningful headway on LinkedIn involves rolling up your shirt sleeves and getting your hands dirty. There are no two ways about it really. You’ve got to go out there and get your charm on because connecting and engaging is the name of the game.
The search feature on LinkedIn can make the job easier by allowing you to hone in on a target audience that appeals to you. Luckily, it doesn’t get any better than here since LinkedIn users are all about detail, outlining everything from what projects they are focusing on, to which office they work from, the teams they work with and so on. Better yet, you can take advantage of Sales Navigator which provides a set of useful features that you won’t find in a personal account or other premium LinkedIn subscriptions such as LinkedIn Recruiter or Recruiter Lite, LinkedIn Recruiter or Sales Navigator.
Sales Navigator also comes with other benefits, including:
- Providing unlimited search results at a time (restricted on free accounts)
- Automated lead suggestions on your target clients
- Providing a way to contact users via the InMail function etc.
This is all good, save for one thing: it is time-consuming since you have to do it manually.
That’s where LinkedIn automation tool such as Octopus CRM come in.
This is an automation software for LinkedIn outreach (more about automation tools later) which takes the hard work out of your prospecting efforts by simply automating everything, leaving you to focus on other important business.
For the monthly price of two of your favorite coffees, Octopus CRM can automatically sweep through hundreds of profiles at a go, send personalized connection requests to 2nd- and 3rd-degree connections on your behalf, auto-endorse your connections’ skills and much more! Getting results on LinkedIn doesn’t have to be a time-consuming endeavor.
Related article: Outreach Marketing
3. Publish on Pulse at least Twice a Week
One of the best ways to enhance your presence on LinkedIn is to regularly publish content on the platform.
When you create and share content that your connections find relevant, they are more likely to engage with it and even go one further and share those ideas with others outside of your immediate network.
This increases your reach on LinkedIn, and if your content has value, over time, you will establish yourself as an authority, the result of which is an increase in new connections and opportunities.
LinkedIn Pulse is one tool you can leverage to get your content beyond just the couple hundred or thousand connections in your network. This is a LinkedIn lead generation space that gives you a wider audience to tap into, and it even allows for specialized targeting. Most importantly, Pulse absolves you of the need to do a lot of promotion legwork since it is integrated into your LinkedIn profile.
What’s more, posts and pages published in LinkedIn Pulse are indexed by search engines, increasing your chances of being discovered since they are afforded SERPs preference – just like article directories.
By publishing content that gives your readers value at least twice a week, it can give you a massive boost in organic search visibility, unique visitor traffic, and relevant referral traffic when you link back to your landing pages. Just remember to create content that gives your readers value, and publish the posts on your website first to allow Google 14 days to index the content before republishing on Pulse.
4. Join LinkedIn Groups and Engage Daily
LinkedIn groups are collections of individuals with similar needs, skills, likes, etc.
They are beneficial in the sense that you learn a lot and are an opportunity to stay on top of the latest happenings in the industries you’re targeting for sales.
As well, they are a great way to gather insights on what’s happening within a prospect’s business – if they are recruiting, their activity, projects they have in the pipeline and so on.
More importantly with relations to leads, LinkedIn groups are a great way to market yourself on the platform without directly promoting your products or services.
The idea is to provide group members with the answers they seek, spark up discussions and debates and use content marketing to position yourself as a thought leader in your area.
5. Use your Company Page on LinkedIn as a Lead Generation Tool
Your LinkedIn company page is a promising piece of real estate waiting to be turned into gold dust.
Contrary to the outbound marketing strategies we have discussed, your LinkedIn company page is what you would call an inbound strategy.
You see, the prospects you’ve been wooing through connections and groups will most likely revert to your profile to learn more about you.
Yeah, it’s a two-way street on LinkedIn too!
This is why you should optimize your profile to drive sales.
In addition to having a fully complete profile, make sure to link the company page to your company website and other social media profiles like Twitter, Instagram, or wherever else you’re marketing.
Also, don’t forget to point the company page to the desired landing pages.
This cross-promotion strategy should also extend to all your marketing communications, including email signatures, blog posts, white papers and more.
6. Use LinkedIn Automation Tools
As alluded to earlier, LinkedIn sales tools like Octopus CRM can save you innumerable hours by automating all the tasks on LinkedIn so you don’t have to do it manually yourself.
In just a single click, LinkedIn lead generation tool can achieve a lot, including:
- Viewing hundreds of profiles on your behalf
- Sending personalized connections automatically
- Messaging hundreds of your connections in one swoop
- Auto-endorsing your connections
- Some, like Octopus, have a CRM which can help you in building marketing funnels, as well as analyzing metrics through the provision of detailed statistics
In short, using automation software is akin to engaging autopilot for LinkedIn.
They can help you achieve a whole lot more than just acquiring valuable leads.
7. Make Sure Your Executives Have a Strong LinkedIn Presence
LinkedIn is an ideal platform that helps professionals and executives to network. It isn’t easy to ensure that your LinkedIn profile is visible to maximum people. However, it is not impossible, just use LinkedIn SEO. LinkedIn algorithms are difficult to understand. The best way to understand is to become active participants on LinkedIn. Users have to publish content, react to posts, and post comments regularly.
The best part about LinkedIn is that users do not have to be continuously online to be active. They do not need to write on walls and post comments all the time to become active participants. A simple thumbs-up or congrats are enough to increase your profile’s visibility to users who are not in your connections.
When users first start on LinkedIn, it becomes tricky to know how to make the initial efforts to increase online visibility. People are confused about ways to make their profile visible to other users. Should you immediately post content on the business feed or create an attractive LinkedIn page to allow users to view your profile? Alternatively, should you post new job openings to let people consider you?
Other strategies also help smaller businesses that wish to grow to become more prominent. LinkedIn has provided users with other alternatives to widen their business, such as by reaching out to the executives at the company. Since executives of any company are trendsetters, they develop a strong following and make statements for their beliefs.
Let us consider the leaders of a company and their LinkedIn presence. Will the leaders contribute thoughtfully to the groups within the industry or post content often? Well, the answer is no. They would work more on growing their LinkedIn followers to expand the network for their business.
Many executives work more on promoting their businesses. They post helpful content and share news related to the company to keep the followers updated. As a result, they develop a more substantial online presence and a more extensive network of followers.
8. Target The Decision-Makers
Let us consider that you wish to become an active participant and nurture leads on LinkedIn. It is pretty easy to look for decision-makers, and relevant content is on LinkedIn.
You can type the name of a specific role, such as social media manager or name of a company, or you may type the term separately if you want to reach the target audience. However, if you are looking for someone performing a specific role, you are unsure what you are looking for. You can go to the People tab of any company page. You will see a list of potential contacts with job titles and connections.
Before sending connection requests, recheck the job titles before reaching out to them. Moreover, connect with people whose shared connections are colleagues and coworkers. Even though connections through friends are valuable, it is always a better start to make connections through colleagues or coworkers.
Also, did you know that connecting with and leveraging LinkedIn influencers is also a game-changing strategy? Yes, that’s true!
First, influencers have a broad reach, and by connecting with them, you gain access to their network. This will help increase your visibility and credibility in your industry. Plus, influencers often share valuable insights and content relevant to your field, which can keep you updated and inspired.
Now, let’s talk about how you can leverage LinkedIn influencers to find prospects for your business.
First, identify influencers in your niche or industry; look for experts, thought leaders, or those with a substantial following. Then, craft a personalized connection request, mentioning how their work has inspired you. This will make your request stand out, and you’ll have a higher chance of being accepted.
Once you are connected, engage with their posts and share your thoughts. This will help establish rapport and help you get noticed by their audience. Also, it can lead to meaningful conversations, potential collaborations, and new opportunities, all contributing to your B2B prospecting success.
9. Follow Up with Old Leads and Current Customers and Clients
LinkedIn’s main feature is networking, and users often focus on the main feature to generate leads. It is easier to contact clients and customers on LinkedIn and learn their industry connections, as they may be helpful for you. If you have connections with existing clients, ask them for referrals, or earn contact links that match your profile.
Since LinkedIn is a networking platform, asking your clients for links won’t sound spammy or unsolicited requests. They are better and more personalized ways to reach out to new prospects instead of cold calling them on their public contact addresses. Leads can browse profiles, receive connection requests and view your shared connections.
10. Ensure You Have Strong Sales and Marketing Alignment
Businesses need to have a strong online presence. They must provide relevant information about their products online to help potential customers decide the products that suit them the best. Since customers research products and services online, markets need to provide valuable content to inform their purchasing decisions.
Even though it is difficult for businesses to meet the customers’ needs that investigate and explore before purchasing a product, brands have to provide helpful information to stay in business.
Related article: Successful B2B Sales Strategies to Win More Leads
11. Use Paid Products to Ensure Your Content Reaches Your Intended Audience
Small businesses often worry about spending vast amounts of money on ad campaigns on LinkedIn. They often look for ways to spend their budget wisely in promotion campaigns. Since LinkedIn is one of the top paid and organic channels for businesses, spending money to promote your products would benefit businesses. LinkedIn offers paid ads to allow companies to insert content. LinkedIn users then view these ads on their fees and reach different brands. It creates engagement in actual activity.
12. Find Potential Prospects
Don’t waste precious time scrolling through LinkedIn profiles aimlessly. Instead, use the advanced search filters to narrow down your search. These filters let you refine your search results by specifying industry, job title, location, and more. This means you can pinpoint the exact profiles that fit your ideal customer persona.
Second, join and engage in relevant LinkedIn groups because they are a treasure trove of potential prospects. You’ll want to join groups that relate to your industry and actively participate in discussions. Plus, try to connect with members of these groups who closely match your target audience.
For an even more refined search, consider using Boolean operators to find potential prospects. Using terms like “AND,” “OR,” and “NOT” in your search queries allows you to find prospects with pinpoint accuracy.
It is also a good idea to keep a close eye on who your competitors are connecting with. Chances are, their connections can be your leads too. You can engage with these connections and gradually turn them into your prospects.
13. Direct Followers to Your Landing Pages
One of the best ways to find and convert leads is to direct your LinkedIn followers to your landing pages. For example, you can share valuable content and updates on your profile, sparking interest in your network and directing them to specialized landing pages.
This strategy not only brings in the right traffic but also helps you capture valuable leads. When you nurture these leads with appealing offers and information, you’re more likely to have meaningful connections with potential prospects.
Here’s how to use this strategy more effectively:
- Optimize Your LinkedIn Profile: Your LinkedIn profile is the digital face of your personal brand. As such, ensure that it is not just complete but also captivating. This includes having a compelling headline and summary that mentions your expertise and skills. Plus, use a professional profile picture to establish trust.
- Create Content that Drives Interest: Start publishing content on LinkedIn that genuinely intrigues your target audience. It is a good idea to share valuable insights, case studies, and thought leadership pieces. Most importantly, include a clear call-to-action (CTA) in your posts that guides your followers to visit your landing pages.
- Use LinkedIn Articles: LinkedIn Articles is a fantastic feature that lets you showcase your expertise. Write informative articles that demonstrate your knowledge and expertise, and make sure to link them to your landing pages for in-depth information.
- Share Success Stories and Testimonials: Nothing sells like success stories. Share your best-case studies and client testimonials on your profile. These are powerful social proofs that can easily direct your followers to your landing pages.
Continue reading or check out how to use ChatGPT for LinkedIn.
14. Personalize LinkedIn Connection Requests
The era of sending out bland, auto-generated connection requests is over. Personalized requests pave the way for more fruitful and mutually beneficial professional relationships on LinkedIn.
Here’s how you can tailor your LinkedIn connection requests:
- Address the person by their name and mention a specific reason for wanting to connect. Whether it’s a shared interest, a common connection, or a recent event, personalization adds a touch of authenticity to your outreach.
- When sending a connection request, always make it clear what’s in it for the prospect. Explain how connecting with you can bring value to their professional network. Emphasize that it’s not just about you but about a mutually beneficial connection.
- After the connection request is accepted, don’t stop there. Instead, follow up with a thank-you message. Express your gratitude and offer to be a resource in any way you can. This gesture of goodwill can jumpstart a meaningful conversation.
Keep reading or explore how to use ChatGPT for LinkedIn lead generation.
LinkedIn Lead Generation Strategies: Dos and Don’ts
Dos:
- Be Consistent: Consistency is the backbone of a successful LinkedIn lead generation strategy. It is good to regularly post engaging content, connect with potential leads, and maintain a strong online presence.
- Build Relationships: Remember, LinkedIn is about connecting with real people and building genuine relationships rather than pushing for a quick sale. Remember, trust is your strongest asset in the world of B2B.
- A/B Test Your Approaches: You should try different strategies and measure their effectiveness. This is where A/B testing can help you tweak and improve your approach over time.
- Use LinkedIn Analytics: Leverage LinkedIn Analytics to track the performance of your posts and activities. This data can help you improve your strategy.
Don’ts:
- Don’t Spam: Avoid resorting to spammy tactics such as sending out mass messages or excessive connection requests. These practices can harm your reputation and drive potential leads away.
- Don’t Overshare Personal Information: While personalizing your outreach, be cautious not to overshare personal information. Keep your conversations professional and centered on business.
- Don’t Neglect Existing Connections: When looking for new prospects or leads, don’t forget your current connections. Instead, nurture your existing connections, as they can be a valuable source of referrals and repeat business.
Related article: LinkedIn Lead Gen Forms
Conclusion
LinkedIn is a remarkable platform for businesses to source for leads. So remarkable that it is hard to think of a more viable tool to build solid B2B connections.
This is for the simple reason that unlike other social media sites, LinkedIn is strictly designed for building business connects. And that can only be good news for any business prospecting for leads.
If used right, this is a platform that can help generate plenty of targeted leads for your business that eventually ends up converting.
And if you can leverage a good LinkedIn prospecting tool, getting real results won’t have to take you hours of work every single day.
Follow these LinkedIn lead generation tips and it’s only a matter of time until you start seeing some real business benefits of using LinkedIn.