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How to Use LinkedIn for Lead Generation – Part I

Why use LinkedIn for lead generation?

  • LinkedIn is a massive network, with over 450 million people.
  • Almost half of all B2B marketers consider it the most critical social network.
  • According to research from Oktopost, over 80% of business-to-business(B2B) leads are generated using LinkedIn.
  • You can republish your content from other sites, doubling your reach with little effort!
  • HubSpot used Sponsored Content to get “400% more leads within their target audience than lead generation efforts on other platforms” (LinkedIn).
  • There are a variety of both internal and third-party LinkedIn automation tools to extend its usefulness. When doing lead gen, automation makes a HUGE difference.

The basics of lead generation with LinkedIn:

This may seem like an obvious one, but you’d be surprised how many people don’t do it; Complete and polish your profile!

Create a few short paragraphs in your summary about your company, your experience in the industry, and get some of the people you’ve worked with to endorse you. These, of course, have to be people who already have a reputation of being skilful in your industry.

Overall, when people see a half-assed profile, their first thought will be that you are a half-assed individual or business. Don’t give them the chance! You should document work experience related to your industry, job titles, descriptions, etc. Put in job titles relevant to your current position. Use audio and video; it’s more engaging.

Currently, the first month of LinkedIn Premium is free! So there’s absolutely no reason not to use it. There are a plethora of benefits that come with using LinkedIn Premium. Among these are:

  • Applying to positions as a “Featured Applicant”.
  • Having an Open Profile (any LinkedIn user can contact you for free, they don’t even have to be connections!)
  • Seeing profile views, Job Insights, and using LinkedIn Learning
  • 5 InMail credits a month (contact people who are not even connections).
  • The ability to compare yourself to other applicants based on education and skills.

Take advantage of the advanced search and filter system. Use the search criteria to target specific niches in your industry. Build a high-quality lead list of influencers and decision-makers.

Lead Recommendations will give you advice on who the decision-makers or influencers are. After all, you need to talk to the person capable of making the buying decision. Ideally, you want to engage with people at the same position level.

Use TeamLink to see which people in your company are connected to your potential leads.

Maximize your content output:

Post status updates and articles related to your industry often. This will help you show up in other people’s search results. Ask questions and post status updates to boost engagement—post about trending topics in your industry, or even some good quotes.

Use LinkedIn Lead Gen Forms to promote white papers, newsletters, and webinars. According to LinkedIn, their “internal data shows that LinkedIn’s Lead Gen Form campaigns increase conversions by 2-3x when compared to standard Sponsored Content campaigns.”

Part of being a technology-savvy business leader is automating processes to increase efficiency. Synchronize your LinkedIn account with your Twitter to double your posting and your reach effortlessly.

Publish articles: educating your leads with helpful articles builds strong bonds and helps the customer value your company. It is also a good opportunity to get feedback. Don’t just pitch your product like a toddler throwing spaghetti at the wall; take time to build trust. Offer genuine solutions to the problems your prospects have.

You can follow in the footsteps of companies like HubSpot, and use LinkedIn as another place to republish your own site’s blog posts. You can also take advantage of LinkedIn Pulse to publish internally. The idea here is to be relevant across all of the popular social media sites. Each one gives you access to unique opportunities and potential prospects.

Direct your audience to blogs and whitepapers through calls to action in your postings. It’s all about getting some website traffic! Also, you inevitably have content that is higher quality than the rest, sponsor it!

Also, a lot of employees post content their workplace’s content already, without even being incentivized. An employee who loves their company will do this for free, take advantage! As if you needed another good reason to cultivate satisfying human relationships.

A few tips for content creation: it should be actionable, it should be relevant to your prospects, Include a call to action and link at the end. And it should be evergreen (as in, retaining its significance long after publishing).

LinkedIn’s internal tools for generating leads:

To begin with, use the Sales Navigator to its fullest potential. It will customize your suggestions and save the accounts you’ve made sales to. You can also organize customer data with tags, and synchronize that information with customer relationship management(CRM).

Also, use LinkedIn Ads’ “Lead Collection” feature to get leads. When a user clicks on your ad, it will take them to your landing page where they can set up an opportunity to contact you.

Let ProFinder do the work of finding you, suitable freelancers. “Across all types of freelance services offered, requests for proposals grew five-fold since the service went nationwide” (Forbes via LinkedIn).

Get individualized marketing messages across using LinkedIn’s dynamic ads and Sponsored InMail campaigns. Use these to drive calls to action!

Make use of LinkedIn Applications to maximize engagement. For example, there’s an app that shows your blog posts on your page. Use the reading list app by Amazon to let other bookwormy business people know what you’re reading.

Lastly, here’s a cool feature of mobile LinkedIn you may not have heard of: If you are an iPhone user, transfer contact information quickly via Bluetooth by simply bumping phones together. Easy now, this is lead generation, not the beach at Normandy. If it doesn’t work, someone’s settings aren’t set up right for it.

Third-party tools for optimizing lead generation:

Generating leads using groups:

Engage with potential prospects:

Make yourself searchable:

Happy generating!