On the surface, it’s easy to dismiss LinkedIn as being a social network for recruiters and job seekers, but that would be a mistake. LinkedIn is one of the best marketing channels for lead generation in the B2B sector.
Are you looking to grow your market share by connecting with the people and businesses that need your services and are willing and able to pay for them?
You need to pay attention to LinkedIn.
The reason is simple. Despite having a relatively smaller reach than the biggest social networking sites such as Facebook and Twitter or Instagram, LinkedIn currently offers arguably the strongest concentration of B2B leads of any social networking site.
Consider a few stats that drive home the point:
According to neilpatel.com, the CEOs of all Fortune 500 companies are on LinkedIn.
75 percent of all LinkedIn users have an income over $50,000.
64 percent of visits from social media to corporate websites come from LinkedIn.
If your brand isn’t visible on LinkedIn, you’re likely passing up a stream of valuable leads. In this article, we’re going to show you how to turn this around. Keep reading!
LinkedIn Lead Generation in 4 Simple Steps
Using LinkedIn for lead gen is relatively straightforward. The tactics we're going to suggest are easy to implement, but you'll need to apply them consistently for best results.
Ensure That Senior Business Leaders Are Visible and Engaged
Executives in any niche command some respect and attention. When they post content, readers will take this with some additional interest, expecting to derive some extra value.
Having your senior leaders engaged and visible on LinkedIn, therefore, is a smart way to expose your brand to the right people. The idea is to have your people organically become thought leaders in your industry.
Create a Page for Your Brand
Having your business leaders active and influential won’t mean much if your brand does not have a presence on LinkedIn. Your brand page is where prospects come to learn more about the business. If carefully optimized, your brand’s LinkedIn page can be instrumental in moving leads from the top of the funnel to the middle of the funnel by getting them to take some action, such as clicking through to your website or joining your LinkedIn group.
Once you have created a brand page, the next step is ensuring that it is optimized. Profile optimization is important both for individual profiles as well as your brand’s page.
At the most basic level, LinkedIn optimization means filling out all relevant fields with relevant and useful information. Your leads should never have to guess at what exactly you or your brand does.
This is only the beginning, however. To properly optimize your LinkedIn profile for lead maximization, you need a comprehensive SEO strategy.
Your profile should be optimized for the keyword that your leads might search for. But you should avoid using generic keywords or phrases. With LinkedIn, specificity is key, and the best way to quickly get some traction for your brand is by optimizing your profiles for hyper-focused, long-tail keywords.
For example, “SaaS company in Vancouver” is much better than simply “Saas company.”
In this way, you will enhance the discoverability of your profiles. That’s only the first step.
Offer Some Valuable Content
You’re going to need a strong content marketing strategy to complement your optimized LinkedIn profiles.
Optimization might get the viewers to your profile, but you’ll be much more concerned with getting them to take some positive actions when they get there.
Good, relevant content that meets the audience’s pain points is just what the doctor ordered!
To do this effectively, you should start by creating a buyer persona. Hopefully, you already have this covered. If you don’t, this is something to rectify ASAP.
Once you have an idea of who your buyer persona is, it becomes very easy for you to determine what sort of content to create for that audience. You should then aim to create useful content on a regular basis.
Not only will this establish you as an authority in your industry, but if you do it right, you will start getting shares from other influential people and brands within your industry. This could lead to an exponential growth in lead generation.
Leverage Some Paid Ads
LinkedIn has lots of paid options that can help you reach your target audience precisely and with meaningful content.
While organic is always the best foundation, paid advertisement is a useful complement. LinkedIn offers multiple paid options, each with its unique advantages.
There are three main options to consider. These are Sponsored Content, Sponsored InMail, and Text Ads.
For a growth-oriented brand, you might want to lean a little stronger towards sponsored content and sponsored InMail. These channels most closely resemble organic growth strategies and can be used to strategically enhance your organic methods.
With sponsored content, you can gain massive reach with relevant content created for your industry. The personalized, targeted LinkedIn messages that you are able to send with sponsored InMail are another powerful LinkedIn tool not to overlook.
Optimizing LinkedIn for Lead Generation: Getting Started
Nothing we’ve said here should be taken to mean that LinkedIn marketing is the be-all and end-all of B2B marketing.
Far from it. However, a well-optimized LinkedIn presence can be a crucial addition to your online marketing.
To recap, the four keys to LinkedIn lead gen are:
Ensure that your business leaders are visible and engaged, helping to grow your brand’s reputation as a thought leader.
Have a brand page that can serve as the trigger for lead capture.
Create some useful content and publish this regularly.
Take advantage of LinkedIn’s paid tools to hyper-focus on the most profitable segments of the market.
Don't forget to tailor these efforts towards a specific buyer persona.
Here’s one more tip: One of the best ways to achieve LinkedIn optimization is by using a powerful CMS such as the Hubspot CRM, which offers easy ad management tools to take your LinkedIn lead generation to the next level.