Everywhere you look, you see articles about social media tactics you can use to get more traffic or leads for your business.
LinkedIn is a great platform for connecting professionally, finding work and sharing content. But have you ever thought of using LinkedIn for lead generation?
With more than half a billion members in 200 different countries, LinkedIn remains the best place on the planet to network in the professional space. But if you want to use LinkedIn to generate leads and win new business, there’s a very specific science and strategy behind getting prospective clients to engage.
While marketers consistently praise more successful networks like Facebook, and audiences flock to cool new platforms like Snapchat, LinkedIn doesn’t seem to get much love.
Why LinkedIn? If you sell products to other businesses, LinkedIn is the social network you need to focus on.
That’s where people who are trying to further their careers and improve their job performance go.
While we may not have a “synergy” poster hanging on our office wall, we’re here to tell you that if you’re a marketer looking to generate leads and traffic, LinkedIn is certainly no joke.
As it turns out, several thousand businesses report that in at least one case, LinkedIn is more important than any other social network — even Facebook.
Best of all, it’s simple. The main thing it requires is time and effort.
As long as you’re determined to succeed, it will work.
Ready? Let’s get started.
1. START CONNECTING
Any LinkedIn strategy will involve growing your network on the site by “connecting” with other users.
If you feel comfortable enough with the relationship to make a connection with someone on LinkedIn, feel free to go through his contacts. Copy and paste a short list of names you’d like to be introduced to, and message him asking if he would be willing to make a quick introduction for you to each of them.
You need to connect initially so that you can communicate with users in the future.
A Boolean search on Google is an amazing way to source leads based on keywords in LinkedIn. In the Google search bar, simply type in your string, which could be something like site: www.linkedin.com AND (“keyword 1” OR “keyword 2″) AND (Seattle OR Tacoma). Hit search and all the people on LinkedIn that match those conditions will show up.
2. USE YOUR COMPANY PAGE AS A LEAD GENERATION PAGE
Your company page on LinkedIn can drive leads to your company’s website, so make sure you’re maximizing the use of each element on your LinkedIn page.
For example, you can craft your business or company description in such a way that it identifies and differentiates your target audience, value proposition, and the type of service that you provide. This will act as a barrier to filter out unqualified leads and tailor-fit your message so that it appeals more to your best prospects. Mission accomplished.
3. CREATE YOUR SHOWCASE PAGE
LinkedIn lets you create a “showcase page” for other brands that form part of your company. You can create multiple showcase pages, especially for units that drive the biggest sales for your business.
The showcase page is especially useful for zeroing in on specific, highly targeted leads amongst a larger customer segment and driving them to your LinkedIn page. Make sure to distinguish your showcase page from your company page by placing a larger header image and posting news updates above the fold.
Last, but not least, your showcase page should always include a link to your site.
4. PUBLISH ARTICLES REGULARLY.
Publishing articles is a great way to reach more audience. Come up with an article that is best (that you consider as best) or did best in your blog. Even it would be better if you come up with a video, infographic or some other type of content. Because visual content gets more views when compared with text content.
When you are posting an article, take necessary care in giving the title, article description, phrase or tags. Remember, whatever the information that appears in feed should make the audience to click and see that.
5. ADD CTAs TO YOUR CONTENT
One of the things that B2B companies like about LinkedIn is that it provides them with a content publishing platform to make their buyers’ journey a success.
What’s nice with LinkedIn is that it doesn’t prevent you from adding a CTA to your content, unlike other third-party publications, so you have another opportunity to generate sales leads in a way that also engages your readers.
6. MAKE YOURSELF DISCOVERABLE
Search engine optimization isn’t just for Google. On LinkedIn, making yourself easily discoverable and touting your experience has the potential to boost the number of opportunities you have to sell your products or services.
If you’re a graphic designer, and someone in your area needs help to create a logo, you want to be the person who pops up when they search “graphic designer near me.”
Here are a few things you can do to boost the likelihood that happens:
- Make sure your profile is 100% complete — or as LinkedIn calls it — “All-Star” status.
- Chronicle all your relevant work experience, complete with clear job titles and descriptions that prove you know your stuff.
- Determine which keywords you want your profile to rank for, and search for them. Click on the top search results and pay attention to where those keywords are placed in those professionals’ profiles. Then, follow their example by incorporating them into your profile in a similar way.
- Include anchor text in your links in your profile. As a graphic designer, relevant text like “My Graphic Design Website” will help you get found more times than “My blog” will.
- Join more groups. When search engines like Google crawl a page to determine how it should be ranked on SERPs, in most cases, they take into account all its text. Since the groups you’re a member of are displayed on your profile, their names will help you rank for relevant searches that your prospective clients are conducting.
- Request recommendations. Some experts believe that 10 or more will boost your profile’s search engine ranking.
7. INMAIL CAMPAIGN
Sponsored InMail campaigns allow you to cut through all the clutter and reach the LinkedIn inboxes of the people who matter to your business. Use the service to send rich content and compelling offers to targeted prospects of your choosing.
8. FORM GROUPS
Having your own group on LinkedIn is another useful technique in B2B marketing. This strategy works for the simple reason that you’re creating a group to target potential customers who can benefit from connecting with you. It also establishes your brand as an industry expert that can help businesses address their challenges, needs, and pain points.
It’s a long-term commitment, but it only takes a few minutes a week after you get started.
Countless group conversations are happening on LinkedIn every day in nearly all industries and every niche. These discussions not only allow you to network with other professionals in your field but prove your authority to those who have questions about your area of expertise. And if you include helpful links in your content, they can even help you drive traffic.
You can post content or initiate discussions in your group to find out the pulse of a particular customer segment and gain insights on how you can best put your brand in front of them. You can also branch out and form other groups whenever you identify new audience segments that have a different set of needs or problems.
These are just a handful of the great ways to generate leads and traffic using LinkedIn. Know this, plan for it, and execute the strategy. It will make a huge difference in the growth of your business.
Engage48 works with technology partners and business owners to generate qualified leads globally. Schedule a demo, our lead generation expert will revert to you. We would be more happy to assist you in any way deemed possible.
Call us at +1 415 800 3901 or write to us at firstname.lastname@example.org for more information on our lead generation services.