Lead generation is undeniably the central focus for any organization interested in driving revenue and fostering industry-wide connections. Marketers are laden with the responsibility of generating leads for business, especially through online channels, considering today’s cyber-inclined world.
Because businesses have turned the internet into a megaphone to project what they do, lead generation on social media platforms has become very popular.
Whether it is a sales-oriented or informational approach, online platforms are where most businesses emerge to connect with their target market. While most marketers have heard plenty about the importance of Facebook, Twitter, and Instagram for lead generation, many are still sleeping on the vast potential of LinkedIn.
What makes LinkedIn different, and arguably better, than other platforms is that users on the site are specifically looking for professionally-geared content instead of Facebook or Instagram, where users may be scrolling merely for entertainment.
LinkedIn Lead Generation: Why Is It Important?
Through LinkedIn, users can create an online identity by connecting with other professionals and staying current on industry trends.
With LinkedIn’s carefully curated resumes and detailed profiles of potential leads, sales teams have an easier time connecting with their prospects, resulting in a more personalized experience than most other social networks.
It is not surprising that LinkedIn audiences are high-intent and welcoming of advertisements since most people are on LinkedIn for networking. LinkedIn generates twice as many leads as other social networks, which is probably why marketers point to it as the reason.
Additionally, LinkedIn’s Message Ads appear to perform better than traditional email marketing tactics with an open rate of an impressive 50%.
HubSpot conducted a study with 5,000 businesses and found that LinkedIn traffic generated the highest conversion rates. In comparison with Facebook and Twitter, the conversion rate of 2.74% was three times higher.
The majority of other social media platforms are used for mindless scrolling, whereas LinkedIn is geared toward business users. Since users can see marketing-related content instead of birthday pictures of their high school friends’ kids, business content can perform better.
What Are the Ways to Generate Leads on LinkedIn?
Lead generation on LinkedIn typically involves reaching out to potential customers and clients. Your target audience is undoubtedly decision-makers who hold purchasing authority. LinkedIn, fortunately, has 800 million members spread across more than 200 countries.
Make sure you know your target audience before you start marketing. It is time-consuming, but very important if you want to succeed. Depending on your business vertical, you might have more than one person in mind.
Develop detailed profiles of each persona based on their demographics, interests, habits, pain points, and online behavior patterns. Content marketing is dependent on these factors since they determine what type of messaging or promotional offers will work with specific audiences.
Make Your Company Page a Success: Optimize Your Company Page
Setting up your account and optimizing your profile for search engine optimization (SEO) should be your first step.
Write remarkable LinkedIn summary sections, add keywords that reflect your business’s offerings, and create a compelling portfolio section that will compel readers to click through to your website.
Build Your Network and Grow Your Connections
LinkedIn is meant for networking, and there are a number of ways you can do so. Make your profile easily discoverable by using keywords related to your industry.
Your brand’s value proposition should be accompanied by a powerful summary to engage potential customers. Make sure your slogan sticks, just like you would on any other social media platform. When it comes to your target market or business vertical, your unique selling proposition (USP) should be obvious right off the bat.
Links to your website should be made on your company page so your blog, product pages, and customer service portal can be easily accessed.
Post Relevant Updates Regularly
Post content that your target audience will find interesting or intriguing if you want to establish a strong LinkedIn presence. By posting industry-relevant content, you establish yourself as a knowledgeable source and increase your credibility.
Post content that is well-written and actionable when appropriate. Once your audience sees you as a valuable and insightful resource, you’ll create a close-knit network with like-minded professionals.
Likewise, newbies in the field may approach you for your expertise.
It will also help you become a regular on your audience’s feed, giving you the confidence to start conversations with ease.
Join LinkedIn Groups
Stay visible to your customers and clients wherever they are. Have conversations with potential leads in industry-relevant groups where you’re likely to find your target clients.
Getting to know others in your industry through these groups is essential to building your reputation. Furthermore, it helps you identify the most active ones so you can actively participate in them in order to further engage.
Make sure your posts are well-received and are not viewed as spam or irrelevant to the group’s topic when you join a group.
Take Advantage of Automation.
Because of a lack of human contact, some businesses tend to hesitate to use automation strategies. However, you can use a blend of automation and personalization to ensure your marketing efforts are effective and engaging.
- Automation tools for LinkedIn messages
- Automated follow-up notifications
- Personalized email campaigns
Using automation saves time, improves reach, helps form outreach strategies, and provides valuable metrics. You can maintain the human touch in automation by ensuring it’s centered around your target audience and addresses their pain points.
Having said that, it’s essential to be consistent in your lead generation efforts on LinkedIn. You will have a very difficult time establishing authority and maintaining credibility if you only post an article once a month and don’t even open your messages.
Educate yourself on your audience by using your platform analytics. Create a strategy based on this information to ensure your business remains visible on LinkedIn.
Looking for help with your lead generation strategy? Contact the team at Valux Digital today for a complimentary analysis of your current digital presence and some bespoke ideas on how to strengthen it moving forward.
Valux Digital is a nationally recognized digital marketing & PR agency in New York. Businesses and projects of all shapes and sizes are welcome here. We have extensive experience in both B2B and B2C marketing. We specialize in building out customized marketing packages that take real data into account. See some of our other articles on Forbes or Entrepreneur.