LinkedIn can be a great source for generating potential B2B leads if you know the right tactics. In this article, we’ll go over the top 11 strategies to acquire more leads from LinkedIn:
1- Optimize Your LinkedIn Profile to Connect with Potential Prospects
The very first step is optimizing your LinkedIn profile. In order to do this, you must expand your network by connecting with other industry users. The trick is to form connections with people who you’re unfamiliar with, with the goal of establishing a long term relationship whenever possible. However, this requires subtlety; otherwise, you might be seen as a spammer.
When LinkedIn users receive an invitation, there are two ways they can see it: their notifications bar, and the message inbox. The notifications bar showcases a small preview including your name, title, and the beginning of your message. If these are people who don’t know you, chances are they require more information before they accept your invite. To learn more about you, they’ll click on the invitation to view the full message.
The full message contains your name, picture, your title and tagline, and your message. A profile picture is very important, and without it, you won’t be taken seriously. Your job title will help users decide whether you’re worth connecting with or not.
The main thing that people check for when poring through your profile is legitimacy. The best thing you can do to help increase this is to simply make sure you’ve completely filled out the details of your profile page, including links to your website and published works if applicable. You may also try adding a line that lets people know you’re willing to connect with new users.
2- Tag Prospects and Influencers in Your Conversation
LinkedIn tags are a great way to enhance your efficiency and provide your sales cycle with a more streamlined process. These tags enable you to group your contacts any way you want, and though LinkedIn offers some generic options to start, the real fun begins when you create custom tags.
Filtering and organizing your connections becomes very simple with LinkedIn tags. Tags make it easier to understand various segments of your connections, based on details that are not available on their profiles. A maximum number of 200 tag categories may be used at a time.
You can tag based on location, clients, prospects, industry, media contacts, event tags, and strategic partners. It’s even possible to use LinkedIn tags in your sales process to identify their position in the sales cycle; you no longer have to worry about forgetting leads and tracking prospects.
Just click on the Tag button and select appropriate tags from the drop down, or create new ones
3- Frequently Add Connections to Your Network
It’s a good idea to invest a bit of time each working day to build your connections. Using the “People You May Know” list, you are able to broaden your social network easily. At the same time, you’ll become known as a person who reliably expands their network, which is important. Keep in mind that every person you speak to regarding work or business in the course of a business day is a prospective LinkedIn connection waiting to be added to your network.
4- Join Groups and Share Updates
LinkedIn enables you to interact with people who are present in the same groups as you. You can use this as a targeted method to add value to other users, expand your present networking with connections and prospects, or exchange helpful business insights. All it will cost you is five minutes of your time each day to post an update to your network. You can use this daily update time to post videos, blogs, or articles that will be of interest to your customers and prospects. You might even use the “Pulse” feature present on your dashboard. Every time an update gets posted, your profile is displayed on the feeds of all your connections. However, take care never to sell when posting updates. Use them only to share your business expertise and add value to your network.
Go to Interests, click on Groups, and step into the world of LinkedIn groups.
5- Buy LinkedIn Ads
LinkedIn ads allow you to get in front of suitable prospects. Ads improve your visibility, thereby increasing your “know, like and trust” factor in the community. LinkedIn ads possess great targeting options, and micro campaigns allow you to limit advertising costs, gain more visibility, and track your progress easily. Learn as much as possible about paid ads to maintain a high score and run the most effective campaign possible.
Ads can be bought in two ways: CPM, also known as cost-per-mille (‘mille’ meaning 1,000 impressions), and cost-per-click (CPC). For sponsored content, it’s probably best to go the CPC route. CPC ads generate fewer clicks in the short term, but LinkedIn will continue to show them until money is earned. This is helpful when you want visibility and recognition.
In the case of text ads, CPM is the way to go. These are great for lead generation.
Go to the Business Services menu and select the Advertise option to create an ad and explore your options.
6- Use Ad Rotation Strategically to Prevent Banner Blindness
When using LinkedIn ads, it’s best to create a bank of different ads for rotation, rather than putting all your eggs in one basket. This not only helps to prevent banner blindness, it also allows you to determine which ads perform the best. Choosing the winning ad can lead to a massive spike in conversions and clicks generated.
Applying for ad rotation is easy. You can rotate your ads evenly, or enable the LinkedIn algorithms to pick the best one. You should allow your ads to run for at least a couple of weeks before evaluating their performance, to make sure you have a large enough sample size. When you’ve found the best-performing ads, you can easily swap out the losers and begin testing new ones.
7- Regularly Post Your Articles on Pulse
Pulse is an amazing tool for LinkedIn users to discover meaningful, reliable content that they can share with their target market. Users who remain active on the platform will stay at the top of their network. This sort of passive awareness comes in handy when reaching out for an introduction. It is good practice to promote guest contributions on your LinkedIn profile and engage with potential customers by seeking feedback on your content. Posting articles frequently on Pulse gives you a chance to educate leads, which in turn adds to your value and leads to stronger relationships.
8- Adopt the Auto-Suggestions Provided by LinkedIn to Constantly Improve Profile Visibility
You will receive frequent notifications from LinkedIn to add new users to your network. Your ultimate goal should be to establish a connection with them and ensure that when they view your profile, they will see helpful and relevant information about your business. Growing your network on a regular basis will boost your profile visibility. Auto-suggestions are extremely helpful in connecting you with the right users in your industry. When it makes sense, it’s a good idea to ask for recommendations, and provide them to members of your network. This will strengthen the connections you already have, and increase the overall reputation of your profile.
9- Add Valuable Content to Your Sponsored Updates
Sponsored updates are a more subtle form of advertising that allow for more precise customer targeting. To use them effectively, you must first generate lots of quality content, then create different sponsored updates within a fixed time frame to promote that content to your target audience.
While this may seem like a lot of work, you can reap rich rewards as a result. The point of this method as opposed to CPM or CPC is to deliver value upfront in order to attract customers. When using sponsored updates, make sure to track your campaign’s success after it’s begun to evaluate the most valuable incentives and implement any changes to your sponsored updates in the future.
Take the time to learn how effective content is created to give your advertising strategy a tremendous boost.
10- Make Use of Advanced Search
Advanced search filters are a great way to search LinkedIn users based on their relationships, company size, seniority level, and function.
The first criteria you should use in the Advanced search is location, title, and industry. The trick to B2B sales is targeting the same level of employer or employee in every company, and this is where the title filter comes in handy. If location is a factor to doing business, use the location filter ensures that all the contacts you find have the potential to do business with you, similarly, you can use the industry filter helps you scope out targets within your target industry.
Click on the Advanced option to the right of the search box on your LinkedIn homepage to access advanced search.
11- Run an Email Marketing Campaign on LinkedIn
LinkedIn has its own personal messaging system called InMail to help you connect with new users. It’s easy to apply for your own marketing campaigns. All you need to do is ask your round table and webinar guests to cover an event on their networks. This method works best if you send focused messages to recipients using the filtering tools offered by InMail. It is easy to filter recipients on the basis of industry, company size and role, and thereby locate ideal targets for boosting your campaign.
Nothing beats LinkedIn when it comes to highly relevant social media marketing. As an entrepreneur, creating an effective LinkedIn engagement strategy is a surefire way to acquire more leads and connect with the people who matter. With the profile management tips and tricks we’ve shared above, you’re now ready to leverage your profile to attract more leads than ever.
About the Author
Joydeep Bhattacharya is a digital marketing evangelist and author of the SEO blog, SEOsandwitch.com. He is a Google Adwords and Analytics certified professional helping brands increase their presence online. He can be reached via Twitter or Facebook.
Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Creating a LinkedIn Engagement Strategy, Creating and Curating Content People Love, Email Marketing Tactics