Unlocking LinkedIn for High-Quality Business Leads
Feeling like everyone else knows how to do LinkedIn except you? We hear that a lot from our clients but, honestly, it’s not a platform you can ignore. It’s got over 900 million users, it’s more effective at generating high-quality leads than Facebook, and it’s where 80% of B2B leads come from. Like it or not, LinkedIn is your way to go, and the Imagefix team will get you started by demonstrating how to generate business leads using LinkedIn.
Who Uses LinkedIn?
Looking for a few more good reasons to get your hands dirty with LinkedIn? Well here they are; recent demographic studies of LinkedIn users revealed that:
- 80% of LinkedIn users are decision drivers.
- 53% of users are defined as high earners (over £60,000).
- LinkedIn audiences have around twice the buying power of audiences on other platforms.
- 60% of LinkedIn users are between 25-34.
Ready to get started? Read on for a step-by-step guide showing you how to generate business leads!
How to Generate Business Leads Using LinkedIn
1. Create an Optimised Profile
LinkedIn Search is specific, which is what makes the platform so powerful. The most powerful lead generators on the platform are those who know what they’re looking for, and drill down to geographic location, current company, past company, industry, work history, HE academic profile and school.
Optimising your profile on LinkedIn means making it easy to search, interesting to read, and engaging enough to want to return. LinkedIn has a search engine that works in a similar way to Google, so use keywords to help searchers find you. And just as you would add in geographical keywords to help narrow the search on a webpage, add in your location to help local searchers discover you.
Completing a LinkedIn profile leaves you needing a lie down, but don’t be discouraged. Filling in absolutely every section gives you a much better chance of receiving enquiries, simply in response to your profile!
2. Build Meaningful Connections
You need to connect on LinkedIn; it’s the driving force behind the platform. So, start by finding out who’s around that you already know. They’ll have contacts you can connect with, and then you’re on your way. Tell people from your other social media profiles about your LinkedIn presence and ask them to follow you. Use the LinkedIn search filters to find prospects and send them an invite to connect.
Start Sharing Content
Start sharing content in order to alert people to your presence. Best way to get started is to create a schedule and stick to it. Being visible depends on posting regularly. Headlines go a long way to getting your content noticed on LinkedIn; make them quirky, intriguing, or catchy to get people reading your posts. And don’t forget the keywords and hashtags that help people look for content like yours to find you.
Offer Value Before Selling
Avoid bombarding people with sales pitches; instead, focus on delivering value by showcasing how your offering addresses a pertinent problem. A prime illustration of this approach can be observed in the strategies employed by software companies when marketing their platforms.
The essence of their appeal lies in providing transparent information and accommodating diverse budgets through various pricing tiers. Furthermore, opting for an annual subscription often comes with the added perk of additional discounts, maximising the overall value proposition.
3. Join LinkedIn Groups
Joining groups on LinkedIn can be a productive way to generate leads for your business, in that they expand your network and allow you to engage with a precision targeted audience. Here’s how to generate business leads using LinkedIn groups:
1. Targeted Audience. LinkedIn groups tend to be centred around industries, interests, or niches. By joining the groups that your prospects are likely to be part of, you can connect with professionals who have a genuine interest in you, so increasing the likelihood of finding potential leads.
2. Networking Opportunities. Not every LinkedIn group is lively, so do your homework before you join, but those that are give you the opportunity to engage in group discussions, show off your expertise, and share insights. This can lead to meaningful connections and ongoing conversations which serve to amplify your presence.
3. Lead Identification. Group discussions offer valuable insights into the challenges, questions, and needs of your target audience. By actively participating in conversations, you can identify potential leads who are seeking the solutions that your business offers.
4. Direct Interaction. Groups offer a platform for direct interaction with people who are potential leads. You can start conversations, share content, and answer direct questions and demonstrate the value that your business brings to the table.
5. Sharing Valuable Content. On Linkedin high-quality content generated by your business, such as blog posts, infographics, articles, case studies, or webinars, can attract attention and establish your authority. Content that asks new questions, offer new perspectives, or uses data to solve problems is particularly highly valued, and will be shared.
6. Referrals and Recommendations. Engaging in groups increases your visibility, making it more likely for group members to refer or recommend your business to others who may need your products or services.
7. Lead Nurturing. Once you’ve identified potential leads within a LinkedIn group, you can nurture these relationships over time. Consistent engagement and value-driven interactions can move leads through the sales funnel. If you’re looking for quick sales, this isn’t the way to do it; you need to move slowly and with integrity to succeed.
8. Increased Profile Visibility. Active participation in groups can lead to more profile views and connections. This heightened visibility can result in incoming connection requests and messages from potential leads.
9. Research Opportunities. Taking part in group discussions provides a wealth of insights into market trends, pain points, and customer preferences. This information can guide your lead generation and marketing strategies.
10. Event Promotion. Some groups encourage members to promote webinars, workshops, or events. This can help you attract an engaged audience that already knows your work and is likely to be interested in what you are offering.
4. Use Advertising Options
LinkedIn has arrange of powerful advertising tools that offer businesses the opportunity to target specific demographics and reach beyond their immediate network. There’s a number of different advertising campaigns you can run on LinkedIn dependent on the type of leads you’re looking to generate.
- Sponsored Content. This appears on your Company Page in the form of an update. Direct Sponsored Content is more powerful; you can customise and target it to appear in newsfeeds, and you can test as well as personalise the messages you send.
- Sponsored InMail. Available to Premium LinkedIn members, InMail sends personalised messages directly to your target audience’s LinkedIn inbox. Your recipient is free to accept or reject the message, so make it useful, and about the person your connecting with.
- Display Ads. Visually appealing display PPC ads to showcase your brand and offerings on LinkedIn’s platform.
- Dynamic Ads. Create highly personalised ads that include the user’s name and profile picture, increasing engagement rates.
5. Create Carefully Crafted Messaging
If your voice on LinkedIn lacks uniqueness and you fail to provide valuable content, it’s highly unlikely that people will be eager to connect with you. It’s a straightforward concept. LinkedIn users visit the platform consistently to build authentic business relationships that benefit both sides. Therefore, your content should mirror your willingness to engage in this mutually beneficial networking environment.
How to Align Your Messaging to Your Segment
1. Segment Your Target Audience:
- Instead of delivering a one-size-fits-all message, divide your target audience into smaller, more defined segments. These segments can be based on industry, location, goals, pain-points, decision-making processes, or buying behaviour.
Example: If you’re marketing a software product, segment your audience into industries like healthcare, finance, and education. Each of these sectors has unique needs and challenges that your messaging should address differently.
2. Refine Your Understanding:
- Take the time to deepen your understanding of each segment. This involves research and analysis to grasp their preferences and behaviours. Explore the content style, tone, and format that resonate best with each group.
Example: When targeting the healthcare industry, you might find that using a professional and empathetic tone in your content is effective. In contrast, the finance sector might respond better to data-driven, formal language.
3. Craft Engaging Content:
- Armed with insights about your audience segments, tailor your content to align with their preferences. Craft messages that are not only relevant but also pique their interest, addressing their specific pain points and aspirations.
Example: For your education sector segment, create content that emphasises how your software simplifies administrative tasks for educators. For the finance segment, focus on how your product can improve financial efficiency and accuracy.
4. Analyse Your Results:
- Continuously monitor and analyse the performance of your messages and campaigns. Identify which segments respond positively and which may need adjustments. Use analytics tools to track where your results are coming from.
Example: By tracking the success of your campaigns, you might notice that your software is gaining traction in the healthcare segment but struggling in finance. This insight allows you to make data-driven decisions for optimisation.
In summary, aligning your message to your audience involves a strategic approach. Segmenting your audience, understanding their unique characteristics, crafting tailored content, and analysing results are crucial steps in ensuring your messages resonate effectively with the right people. This targeted approach can lead to higher engagement, better conversions, and a more successful marketing strategy overall.
Confident You Know How To Generate Business Leads Using LinkedIn?
If you’re interested in leveraging LinkedIn for lead generation but find yourself short on time or resources, Imagefix is your solution. With two decades of marketing expertise, we specialise in optimising profiles, managing business posts, and consistently generating daily leads, all to seamlessly boost your business.
Want Imagefix to boost your LinkedIn lead generation efforts? Call us today at 01525 715608 and let’s start working together!