How to Maximize Lead Generation on LinkedIn?
In your opinion, what is the best place to find and nurture leads? Obviously, it’s the social network LinkedIn. Designed specifically for professionals and businesses, it offers countless opportunities in terms of lead generation.
According to the “State of B2B Marketing” report by Wpromote, 89% of B2B marketers choose LinkedIn during their lead generation process. More than two-thirds report achieving performance and profitability that is 2x higher than on the second social network after LinkedIn.
There are 4 main reasons why you should absolutely integrate this social network into your B2B lead generation efforts:
- LinkedIn gathers high-level decision-makers
- LinkedIn messages have a higher response rate than emails
- It’s easy to become an influencer on LinkedIn
- LinkedIn Ads perform well compared to other platforms
In this article, we explore the most effective strategies to implement in order to generate qualified leads capable of boosting conversions and creating value for your business.
Check Other Viewed Pages
The “Other Viewed Pages” or “People also viewed” section is fertile ground for finding new prospects and helping users increase their visibility on LinkedIn. It displays 10 potential prospects who are very similar to the profile you are viewing. The primary advantage is that this feature is updated several times a month to maintain a constant flow of new faces to engage with.
The only catch is that you must be a first-degree connection to the profile you are viewing to access their “Other Viewed Pages”. If you are using LinkedIn desktop, you will find this section on the right-hand rail of the profile you are viewing. If you are using the mobile app, you’ll need to scroll down to the bottom of the profile you’re viewing to find it.
Discover Who Viewed Your Profile
You can transform a basic LinkedIn feature like profile views into a plethora of opportunities. Most LinkedIn users are likely familiar with the email or notification “Someone viewed your profile!” from LinkedIn. These alerts are very beneficial for your business. Intuitively, if someone views your profile, they might be interested in what you have to offer.
The list is also accessible on the LinkedIn dashboard. LinkedIn Basic allows users to see up to five people who have viewed their profile. Premium users receive unlimited views, as well as audience and industry representation trends.
Check Lead Recommendations
When it comes to lead generation, this is the Holy Grail. This feature provides lead recommendations based on your sales preferences, search history, and interactions with different profiles. These leads are likely exactly what you’re looking for – an unlimited source of potential customers for your business. The only small caveat – or not – is that you need to be a Sales Navigator user to access it.
Create Quality Content
This is a timeless recommendation! Publishing on LinkedIn is one of its most powerful features. Every time you post an update on LinkedIn, you rise in the newsfeeds of your connections thanks to its super powerful and effective algorithm. It’s a fantastic opportunity to make yourself known, promote your brand, and prove your expertise in the field.
You don’t need to write a long post or article every day about industry news. Opt for practicality and regularity by spending a few minutes daily creating short but relevant content for industry news. It should be optimized for SEO and tagged with specific categories and top-performing related hashtags. Publish regularly, keep it engaging, and continually promote your image and that of your company.
Use Others’ Content
The key to success on LinkedIn is not just posting your own content, but also surfing others’ content and frequently reacting, especially in the comments section. Of course, you can stay informed about industry news, read relevant content, and learn from it, but why not go further?
Focus on comments that open discussion, interact, give your opinion, and share your expertise. It’s all about anchoring your name as an expert in your LinkedIn sphere.
Join Groups
There are probably thousands of LinkedIn groups that could be relevant to you or your business. Professionals use these groups to better understand their industry and interact with other members. Since all groups are private by default, you can expect to find higher-quality leads.
You can create your own group and build it from scratch, but that could be a bit complicated. The best way to leverage groups is to find one that is relevant and ready to use. These groups contain your buyer persona and are closely related to the industry you operate in. Small groups limit your lead potential, but large ones mean your message can get lost. Targeting both is best.
Here are the things to consider:
- Group Size – you want to target groups with a large number of people to have a rich array of prospects.
- Engagement Level – group members should be active, interact with content, start conversations, etc.
- Group Rules – most groups have engagement rules, some stricter than others and do not tolerate any promotional content.
Use the “Discussion” tab at the top of the group homepage and post questions, comments, or insights to make your voice heard. Your messages should be tailored to each group, and you must understand exactly who you are addressing to optimize the message and increase your chances of success.
LinkedIn is by far one of the best platforms for lead generation. If you know how to leverage it, you can end up with quality prospects ready to convert into real clients. As fruitful as lead generation can be, it’s also a time-consuming task. If you don’t use the right strategies to target the right people, you could spend months without seeing any results.