3 steps to improve LinkedIn lead generation efforts
Welcome to funel blog. Today we will talk about improve LinkedIn lead. What is inside your hypothetical lead generation toolbox? I presume Facebook advertising, Google Adwords, and Youtube ads, perhaps even Twitter ads! Unfortunately, LinkedIn sales navigator may not be among them. However, this may not surprise me, since I know how common it is to overlook LinkedIn as a lead generation tool.
Whether with B2B or B2C marketing, the LinkedIn sales navigator is easily the most effective lead generation tool. In this article, I want to explore three LinkedIn lead generation methods and as a social media platform why LinkedIn is more effective than others.
First, I am going to explore a couple of misconceptions people have about LinkedIn.
One of the widely spread misconceptions is that LinkedIn is a relatively small platform exclusively for professionals. In reality, however, over 500 million people and nine million businesses maintain LinkedIn profiles. Moreover, there are people from different walks of life. While most of them are employed professionals, there are also some who are looking for employment, and those who are trying to build freelance careers using LinkedIn networking tools.
Another misconception is that the users are rarely active on LinkedIn, but occasionally update their LinkedIn resumes and only connect with people they know. However, according to a recent LinkedIn survey, over 40% (https://www.entrepreneur.com/article/269950) of the users regularly check their profiles. Taking more granular details of the professional demographics, around 76% (https://www.entrepreneur.com/article/269950)of the business executives check their LinkedIn accounts at least once per day.
Hoping that some of the doubts you may have about LinkedIn are now cleared, we can discuss the real intent of this article, which is to explore three ways to improve LinkedIn lead generation strategies.
Optimize your profile.
Optimization is a commonly used technical term in the “tech+marketing” vocabulary. When it comes to LinkedIn, the meaning of the word is only what it implies: simply put, making the profile stand out from the competition.
As opposed to the saying “don’t judge a book by the cover”, in the digital sphere this is exactly what happens. When you invite a potential lead on LinkedIn, the first thing they come across is your profile. Before accepting your invitation, they will read through your profile and evaluate whether you or your company are worth connecting with. That’s why you need to have all the components of your account shining with suitable profile pictures, well-written bios, and descriptions. Any other detail that demonstrates you as a professional, including previous workplaces and projects you undertook, must also be listed.
As for a business page, you can do the following to make it stand out.
- Avoid leaving your profile image and banner empty since this is the first thing a potential lead may see.
- Write a compelling “about us” page.
- Build a career page
Target executives who make the purchasing decisions
Here is one of the cutting-edge audience targeting methods, so far available only on LinkedIn. Using LinkedIn sales navigator, you can identify influential decision-makers inside specific industries. Before delving into more details, I will briefly about how Facebook advertising and Google Adwords differ from LinkedIn.
Similar to LinkedIn, Facebook advertising and Google Adwords also generate leads. In fact, at the moment they are the biggest players in online advertising. However, since the professional background of the target audience is not a demographic criterion, professionally, your target audience can be general. We all know that marketing is a number game, but if you spend your money and time to generate and nurture leads that don’t yield, your overtime return on investment (ROI) will be below.
However, with LinkedIn sales navigator, you can identify the decision-makers of a particular company, and target them separately. For example, if you are an advertising agency looking for new leads, you can reach out to marketing executives and marketing managers and directly advertise to them. This could significantly improve the chances of turning those prospecting clients into leads.
Follow up with old leads before targeting new ones to improve LinkedIn leads
A common occurrence with LinkedIn lead generations is that people put an effort right at the beginning, and then they get distracted. Businesses spend their time and money to identify B2B leads, and send them the initial message, but never follow up. Most of the time, marketers misinterpret the recipient’s silence as a warning not to contact them any longer. While in some cases this may be true, it could also be that either the recipient might be away on holiday or they are distracted.
It is also important to remember that we live in a social media age when inboxes are inundated with new sales pitches, business propositions, and other introductory messages. Therefore, sending subsequent messages is essential to instigate a dialogue.
While this is a more direct way of approaching leads on LinkedIn there are other effective ways too. Especially on a professional platform like LinkedIn, becoming a thought leader is important. You can start this journey by creating your own group or joining an existing group to share your knowledge and voice. However, rather than continuously uploading content, it is recommended that
you take time to answer questions from members. This solidifies your authority on the subject.
Crafting a compelling opening message to improve LinkedIn leads
Crafting a compelling opening message is also an essential component of the lead generation process. Ideally, it would be best if you can align your tone as much as possible with the recipient’s demographic. Imagine, for example, if your lead is a chief executive. Then the voice of your message should be more professional than the voice you may use to communicate with a clerk in the same company.
However, even after crafting a well-thought-out message, it could still pass without driving any leads. Sometimes, receiving a response largely depends on whether the message is personalized or not. Always make your lead feel that you have invested your time in them. Apart from that, you can also curate your InMail to make it stand out.
- Have a catchy subject headline that resonates with the prospect’s life. Either you can start after congratulating them on their new job, or perhaps even their business success. You can get these details from their profile.
- Show that you have researched their profiles and have an understanding of what they do. For example, if the prospect has mentioned their business growth recently, and you incorporate that detail into your message, there is a much bigger chance that they will respond to you.
While there are other lead generation methods, using only these three simple strategies, you can maximize LinkedIn lead generation efforts. However, before finishing up, here are some benefits of using LinkedIn as your go-to lead generation platform either if you are a B2B or B2c marketer.
- Professional audience- since the majority of LinkedIn users are professionals, they want to continuously promote their professionalism. As a result, most of the connections you may find on the platform are reliable.
- Targeting based on firmographics- LinkedIn knows about a user’s language, their current and previous employment, geography, and industries. Information like this is essential to filtering valuable leads.
- Account targeting- Unlike Facebook advertising and Adwords, LinkedIn account targeting allows you to extract a list of companies that you can target. This list can be refined so that the advertising can directly target the decision-makers of those companies.