For business-to-business marketers and entrepreneurs, LinkedIn is one of the best places to generate leads. With 722 million members on the platform, you can reach just about anyone, regardless of their location or industry. Marketers can use the platform to reach their ideal clients not only locally, but also worldwide to increase their reach.
If you’re looking to make the most out of the channel, there are five LinkedIn lead-generation strategies you can use to reach your target audience quickly:
1. Optimize your LinkedIn profile.
LinkedIn lead generation starts with your profile. Treat your profile as your landing page. When a prospect lands on your profile, they’ll want to know all about your offer, why they can trust you and if you’re the right solution to their problem.
When optimizing your profile, start with the basics: your profile image, tagline, personalized URL and summary. You should show your values and results so that your leads will have a reason to trust you. Make sure you have a balance of data and your personality.
Imagine your ideal target person is scrolling through your profile. What would they like to see in your experience section? Your results? What services do you provide? Use your lead’s language. Make it clear how you can solve their problems, and provide a call to action in your summary based on your solution.
2. Use personalization in your outreach.
When doing cold outreach on LinkedIn, personalization is a must if you want people to connect with you.
One of the biggest mistakes marketers make with lead generation is using only surface-level personalization and then jumping into selling themselves. That is to say, they only mention the lead’s first name and job role in the connection requests. In my experience, many people see this as spam, and it does not come across as sincere.
To go a step further than that, you can use personalization and mention specific details from your lead’s website, blog or even their LinkedIn articles or profile. If you go to their website, you might even find that their web design is not the best or their blog hasn’t been updated in months. This will give you the leverage to start the conversation on the right note and nurture your leads to book a meeting.
3. Develop a free PDF about your niche that positions you as an expert.
For this lead-generation strategy, you need some kind of value you can offer upfront. For example, you can create a PDF with proven marketing strategies in your niche and give away as much value as possible, based on what’s worked for you. In my experience, this can help you boost your connection requests because people will be interested in reading your content and you’ll be positioning yourself as an expert in your niche.
On LinkedIn, first impressions are everything. So, you want to give people a reason to trust and connect with you first. My company has done something similar by creating an e-book and connecting with our target leads on LinkedIn. We said we were looking for feedback on our book, and most people were more than happy to connect. Some even messaged us first. By providing actionable value in the book, we were able to show how we solve problems and started generating leads through the PDF.
The key here is to not be salesy and to make sure your intent is clear.
4. Create content, and maximize your visibility.
When connecting with people on LinkedIn, you’re bound to have people visiting your profile to learn more about you. To get more leads coming to your profile, you can maximize your visibility by actively creating articles on LinkedIn and engaging with your followers.
To maximize your visibility, you can post content updates during peak times. According to research from Sprout Social, the best times to post on LinkedIn are “Wednesday from 8–10 a.m. and noon, Thursday at 9 a.m. and 1–2 p.m., and Friday at 9 a.m.”
For maximum results, make sure you’re constantly monitoring your post analytics and experimenting with different content, depending on what your target audience enjoys the most.
5. Use LinkedIn automation wisely.
As the founder of a LinkedIn automation platform, I know using automation can help you save time. LinkedIn automation is ideal when you’re targeting a niche group from your target audience. Once you have a list of your target audience defined on LinkedIn, instead of manually connecting with them one by one, you can use automation to send a steady flow of connection requests.
If you opt for an automated solution, remember to set up a social selling campaign by uploading your LinkedIn audience (either by uploading a spreadsheet or pasting the LinkedIn search link) and watching your profile engage with them automatically. You can also consider automating the follow-ups and save time engaging with your leads.
However, it’s important to maintain a balance between prospecting and providing value. You should not follow-up so often that your leads would want to block you. Rather, only automate tasks that are time-consuming, yet simple. This can be an incredibly effective method for lead generation, but only if done right. Make sure your outreach messages are authentic and that you don’t come across as salesy.
LinkedIn lead generation takes time. You have to optimize your profile, think about your outreach strategy and nurture your relationship with your leads over time before booking a meeting. I’ve found that people on LinkedIn are often more skeptical now because they get a lot of sales messages daily.
So, if you want them to trust you, you have to put in that extra effort by creating content that positions you as a thought leader in your niche.
As long as you’re focused and consistent with your lead generation efforts, LinkedIn can be one of the most effective channels in the B2B world to reach your target audience.