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Why LinkedIn Is a Powerful Social Media Lead Generation Tool?

You’ve probably asked yourself, “ What is lead generation and why should I use LinkedIn to generate leads for my business? Can it really be used to produce sales?”

According to WebFX, Lead generation is a central focus for any organisation that’s interested in driving consistent and reliable revenue. Companies use a variety of sales and marketing tactics to generate leads, but one way or the other, it is important to have well defined processes in place.

When it comes to lead generation, there’s one question that rises above all others in importance: which audiences are most likely to convert, and how can I reach them?

LinkedIn is considered as the most powerful and useful Business to Business tool on the planet.

If harnessed correctly, LinkedIn can yield effective results for your business. The first thing that we need to know and understand is that LinkedIn works on a different level than any other social media platform that’s currently out there. It’s a professional site, which means that users are less interested in buying and selling than they are in hearing about industry trends, looking for jobs, and connecting with coworkers and colleagues.

It’s obvious given that when one thinks of social media marketing, LinkedIn may not be the first platform that comes to mind. After all, it’s a professional networking site, and it’s used for a very different purpose from other social networks like Facebook and Instagram.

In short, LinkedIn is where people go to establish professional relationships and share a wide range of knowledge and industry-specific expertise—the very things that a good lead generation strategy can do. The platform is geared towards professional networking, which means lead generation and sales are more natural on this platform than on other social media platforms like Facebook or Instagram.

Some of us may be aware that marketers use LinkedIn to leverage information at their fingertips to reach targeted prospects with relevant, helpful content in the right context. It’s a proven formula for B2B lead gen success. Position, seniority, industry, location – these details help you reach the right people in the right way.

According to LinkedIn Business, LinkedIn is now used by more than two-thirds of the Fortune 500 companies. This growth is because companies can generate more business leads through LinkedIn than any other platform available to them. Using LinkedIn provides an edge to businesses compared to others regarding lead generation strategy. Companies can get in front of their prospects and close more sales without spending much money.

So why should you measure LinkedIn Lead Gen?

Well, according to LinkedIn Business, it’s because, chances are, your boss wants to see the fruits of your labour. Use conversion tracking to understand how your ads are driving business results. Compare metrics, like clicks, impressions, and social actions, to learn which campaigns and ad creatives are most effective. Learn more about your audience, on and off LinkedIn. Clearly demonstrating lead gen performance is essential to reshaping the narrative around marketing as a cost center, and giving the department its rightful due as a bona fide revenue driver.

One of the biggest mistakes B2B companies can make is to measure their leads based on quantity, rather than quality. The bottom line is that one hundred unqualified leads are far less valuable than 10 qualified ones, and any member of your sales team will surely tell you the same. At LinkedIn, we strive to provide marketers with tools to get a deeper look at the quality of their leads, rather than strictly volume.

Because of its professional user base and the rich, accurate data that it yields, LinkedIn tends to deliver higher-quality leads than most other channels. Data from HubSpot finds that LinkedIn is 277% more effective for lead generation than Facebook and Twitter.

LinkedIn should be part of your lead generation strategy, and here are a number of ways of how you can incorporate it for the best possible results according to LinkedIn:

  1. Layer Your Targeting for Best Reach

To really zero in on your best prospects, it is advisable to layer your targeting parameters so you can hit those sweet spots while maintaining a sizable audience. For example, you can target ads for job function – which is rather broad – as well as seniority, to really drill down to those key decision makers you want to engage. You can also layer job skills into your targeting scope to capture those specific professionals that fall into your wheelhouse.
LinkedIn’s extensive filters provide tons of flexibility for mixing and matching. Test different combinations early in your campaign to find your sweet spot.

When it comes to finding the ideal audience for your LinkedIn lead gen efforts, Matched Audiences can be one of the platform’s most powerful features. You can use it in a variety of ways that help you reach highly valuable prospects:

  • Website Retargeting

Serve ads to members on LinkedIn after they’ve demonstrated interest by visiting your website.

  • Account Targeting

Upload a list of target companies to match against the 8+ million LinkedIn Pages for a strategic (Account Based Marketing) ABM approach.

  • Contact Targeting

Upload or integrate your own existing contact lists and market to them via LinkedIn ads.

Resonant thought leadership assists with all three of these desired outcomes. And the same research tells us that professional networks are used three times more than personal networks for helping users keep up to date on their careers.[5]

  1. Optimize your LinkedIn profile.

First and foremost, ensure that your LinkedIn profile is optimized to attract potential leads. Your profile should be complete with a professional headshot, summary, and detailed work experience. Be sure that your headline clearly explains what you do and whom you serve. Additionally, include relevant skills and industry-specific keywords. Optimizing your profile will improve your chances of appearing in search results when someone is looking for someone with your expertise.

  1. Connect with your target audience.

After optimizing your profile, the next step is to connect with your target audience. LinkedIn has over 700 million members, so there’s a high chance that your potential lead is on the platform. Identify your target audience and send them a connection request, including a personalized message that highlights the commonality of your interests or how you can help them. By connecting with your target audience, you will have more opportunities to communicate with them and turn them into potential leads.

  1. Share valuable content.

LinkedIn is a content-rich platform. Sharing valuable content shows your expertise and helps build your credibility. People tend to follow experts in their field, and when you can show that you know your stuff, they are likely more to want to work with you. Share blog posts, whitepapers, case studies, infographics, and other content that adds value to your target audience’s work. Furthermore, ensure that the content you share reflects your business’s values, goals, and missions.

  1. Engage with your audience.

To generate leads on LinkedIn, it’s essential to engage with your audience. Engage with your connections by commenting on their posts, re-sharing posts from influencers in your industry and asking questions. You can also join LinkedIn groups or create your group, where you can connect with your target audience and join in on discussions. By engaging with your audience, you build a relationship with them and establish yourself as a thought leader in your industry. 

How can your company most effectively leverage LinkedIn for lead gen? Citing a study his company (Altimeter Group) helped put together, Brian Solis says it’s all about setting an example and instilling it throughout the organization’s culture:

It starts at the top. We found that executives at companies that reap the rewards of social media engagement are much more active on social media than executives at companies that are not socially active. They also play a bigger role in driving a socially engaged culture. Yes, there are specific tactics companies can use on LinkedIn, but the most effective social media strategies are derived from a culture of relationship building where the executives lead by example.

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