Tips and Tricks for Business Owners: How to Succeed in LinkedIn B2B Lead Generation

Posted at Jul 27, 2023 6:00:00 AM by Adi Stelcer | Share

LinkedIn is home to more than 930 million members across 200 different countries. All of them are business professionals who may need the solutions your company is offering every single day. LinkedIn B2B lead generation is big business these days, and for good reason. With so many different professionals searching for the perfect solutions to optimize their businesses, it’s fertile hunting ground. What are the best B2B lead generation LinkedIn strategies to help you connect with a portion of those 930 million members, though? Here are a few tips that may help.

It Starts At the Beginning

You joined LinkedIn and made a company page. You probably included lots of fast facts about your company and your products. You may even have included some eye-catching images. It’s not enough. Your company page has to be more than a few boring facts about who you are. If you intend to use LinkedIn for B2B lead generation, your company page should be at the heart of your lead generation efforts. Build a page that pushes conversion action in the form of clicking through to your actual company website that you’ve worked so hard to build or to clicking on your recent updates.

The process of making it happen begins with a great header image. Make it interesting enough to hold a potential prospect’s attention. It should clearly guide them toward the next obvious step you want them to take.

Next, think about the company description. LinkedIn only naturally displays the first two lines of that description before the user has to click “see more.” Those two lines have to be simply amazing. Identify your target audience, state a quick value proposition, and help them understand what it is that you do. It’s the only way to build a hook that will actually keep them on the page.

Finally, make sure it’s easy to click on your recent updates section. Those recent updates should be active, engaging, and clearly aimed at those you want to click. Post infographics and great content they need immediately to help encourage those clicks.

Think Ads

There are a few different ways to use LinkedIn ads to help reach your target audience, and you may want to consider more than one option. Message Ads, sometimes called Sponsored InMail, reaches a user’s LinkedIn Inbox directly. They’re the perfect way to boost downloads of opt-in content or just to promote your products and services. They’re delivered when the target is active on LinkedIn. Sponsored Content ads are the other option. These run as a single image, a carousel of images, or a video. Here you can promote content you’ve already published or share new content with specific audiences. Lead Gen Forms are an add-on to Sponsored Content that collect the details from LinkedIn and hand them to you. It can help increase your conversion rate considerably. There’s one additional option - Dynamic Ads. They show up in the sidebar of a user’s LinkedIn profile or feed. There are a few different types to choose from. Follower Ads are just designed to increase the number of followers to your company page. Spotlight ads help drive traffic to an identified landing page. Content ads help to push the number of content downloads higher.

No matter which type of LinkedIn ad might be right for you, the bottom line is that if you’re not using them, you’re not exploiting the full power of this platform in your marketing strategy.

Reach Out to Them

When most people think about B2B lead generation on LinkedIn, they think about prospects coming to them, but it can work the other way. You can go find them, too. LinkedIn offers an advanced search option

that helps you identify the people you’re trying to reach. You can filter your search efforts by geographical location, the industry, or even their nonprofit interests.

You can even further filter once you get a list of results without having to change the initial search at all. This technique means you can build a far stronger personal network so you end up with warm prospects. Maybe the best part, though, is that you can save all of your advanced searches and set up alerts based on those.

Post Regularly

This one should probably be your most obvious step. LinkedIn is an incredibly powerful content platform, and if you want to establish your spot in your industry, using the platform to publish great content has to be part of the equation. Even if you’re drawing attention through ads, you’re going to find a far greater reach with those ads if you have plenty of content that users want to see.

Share success stories. Offer the inside scoop on your unique company culture. Create polls to help guide you forward. Build thought leadership on key points in your industry. The trick here is that you should be publishing regularly. Simply adding a bunch of content when you initially create your page just isn’t enough. Create a content schedule, then stick with it.

Build a Better LinkedIn B2B Lead Generation Strategy with THAT

If you’re still not quite sure where to turn next when it comes to generating leads for your company on LinkedIn, we can help. We know just how powerful social media marketing can be when it comes to lead generation, and our work means access to a targeted strategy that was designed specifically for your brand. Schedule a call with us today so we can talk about a better LinkedIn strategy for your company to help build a long list of qualified leads.

Tags: Lead Generation, LinkedIn, B2B

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