Why aren’t you using LinkedIn for lead generation?

Date: 19 February 2013

LinkedIn and B2B lead generation

LinkedIn’s numbers should make Facebook blush. Inc.com just reported how LinkedIn is besting Facebook on key metrics like number of users, revenue per user and profit per user. LinkedIn is a seriously effective business and, for B2B companies and marketers, it should be seen as an essential place to prospect and engage.

Not only does LinkedIn provide access to the professional profiles and reach users based on job title, industry sector, experience, skills and more besides, it has a plethora of targeted groups and forums. Unlike many social media platforms, LinkedIn tends to be a place where users go when they need something – a new job, a new hire, an answer, an expert. That makes it a valuable tool for your lead generation activity. By building relationships, establishing expertise and responding to specific requests, you can start generating leads from LinkedIn.

Don’t forget that it’s just as important to think about how you ‘get found’ on LinkedIn as it is in Google. Once you’ve set-up your profile and claimed your company’s vanity URL, here these six steps to start using LinkedIn as part of your inbound marketing programme.

Start building your LinkedIn network

Make sure you commit to connecting with current and former business associates and contacts. Put a regular time in your diary to make connections, even just 4 contacts per week will develop a network of 200+ contacts in the first year. The more connected you are, the more likely people will contact you when they need your services.

Join some LinkedIn Groups

When you’ve started building up contacts, you’ll notice the groups that your contacts are members of. Groups link you to others with the same interests and give you the opportunity participate in industry or sector discussions. They also make you more findable.

Start discussions and participate

When you’ve got up to speed with Groups, you’ll see opportunities to start new discussions. To start with keep them in line with the group’s main focus. You’ll get noticed and highlight you as an active contributor. Ideally you’ll be starting discussions around your core business but don’t get hung-up on being too blinkered – it’s best to participate first and sell your wares second. Indeed, by participating you will be building up good will with the community. and will have some remarkable content that you can use to capture their details via a landing page. Make sure you include the link in your post.

Check out LinkedIn’s Answer Section

LinkedIn Answers is your opportunity to directly help someone with your expertise. Diarise some time to search Answers to find 2 or 3 questions each week that you can answer. Focus on the most relevant ones rather than going for a high volume of answers. Make sure you include links to your website and, if possible, a landing page where they can get a guide or white paper to learn more. Answering questions may take time to generate leads but commit to it over the long term as it also builds your profile and reach.

Have some landing pages ready

In order to make sure you make the most of LinkedIn lead generation opportunities, have some downloadable content and landing pages ready to use a calls-to-action in your responses. Make it easier for people to find out more about you.

B2B lead generation rewards consistency

Keep doing it. Don’t just make one post and then stop. The more presence you build up on LinkedIn, the most opportunities you’ll create. It takes time and commitment. You need to develop your reputation and also check-in regularly so you know what discussions are happening. When something relevant crops up, you’ll be ready.

To learn more about using LinkedIn for lead generation and how to make it work for your business, contact Why Digital Marketing.

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