LinkedIn needs no introduction. It is a popular professional social networking website used by professionals to connect. Professionals use LinkedIn to connect, hunt for jobs, and be aware of the latest developments in their industries and shifting audience preferences.
LinkedIn, besides, being a popular professional networking website, can also be used as an effective tool to generate leads for B2B companies.
LinkedIn proclaims to generate 80% of the total B2B leads coming from social media.
The largest social networking platform allows businesses to communicate with their networks and find their clients as well.
However, not all people are well-versed when it comes to using LinkedIn for obtaining leads, especially when they have new businesses.
Steps to Use LinkedIn Effectively to Generate Leads
The marketing and advertising professionals can effectively use LinkedIn for generating leads by following the steps below:
Step 1: Segment Your Qualified Leads
Marketers should have a definite plan for lead qualification. This may include lead scoring, matching leads against the ideal personas, or determining the actions directly aligned with sales conversions.
Step 2: Determine Your LinkedIn Marketing Strategy
Based on their audience groups, marketers can select the channels and tools that they must use for maximizing the number of leads. Marketers should always personalize their approaches and must take care of how the personal data of buyers is stored and processed.
Step 3: Opt for Multichannel Campaigns and A/B Test Them
The best strategies for getting an optimal number of leads to operate across multichannel. Marketers can run ads on LinkedIn using Lead Gen Forms or through PPC campaigns. They can test-run and optimize different tactics for capturing an optimum number of leads by investing more specifically in the areas that need special focus.
B2B marketers can best use LinkedIn as a marketing platform for capturing more and more leads by using the tactics described below:
Marketers can attract prospects through social listening and through other organic and paid social media marketing activities involving the use of ‘lead generation forms’ or other methods for data collection. For B2B organizations, LinkedIn is among the most important social media channels to boost the number of leads amassed.
Marketers should promote webinars on LinkedIn. As people register by providing their contact information, you have the initial information required to contact your leads.
Content assets are similar to webinars, except that the prospect is exchanging information in lieu of a downloadable content asset such as an e-book or white paper.
Video marketing can help marketers expand their reach on the platform. By including a Call-to-action button at the end of the video, the marketers can drive conversions through the LinkedIn videos.
This is a mainstay for marketers on all the social media platforms; LinkedIn is no exception.
With a highly targeted opt-in list, the marketers can attract many prospective buyers from their targeted segments on LinkedIn.
Invite the website visitors to fill out a contact form to learn more.
By running the paid ads on search engines, targeting specific keywords, the marketers can also optimize the reach of their ads on LinkedIn. LinkedIn prioritizes user-intent, and such content is likely to get far more reach than the ordinary content.
These are among the most valuable types of leads that a company can receive. Such leads are qualified and bolstered by the recommendation of a trusted friend or colleague. Such leads are often high-quality with higher chances of conversions.
You can use the power of direct emailing to build your user base and enhance your email lists.
Marketers should frequently draw leads from pre-existing lists that are regularly purchased. Being careful helps when employing this tactic. You must ensure that you don't include the leads that have opted out of receiving communications from your business.
‘Lead generation forms’ consist of the information fields a user can fill to enter their details. To enhance the outreach of their pieces of content, marketers can try different tactics such as using fewer fields in the form, offering lucrative incentives and being mindful of the privacy norms, and reflecting the same in the forms to inspire trust.
Here are 4 main types of LinkedIn Ad campaigns that one can try to create his LinkedIn ads strategy:
a. Sponsored Content – These ads are associated with content promotion. These help boost brand equity & awareness and marketers use special links to post on LinkedIn, their websites, blogs, or other popular platforms. Marketers can get people talking about their business to gain followers and valuable contacts.
b. Sponsored Messaging – These ads can be used to send personalized messages directly to the inboxes of LinkedIn users. LinkedIn, however, sets a limit to how many people can contact you each day and how often the same person can be contacted each month.
c. Text Ads – Those familiar with Google Ads have already had a taste of the LinkedIn ads network. They rely on creating text ads that divert your targeted persona on your website, a product landing page, or any other webpage designed to get leads & boost the conversions.
d. Dynamic Ads – These ads can be encapsulated with the element of personalization to help marketers really connect with their intended audience groups. The vital information from the LinkedIn profile of the targeted persona is picked and used to personalize their ad experiences. These pieces of information include names, job titles, and other details that can be used in the ads to optimize the experiences of the 'end-users.'
Focusing on maximizing the optimization of bids helps scale up your LinkedIn advertising budget for the best results.
LinkedIn is a pioneer business networking website that is not only used for professional networking, but also for acquiring potential customers in the form of leads. LinkedIn can be used by marketers for exploring their prospects and getting their business queries answered.
LinkedIn can be used to effectively leverage intent-based and interactive pieces of content for acquiring leads and for driving the business bottom lines.
Valasys Media is a well-renowned name in helping B2B clients remain on the top of their marketing game by optimizing their marketing and advertising endeavors with an array of services including lead generation,lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services.
Contact us to expand your reach significantly and optimize your bottom line revenue goals.