LinkedIn needs no introduction. It is a popular professional social networking website used by professionals to connect with each other. Professionals use LinkedIn to connect with one another, 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.

According to LinkedIn, 80% of B2B leads coming from social media are generated by LinkedIn.

Using LinkedIn as a marketing platform gives businesses an opportunity to communicate with their networks and find their clients as well.

However, not all people are well-versed when it comes to using LinkedIn as a marketing platform for lead generation, especially when they are new businesses.

Steps to Use LinkedIn Effectively for Lead Generation

The marketing and advertising professionals can effectively use LinkedIn as a marketing platform for lead generation 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 lead generation. 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 lead generation strategies are often multichannel. Marketers can run ads on LinkedIn using Lead Gen Forms, or through the PPC campaigns. They can test-run and optimize different lead generation tactics by investing more specifically in the areas that need special focus.

LinkedIn Marketing Strategy for B2B Marketers

B2B marketers can best use LinkedIn as a marketing platform for lead generation using the tactics described below:

1. Attract Prospects Using Social Media Channels

Using social media to attract prospects

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 amongst the most important social media channels for lead generation.

2. Use Webinar Marketing to Educate and Attract Your Prospects

Marketers should promote webinars on LinkedIn. As people register for by providing their contact information you have the initial information required to contact your leads.

3. Use eBooks and Whitepapers

Content assets are similar to webinars except that prospect is exchanging information in lieu of a downloadable content asset such as an eBook or whitepaper.

4. Use Videos for generating the Top-of-the-funnel Leads

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.

5. Using Personalized Email Marketing Campaigns

Using Personalized Email Marketing Campaigns

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 a large number of prospective buyers from their targeted segments on LinkedIn.

6. Website forms

Invite the website visitors to fill out a contact form to learn more.

7. Running Paid Ads Targeting the User-Intent

LinkedIn targeted ads for prospecting

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.

8. Customer Referrals

These are amongst 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.

9. Direct Email

You can use the power of direct emailing to build your user base and enhance your email lists.

10. Gathering leads from the pre-existing Databases

Marketers should often draw leads from pre-existing lists that are often 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.

11. Optimize Your B2B Lead Generation Forms

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.

Wrap Up

LinkedIn is a pioneer business networking website that is not only used for professional networking but also for lead generation. 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 lead generation 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.


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