Linkedin is one of the best lead generation sources available to the B2B sector. If you want to increase your monthly website traffic and inbound lead count, then you have to be utilizing Linkedin.
There is so much lead generation potential on Linkedin. By just posting valuable, relevant, and engaging content and connecting with both potential prospects and those who can refer your business to others, you can increase your sales efforts.
How to use LinkedIn for B2B lead generation
If you need some help in your inbound marketing efforts – here is the ultimate guide to Linkedin lead generation for B2B companies.
Linkedin – What You Need to Know
Let’s start with a quick intro to Linkedin as a lead generation service for those of you who aren’t already actively using the platform.
Linkedin for B2B companies is all about connecting with other professionals in your industry and sharing valuable content which could lead to new business. Since Linkedin is the largest online professional network there are plenty of people to connect with. Be it potential customers, partners, or other people who could refer your company to new prospects.
If you do it right, Linkedin lead generation can lead to increased website traffic through embedded links in your content, inbound messages from prospects, and referrals.
Even with the free version of Linkedin, you are able to use the search function and look for people based on job title, industry, and geography as well as a handful of other filters.
Those wanting to do some serious prospecting will need to upgrade to Linkedin’s Sales Navigator which has 30+ search filters to laser in on your ideal prospect.
Getting Started With Linkedin Lead Generation for B2B Companies
When marketing B2B products and services you have to be considerate of not only what you post, but also when you publish it. It’s best to find a time that works for you and post at that same time each day. It should be a time that gives you the best chance of reaching your target audience which will drive engagement on your posts. The more engagement your content receives, the more people will see it. This in turn leads to increased inbound traffic to your inbox.
So figure out when your target audience is pursuing through Linkedin and make that your daily posting time. It may take a few weeks of trial and error with posting at different times of the day, and posting various types of content (video, text, polls) to figure out what works best for your Linkedin lead generation strategy. The main thing is to be consistent. It’s better to be consistent and reach a smaller audience than to be sporadic and reach a larger audience of people who aren’t intentionally looking for your content.
Get the Most Out of Linkedin Groups
Linkedin groups are where people with similar interests gather to discuss their businesses, industries, problems and share valuable content. You can browse through the group’s page to find the ones that are right for you. The more groups you join, the better your chances are for getting the word out about your products and services. This will also help your Linkedin profile look interesting as well as connected (more connections and followers) which will influence potential leads who are browsing through your profile.
You should try to engage with other group members because they may be in need of your services or know someone who is. Referrals can sometimes be worth more than actual leads.
What Kind of Content Should You Share?
Use the 80/20 rule when deciding what kind of content you should share. This is the philosophy that 80% of your outputs will be created by 20% of your inputs. In other words, don’t overdo it. LinkedIn users are not here to read a novel about your latest products or services. Try instead to write something interesting that your target audience can benefit from reading like a quick “5 ways to create solid Linkedin content.” Numbered quick tips actually perform quite nicely on Linkedin. Sharing honest, personal, and valuable thoughts might just spark a conversation with your next customer.
What Kind of Benefits Does B2B Linkedin Lead Generation Bring?
Increased monthly traffic to your website and incoming messages from prospects and those who want to refer to your business are the two biggest benefits of Linkedin lead generation. Here is a closer look at these benefits.
1. Increased Website Traffic
As you are creating content and sharing it both on your own profile and with your Linkedin groups, people will start to discover your business. Some of them will inevitably end up on your website, especially if you are embedding links to your website in your posts. This will increase your monthly website traffic. The more website traffic you receive, the better your chances of prospects contacting you or purchasing your products and services.
It’s best to create a landing page that is conversion-driven and then lead your target audience there via an embedded link in your content.
2. Inbound Messages
One of the major benefits of Linkedin lead generation comes when you are posting consistent, relevant, and valuable content. If you are creating the right content that is reaching the right audience, then you’ll start to see inbound messages from interested prospects and those who want to refer to your services. Inbound conversations with potential leads through Linkedin are much more likely to lead to closed deals than your cold outreach. An inbound message from a prospect already shows that they are interested. All you have to do is be helpful in solving their problems. Chances are if they are reaching out to you, they think your business could be the solution.
3. Linkedin Paid Ads
It’s important to note that these Linkedin lead generation strategies and benefits are not focused on Linkedin paid ads. Those are incredibly beneficial to your lead generation, but they come at a higher cost than creating free content and connecting with prospects.
That being said, if you really want to boost your Linkedin lead generation efforts, you need to combine your content strategy with a Linkedin paid ad campaign. Check out this blog for more info on Linkedin paid ad campaigns.
Do You Need More Inbound Leads?
Do you need more inbound leads? Or maybe some reliable guidance from experts on how to increase website traffic and connect with potential customers who are ready to buy? Impactable can help! Our Linkedin lead generation services are used by over 1000 companies worldwide who regularly book meetings with Fortune 300 companies like Visa, PayPal, and Nike.
Contact us today to get started!
