LinkedIn has long been an effective tool for B2B marketers. However, many companies have struggled with generating solid leads on the platform.
Some businesses use LinkedIn as an inbound platform for marketing to potential customers with the use of paid ads in addition to organic posts. Others simply send connection requests to as many people as possible and flood people’s inboxes with cold messages.
With this in mind, many businesses have failed to grasp the right methods to use when generating high-quality B2B leads on LinkedIn. In this article, we will go over some essential steps to take when generating those all-important B2B leads through this platform.
Optimize Your Business Page
The first step you need to take is to ensure you company page looks compelling and that it is ready for generating leads.
Simply creating a business page and uploading your logo isn’t enough to entice people to your page. You need to take some important steps in order to optimize the page and boost its search visibility on LinkedIn. When someone lands on your business page, you also want to ensure that all of the information they need is visible, as well as the details on how to find out more about your company.
Below is a list of ways to boost your business page on LinkedIn:
- Upload a high-quality and informative cover image
- Provide up-to-date information in your company description
- Use keywords in your bio by listing the services you offer in the specialties section
- Choose the right call to action, depending on what you want potential customers to do
- Add your company location to your profile (add multiple locations if necessary)
- Add showcase pages to show off each section of your company
- Claim a custom URL for your business page
- Pin your most popular post at the top of your feed
- If you use LinkedIn groups to build a community, add these as featured groups
- Add three allowable hashtags to boost your page’s presence
- Invite all of your connections to follow your business page for initial growth
Optimize Your Personal Page
Your business page is not enough on its own to reach your target audience. If you want to generate some quality leads, you must also rely on your personal page to help you along the way. Your personal profile will attract people and help to motivate them to follow your business page. With this in mind, it’s important to keep your LinkedIn personal page up to date with all of your latest accomplishments to help draw in professional connections.
In addition to keeping your personal profile optimized, you should also encourage other members of your business staff to keep their pages up to date. Try to get everyone to share relevant content regularly to help build the credibility of your company and gain a trusting audience.
Grow Your Connections
Once your pages are completely optimized, it’s now time to start building those all-important connections.
While it may be easy to build your connections by flooding people with connection requests, this is not a sustainable method and not a great way to build genuine connections. While your connections may increase, your engagement is likely to stay the same unless you connect with the relevant audience.
The more relevant your connections are, the higher your engagement rates are going to be. If your engagement rates are higher, more relevant people are going to see your content and want to connect with you.
This is a great way to grow an organic, relevant audience and a great way to bring in potential leads. In summary, focus on generating quality connections rather than aiming for quantity.
Share Relevant Content Regularly
If you want to build brand awareness on LinkedIn, you must be consistent with generating industry-related content. Choose content that is meaningful and that will add value to your target audience.
This quality content will help you to create a powerful image for your brand and you’ll be remembered by your target audience as a credible source of news and information within your field. Plus, you’ll be seen as an expert in your field.
With LinkedIn, you can create posts that include videos, images, and documents, so you can share many different types of information. You can also publish reports, insights, and case studies focussed on your products and services. SEO-friendly articles can help you rank high on Google and will help you attract more potential customers.
Retarget Website Visitors
One of the best ways to make use of paid ads on LinkedIn is to retarget your website visitors to your LinkedIn page with relevant content based on what they have been looking at on your website.
This strategy means that visitors who have recently already found your website or visited your service or product pages, can see additional content from you. This will make them more likely to interact with your brand since they’ve been on your website before. Reaching these existing potential customers and providing them with more information is more effective in terms of getting them to convert than reaching random LinkedIn users.
Similar to the likes of Facebook Ads, LinkedIn also has an ad platform that can track visitors to your website via their tracking code and then allows you to retarget these visitors through your paid ad campaigns.
Are You Ready to Generate High-Quality B2B Leads on LinkedIn?
LinkedIn is a professional business networking platform. It’s the best possible online platform for generating high-quality B2B leads.
Regardless of your business niche, there are users out there who are bound to be interested in your products and services. This is why it’s important to leverage the use of this platform for raising brand awareness and showing the world what your business is capable of. There are currently millions of members on LinkedIn. If you implement the above strategies for lead generation, you will surely see a lot of growth in the number of leads that convert for your business.