4 LinkedIn Lead Generation Tactics You’re Missing Out On
May 19, 2022
Using LinkedIn for lead generation has become a staple of B2B marketing. Given that business owners and decision-makers use LinkedIn for networking, self-promotion, job hunting, and more, it’s an ideal platform on which to reach them. It’s kind of a no-brainer, right?
Despite this, many businesses fail to use LinkedIn to its full potential simply because their lead generation tactics are flawed, rendering them ineffective. Most B2B marketers have a run-of-the-mill approach to building a professional-looking profile and sharing branded content, waiting patiently for clicks which rarely (if ever) become leads.
If you’re serious about (finally) getting meaningful results from your LinkedIn lead generation initiatives then keep reading.
Why You Need LinkedIn Lead Generation
There are several reasons why LinkedIn has earnt a place within every B2B marketer’s arsenal of go-to lead generation channels.
It’s a Gold Mine of B2B Contacts
What makes LinkedIn unique is that it’s designed specifically for the professional crowd. Unlike social networking sites like Facebook and Instagram, LinkedIn is built for users who want to expand their professional network and form valuable business connections.
It’s also the home of 2.8 million B2B decision-makers and 280,000 C-suite executives who sign in regularly. These are contacts who won’t be easily annoyed by a torrent of business topics and outreach efforts from several vendors.
Add to this the 550 million professional users on the platform and B2B marketers have a very exciting opportunity on their hands.
It’s Packed with B2B Lead Data
As a B2B lead generation platform, LinkedIn can provide marketers with high-quality data that’s hard to find on other social networks. Marketers can find a person’s company, experience, and position directly on their profile page.
Also included are details about a user’s interests, from the influencers they follow to the groups they’ve joined. Furthermore, additional information like the causes they support, the schools they attended, and their latest projects can be valuable details when building rapport.
It Allows You to Be Part of the B2B Buyer’s Journey
Building an authoritative presence on social media platforms like LinkedIn is a great way for vendors to become part of the B2B buyer’s journey.
Since LinkedIn is home to B2B users, business-related content—from news articles to white papers—will be warmly received. These materials are highly sought after by B2B buyers looking to research suppliers.
4 Ways to Use LinkedIn for B2B Lead Generation
Here are the tactics B2B businesses can use to generate quality leads through LinkedIn:
- Create B2B Buyer Personas
The first step in any lead generation strategy is to create detailed buyer personas that help businesses deliver personalized marketing campaigns.
B2B leads are more likely to convert into paying customers if vendors can provide them with personalized experiences that address their specific needs.
With buyer personas, B2B marketers and salespeople can ensure interactions are tailored to each lead’s motivations, business goals, budget, and other demographic and firmographic categories.
Be sure to use flexible segmentation and incorporate unique criteria, such as predictive behaviors and technology installs, to identify your hottest buyers. Use this on top of the wealth of B2B customer data you can mine from LinkedIn to create laser-targeted buyer personas.
- Use Content Syndication to Attract In-Market Buyers
Content syndication is the process of republishing and sharing valuable content to raise brand awareness, increase demand, and win more leads.
On LinkedIn, content syndication can be done in two ways.
First, you can republish using the built-in article editor and paste content from your blog. Second, you can share existing content to your LinkedIn activity feed or highlight it as a featured post on your profile.
Be sure to syndicate content that aligns with your buyer persona’s objectives. You can also use behavioral insights that use buyer intent signals to help you decide the best time to reach out to prospects.
For example, B2B contacts that ask questions or engage with your content—either by liking or sharing—indicate strong interest. Help those who are in the awareness, interest, and consideration stages of the funnel by providing educational content, while reaching out to those who are clearly in the intent and evaluation stages.
- Build Your Relationship Early and Monitor Buyer Behavior Data
LinkedIn content syndication, lead generation ads, and content sharing can help inject a business’s name into a B2B decision maker’s sphere of awareness. But unless you build on this relationship, there’s no reason for prospects to choose you over alternatives.
To win a B2B lead’s trust, marketers need to start early—way before reaching out to make a pitch. On LinkedIn, you can cultivate relationships by doubling down on relevant content sharing and engaging prospects through activities like:
- Commenting on their posts
- Liking or sharing their posts
- Joining and participating in their groups
Regular engagement generates buyer behavior data, which can help B2B businesses with the lead qualification process.
Lead qualification frameworks like CHAMP, BANT, and MEDDIC can help B2B vendors find in-market buyers. These provide questions that help businesses qualify leads for marketing and sales initiatives.
To maximize the quality of your leads, don’t just rely on contact validation to qualify the leads entering your pipeline. Use platforms that monitor engagement verification signals, along with the recency of their engagement, to increase your connect rates and fortify your pipeline with leads that have a strong purchase intent.
- Use Survey-Based Lead Generation
LinkedIn has a whole gamut of marketing solutions businesses can use to reach B2B leads.
The platform allows marketers to diversify their strategies to fit their lead’s preferences. They can create text ads, video ads, and message ads—all precisely delivered using LinkedIn’s advanced ad targeting features.
B2B companies can also use LinkedIn to share survey links or create polls to calibrate their lead generation efforts.
Survey-based lead generation lets marketers take advantage of up-to-date audience insights. This enables them to determine and serve the best content to accelerate the prospecting and sales processes.
The Importance of Starting with Quality Leads
LinkedIn may be a powerful lead generation platform, but there’s still a tremendous amount of work to be done, especially for B2B businesses.
Be prepared to sink countless hours into researching, marketing, and reaching out to B2B leads.
If you want faster results, let DemandScience help you accelerate the time-consuming aspects of B2B lead generation—propelling you towards your end goal.
PurePredict, for example, lets you incorporate content syndication with predictive intent analysis to generate in-market leads. You can also track and monitor technology insights, like installs, to create winning competitor displacement campaigns.
To learn more, contact us here or book a free demo today.