Let’s understand LinkedIn lead generation by starting with a few interesting stats –
These compelling stats prove that for most businesses, especially B2B, Linkedin is the most effective social media channel which gives its users the ability to build and grow professional networks to reach their potential buyers just with the tap of one button “Connect”.
Lead generation via Linkedin is an integral part of any digital marketing strategy and today we will be discussing – How can it be leveraged to its maximum?
LinkedIn lead generation best practices
1. Identifying your buyer persona
It might sound basic, but according to Hubspot’s report in 2018, 52% of marketers say that they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last.
Hence, it is very important for marketing and sales teams to answer the question – “Who is your buyer?” collectively to reach common ground and minimise wastage of efforts.
Always remember, that having a very broad target audience or a very narrow one – can drive ambiguous and unreliable results. Before defining your target audience using hundreds of filters, always keep one thought in mind – When your potential buyer reads about you and your brand/product, they should think that your existence in the market is to be of service to them and you are exactly what they need, right now. Segmentation of this intricacy drives the maximum results.
2. Linkedin Sales Navigator
With most of the users using Linkedin for marketing or selling their products, Linkedin introduced Sales Navigator back in 2014. However, only since 2018, salespeople have started relying on Sales Navigator as a viable resource for expanding customer relationships, acquiring new businesses and improving productivity.
However, till date, Sales Navigator cannot be used as an only tool for lead generation via Linkedin due to multiple limitations – like outdated information, limited user-base, availability of only personal email IDs as contact information and more. Also, the problem of being able to generate only a small chunk of leads on a day-to-day basis makes it even more difficult to scale.
In such scenarios, using platforms like LeadMi.io helps you leverage all the features available in Sales Navigator and multiple other social media channels. Avail validated contact information and without any audience limitations.
3. Linkedin Lead Gen Forms
In case you are doing Linkedin ads, then the best way to do lead generation would be via Linkedin Lead Gen Forms.
As soon as a person clicks on your Linkedin Ad for downloading your lead magnet, Linkedin Lead Gen Forms take them to an auto-filled form with all the required professional information from their Linkedin profile. The key here is that without any manual efforts from your lead’s end, a validated lead is created in your CRM automatically.
For these forms, Linkedin displays large and dynamic CTA buttons, mostly to make it mobile-friendly. Hence, designing your Ad accordingly will help in deriving the maximum results.
4. Prepare the end-to-end Sales process before beginning
Once you start leveraging Linkedin for lead generation, you get access to potential leads for your business, in abundance. For most of the companies, this becomes a big issue because the sales process is not aligned to its entirety.
The cost of getting back a customer who is already lost, is very high as compared to retaining them. So, plan out your entire sales journey and also the marketing around it for maximum engagement and conversions.
5. Clear and convincing messaging
In today’s social media world, user attention is a scarce resource, making it extremely complicated to get your message noticed. Hence, you have to focus on multiple aspects of your messaging to connect instantly with your buyers and enabling them to relate to your product and showing true value.
An ideal way of doing this is classifying your messages as answers to questions like –
What do you do?
Why do you do it?
How do you do it?
How much does it cost?
If your messaging is answering more than 2 questions at once, then there are very high chances for the potential buyers to not show any interest.
However, if your messaging is answering questions like –
What is in it for your customers?
Why is it better than your competitor?
What results have you produced?
Then the chances of getting an immediate response showing interest are higher.
6. A/B Testing
Test, test and test!
You will never know if your lead generation strategy is providing you with the best results unless you perform multiple A/B tests to find the ideal combination of tools, methods and messaging. Hence, it is always suggested to do A/B testing before finalising your Linkedin Lead Generation Strategy.
If you’re a B2B company, then data and research suggest that you’re most likely to find your potential buyers on LinkedIn. There are several paid and free strategies that will help you find them. Some of these strategies can be tedious and time-consuming. But they help you find hot leads so you can nurture them better.
The key is to push maximum relevant content and measure the ROI with the help of your lead generation tool. This strategy takes all the guesswork out of the box. As a result, you can contact your potential buyers with confidence.
Reach out to LeadMi if you would like to know more!