For years, LinkedIn was a bit of a paradox for B2B marketers.
On the one hand, you absolutely had to have a presence on this social media platform. It was the one place online you could be sure your prospects visited. Everyone has a LinkedIn account, even if they’re not incredibly active on it.
On the other hand, LinkedIn’s advertising platform used to seem as though it was designed as some kind of cruel practical joke. Even though the site had all of your leads listed with a ton of valuable information about them, ads featured next-to-no helpful features and costed a small fortune. You would have been better off paying for a billboard outside your prospect’s office.
Fortunately, that’s changed. Today, if you know what you’re doing, LinkedIn B2B lead generation could easily be one of your company’s best investments.
3 Tips for Getting Started with LinkedIn B2B Lead Generation
Over time, you’ll learn how to modify your company’s LinkedIn B2B lead generation strategy to best serve your unique goals.
For now, concentrate on just getting started by using the following tips. The sooner you are able to put a strategy into place, the sooner you can turn it into a force multiplier for your marketing budget’s ROI.
1. Focus Your Company’s Page on Lead Generation
This may be a beginner’s tip, but it’s also one that 99% of companies seem to miss completely.
If you look at most company’s LinkedIn accounts, it’s as if they’re trying to put you to sleep. A lot of them are literally the About Us section from their website cut-and-pasted into the account. It’s all accurate information, of course, but who cares? If it’s not generating leads for the company, it’s not making any difference.
Do not make this simple mistake.
Instead, turn your company’s profile into a lead generation machine.
Use your header image to show off what you do. Include engaging content like testimonials or even advertise that you have case studies in your profile.
Follow through with your company description. Use this space to pitch what your B2B business has to offer. Remember, only about the first two lines are displayed until a lead clicks, so make them count.
2. Use Content to Gain Social Proof
Content marketing isn’t just for your B2B company’s blog. You can also share those posts on LinkedIn. In fact, you should be sharing them and even creating unique posts on LinkedIn as much as possible.
There are two reasons for this.
First, if your post resonates with a lead, that may be all it takes to have them visit your website and reach out about possibly becoming a client.
Second, the more your posts generate interests from your LinkedIn following, the more likes, comments, and shares you’re likely to receive. Not only will that feedback help to increase the exposure of your piece, but it will also go a long way toward building up your social proof.
When it becomes clear to prospects on LinkedIn that your company is viewed as an authority, LinkedIn B2B lead generation will become much easier.
Also, keep in mind that you don’t have to limit your efforts only to content you’ve actually created. Unlike your actual blog, you can share others’ content on your LinkedIn account and simply offer a few sentences of commentary.
3. Create Separate Showcases for Each Segment
Another tragically overlooked opportunity for LinkedIn B2B lead generation is their showcase pages. Even though they’ve been around since 2013, most companies don’t take advantage of them.
In short, these are subpages you can add to your company’s profile to promote any subsidiaries. However, even if your business doesn’t have any official subsidiaries, you can still use showcase pages to market your company’s different initiatives and business units.
For example, if your accounting-software company serves the needs of small businesses, medium businesses, and enterprises, you could create a showcase page for each. This specificity will draw more interest and automatically segments your audience right from LinkedIn.
LinkedIn B2B Lead Generation
LinkedIn B2B lead generation could become one of your company’s highest ROI investments, especially because all of the above tips are free. So, even if you’re still not ready to dedicate any amount of your budget to LinkedIn ads, this social-media platform could still be a goldmine.
For best results, add Hushly to the mix. Use LinkedIn to drive traffic to your site and then let our software turn those visitors into qualified leads. We’re so confident in what we’ve built that we actually guarantee lead generation and ABM conversions will increase by at least 51%.