Advanced LinkedIn Strategies to Drive Lead Generation

At 575+ million users, LinkedIn is the largest social media network for business professionals. When used correctly, LinkedIn provides access to millions of users. However, these aren’t just regular users. Many are influential, high-level executives. These are the types of users most businesses target in their B2B marketing campaigns.

B2B marketing is all about making the right connections and developing meaningful relationships. Unfortunately, many people find this difficult in today’s fast-paced world. It’s not enough to simply send a message and hope for a response. Business leaders must deal with massive amounts of spam every day. Making your message stand out above the rest takes skill and practice. This is why it’s so important to have a LinkedIn B2B marketing strategy in place.

Using LinkedIn Features to Generate Leads

LinkedIn is packed full of features designed to allow you to promote yourself and your business. LinkedIn adds new features all the time. Each update provides more ways to connect with potential clients. However, as updates occur, older features become less effective. This means that what used to work for your business, probably doesn’t work anymore. It’s important to adjust your lead generation strategy to adapt to LinkedIn updates.

At Arlington SEO Company, we’ve spent years learning what works and what does not when it comes to lead generation. Our team has extensive experience working with LinkedIn and has created successful B2B paid marketing campaigns across a variety of industries. Through our experience and research we’ve discovered the best LinkedIn features for B2B marketing include:

• LinkedIn Groups
• LinkedIn Ads
• InMail and Sponsored InMail
• Video Posts
• Client recommendations

While LinkedIn Groups used to be a place for spam and ads, new updates have made these groups ideal for marketing. Changes include the ability to post videos, tag users, reply to comments, and view content from your groups in your home feed. If you haven’t already, now is the time to join or start a LinkedIn Group.

LinkedIn Ads

Although potentially more expensive than Facebook Ads (depends on your vertical), LinkedIn Ads allow you to target your ads at your intended audience. You can target users by industry, title, education, experience, revenue, company size and much more. This improves the effectiveness of your B2B marketing. No other online advertising platform can get this granular with professional users. For B2B marketing, LinkedIn is an important component in any company’s marketing mix.

LinkedIn Ads work best when combined with Website Demographics. This new feature allows users to see exactly who is visiting their website. This is also known as Retargeting or Remarketing. This allows advertisers to tailor their message and their marketing efforts towards the right audience.

LinkedIn InMail

LinkedIn’s InMail feature allows users to contact 2^nd and 3^rd degree connections. This is different than the standard messaging feature, which only allows users to contact 1^stdegree connections. InMail is only available to paid LinkedIn users, but is well worth the investment. You can also choose to use Sponsored InMail, a paid service that allows users to send messages to a specific audience.

Video

Video is an extremely effective marketing tool. Fortunately, LinkedIn now allows users to upload videos. This is great news for anyone looking to improve their marketing strategy in 2019. Companies are now able to run video ads that drive growth at every stage of the sales-cycle. Businesses are able to tailor their video campaigns to build brand awareness, drive website traffic, or generate leads. Engage decision makers with video ads in LinkedIn feeds on desktop and mobile devices.

Content is Crucial

LinkedIn is one of the best platforms for content writing.  The platform allows users to build name recognition for their company which can enable lead generation. Users should post frequently enough to be noticed by their intended audience. But beware, LinkedIn uses algorithms that determine what posts/content shows up on their updates. Posting too frequently can damage your impression numbers. When posting content, make sure you add a visual to your post to make it stand out.

Optimize Your LinkedIn Profile

In order to connect with the right people, you need to make sure they can find you. A little optimization goes a long way when it comes to your LinkedIn profile. Every section of your profile should explain why your intended audience should work with you. When updating your profile, avoid using “we” and use search-rich keywords in every section.

Targeted Searches

Take advantage of LinkedIn’s targeted search feature when searching for prospective clients. After entering a general keyword, LinkedIn provides a series of filtering options at the top of the search results. This allows you to narrow your search by location, industry, connection type, title keywords, and more. The connection type filter is especially useful. Choosing 2^nddegree connections allows you to reach out to users that have mutual connections. These users are more likely to accept your request than users without any connection at all.

Let Users Know Why They Should Connect

Once you’ve found potential clients, it’s time to connect. While you might be tempted to simply send out a lot of connection requests, this isn’t always effective. You need to let your prospective clients know why they should connect with you.

Instead of simply sending a request, send a personalized message explaining the value of connecting. This doesn’t mean you should send a sales pitch, but rather a well-written message about the value you can offer their business. For example, you might want to offer a suggestion for fixing an issue you noticed on their website. You could also send them a link to an article you recently posted about a question they asked on LinkedIn. This type of approach builds trust and proves to your prospective client that you could benefit their business. Once they realize the value of your connection, they are more likely to connect and remember you when they require a service you provide.

Utilize Automation When Possible

As more people realize the benefits, automation is quickly becoming more standard in marketing. On LinkedIn, the right automated marketing program  can automatically send connection requests and respond to simple inquiries. While automation can save users time and simplify marketing efforts, it can’t handle everything.  This type of approach requires a certain level of human interaction. LinkedIn users that take advantage of automation will still need to provide answers to more detailed questions.

LinkedIn provides access to numerous users. The right LinkedIn B2B marketing program can help generate leads. This is crucial to success.

If you have questions or need help developing an effective lead generation strategy, Arlington SEO Company can help. We have years of marketing experience and understand how to reach prospective clients in new and meaningful ways. Please contact us for more information about implementing a LinkedIn Lead Generation strategy.

So, now that we know that LinkedIn is a powerful platform for lead generation, especially for B2B businesses. By using advanced strategies, you can effectively reach decision-makers, generate high-quality leads, and foster valuable business relationships. Here is some additional information on advanced LinkedIn strategies to help drive lead generation:

1. Optimize Your Profile for Lead Generation

Your LinkedIn profile is the first impression many prospects will have of you, so it needs to be fully optimized for lead generation.

How to do it:

• Craft a Compelling Headline: Your headline should reflect the value you offer, not just your job title. For example, instead of “Marketing Manager,” use something like “Helping Businesses Increase Revenue through Strategic Digital Marketing.”
• Optimize the Summary Section: Focus on your target audience and explain how you solve their problems. Include a call to action (CTA) with contact information.
• Include Media and Case Studies: Showcase your expertise by adding presentations, videos, or case studies of successful projects.

2. Use Advanced Search Filters and Boolean Search

LinkedIn’s advanced search filters and Boolean search techniques can help you narrow down your ideal leads based on specific criteria, such as job title, industry, and location.

How to do it:

• Use Boolean Operators: Combine terms with operators like AND, OR, and NOT to refine your search (e.g., “Marketing Manager” AND “B2B” NOT “Retail”).
• Save Your Searches: Once you’ve created a detailed search, save it to track new profiles that match your criteria.

3. Leverage LinkedIn Sales Navigator

LinkedIn Sales Navigator is a premium tool designed for advanced lead generation. It provides deeper insights into your target audience and offers additional search and filter options.

How to do it:

• Target Decision-Makers: Sales Navigator helps you find the right prospects by offering more precise search filters (e.g., company size, seniority level).
• Track Lead and Account Activity: Use the tool to track prospects, receive alerts when they post updates, and engage with them when the timing is right.
• InMail Messaging: Use LinkedIn InMail to directly contact prospects with personalized messages, even if you’re not connected.

4. Engage in Industry-Specific LinkedIn Groups

Joining and actively participating in LinkedIn groups relevant to your industry can help you connect with potential leads and position yourself as a thought leader.

How to do it:

• Share Valuable Content: Regularly share informative articles, insights, and updates that are valuable to the group. Avoid sales pitches; instead, focus on providing solutions.
• Engage with Group Members: Comment on other members’ posts and participate in discussions. Building relationships within these groups can lead to warm leads over time.
• Start a Group: If you’re in a niche market, consider creating your own LinkedIn group where you can foster a community around your expertise.

5. Publish Long-Form Content and Articles

LinkedIn’s publishing platform allows you to post long-form content that can showcase your industry knowledge and draw in potential leads.

How to do it:

• Write Thought Leadership Articles: Publish articles that address pain points, industry trends, or innovative solutions that your target audience is seeking. Thought leadership builds trust and can attract leads.
• Include a CTA: At the end of your articles, include a clear CTA, such as a link to your website, downloadable content, or a request to connect.
• Repurpose Existing Content: If you have a blog or other content assets, consider repurposing them for LinkedIn’s publishing platform.

6. Use LinkedIn Ads for Targeted Outreach

LinkedIn Ads can be highly effective for reaching specific B2B audiences. The platform allows you to target ads based on demographics such as job title, company size, industry, and more.

How to do it:

• Use Sponsored Content: Promote your content, such as blog posts or whitepapers, to targeted audiences. This helps raise awareness and drive traffic to your website or landing page.
• Leverage Message Ads: Message Ads (formerly InMail ads) allow you to send direct messages to targeted prospects. Personalized messages sent to the right audience can drive engagement and lead generation.
• Retarget Visitors: Use LinkedIn’s retargeting options to show ads to people who have previously visited your website or engaged with your content.

7. Personalize Connection Requests and Messages

When reaching out to potential leads, a generic connection request or message is unlikely to generate interest. Personalizing your approach can make a big difference.

How to do it:

• Research Prospects Before Connecting: Review their profiles, activity, and content they’ve posted to understand their interests and challenges.
• Send Tailored Messages: Personalize your connection requests by referencing something specific about their profile, such as recent achievements or shared interests. A personalized message is more likely to get a response.
• Offer Value in Your Message: Instead of asking for something right away, provide value upfront, such as offering a useful resource, article, or insight that can help your prospect.

8. Create and Share High-Value Content

Content is key when it comes to establishing credibility and drawing in leads. Regularly sharing high-quality, relevant content on LinkedIn will keep you top-of-mind for potential leads.

How to do it:

• Post Consistently: Regularly share content such as industry insights, tips, case studies, or webinars. Make sure it’s relevant to your target audience.
• Use LinkedIn’s Native Video Feature: Videos tend to get more engagement than text posts. Use LinkedIn’s native video feature to post product demos, behind-the-scenes looks, or quick tips.
• Promote Downloadable Resources: Share downloadable lead magnets, such as eBooks, whitepapers, or templates, to capture contact details.

9. Leverage Employee Advocacy

Your employees can be powerful brand ambassadors. By encouraging them to share your company’s content with their own networks, you can expand your reach and generate more leads.

How to do it:

• Create Shareable Content: Provide your team with valuable content they can easily share, such as blog posts, industry insights, or event announcements.
• Encourage Engagement: Ask employees to like, comment, and share your company’s posts. This boosts visibility and helps position your business as a thought leader.

10. Host LinkedIn Events and Webinars

LinkedIn allows users to create and promote events directly on the platform. Hosting webinars or live events on LinkedIn can generate interest from potential leads and allow you to engage with them directly.

How to do it:

• Create an Event: Use LinkedIn’s event feature to promote a webinar or live event that addresses the pain points of your target audience.
• Promote to Your Network: Share the event with your connections, relevant groups, and through LinkedIn Ads.
• Engage with Attendees: During the event, interact with participants, answer questions, and follow up with attendees afterward to turn them into leads.

Conclusion

By using these advanced LinkedIn strategies, you can significantly enhance your lead generation efforts. Personalizing your outreach, leveraging tools like Sales Navigator, and consistently sharing high-quality content will help you build meaningful connections, position yourself as an industry leader, and drive more qualified leads for your business.