Jumpstart Your B2B Lead Generation Strategy with these 6 Tips
While you may already have your brand on LinkedIn, you may not be fully leveraging the marketing capabilities on the platform that can significantly enhance lead generation efforts. Recent statistics found that a quarter of all LinkedIn users interact with brand content daily, if not more. It also generates nearly 300% more B2B leads for markets versus Facebook.
Lead generation doesn’t happen by chance. A winning LinkedIn strategy means understanding best practices so you can stand out from competitors. Using a combination of organic and paid strategies can help bolster your marketing funnel and build out your leads.
Let’s take a look at a winning LinkedIn B2B lead generation strategy.
1 | Optimize Your Profile for Engagement
Optimizing your platform simply means tweaking it for the best possible chance of success. Your business page is often the first page a potential lead sees on LinkedIn, so your page should succinctly explain what your business is and why it’s the better choice.
To optimize your business page:
- Create an eye-catching banner with a high-res image of your logo.
- Write your “about us” section using industry keywords and so that it explains what your company does; don’t forget to also highlight key growth or milestones.
- Post organic content to your page regularly (we’ll have more on this later).
- Depending on your business, it might be worth it to build out other pages to further support your main company page, such as a product page or career page.
- Make sure everything is tailored toward making a great first impression on your leads!
Potential leads may also find a personal profile before a company page. This means it’s important that you enable employees to easily build out their personal page on the platform, especially for those in your sales and executive leadership teams who often serve as the face of a company.
Encourage employees to post consistently and offer them easy ways to share content, such as maintaining a list of company posts they can reshare with suggested copy, access to a nice banner graphic for their profile, etc. Be sure to also provide them with your company’s social media guidelines, which should demonstrate how employees should represent themselves and the company. Remember, don’t force anyone to change their personal profiles, but easy access to ideas and materials can help encourage them to be active on the platform!
2 | Maintain a Consistent Presence
The best way to rise in the LinkedIn algorithm is to be an active participant on the platform. What does this mean? It means you should be publishing content, posting comments, and reacting to posts on a regular basis.
Now you don’t need to spend hours on the site or write walls of text to be considered “active.” Even something as simple as giving a thumbs up to a post is enough to increase your profile’s visibility to those who aren’t already following you. Try to also post updates and content during peak times to increase your visibility even more.
Make sure you are balancing both quantity and quality when it comes to your posts. Think about topics that your brand can add value to, fresh perspectives you can add to the conversation, and generally just how to be a thought leader in your industry.
This type of presence is great for both your company page and your employee’s personal profiles.
3 | Share Lead Magnets in a Social-First Way
Some platforms really restrict posts that lead people off the platform, but LinkedIn does not. That means it’s a prime channel for distributing your latest blog posts, webinars, and lead magnets.
Video content is particularly important as it is often one of the most shared forms of content on the platform. So having it as part of your LinkedIn strategy is key. Leveraging other forms of engaging content can also boost your engagements and leads, so share short videos, eye-catching photos, and stellar statistical graphics!
4 | Invest in LinkedIn Advertising
As we stated earlier, a mix of both organic and paid posts can help create a well-balanced LinkedIn strategy. Investing in LinkedIn ads can really boost your leads because the advertising tools are made with lead generation in mind. You can target professionals based on specific parameters such as industry, job title, and company size. It’s important to note that many LinkedIn lead generation ads center around downloadable reports and other lead magnets, so make sure those are part of your advertising strategy here.
Another approach is sponsored InMail messages. These direct messages communicate to potential leads directly and can be used to promote specified products, features, or deals. You can also try the LinkedIn Lead Gen Forms for InMail ads and sponsored content. These allow you to add targeted CTAs (calls to action) to your content, automatically connect messages to potential leads, and measure the impact of lead gen campaigns.
5 | Participate in LinkedIn Groups to Build Relationships
LinkedIn Groups are a valuable way to not only help your company stay active on the platform, but to also build relationships. Participating in these groups can help you learn more about your competitors and how they use the platform, as well as learn what your audience expects from content on the network.
Encourage your senior executives to join and contribute to relevant groups as well, positioning themselves as thought leaders. Before your business or employees share content, be sure to review the group’s rules to ensure promotional posts are allowed.
6 | Measure, Optimize, Repeat
Finally, there’s only one way to really know what is working and what isn’t–and that is to dig into the analytic data. Measure your performance and lead generation efforts. Optimize what is working, dump what isn’t, and then let this inform your strategy going forward.
Final Thoughts
Crafting a winning B2B strategy on LinkedIn is all about optimizing your profile, staying active on the platform, and running with a mix of organic and paid content. If you need help crafting a successful LinkedIn strategy, Tintero Creative would love to help! We create content marketing and social media strategies that tell YOUR story in a way that works with your industry, digital trends, and marketing best practices. Learn how our innovative team can help you succeed and grow online by scheduling a consultation call today!