In today’s world, we are more connected than ever. LinkedIn brings us even closer to businesses and individuals than ever before, this is both good and bad. In the 1990s there was a trend that everyone is connected to someone by Six Degrees of Separation.
Meaning you have a friend of a friend of another friend who knows Taylor Swift! With this ever-shrinking working, that number is now down to 3.5 Degrees.
While this might sound great, it does mean a little bit of bad news for B2B marketers. A smaller world means the never-ending lead generating process has an ever-shrinking window.
How do you find new ways to generate leads? Well, this may come as a surprise to you, but LinkedIn has become an effective tool for generating B2B leads that many businesses have not even started exploring.
Effectiveness of LinkedIn
LinkedIn advertising is an untapped source of marketing potential for brand awareness. In fact, there have been some mind-blowing statistics compiled by Linked to Authority in recent years.
- 51% of companies acquired a B2C customer via LinkedIn
- 93% of B2B Marketers consider LinkedIn to be the most effective site for lead generation
- 80% of LinkedIn members want to connect with companies to enhance their decision making
- 50% of LinkedIn Members report they are more likely to buy from a company they engage with on LinkedIn.
- 64% of corporate website visits originate on LinkedIn
The biggest winner here is that 93% of B2B marketers feel that LinkedIn is the best place to win leads. That means LinkedIn is a generation magnet! However, LinkedIn has been flying under the radar when it comes to finding B2B leads. Utilizing LinkedIn in your content strategy can see substantial lead generation.
This could be due to studies that are not as optimistic as the previous statistics. In data gathered by HubSpot, social media as a whole was not the biggest source of company leads.
While data might show dismal percentages, having social media is part of a well-rounded lead generation strategy. When looking at the graphs, LinkedIn consistently performs the best when it comes to B2B generation, beating out Facebook, Instagram, and Twitter.
So while social media overall isn’t great for lead generation if you’re a B2B company, strategically positioning yourself on LinkedIn can provide a steady stream of leads when used as an advertising platform.
Create A Company Profile
There are currently over 610 million users on LinkedIn. While that may sound like a lot, the truth is, most of their user base is not in the United States. There are about 177 million users from the United States.
If you are not on LinkedIn that means you are missing out on a global audience! You might have used all your leads in your area, but there is a big world out there that is your oyster! All you have to do to get started is to create a company page.
You need to make sure that your LinkedIn profile is compelling, having accurate details, and making sure your “about us” section is clear and concise. Put your industry, and additional information just below the About Us section. This will give your visitors a convenient way to see all your information by being bogged down. You can use this space to put your website URL, but make sure your landing page is compelling on your website.
Be aware that LinkedIn has a character limit much like meta descriptions. You can go over, but if you can create a description that’s under the limit, you’ll be better off. LinkedIn also recommends to include keywords in your description, this will help you appear in more searches.
When you input all this data, your company will start to appear searches, which will lead to potential leads. You will want to make sure that you include your geographical information as well so you can acquire new leads in your area as well.
Content marketing is absolutely vital on any platform, and LinkedIn is no different.
There are over two-thirds of LinkedIn’s users who consider themselves “news junkies,” it will be hard-pressed to find an audience that is more ready and willing to consume your content. Therefore it is vital to have a LinkedIn marketing strategy.
Daily posting on LinkedIn should be a habit you will want to incorporate. Multiple, spread outposts daily will help you reach and engage with your target audience. You should be utilizing different post types when creating your content. You can post an article you wrote, share images, and upload a video.
When posting an article, it is best to share tidbits of the content and include a link to the full blog post. This will also work in your favor if you publish quality content consumers will be directed to your site and be able to consume more articles you write. Getting them “hooked” will increase your click-through rate, and potentially earn you leads.
Whatever type of content you choose to post, Linked to Authority recommends having 5-10 published posts on your LinkedIn Page to bolster credibility.
Matched Audiences Feature
You may have missed the news, but LinkedIn’s ads are more targeted. When using LinkedIn ads, they are now featuring matched audiences and you are able to be highly selective of the audience.
You are able to create sponsored content, regular text ads, and send targeted messages with sponsored InMail.
Using LinkedIn’s Matched Audiences tool will allow you to retarget visitors that are already in your sales funnel. This is an amazing tool for retargeting. Statistics show that 98% of your website’s visitors probably do not convert on their visit.
Because 98% of your website’s visitors probably aren’t going to convert on their first visit. LinkedIn has made the tool more specialized than seen in previous years.
The Match Audiences feature, once set up, will start sending impressions to your pre-existing network, and you can optimize it for your cost per click and conversions. You will be able to know exactly who you are advertising to and adjusting accordingly.
LinkedIn Groups are a way you are able to connect and interact with like-minded professionals in your industry. You can make connections on LinkedIn is by searching for groups in your niche. Groups are where you can create conversations about what’s happening in your life with the people who will appreciate and empathize with the most.
At the start, groups were confusing and jumbled in the search results. However, this is not the case today. Today, when you check out the Groups page, you will see curated highlights.
This is an easy way to see how active your group is. You will get to see which conversations are most active and join in the discussions. Another benefit is that you can discover new groups in your market and be able to join them.
Once in a group, you can have conversations with specific professionals in that circle.
You’ll be able to share ideas, insights, or ask questions of other individuals in your industry.
Just like all other forms of digital marketing, you will need to have an effective marketing strategy. Therefore, InMail is an integral part of an effective advertising campaign in your LinkedIn strategy.
There’s only one downside with InMail, while minor, it is important to note. Email is a paid feature. But what it allows you to do is more than worth the $79 per month. With InMail, you can contact anyone directly on LinkedIn.
InMail response rate is 3x that of traditional email. Think of the possibilities if your response rate tripled! It even has built-in analytics to help you fine-tune your messages:
It’s a powerful way to reach out to prospects and influencers in your audience. You’ll be able to reach out to individuals that you otherwise never would from around the world.
Follow The LinkedIn Marketing Blogs
A great resource to learn about marketing on LinkedIn is the LinkedIn Marketing blog. It is a custom-curated selection of articles specifically designed to help you improve your LinkedIn marketing.
You can go there for advice on how to leverage LinkedIn’s existing toolkit. Following this blog will put you in the know when it comes to updates and new releases. It requires a little bit of daily reading, but it is great to be able to implement new ideas.
Incorporate LinkedIn Ads
LinkedIn members provide the network with detailed information about their professional interests, associations, and skills. This means LinkedIn has exceptional targeting capabilities, allowing you to make laser-focused strategic decisions.
This information can help in incorporating LinkedIn ads into your social media marketing strategy. LinkedIn ads campaign managers are able to use this information to make decisions about daily budgets, types of content and more.
LinkedIn offers several different self-service advertising solutions. Here’s a quick overview when you create your ads:
- Sponsored Content: Amplify your content to reach a wider audience versus when done organically
- Text Ads: These are pay per click (PPC) or CPM (cost per thousand impressions) ads. These will appear on the LinkedIn homepage, profile pages, Groups pages, search results pages, and more. You can set these up on daily budgets to fit any marketing budget.
- Sponsored InMail: Similar to email marketing, but within the LinkedIn ecosystem.
These are just the self-serve ad options. LinkedIn also offers advertising products that you can purchase through an ad platform, or through a LinkedIn marketing partner.
Use The Paid LinkedIn Sales Solutions
With over 610 million professionals on your site, the natural progression would be to create a database that makes it easier than ever to connect. That’s exactly what LinkedIn has done with its Sales Solutions platform.
Sales Solutions will allow you to target, research, and engage with new prospects in one seamless motion.
It does provide flexibility to accommodate any sized sales team. This is a service you have to pay for, LinkedIn claims you’ll be able to land 35% larger deals and be open to 34% more opportunities for your money. You will be open to an account-based marketing approach with data-heavy research tools and much more customization than the unpaid platform.
While there is a shrinking happening in the world today, you will still be able to generate leads for your business. LinkedIn is making more opportunities for B2B lead generation with paid platforms offering personalized InMail, Sales Solutions, and Match Audiences.
We truly believe that LinkedIn will become even more of an integral part of your online lead generation strategy as the platform grows in the coming years.