Utilizing LinkedIn as a lead generation tool

Any business-to-business (B2B) organization looking to boost its customers and sales numbers should not overlook the power of LinkedIn as a lead generation tool. With the right strategy and tactics, this social media platform could lead your marketing process to success.

After all, LinkedIn is the only social media that enables you to reach a network of decision-makers from millions of companies around the world.

What is lead generation?

Lead generation is the marketing process of generating consumer interest for a product or service with the goal of turning these leads into sales.

The goal of lead generation is not just to attract more leads – it’s to attract the right ones. You can tell a lead generation strategy is effective when a large percentage of leads convert into paying customers.

LinkedIn as a lead generation tool

An effective lead generation strategy is vital to growing your business and customer base. For B2B marketing, especially, marketers use a variety of lead generation strategies to attract customers and boost sales.

Other tactics may work better than others, as these depend on your brand and target audience. Businesses use webinars, whitepapers, emails, paid ads, and customer referrals for lead generation. However, the most common tactic would certainly be social media.

Whether through organic or paid social media marketing, we cannot deny the success of social media as a lead generation tool.

For this article, we will focus on the use of LinkedIn as an effective lead generation strategy, especially for B2B marketing.

How to utilize LinkedIn for lead generation

Did you know that 80 per cent of B2B marketing leads from social media came through LinkedIn? LinkedIn is Fortune 500 companies’ most-used social media platform, and 40 million of its users are decision-makers in their respective businesses. It only makes sense to exert an exorbitant amount of effort to your LinkedIn lead generation.

But how do you do that? How can you utilize LinkedIn for lead generation?

Through lead gen forms

LinkedIn’s lead gen forms collect leads from your ads with pre-filled forms. As soon as members submit a lead form, they’ll be automatically connected to your website (or another destination of your choice) where they can see more of your content and offerings. With lead gen forms, you can access your leads in your preferred marketing automation platform.

Through message ads

Message Ads sends private messages to your prospects through LinkedIn’s messaging environment. Message Ads can help you generate leads through event invitations and downloadable content.

To utilize Message Ads, make sure to use banner images that grab attention and take a personalized approach. Using bullet points for your message is an efficient format for this ad.

Through publishing content and joining groups

Before you publish articles and daily updates, make sure that your posts are public. Posting on LinkedIn is a great way to build your credibility as an expert in your industry. It also works as organic advertising.

The more posts you publish, the better chances of your profile showing up on your connections’ LinkedIn timelines. Take this as an opportunity to link to your website, newsletters or other social media accounts.

Further, joining groups with other people from the same industry is an excellent venue to network with potential leads. Take your time in building connections and relationships and focus on building a great reputation.

Avoid bombarding or making any type of offerings and pitches as soon as you join the group.