If you’re on LinkedIn, it’s probably not just to reconnect with old colleagues or give out a few likes. LinkedIn has become a real business tool. Nowhere else can you connect with professionals and decision-makers in such a targeted way. But how do you make new contacts there without coming across as clumsy? And which strategies really work? We have the answers.
What is a lead?
A lead is a person or company that shows interest in what you have to offer. This can take various forms. For example, downloading a white paper, registering for a webinar, or even requesting further information about your offering. In short, a lead is someone who could potentially become a customer.
What does lead generation mean?
Lead generation means drawing the attention of precisely these interested individuals to your offering. You should guide them step by step toward a potential purchase decision. This can be achieved through good content or targeted advertising, for example. Ultimately, it’s about building trust and making the next step – such as making contact or arranging an initial meeting – as easy as possible.
Why generate leads via LinkedIn?
LinkedIn is THE platform for connecting with other people, whether in the B2B or B2C sector. Three strategies have proven particularly successful:
- Inbound: Build trust and attract interested parties with high-quality content. Blog articles, LinkedIn posts, and webinars are popular formats you can use to draw attention to yourself.
- Outbound: Directly address potential leads through targeted networking and social selling.
- Paid ads: Expand your reach and gain qualified leads via forms or landing pages with LinkedIn ads.
The best tips for generating leads via LinkedIn
Want to get started with lead generation via LinkedIn as quickly as possible? We’ve put together the best tips for you:
Create relevant content
Your ideal customer profile (ICP) should be the basis for all content. What are the challenges facing your target group? What solutions do you offer? Whether technical articles, case studies, or infographics, your content should always deliver added value.
Offer an appealing lead magnet
A white paper, checklist, or free webinar—these types of content help bring leads into the sales funnel. It is important that the offer meets the expectations of your potential customers. A promising title alone is not enough; the content must be convincing.
Optimize your lead form
The fewer hurdles, the better. Ask for only the information that is really necessary to increase the conversion rate. If possible, use LinkedIn Lead Gen Forms, as these automatically pre-fill user information.
Test different approaches
Every target group reacts differently. Therefore, test as many different pieces of content as possible. Be sure to pay attention to metrics such as click-through rate, conversion rate, and cost per lead. These KPIs will help you understand what your potential customers are interested in and enable you to continuously optimize your campaigns.
Use retargeting strategies
Not every lead will become a customer right away. Retargeting campaigns allow you to re-engage interested parties. With additional content, you can ultimately convince even those who need more time to make a decision to make a purchase.
Automate your lead nurturing
But beware: the real work only begins once a lead has been generated. Automated email flows or personalized messages via LinkedIn help maintain interest and move the lead to the next stage in the sales process. It’s like a relationship that needs to be nurtured constantly.
Last but not least: be patient and consistent
LinkedIn lead generation is a long-term process. Don’t lose patience. Not every contact will immediately become a paying customer. Continuous interaction is the key word. And with valuable content and targeted approaches, you can build lasting trust.
How does this benefit your company?
Without leads, there is no business. It’s not just about placing random ads. You need to see the people behind the customers and address them specifically. This will help you build a long-term pipeline of potential customers and increase the likelihood that an initial contact will turn into a real deal. Implement the above strategies consistently. Then you can use LinkedIn targeted and efficiently for lead generation and achieve lasting success.
