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LinkedIn lead generation blog

In this blog we write about LinkedIn lead generation. We help our clients with there outreach on LinkedIn and turning conversation’s into warm leads and clients for their business. We do that with an outreach directly on LinkedIn or with email marketing when we want to go fast. Next to these outbound marketing strategies we attract clients with inbound strategies as LinkedIn Advertising and powerful content syndication campaigns. We offer DFY services and can train your team do execute these strategies (partly) for themselves.

About LinkedIn

It should be no surprise that LinkedIn is the perfect platform for generating leads. LinkedIn has over 400 million business users and great ways to reach them. You can also reach your target group perfectly to ensure more leads, more sales, and more turnover. On our LinkedIn lead generation blog we regularly keep you informed of the latest developments and important things you need to know to get the most out of your social advertising. So be sure to follow this blog. However, we’ll start with the basics here. These are the most important steps to get more leads from LinkedIn.

Advertising on LinkedIn simply means getting more leads

Advertising on LinkedIn works. Statistics don’t lie. Companies and professionals who advertise on LinkedIn get up to 80% more leads. Lead generation is the lifeblood of every professional and every company. New business and turnover don’t just happen. That is why it is so important to take care of leads.

Lead generation is all about relevance

Generating leads is not easy. What really helps is when you show your message to the right people. Warming in can make a huge difference. This does not mean people and companies you already have a connection with, but the way you enter. Nobody likes to be approached with an irrelevant message or a proposition that is simply not interesting. Betting on lead generation via LinkedIn is interesting because of the extensive target options. With the right strategy, you send the right message to the right target group. This significantly increases your chance of getting leads.

Generate qualitative leads via LinkedIn

Generating qualitative leads through LinkedIn is possible with the right strategy. That strategy doesn’t have to be complicated at all, and you don’t have to be a seasoned sales professional to ensure good results. Countless entrepreneurs, from freelancers to big business owners, advertise on LinkedIn. These are really not all sales professionals. Generating qualitative leads is mainly about thinking logically and linking the right message to your target audience. In general, to be successful, you need to go through three steps: define and find your customer, reach your customer, and activate your customer.

Advertising on LinkedIn is a logical step for every business user. The platform is specially designed with business in mind. For people who are not completely familiar with the platform, LinkedIn may still be a kind of online CV and job posting site. Nothing is less true. LinkedIn is used by millions of users to find new customers, find new products and services, and build a network. Basically, LinkedIn users are already much more open to advertising. Where other social media platforms are mainly used for private and leisure time, LinkedIn is business in nature. This provides you with an excellent starting position.

Do’s en don’ts

Even though advertising and lead generation via LinkedIn is accessible and almost everyone can achieve excellent results with it, everything still stands or falls with a good approach. It is of course, impossible to say in advance what the right approach is. Nevertheless, there are a number of do’s and don’ts that you can name. To start with the don’ts. Nothing is more unfortunate than a great chance of a good lead wasted by a wrong strategy.

Some things to avoid:

  • Impersonal approaches (people need to know who you are)
  • General approaches (a generic salutation and no personalization)
  • Unsolicited advice
  • Directly managing sales
  • A focus on self-interest rather than the interest of others

Just because there are good opportunities to generate leads doesn’t mean you have to take a simple approach. Make sure you make an effort and that you approach your prospects in a personal way that triggers them. Convince them of your worth and make them curious. That’s the first step.

Then the do’s because these are of course, just as important:

  • Introduce yourself
  • Show interest or knowledge of the party you are approaching
  • Indicate why you approach him/her
  • Give them a reason to talk

In other words: make sure you are authentic and that you approach potential customers in a respectful but activating way.

B2B lead generation: finding the right customer

Harvesting success with B2B lead generation starts with finding the right potential customer. In order to reach your ideal customer, you must first define them. This is the basis of any successful marketing strategy. If you don’t, you’ll be shooting with hail and that means a waste of time and money.

To help you find your ideal customer for your B2B lead generation on LinkedIn, answer the questions below for yourself.

  • In which sector does your client work?
  • Does location matter? And if so: where?
  • What job does your ideal customer have?
  • Does seniority matter? For example, do you want to directly reach someone who can make decisions?

Optionally, you can also think about the size of the company you want to target. Are you targeting small businesses or the self-employed? SMEs or right large companies?

These are just a few questions you can ask yourself. You may have more questions of interest. The more questions you ask yourself and answer for yourself, the more focused and better you can start generating B2B leads. LinkedIn helps you with your lead generation, among other things with the help of their “Sales Navigator”. You can enter your preferences in the Sales Navigator. You can enter the answers to the above questions in the Sales Navigator, as well as many other answers. The more preferences you specify, the narrower and more relevant your selection will become. This way you can target very specifically. This increases your chance of success.

Try out the various filters and see which combinations lead to a successful selection. When you apply the filters, you immediately see how many profiles match your selection. A very strict selection may yield excellent and very relevant results; a selection that is too strict can also ensure that possible interesting profiles remain out of sight. Then you miss certain opportunities.

The next step: reaching your customer

In the previous step you defined your customer. You now know who you want to reach. The next step is to actually realize this. How will you connect with the people you have something to offer and whom you can convert into customers? That can be done in different ways. What matters most is that you are authentic and don’t come across as pushy. So don’t put the emphasis on sales, but show genuine interest.

The easiest way to get in touch is by sending a connection request. When your connection request is accepted, the other person has been added to your network and you can easily make contact. So you want your request to be accepted. That is why it is important to add a personal message. When you send a request, the recipient will see a standard message. You do not distinguish yourself with this. Also, keep in mind that the person you approach is likely to be approached several times per day. A standard request does not really stand out and can even cause irritation. Therefore, always send a personal message with genuine interest.

Even with a good personal message to accompany your connection request, you have no guarantee of success. Less than half of connection requests are accepted. If you aim high, for example at professionals with a senior management position or a board position, this percentage can be even lower. Give them reason to accept you. Many requests are not accepted because the recipient is not convinced of the added value.

What you can always count on is that the person who sends you a request will immediately view your profile. Do you create certain expectations with your request? Then it is important that your profile meets these expectations. The chances of your request being accepted are much higher if you have a complete and attractive profile. Provide a clear profile picture, a good summary of your career and resume and make clear what your skills and experiences are, so that people see what you have to offer.

The checklist for a good LinkedIn profile

Bringing in B2B leads is, therefore, easier with a good profile. It is unfortunate that you miss leads because your profile is not attractive, while you have a lot to offer. Before you start sending connection requests, it is, therefore, wise to double-check your profile. Is all your crucial information available and up to date? Are you distinctive enough, and does your profile make it clear what you do and what you have to offer? Consider the following parts:

  • Use the option to upload a banner.
    A good banner provides extra visibility and can contribute to your authority.
  • Your profile photo should not only be clear and of good quality:
    You also want it to radiate professionalism. Do not use a holiday photo, photo of a party or similar photo, no matter how beautiful you think it is. Consider investing in a few good professional headshots.
  • Your headline is very important.
    Many people will look at this and decide whether to continue reading or not based on that. So make or break time. You have 120 characters available. Attractively provide clarity. State who you are, what you do and how you can make a difference.
  • Make sure your added value is clear.
    In your summary, you can then elaborate on things you show in your headline and more. Here you have 2,000 characters at your disposal. Sketch a good picture of your experience and activities, your skills, and what you add to an organization or can mean to a customer.

What to do when your connection request has been accepted?

If your connection request is accepted, you are already a lot further on your way to a valuable lead. It is therefore important to ensure a correct continuation. Just making a connection is not enough. You have taken the first step and will therefore often have to take the second step. It is said that you must strike the iron while it is hot. It’s the same with a new LinkedIn connection. Follow up on a successful connection request. All too often a potentially valuable connection is made, which is then not acted upon or waited too long.

An excellent way to properly follow up a connection is to send a message that elaborates on your connection request. It’s always good to thank a new connection for accepting your request. People now know that you are interested in a professional relationship, so that makes the conversation a bit more accessible. If you would like to meet up to get to know each other, please let us know. Here too, however, be careful not to appear too hungry. Remember that even though you’ve made a connection, the other person still doesn’t know you.

You may not want to immediately aim for an introduction, but you do want to convince your new connection that you have something to offer him/her. Your goal is of course to make him or her a customer and that brings us to the next step: activating your customer.

Activate new connections

When you connect with someone, you have that person in your network. This means that he or she will see your new posts and status updates. That is a big advantage to ensure b2b lead generation. You can reach people in your network organically, so you don’t have to pay for an advertisement.

You can approach B2B lead generation in several ways. We mentioned it just now: advertising is a strategy, but when you have the right people in your network, you can also do it organically. LinkedIn is not a static place. It’s a vibrant community that offers you plenty of ways to interact and share your knowledge and skills. Status updates are ideal for sharing your daily activities. Make sure that your updates remain relevant. Not everything you do has to appear on LinkedIn.

Would you like to delve deeper into the matter and show your network what you have to offer? Posts are the ideal way to do that. Think of this as LinkedIn’s internal blog. Posts are an excellent way to tell more about your products and/or services, but also to demonstrate your expertise. The latter is particularly important. It is free advertising and helps in B2B lead generation. Especially when you write about topics that interest the professionals in your network and that show that you have something to offer them. Do stay close to yourself. You are who you are. Don’t see these posts as sales texts or elevator pitches. You can show in a natural way that you are a good professional. If you do this right, your network will see you as an authority in your field.

B2B Lead Generation Requires Two-Way Traffic

You’re not the only one posting status updates and posts. Are there interesting people in your network with whom you would like to get in touch and do business with? Then keep an eye out for their updates. Respond to their posts. In doing so, you are absolutely allowed to show that the content interests you or that you also have something meaningful to say about the subject in question. We repeat once more: do not respond with a sales pitch. Nobody will appreciate it when you respond to an interesting publication with an obtrusive text.

By responding to others and contributing to topics and discussions, you stay on top of mind with people in your network and potential new customers.

Knowledge sharing

LinkedIn is a great platform for knowledge sharing. You do not only have to think about your own post and updates. Sharing valuable content is also an excellent way to arouse and maintain the interest of your network, while clearly putting yourself on the map. By sharing interesting content, you add value to your network and also show that you are actively involved in your profession and your development.

The human factor

One of the things professionals tend to forget when it comes to generating quality leads is that it’s not just about your product or service: it’s about you too. Behind every company, product or service there is a person. LinkedIn is not only the place to make it clear to people that you have something to offer them; it is also the place where people can see what kind of professional you are. Never underestimate the power of the gun factor. Your biggest competitor may also have a LinkedIn profile and may offer the same quality, but if you are an active user and he/she is not, you will look just that little bit better for your potential customers.

Help with B2B lead generation

You have the knowledge, quality, talent and products or services; what you need are good leads. We hope to help you on your way with the above information and the blogs that we publish regularly. Do you have a question? Reassure this. Do you want to generate more qualitative leads? LinLeads is a specialist in the field of B2B lead generation. Contact us to discuss what we can do for you.

Sign up for the next 'LinkedIn Funnel' Webinar

Do you want more traffic, recommendations and revenue for your business? Have you ever felt like LinkedIn has so much potential, but you just can’t figure out how to take full advantage of it? Sign up for a free webinar where we will share our step-by-step LinkedIn Funnel approach on how to connect with decision makers.