How to Use LinkedIn for Effective B2B Lead Generation

August 04, 2016   /   by  Diane Callihan

Tap into the Power of LinkedIn

Most B2B marketers know the value of Linkedin as the world’s largest professional networking site and share industry articles, news or promoted posts with their network. But how do you go beyond sharing information and use Linkedin to actually acquire new leads?

LinkedIn is not only the go-to social platform for the C-Suite, but it also drives 80% of B2B social media leads. But using LinkedIn for lead generation is more than setting up a profile and listing all the things that make your brand so great. You need to take the next step and drive leads to your landing page with a form for collecting their information. Here’s how to make LinkedIn work for you.

B2B Toolkit  

Give a Thumb’s Up: You’ve published a great piece of content or useful tip and – congrats – someone commented on it. Save your self-pat on the back for another time, because you need to reward this type of engagement. Thank the commenter or put together a relevant reply to establish a personal connection. Now, you’ve encouraged future interaction and increased sharing potential – positioning your content before even more leads.

Be Awesome by Association: When you have a conversation or other interaction with influencers in your industry, tell the world. Your target audience knows who’s who in your B2B space, so you become a sort of elite – and respected – source in your own right. In turn, your content becomes more shareable and you expand your reach to new leads.

Get on Board with LinkedIn Tools: LinkedIn has a few built-in features that can help you with lead generation.

  • Hang Out in Groups: Find out where your leads are hanging out and become part of the conversation. You can browse through LinkedIn Groups that are relevant to your industry and focus on a few. Check out what articles your prospects are reading and commenting on and add your own insights. Stay active within the Group, provide valuable information and you’ll soon be a trusted resource drawing leads to your profile.
  • Share What You’re Up to: If you want to attract leads and engage those already within your community, use LinkedIn Status Updates. This is a module that you add to your LinkedIn home page so you can share your thoughts, articles or other websites that interest your target audience. There is a distinct difference between sharing an update and publishing a post, so make sure you know the difference and use both wisely.
  • Create an Enjoyable Experience with Applications: Enhance the experience of your leads with LinkedIn Applications. Push blogs from your site to your page. Share your thoughts on books you’re reading. Set up a poll to get a peek inside your target audience’s brains. Little details, made possible by Applications, keep your brand top-of-mind.

If you’re not using LinkedIn for lead generation, you’re missing out on one of the most effective ways to increase and engage leads – which transition into sales and revenue. LinkedIn helps you connect with leads, so you can move them to the next step: Driving them to your landing page where you can get more details.

Need more help driving traffic to your site, engaging visitors and generating leads? That’s what we’re all about. We can help. Let’s Talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.