Why LinkedIn is a Great Platform for Lead Generation

Generating leads on LinkedIn can sometimes feel like panning for gold in a well-searched river. There are opportunities to hit it big, but you need a solid game plan to beat your competition; strategize well, and you will be on your way to success in no time. 

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82% of B2B marketers consider LinkedIn a more successful platform to generate leads than other social channels - so it is logical to join the hunt as well. However, one disadvantage is the aggressive competition that comes with success, making it difficult for marketers to stand out. 

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If you are wondering how to generate B2B leads on LinkedIn and turn the tables in your favor, check out our top 8 ways you can do it for free and through paid means. 

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How to Generate B2B Leads On LinkedIn

LinkedIn provides you with all the right resources to leverage - the network, environment, and technology. You can easily connect to people in similar jobs or industries and beyond. However, when it comes to expanding your network for sales opportunities, the first step is to understand the needs and demands of your target audience and create a solid action plan to connect to the right audience. Look for backgrounds, industry titles or functions, geography, hierarchy, group memberships, etc, that align with your target market. 

For example, suppose you are looking for prospective leads for your new organic food company in Thailand. In that case, you can start by targeting and connecting with professionals in this location who are involved in the sustainability, food and beverage, or hospitality industries. You can reach out to people at the top of the chain, such as hotel or restaurant owners, and start a conversation about how you can support them as vendors.

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Although the majority are on LinkedIn to build their professional profile, expand their network, and get access to resources - it is essential to recognize that they are also uniquely receptive to thoughtfully curated messages or ads that are relevant to their interests. 

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‍Now, let's read about 8 ways to generate solid LinkedIn B2B leads - free or paid. We've got you covered both ways! 

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8 Ways To Generate LinkedIn B2B Leads

For Free

Optimize your personal profile: One of the first steps is to ensure you have a well-thought-out profile, as it is the first thing your potential leads will see. Ensure you have a professional profile picture and a banner with a call to action that reflects your goals. Show off your work achievements (humbly!), personality, and industry knowledge in your About and Work Experience sections. Potential leads want to know what you have to offer, so focus more on the values you can bring to the table. Most importantly, use your Featured section to drive direct traffic and leads to the service or product you are offering. 

1. Connections are critical: Be vigilant about connecting with the right people! Do your research, scope through the suitable profiles or industry leaders to see if they match your offering, and then reach out to them. Ensure you know their seniority in the industry to address them with the right tone of voice. No one enjoys overly pushy sales tactics or beating around the bush, so it is best to stick to a more sincere conversation style to get your message across.
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2. Post regular industry-relevant content: Although pushing your product/service is important, it is also important to share and publish industry-relevant content. Shareable content has the potential superpower to generate leads without a direct approach. If you actively post industry-related content, you will attract people who are interested in your profile, and they might follow you for future resources, providing you with an open scope to connect with the right target audience and turn them into leads.
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3. Engage, and you shall be seen: One of the best ways to organically reach your network and beyond is to constantly engage with relevant posts and comments and actively converse with the right people in your inbox. More engagement = more visibility is the mantra for tricking the LinkedIn algorithm to make your name or company page more visible on people's feeds. Active engagement also helps you to scope out potential leads.

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Paid Tools

We recommend allocating a portion of your marketing budget to paid lead-generation tactics. If done right, the impact is bang-on because these paid avenues streamline the process and target your exact audience with every penny spent. 

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1. Sponsored content and ads: LinkedIn offers many different ad options, each with its own cost setup. With sponsored content, you can zero in on the people you want to reach, and your content will appear on their feed's daily scroll. Sponsored messaging is perfect for starting chats with your relevant target audience. Dynamic ads are tailor-made to grab your target customer's attention. Finally, with text ads, you can use LinkedIn's self-service platform to tailor campaigns to your audience. 
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2. Sales Navigator: This premium sales management tool makes finding prospects and managing leads a breeze while improving communication. It boasts an advanced search feature beyond LinkedIn's standard search, offering a thorough look into more detailed profile information. By using a mix of pre-set and customizable filters, Sales Navigator effectively narrows down LinkedIn's vast 810 million members, helping you find the exact prospects you're looking for with ease. 
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3. InMail: It might not be easy to reach certain connections, especially if they are famous industry leaders or higher up on the corporate ladder. With InMail, you can easily reach out to potential connections beyond your immediate network without the need to be connected or introduced. However, be mindful of how you approach them and ensure that you carefully curate your messages so that you can pique their interest off the bat.
    
4. Lead Generation Forms: You can also include lead generation forms in your other ads on LinkedIn. These forms make it super easy for potential customers to connect with you. They show up already partially filled out, so the person only needs to click a few boxes to join your list of leads. This feature streamlines the process of capturing information, reducing the effort required from users and increasing the likelihood that they'll sign up. It's a hassle-free way to grow your lead list and for potential customers to show interest without filling out long forms.

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Now, let's set you up with the best practices to follow so that your experience with LinkedIn lead generation is seamless. 

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LinkedIn Lead Generation Best Practices

• Ensure your LinkedIn business and personal page are engaging - it is the first thing potential customers will see about your company and you as an individual. Include key details about your products/services and keep it updated with all the current information to build trust and encourage engagement.
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• Everyone in your company should have a great profile, from top bosses to new hires. All profiles should be welcoming, genuine, and informative. This way, when your potential leads do a deep dive (trust us, they do!), they can find helpful info easily and feel a sense of trust and legitimacy.
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• Get your current customers to follow your company page. You can directly ask them or offer incentives. This boosts your presence and shows your and their network that you're a credible business.
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• Join relevant LinkedIn groups where your customers or potential leads usually hang out and engage. It's a great way to meet potential leads and is also helpful for you to be at the pulse of all the activities in your industry.
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• We have mentioned lead generation tools above. However, taking your time to learn and know how to navigate these tools is crucial. Your budget, time, and effort might go to waste without correct usage tactics.
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• We understand mastering LinkedIn lead generation might be overwhelming sometimes, especially if you already have a lot on your plate. This is where the pros can help. Partner with an expert LinkedIn lead generation agency like Reachly, who will help you optimize everything from start to finish, whether using organic or paid strategies. Let Reachly handle the heavy lifting while you take care of your business. 

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Key Takeaways

LinkedIn is a leading platform for individuals and businesses to develop personal and professional brands. Success on LinkedIn boils down to three key elements:

• How effectively you've optimized your profile.
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• The kind of network you build.
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• The level of engagement your content attracts.

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A common hurdle is that many business owners struggle to unlock the secret to growth on LinkedIn and often give up prematurely. Don't give up - contact us at Reachly, and our team of experts will help you charge through it all. 

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Our shared strategies for generating LinkedIn leads have stood the test of time and have brought success to us and our clients across various B2B sectors. Get in touch today.