If you’re looking to put your products/services in front of industry leaders and key players in your sector, you need to utilise LinkedIn. This means coming up with a LinkedIn marketing strategy, so you can generate leads and encourage conversions. 

But, if LinkedIn advertising and marketing isn’t your forte, it can be difficult to know where to begin when it comes to generating B2B leads. And, how do you get started without the proper guidance and expertise?

Luckily for you, the experts at StraightIn are here to help you. If you’re wondering how to generate B2B leads on LinkedIn, we’ve created our very own blog to help you. Read on to discover five different ways to facilitate B2b lead generation on LinkedIn…

Ensure your profile is optimised

When performing marketing strategies on any social platform – including LinkedIn, you need to first review your own profile. This means ensuring that everything on your LinkedIn profile is up-to-date and a good representation of your brand. Take the following steps to get your profile in tip-top shape:

  • Review profile basics: Ensure you have updated your profile to include a high-quality, recent profile picture. Craft a headline that surmises your business, industry, expertise, and unique value proposition. Finally, in the summary section, share your brand’s experience to date – emphasising achievements and results. 
  • Skills: Like on your profile, you can list your business’s skills on LinkedIn. For example, you could list your business as having great customer service and communication skills. And, you can get other people (such as customers) to endorse them – so it adds an extra layer of credibility to your profile.  
  • Optimise your profile: You can also optimise your profile for SEO purposes. Do some research into industry-related terms and include them in your profile. For example, if you’re a caterer in Manchester, put this in your headline or summary, as it will help your profile improve its ranking for these terms (which your target audience is likely searching). 

How does this help generate leads?

Ensuring you have an optimised profile is crucial in a business landscape with ever-evolving competitors. After all, it is a representation of your brand – so it needs to be polished. It will give customers an insight into your brand – and if you have optimised your profile fully, they’ll likely have a good first impression. 

Define your target audience

In order to successfully generate leads on LinkedIn, you need to properly define your target audience. To perfectly capture the personas of your target audience, ensure you:

  • Demographics: Ask yourself what characteristics your target audience will share, what’s their gender, age, location etc? 
  • Psychographics: Consider the psychographics of your target audience – what are their interests/hobbies and likes/dislikes?
  • Purchasing behaviours: Do your customers prefer to shop in-store or online?
  • Analyse competitors: Competitor analysis will help you with every aspect of marketing – including how to define your target audience. See what your opposing industry leaders’s audience is like and how they target them.

How does this help generate leads?

Once you have narrowed down who your target audience is, you have a higher likelihood of them purchasing your products/services as they will probably have already shown an interest in your business. Put simply, you’re not wasting your time appealing to people who are unlikely to interact with your business. 

Use testimonials, case studies, and social posts

Ensure you highlight the positive feedback you have received in your LinkedIn ads, and other aspects of your LinkedIn marketing. Statistics are key too, as they can help provide tangible results that appeal to prospective customers. 

How does this help generate leads?

Credibility and positive feedback are key to generating leads on LinkedIn. This is because it supports your position as a trusted, high-quality business and/or service provider. Leads will be more encouraged to interact with your brand and buy from you if they know that your products/services are reliable. 

Work with B2B influencers

You could also work with B2B LinkedIn influencers as a way to generate leads. One way you can facilitate this is by simply connecting with them. Ask them to be on your podcast, or a part of your next industry event. You could even ask them to collaborate on a newsletter article with your business. 

How does this help generate leads?

If you partner with a B2B influencer, you have access to their existing audience – which could potentially be new customers of your business. And, if these prospects follow the influencer you work with – they will likely have developed a level of trust in them. As a result, they’ll trust their opinion when it comes to collaborating with your brand. 

Post expert, industry-led content

To generate B2B leads on LinkedIn, you should aim to post two pieces of expert-led content a week. Aim to speak on topics that are current to your industry where you can offer your opinion. Ensure you include CTAs and links to your site, so you can further encourage conversions. 

How does this help generate leads?

Like the other ways mentioned, posting expert content, or creating a newsletter on LinkedIn will further position you as a leader in your industry. It also helps to build trust as your prospects are getting a clear understanding of you as a business owner. What’s more, it helps you to build up a following on LinkedIn where you can advertise your business too. 

How to generate B2B leads on LinkedIn: Other FAQs 

What is meant by lead generation on LinkedIn?

Lead generation on LinkedIn is the prospect of sourcing prospective customers of your business and using their contact details to encourage them to use/buy your products/services. 

If you’re looking to generate leads on LinkedIn, you’re likely aiming to appeal to business leaders who could benefit from working with your brand. In fact, 

according to a State of B2B Marketing Report from Wpromote, 62% of marketers say LinkedIn helps them generate leads. 

What should I consider a high-quality lead?

A high-quality lead is a prospective customer who has a high likelihood of purchasing your products/services. To identify them, look for the following characteristics in your prospects:

  • Engagement: How often do they engage with your business on LinkedIn? E.g. do they visit your website, like your posts, read your content…
  • Targetted: Does your prospect fit your customer profile? If so, they’ll have more interest in buying your product. 
  • In a position to buy: Finally, is your prospect at the end of their buyer’s journey, and are now in a position to make a purchase? You could confirm this is the case if they spend time on your category and product pages.

Implement successful LinkedIn marketing strategies and generate leads with StraightIn’s help

If you’re a business owner looking to network and attract other industry leaders, a LinkedIn marketing strategy might be just what you need to succeed. 

But, how can you make time to create a strategy that gets results when running the day-to-day operations of your business? That’s where the experts at StraightIn can help. 

Our team has extensive experience in producing LinkedIn marketing campaigns for brands of any scale. Our strategies drive growth, increase traffic, and generate high-quality leads. 

Our services include Outreach Marketing, LinkedIn Advertising, Content Marketing, and Personal Branding. Interested? Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.