LinkedIn was developed as a social network for professionals. It is a place for jobseekers and businesses to connect, professionals to share content and B2Bs to generate leads; or is it. For most people, LinkedIn is just another social media platform that needs to be maintained. However, there are ways that the platform can be used to optimise B2B marketing strategies, helping to generate leads and secure new business.
LinkedIn works for B2B leads. While B2Bs are using social media to get leads, data suggests that social media is overused and not effective. However, LinkedIn is responsible for 97{21dc2fe1b43c4cf57a2e25a56b286f09fbb32a45ddf34dcf04be366972dd7b06} of a business’s social media leads: LinkedIn works for B2B lead generation.
To leverage LinkedIn we have some tips that can transform your use of the platform and make the most of your marketing efforts.
1. Transform your company page into a lead generation page.
To generate leads from LinkedIn, you have to be intentional, and you have to work for them.
Your company page is just information that people don’t read. Make your company page a business page that encourages traffic from LinkedIn to your actual company website. Structure your company page so that it leads up to a conversion action. The conversion action is a click-through to your website, either in the company description or your recent updates.
To transform your company page into a business page, you can:
Use an image that gets attention or creates interest.
Your header image is an impactful way to attract interest.
The header image is a clear way of prospecting for those who are interested in learning more about your business. Providing a teaser text will also encourage your traffic to keep reading and take action.
Write a clear and compelling pitch in your company description.
The most important part of your company description is the first two lines because that’s all that LinkedIn displays. In order to read the rest of the description, the user must click “see more.” People are not interested in how many offices you have or how you grew in that first stage. They want to know what you offer, and you will answer their questions.
Your introduction needs to:
- Identify your target audience.
- Offer a value proposition.
- Discuss the services you provide.
Once they have read this and clicked on ‘see more’ they can link to your website, and see more.
Make your Recent Updates section clickable and conversion-focused.
Just in case prospects don’t click through your company website on the company information section, you can get their attention in the Updates.
If you’re regularly posting updates, you’ll have an active and engaging feed. The best way to gain leads from this section is to post updates that are directly aimed at your target audience. You can post blog updates, link to your infographics, and share other information, but keep this in mind: You’re looking for click-throughs from information-seekers.
2. Create a Showcase page.
LinkedIn created showcase pages for companies to promote individual brands that are extensions of the company. Showcase pages allow you to segment your inbound LinkedIn traffic. If you can create a business unit that is directly connected to a specific target audience, then you are in a position to create a Showcase page.
Showcase pages allow B2Bs to better generate leads.
“It makes sense to create a Showcase Page when you want to represent a brand, business unit, or company initiative. These pages are intended to develop long-term relationships with a specific audience,” according to LinkedIn.
A Showcase page is aimed at one customer segment and provide information that is relevant to them. Your Showcase page gets a larger header image, more above-the-fold update posts, and places to link back to your company. In this way, it differs from company pages in several key ways.
Some large companies have several Showcase pages.
To make your Showcase page as powerful as possible.
- In the Showcase page name, use a word that your audience will understand and relate to.
- Make it conversion-primed, just like your company page.
- keep the name of the page short, so it won’t be truncated in the display sidebar.
Showcase pages are another way to cast your net wider and gain more targeted leads.
3. Advanced Search
Using LinkedIn’s advanced search you can identify your exact audience. From the LinkedIn header menu, click the search people icon, and the advanced option.
You can do this without upgrading to LinkedIn membership, and you have a great filter for narrowing down your search.
Using the Advanced People Search in the center column, you can filter your search by:
- location
- current company,
- industry
- past company
- School
- profile language
- nonprofit interests
These focused results allow you to reach the exact people you are searching for. The more people you have in your personal network, the greater your chance of finding new prospects. While LinkedIn’s advanced search does allow you to search the network as a whole, it is your networked links that are likely to become new leads.
4. Save searches
Saved searches create a way to stay active in your prospecting. It is important you stay active with inbound marketing and saving your search makes that easier and faster.
Directly from your advanced search, look for the “Save search” option in the upper right corner.
A saved search lets you find the exact search again and set up alerts.
Without an upgraded subscription, you can only save three searches.
5. Search Groups
Searching for groups is less time intensive than searching for people, and depending on your industry, it may be more beneficial for your business prospects too.
To find blocks of leads, search for groups, join these groups, maintain some level of activity in these groups, and nurture leads in that way
Simply perform a simple group search using relevant keywords.
Group searches do not have the same advanced features that people or company searches have, but you can narrow down your search according to:
- relationship level
- Category
- language
Look for groups with the following features:
Highly relevant. The group must be a nearly exact match to what you are seeking in a target audience.
Active. LinkedIn ranks groups according to their activity level, so all you need to do is pay attention to how active they are in the search results. Select groups that are “very active.”
Medium size. There’s no “ideal size” since that depends on the nature of your business and niche. Keep in mind that you don’t want to get lost in a huge group where no one will notice you. You also don’t want to join a group that has too few people to matter. LinkedIn allows you to be a member of 50 groups, so choose carefully.
6. Start groups
LinkedIn groups offer a lot of great networking opportunities, so creating your own is a way to reach your market. As you join groups and interact with groups, you may identify an opportunity for another group to be formed. When you become the owner and moderator of your group, you gain leadership and recognition in the industry.
When you position yourself as an authoritative voice in the industry, you gather the trust of those connected to your industry and remove yourself from the position of salesperson. When you have a following, people are more likely to want to join forces with your business and move down the sales funnel intuitively.
7. Publish content
If you’re serious about B2B marketing, you are using the LinkedIn publishing platform. By creating quality content, you can turn your strategy from outbound marketing towards inbound marketing, attracting users interested in what you have to offer.
By publishing as an individual and as a company, you can reach more people. Share your intriguing and interesting posts on the platform to acquire LinkedIn followers and quickly become a recognised industry leader.
A great example on the company side of publishing is Adobe. While they could resign themselves to a stodgy, corporate tone and voice, Adobe isn’t afraid to share colorful and inspiring stories of their employees. They draw attention to their brand without pushing sales.
Conclusion
LinkedIn offers many opportunities for inbound and outbound marketing and it is the ideal resource for B2B marketing. If used with savvy, LinkedIn can help you to grow your business fast.
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