Generating leads on LinkedIn: how to proceed?

The lead generation is an essential step for a successful B2B marketing strategy. The social network LinkedIn is one of the appropriate platforms to build a professional network. It is designed to facilitate contact between members. Moreover, it is obvious for prospectors to go there to attract new clients and business partners. However, it is essential to control the operation of this network in order to achieve the defined objectives.

LinkedIn: what is it?

LinkedIn is the world’s most exploited professional social network with over 500 million users. This platform facilitates, among other things:

• looking for work;
• head hunting;
• the recruitment of a new partner meeting the predefined criteria;
• optimization of a marketing strategy.

In addition, 89% of marketers use LinkedIn to generate B2B leads and obtain tangible results compared to actions taken on other social networks. As an example, many marketers have rated a conversion rate of over 80% of leads. Additionally, using a lead generation tool like Kaspr, you will save time on this topic. With a limit of 250 words in each post, LinkedIn offers the ability to create fairly long and well-illustrated content. It also provides access to information on targeted prospects. However, the messages to communicate on your profile must be powerful and engaging.

Create your profile

One of the main goals of a B2B organization is the generation of leads. To do this, you must create an account on LinkedIn: that is, a page or a profile. Remember to take care of your image to give a good impression, as it represents a reflection of your company and your means of interaction with subscribers. On the other hand, your page also gives you the opportunity to present activities relating to your business and other related information. It is in this part that you highlight your expertise and your products. Take the time to complete it well so that it can provide as much detail as possible to your client or prospect.

Participate in focus groups

It should be remembered that the raison d’être of social networks is to communicate and connect with subscribers. Standing out from the crowd is important, including participating in discussions in different groups, while sharing compelling information. A company operating in this kind of community naturally consolidates its expertise and manages to keep a good relationship with the members. In addition, we recommend that you create a forum, for better visibility of your brand and to attract your prospects.

Showcase your content

Communicating regularly about your activity through your account helps generate qualified leads. Sharing relevant, concise information relating to your field confirms your expertise. Thanks to this action, customers will naturally turn to your organization. On the other hand, the more you interact, the more LinkedIn optimizes the visibility of your publications. This strategy is a good lever for acquiring potential leads. Also, sending invitation messages to prospects should be on the to-do list. You should focus on the accuracy and relevance of your information to capture the attention of your interlocutor. These days, recipients prefer short, yet punchy texts. To attract them, include downloadable files, a white paper, or a full description of the products or services you offer in your emails.

Favor sponsored advertising

Frequently sharing content and participating in discussion groups is not enough to generate leads. The platform offers a paid option, LinkedIn Campaign Manager, to help you reach your goal, with 3 types of advertising to choose from:

• Sponsored Content, a sponsored advertisement, so that your content appears on the news feed of your targets;
• Text Ads, containing a title and a short text of up to 75 characters, illustrated by a 50 × 50 image;
• Sponsored InMails, allowing you to contact your prospects through their private messaging.

The adoption of these tools is essential to generate leads on LinkedIn. However, you may face difficulties in attracting your prospects. Several parameters, such as lack of time, inability to manage a LinkedIn profile and inability to promote your strategy, force you to resort to other tools. With this in mind, we recommend that you use Kaspr, designed to support you in generating leads on this social network.

How does Kaspr work?

Kaspr is a tool that allows you to generate leads and get the emails and phone numbers of prospects through their LinkedIn profile. Contact information can be viewed using the LinkedIn extension. Once the data has been collected, the user can automatically export them to their CRM. The device also offers the ability to automate the sending of LinkedIn invitations and welcome messages.