For B2B companies, LinkedIn is the best social media platform for generating leads.
The site has more than 700 million members from 200 different countries. It boasts more than 30 billion sessions per year. And in a study of over 5,000 businesses, HubSpot discovered that LinkedIn has the highest visitor-to-lead conversion rate (2.74%) of all other major social media platforms (Facebook is .77% and Twitter is .69%).
There’s no doubt that LinkedIn marketing is extremely powerful and profitable.
Still, that statement leaves a lot to be desired — namely, the how-to.
How do you consistently generate high-quality leads on LinkedIn?
That’s what we’re going to talk about — 8 proven strategies in particular.
Should You Get LinkedIn Premium?
If you’re looking at generating leads on LinkedIn, then you’re probably wondering whether it makes sense to pay for LinkedIn Premium or not.
Well, the features you’d care most about as a B2B marketer would be InMail, which allows you to send messages to people who you aren’t connected with, search analytics, which reveals how people are finding you and allows you to further optimize your profile, and the ability to see who’s viewed your profile over the last 90 days; you can then message or connect with those people.
Those are useful features if you’re serious about building your LinkedIn presence and marketing on the platform.
And if you can afford the $30 to $80 per month, then we recommend signing up.
8 Strategies To Generate B2B Leads on LinkedIn
Now we’ll dive into 8 proven strategies you can use to generate B2B leads on LinkedIn.
1. Define Your Dream Client
As with all marketing strategies, the first step to generating leads on LinkedIn is to identify who you’re trying to attract.
If you don’t know the who, then you won’t know the how.
At ClickFunnels, we like to ask ourselves this question: Who is our dream customer?In your case: Who is your dream client?
Here are some follow-up questions to consider…
- What are they afraid of?
- What are their dreams for the future?
- What is their biggest frustration?
- What is their demographic (location, age, gender, income, industry, etc)?
- Are they aware of your solution? Or only of their problem?
Don’t rush this step. Write down answers to all of those questions and review them with your team. Take a few days to let those answer simmer and adjust them if needed.
Also, remember that your dream customer comes alive with details.
It’s helpful to think of your target market as a single person rather than a group of people. You can then get very specific about who this person is and what makes them tick. You can even name them and find a picture to represent them.
The more specific you are about who this person is, the easier it’ll be to find and identify your target market on LinkedIn.
If you haven’t gone through this step already, bookmark this page and come back once you’ve figured out the qualities of your dream customer.
2. Create a Profile That Sells
This is ground zero for generating leads on LinkedIn.
Think of your LinkedIn profile as your sales page — this is where people will go to decide (in just a few moments) if they trust you, if they see you as an expert, and if they are interested in working with you.
So it needs to be optimized to sell.
How do you do that?
To start, take care of the house-keeping items — upload a professional photo, choose a relevant background image, and write a brief bio.
(We’re assuming that you’ve already added your educational background and professional services)
For an example, let’s look at Michaela Alexis’ profile — she has more than 170,000 followers and has made a killing as a LinkedIn marketing expert.
Once that’s out of the way, you’ll want to write compelling copy for the “About” section of your profile.
This is arguably the most important part of your profile because it’s what people are going to read to get more information about who you are and what you do.
(And it’s likely what they’ll read to decide if they want to work with you or not)
Here is Michaela’s “About” info…
She uses an effective structure that you can use as well. Here’s the basic format…
- Interesting Hook – “When I was little, my dream career was the tooth fairy.”
- Credibility – “I’ve gone from a few hundred to 170,000+ LinkedIn followers, garnering multiple millions of views, comments, and general love along the way!”
- Lead Magnet – “Enjoy free access to my course, rated five stars by over 2800+ students, by using code IREADYOURSUMMARY at https://linkedinpersonalbranding.thinkific.com”
- Offerings – “WHAT I OFFER FOR INDIVIDUALS, WHAT I OFFER FOR BUSINESS” etc.
- Credibility – “Some of my current and previous clients include: …”
- Contact Information – “GET IN TOUCH: …”
We’ll talk more about creating your lead magnet and sales funnel in strategy number 4 (you can then add a link to it in your “About” section). But for now, we recommend using the above structure to craft compelling “About” copy for your LinkedIn profile.
3. Optimize Your Profile For LinkedIn Search
As someone who’s been working in the SEO industry for about 4 years, let me start off by saying this: be careful of crafting your LinkedIn copy entirely for SEO… and not for leads.
(That’s why the 2nd strategy was 2nd and this strategy is 3rd)
You do want to drive traffic to your profile through LinkedIn search, but you don’t want to focus so heavily on the keywords and the optimizations that you forget about the reader.
To save you from that mistake, we’re going to keep these optimization tips simple and straight-forward.
Here are the most important, highest-impact steps you should take to optimize your profile for search…
- Choose Your Keyword Phrase — Unfortunately, there isn’t a keyword volume tool for LinkedIn. Your best bet is to look at Google’s search volume for job-specific phrases. It’s likely that LinkedIn is getting similar search traffic. As an example, you might choose a keyword phrase like “SaaS copywriter”, “ecommerce consultant”, or “lifestyle coach”… whatever you want to rank for (the more niche the phrase, the easier it’ll be to rank… but the less search volume the phrase will have).
- Add That Keyword To Your Brief Bio/Headline… — Add your chosen keyword phrase to your headline/brief bio section.
- … And Your “About” Section. — Also add your chosen keyword phrase to your “About” section.
- Collect Referrals & Endorsements For That Skill Set — When possible, collect endorsements for your primary skillset and recommendations/testimonials using your chosen keyword phrase.
To improve your rankings, you can monitor search traffic with a LinkedIn Premium subscription and make changes based on your findings.
But again… optimize for people first… search engines second.
4. Drive Profile Visits to a Sales Funnel
Someone visits your profile. Since you’ve done a good job of optimizing your profile to sell, they’re interested in your services.
They can message you, of course, but only the most motivated leads are going to do that. It’s important that you also have a path in place to capture contact info (email address, phone number) for people who are less bold.
That’s where your sales funnel comes in.
For generating leads, we recommend using a reverse squeeze page funnel where you provide free value for the person in return for their email address…
… or a webinar funnel if you’re interested in hosting an online event to generate leads and find clients…
… or an application funnel is you’re looking to pre-qualify people…
With a free ClickFunnels trial, you’ll get access to all three of these sales funnels (plus 18 others).
Our sales funnels are tested and proven to convert better than any other website or sales page templates — just consider the hundreds of people who’ve used our service to build million-dollar businesses.
So get yourself a free ClickFunnels membership, follow our 2021 guide to building sales funnels, and then (don’t miss this step) link to the first page of your sales funnel in the “About” section of your LinkedIn profile (like Michaela Alexis did with here free course… remember?).
That’ll make it far easier for you to generate leads on LinkedIn and, more importantly, you’ll capture contact info for people who aren’t bold enough to reach out directly.
5. Connect With New People
The more connections you have on LinkedIn, the more opportunities you will have to generate leads — more people will see your posts, engage with your content, and visit our profile.
More connections also mean you’ll be able to network and build authentic connections with a larger group of people.
The most natural way to connect with people on LinkedIn is by doing so after you’ve connected with them in person.
When you meet new people at a meeting, on a phone call, at an in-person event, or even at the local coffee shop, invite them to connect on LinkedIn afterward.
This will steadily grow your network.
Here are a few other ideas for growing your network more quickly…
- Browse Recommended Connections — If you click on the “My Network” tab at the top, you can browse through people who LinkedIn thinks you might want to connect with. Don’t be afraid to click the “Connect” button on people who you think might be within your target market. We highly recommend also sending a message telling them who you are and why you’re interested in connecting.
- Connect With Mutual Friends — A more natural way to connect with people on LinkedIn is by using a mutual friend as an excuse to do so. You might even ask your friend for an introduction. Otherwise, just tell the person that you’d like to connect because their content is interesting and they have a lot of mutual connections.
- Connect With People Who Interact With Your Content — When someone reacts to, shares, or comments on one of your posts, send a connection request to them if you’re not already connected.
When you’re growing your network, it’s important that you build rapport with your new connections. And I’m not talking about reaching out directly… I’m talking about consistently providing free value with your LinkedIn content.
We’re going to talk about that next.
6. Provide Free Value Consistently
For the purposes of growing your audience and building your brand on LinkedIn, if I could only tell you to do one thing… this would be it:
Consistently create free value for people.
This means thoughtfully commenting on other people’s posts…
It means sharing your own original ideas, opinions, and expertise…
It means sharing other people’s content…
It means telling compelling stories…
It means responding to messages… and it means joining relevant LinkedIn groups where you can provide free value for people in your target market…
We recommend setting aside 30 minutes per day to provide value for people on LinkedIn — you can use all of the above strategies to do so.
Doing this consistently over months will have a massive impact on how people see you and your business.
They’ll start to see you as someone who’s genuinely interested in helping others, they’ll visit your profile, they’ll opt-in to your sales funnel, and they’ll even tell their friends about you.
And remember: doing a little bit every day for years is more impactful than doing a lot right now.
When you’re scrolling through your LinkedIn feed, focus on giving… not getting.
7. Remember The Connectors & Mavens
I’m a freelance writer.
And over the last year, 80% of my new clients have come from just one person who loves me and keeps giving me referrals.
But my point is this: not all connections are equal.
In The Tipping Point, Malcolm Gladwell talks about Connectors — these are people who have a disproportionate impact on the spreading of your message. That is, they tell way more people than the average person — and Mavens — these are people who support your business and have special expertise in your niche. A Maven’s word has much more impact than the average person.
“A Connector might tell ten friends where to stay in Los Angeles, and half of them might take his advice. A Maven might tell five people where to stay in Los Angeles but make the case for the hotel so emphatically that all of them would take his advice. These are different personalities at work, acting for different reasons. But they both have the power to spark word-of-mouth epidemics.”
As it applies to Linked lead-gen, your job is to build meaningful and authentic relationships with these Mavens and Connectors.
Follow people who have a big impact on your target market (the “influencers”) and start up a conversation with them.
The goal here isn’t to make them a client… but to make them a believer in you and your services.
That takes time… and it must be natural (not forced).
Give them free trials, free products, and free services. Don’t expect anything in return. Just try to woo them like you would someone that you’re dating.
You might consider making a spreadsheet of these “influencers” and ensuring that you interact with them on a regular basis over the next year.
It’s amazing how big of an impact the right people can have on your business’ growth.
8. Ask For a Boost From Your Existing Network
Comments, likes, and shares are the best way to boost the visibility of your LinkedIn content.
Comments are particularly effective.
Not just because the LinkedIn algorithm loves to show people content that’s receiving a lot of engagement (because it must be good if it’s getting comments, right?), but also because when someone comments on a post, LinkedIn will show that post to the commenter’s audience… which increases the reach of the post itself…
On LinkedIn, comments are like gold.
But how do you get them?
Well, the obvious thing to do is to post engaging content (easier said than done). And you should strive for that.
But it’s also a good idea (especially when you’re just starting to build a following) to message people in your network who know you well and ask them for a comment. You can say something simple like this…
I just shared a new post about [topic] over here – [link]
If you have a minute, would you check it out and leave a comment? I’d be interested to hear what you think. 🙂
Either way, hope you’re doing well!
By the way, they’ll be more likely to say yes if you’ve been engaging with their posts.
How Will You Generate Leads on LinkedIn?
LinkedIn is a powerful platform for generating B2B leads.
And above, we’ve explained 8 different proven strategies for doing just that.
Now it’s up to you — success goes to those who take action.
Define your dream client, create a profile that sells, optimize for search, drive traffic to a sales funnel, grow your network, provide free value consistently, remember the Connectors and Mavens, and ask for a boost from your existing network.
Do that for the next 12 months and I’m willing to bet that you’ll have risen head and shoulders above competitors.