Many savvy small business owners and experienced sales professionals recognize that Linkedin is a vital part of any B2B lead generation strategy. With over 600+ million professionals and business-oriented users (half of which are active monthly users), Linkedin for lead generation should be a priority. But without a well thought out strategy, you may be wasting time and effort and not be able to attract quality leads that you can convert to paying customers. Here are a few tips to effectively use Linkedin for lead generation.
Network with Intention
While it’s true that most people use Linkedin for lead generation and sell to other members, B2B buyers are also using the platform to look for trustworthy experts within their network or at least get recommendations from people they already know. It is crucial for you to build your network based on genuine and trusted relationships. As you try to expand your circle to people, ask for referrals or request to be introduced by people in your community. People seek advice from or purchase products and services from people they trust and you have a better chance of closing a sale if you have a mutual connection vouch for you.
Pay attention to prospects you have identified and follow what they share on Linkedin. Add relevant comments to the articles they share or publish. But make sure you are adding value to the conversation and not just spamming them. If you find a great piece, share them to your network and give your prospect credit. It’s one way to show you are interested in what they have to say.
Research New Prospects
Linkedin advanced search function is a great tool filtering contacts according to different criterion. You can filter by location, current company, industry, previous company, company role, or the college/university they attended. This gives you the ability to zero in on your ideal customers.
This is especially powerful once you have mapped the buyer’s journey and have identified key people who are likely to be involved in the buying process. According to a Harvard Business Review article, it takes an average of 5 people involved in the approval of a purchase. So even if you think you have won over a key decision maker, the sale might not materialize because of an objection from one team member. Cover your basis by making sure you engage with the different stakeholders, and researching who they are before hand is an important step. Identifying the right people within the companies you are seeking to do business with is what will give you an edge.
Use Inmail Wisely
Cold outreach can be awkward. If done incorrectly, you risk turning off your prospects. Either they will simply ignore you or will try to end the conversation as quickly as possible without considering what you have to offer. The first interaction will make or break your chance of establishing a relationship. Make sure you make the right impression.
Check their network to find out mutual connections that you can mention. Compose a quick intro and personalize your message. Browse through articles they’ve written or shared to dig into possible pain points in their role or company that you can focus on. The better you are able to personalize your message the better the chance you will grab their attention. Frame your message as a solution not simply pitching your product or service. Put yourself in your prospects’ shoes and ask “What’s in it for me?” Be concise and avoid using technical jargon. Don’t forget to include a call to action. Invite them to visit your website or schedule a call. InMail is just the first step, so make sure you keep them moving in your sales funnel.
There is great potential to generate high quality B2B leads on Linkedin if you take the time to nurture your network and learn the ins and outs of the platform.
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