In this article I will explain why you should decide to focus on Linkedin for a B2B Lead generation strategy and how to make the most of this platform to obtain contacts in line with your target.
Does Linkedin work for B2B lead generation?
According to HubSpot’s 2021 State of Marketing report, the website is the second most used marketing channel after social media.
However, the question arises as to whether all these efforts are actually effective. In fact, InsideSales statistics indicate that such efforts are often overused compared to the actual results on social in lead generation.
Among social media, however, Linkedin stands out for its high effectiveness in collecting contacts for B2B. It is responsible for 97% of the leads obtained on social media by a company.
To get good results with Linkedin, you need to use it strategically and make maximum optimization of your efforts on the platform.
First step of a Linkedin lead generation strategy: target study
The first thing to do is to identify your target audience . It can help in this process to build Buyer Personas by outlining their aspects as precisely as possible.
By clicking on the button below you can download a free template to outline them precisely (you’re welcome!). Remember: addressing everyone means addressing no one !
Download the Template
Now let’s move on to the 5 organic strategies you need to implement right away to start your lead generation on LinkedIn .
1. Make your business page a lead magnet
You should think of your business page as a waiting room: you can either engage your audience and make them feel at ease, or you can scare them away.
I guess you’re interested in the first option!
So here are the 3 aspects you need to take care of to transform your company page into a lead capture page.
Header image
A B2B lead strategy cannot ignore the power of visual marketing . Therefore, the header image must be able to capture the attention of users and push them to delve deeper.
The brain only takes 13 milliseconds to process an image, and that’s the time you have to capture the interest of users. Don’t waste this important resource!
If you work well on this first point, you will probably be able to get one of these 3 conversions:
Visit the site;
Switch to company description;
Switch to recent posts.
DVS Description
We’ve managed to attract the user with the header image, now what?
Work on your company description . It definitely doesn’t have to be the usual boring explanation of how the company started and blah, blah blah!
Keep in mind the method I call DVS :
Recipient;
Value of the proposal;
Services
These must be the 3 essential elements in the first lines of the description , that is, before the “View more” button. This means that to read more, the user must feel involved ( Recipient ), must be interested in the proposal you are making ( Value ) and must understand how you can help him obtain it ( Services ).
I’ll give you an example from Stride on LinkedIn:
“We help self-employed workers”: Recipients;
“Getting your benefits at affordable prices”: Value proposition;
“Insurance and Taxes” Services.
Updates section
We find users who want to dig deeper to better understand your Brand values and identity ; therefore, we have the last chance to intercept them and get leads with the updates section .
Of course, if you post frequently you will have an interesting and engaging feed. It is important that your posts can be clicked to be redirected to the site; therefore, insert links to your blog, to sections of your site or to guides to download (we will talk about this in more detail later, continue reading).
2. LinkedIn provides the ability to create showcase pages
These are a great way to segment your audience and collect better , more accurate leads.
These are the advantages offered by a showcase page:
Larger header;
More update posts;
More places to connect to your business.
Open a Showcase Page on LinkedIn
To open a showcase page, simply click on “Edit” from your company page and on “Create a showcase page”. You can find detailed instructions from Linkedin here .
3. Advanced Search as a LinkedIn Lead Generation Tool
Now let’s see how to actively search for contacts on Linkedin in an active way.
LinkedIn offers the possibility to use different search filters even without having a Premium profile: type of connection, location and current company.
The wider and more accurate your network is, the more likely you are to filter out people who match your target.
There is also a tool called LinkedIn Sales Navigator , it is paid, but with this tool you can add more filters and save searches to identify more accurately the possible interesting contacts. It is also possible to monitor conversations, it is basically a small CRM inside Linkedin, I recommend you try it for 30 days for free HERE .
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4. Lead Generation in LinkedIn Groups
In addition to finding leads asia mobile number data address through search, you can leverage LinkedIn groups . Let’s look at two ways you can do this.
Sign up
Through research, you can bx leads identify the groups that interest you to find B2B leads . However, keep in mind these 3 parameters:
Relevance : The group must match your target audience;
Activity : The group must be active and you can find it in the search results;
Number of members : choose a medium-sized group so as not to get lost in a giant one where you wouldn’t be able to get noticed, but not in one that’s too small either.
Create a Group on LinkedIn
In addition to joining LinkedIn groups, you can also consider creating your own . This will help you gain recognition in the industry and get potential interesting B2B leads.
Simply go to the “Groups” page and click “Create Group”.
Remember, however, to think of it as a place of interaction, not of sponsorship of your company. Before using this strategy you must build a full-fledged editorial plan, different from that of your company page, the advantage is that by creating a group, you create a real community around your brand, product or service.
5. Actively publish content
Here we are at the last point, but the most important because the contents are the basis for attracting profiled users interested in your business. In fact, only by actively publishing valuable contents will you be able to have an updated feed and be recognized in your sector.
I recommend you take a look at my article “ B2B MARKETING: 5 tips for an effective strategy on LinkedIn ” where you will find suggestions for creating effective content focused on B2B.
These are the first steps to start applying a Linkedin Lead Generation strategy as no budget is required .
To get crazy results, however, you can also take advantage of Linkedin Lead Ads ! Continue reading to find out what they are and how to use them.
LinkedIn Lead Ads: What Are They?
Lead Ads are ads that allow you to collect contacts directly from LinkedIn without having to make the user leave the platform.
In fact, by clicking on the campaign announcement, a pop-up will appear in which the contact details can be entered. In truth, the user will not even need to enter them because Linkedin automatically pre-fills them by recovering name, surname, company email, qualification and company. Therefore, the person will only have to accept the conditions and send the data .
Simple, right?!
Linkedin Lead Generation Ads can be used in 2 different types of campaigns :
Sponsored Ads;
Sponsored InMail.
When to use them?
To understand when it is effective to use Lead Ads we need to talk about Funnels and Buyer’s Journey.
The latter can be summarized in 3 phases:
Awareness : the user feels and expresses symptoms of a need or desire. Research is to define the problem;
Consideration : You have defined the problem and now do some research to understand what methods can solve it;
Decision : is comparing the various solutions found to make the final decision.
A lead generation strategy on Linkedin through sponsored ads in the first 2 phases allows you to maximize contact generation , but keeping the CPL (cost per lead) at acceptable values .
In these cases, however, remember that these are “cold” Leads as they are mainly interested in the content we have produced. Therefore, do not forget the importance of Lead nurturing !
However, nothing prevents you from doing lead generation in more advanced stages of the funnel such as requesting a quote or a free consultation.
Why choose to invest Budget in Linkedin Lead Generation Ads?
Lead generation Ads allow you to not have to create multiple landing pages to collect contacts because they allow you to do everything in the Linkedin platform.
These also allow you to overcome some obstacles in the conversion path such as sites that are not very responsive and therefore slow to reach. Therefore, the user experience is also better!
The third advantage of Lead Ads campaigns is the possibility of creating a profiled and interested audience. In fact, from the “create audience” section it is possible to choose “retargeting from contact acquisition form” by choosing between the two proposed filters:
Users who opened the form;
Users who filled out the form.
This will allow you to do extremely profiled retargeting !
Here are the steps to generate a Lead Ads :
Select the campaign objective Conversions > Lead Generation;
Set audience, format (image ad, carousel, InMail), budget and bid;
Set a call-to-action and link the contact form to the ad;
In the Lead form section enter an “Offer Title” and “Offer Details” (the latter is optional);
Create a custom thank you page that contains a short message and a CTA with a link to the content to download.
It is important to implement both a visual marketing strategy and persuasive copy to attract the user’s attention and push them to take action. In addition, you can dynamically connect contact forms to your CRM .
Download the collected contacts
Simply go to “Account Assets” > “Lead Gen Forms”.
Remember, however, that you have a time limit of 90 days from the submission of the form to download it unless you use the link to your CMR that imports them directly.
Cost for Lead Generation Ads Campaigns on Linkedin
As a guide, it is possible to generate Lead Ads campaigns with an average CPL cost between €15 and €25.
As previously mentioned
Lead Ads are particularly effective for intercepting users in the TOFU, MOFU and BOFU phases. To learn more about these phases, I recommend my article “ Funnel in marketing: the phases to know ”.
To make it a truly effective strategy and bring you contacts to collaborate with, however, you need a professional who knows how to identify the correct target, create content aimed at this and create campaigns that bring profiled and useful contacts for your Business. My Linkedin marketing consultancy service for B2B can help you with this!
