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4 QUICK STEPS FOR SUCCESSFUL LINKEDIN LEAD GENERATION

It is estimated that 75% of B2B leads come from LinkedIn.

LinkedIn lead generation is critical in a modern B2B strategy: to source leads, connect with prospects and nurture customers. However, getting the most out of the platform can be hard – which is why we have summarised these 4 simple steps to help you get started.

According to LinkedIn’s own research, 78% of social sellers outsell their peers that  don’t use social media. So if you haven’t been using your LinkedIn profile now is the time to start.

With getting on for 500 million total users, there are a huge amount of people for you to sell to on LinkedIn. You just need to know the best way to approach them. So, we are going to summarise 4 easy steps that we have seen to work at BDP, then we’ll break down each of those in more detail to give you advice that you can implement today. First off, you need to sort out your profile!

1. Make it easy for your prospects to find you

This is the easiest step, and it should be top of your list of to do’s because even the best LinkedIn prospecting falls flat when people see an outdated profile.

Updating your profile and ensuring you are presenting yourself clearly not only helps you sell, it builds an image of you professionally you can use to network, to find new jobs and to make valuable connections for your own career.

Make your LinkedIn profile searchable by including discoverable keywords in your headline, along with a concise summary telling prospects about your experience and professional achievements. Focus on how you provide solutions rather than just describing your role/offering.

Don’t forget that having a good headshot as your profile picture makes you more likely to be clicked on. This is not Facebook – think to yourself “would I talk business to this person?” – use the photo that you want a business audience to see – no stag or hen party snaps!

2. Grow your network

The more connections you have on LinkedIn the better. If you already have quite a few first degree connections but you’d like to expand your potential client pool, then keep a close eye on your newsfeed throughout the day to find out who else the people in your network are connecting with.

If you see that one of your connections is engaging with someone that you are trying to meet, then this is the ideal time for a quick introduction as it gives you an opportunity to compose a personal intro.

Do not just click “Connect” and hope for the best, write something that is relevant and friendly. You’ll want to keep this intro very short. Don’t use it as a chance to spam the prospect with your sales pitch. Simply connect, and then watch their daily activity to get a better idea of what their pain points may be before you reach out to them again in future.

If you see that one of your connections is engaging with someone that you are trying to meet, then this is the ideal time for a quick introduction as it gives you an opportunity to compose a personal intro.

Do not just click “Connect” and hope for the best, write something that is relevant and friendly. You’ll want to keep this intro very short. Don’t use it as a chance to spam the prospect with your sales pitch. Simply connect, and then watch their daily activity to get a better idea of what their pain points may be before you reach out to them again in future.

Spotted someone who’s taken on a new role in a company?

This is often the perfect time for an introduction. They’re likely to be busy but they will be keen to streamline the processes that have been in place before they took on the role, so they may be looking to re-allocate budgets and revisit what your company is offering. Get in touch with a simple, “Congratulations on your new role” to get your name known.

This is an example of a trigger event, known circumstances about a prospect which you can leverage in your pitch.

Use Advanced Search to look for prospects

LinkedIn enables you to create a targeted prospect list by allowing you to set filters in your searches, filtering by title, company, education, location and country.

When looking for prospects using LinkedIn’s Advanced Search feature, it’s a good idea to spend some time thinking about the following questions, to make your filtering easier:

  • Who are the decision-makers in the companies you are targeting?
  • What job titles could your prospects have?
  • How high up in the company are you looking to prospect?
  • What size of company are you looking for?
  • Are these companies in multiple industries?

 

3. Nurture your current network

Connecting with prospects and growing your network is just the beginning – you need to nurture those online relationships to stand out to the prospect and avoid being lost in their feed.

Prospects get a lot of connection requests, they aren’t going to remember you just because you connected to them once. Engage with their posts and their content. Demonstrate your knowledge when they share an article or post an article. Demonstrate your own knowledge by sharing and posting articles. Continue to build a rapport with your network and it will help to build up your image online. You want to appear friendly, knowledgeable and most importantly, credible.

You also need to invest the time into communicating with your prospects directly. Keep in touch with your first degree connections, as the more that you engage with them, the more responsive they will be to your pitch later down the line. Here are some ways to improve your current network of LinkedIn connections:

  • Message them whenever seems appropriate, but never get in touch for the sake of getting in touch – don’t waste their time.
  • Engage with the content that they share each day.
  • Aim to interact with them enough so that it becomes natural to add them on more personal social networks such as Twitter or Facebook.

Eventually, try to move your relationships off of LinkedIn, talk to them on the phone and then meet them in person.

4. Use LinkedIn Groups

This is a great way to connect further with people and grow your network, as well as offering an opportunity for you to demonstrate your expertise and your company’s relevance.

LinkedIn Groups include lots of people that care about the same field or subject, meaning if you can find and join the groups that your prospects are in, then you’re very likely to find a whole lot more potential clients in there too.

Start discussions within groups to engage with prospects, but always keep them helpful and genuine, never sales-y or with an obvious agenda. Once you’ve spoken to a few people in the group and perhaps offered them relevant solutions to their problems, request to connect.

If your company doesn’t already have a Group of its own on the go, it’s worth spending a little time setting this up. Gather your team and brainstorm ideas for client-relevant topics you can start conversations about in your new Group, and extend an invitation to your current clients and prospects to join.

A Final Word…

Your prospects are undoubtedly out there on LinkedIn and waiting for you to find them, so spend half an hour optimising your LinkedIn profile today, and start connecting and engaging with your network to generate leads.

For help sourcing leads in larger quantities or scaling your B2B lead generation process, get in contact with BDP here (TALK TO US) We are expert at leveraging social media to generate opportunities for our clients.