How to Use LinkedIn
to Generate Leads as a B2B Company

See also: Using LinkedIn Effectively

There’s no question that LinkedIn is an influential platform connecting professionals from all over the world. Whether you are looking for talent or a lucrative job opportunity as a professional, LinkedIn is the place to be.

However, LinkedIn is more than just a recruitment platform. LinkedIn also has potential when it comes to B2B (business-to-business) lead generation and marketing. While Facebook, Instagram, Twitter and other social media platforms can be useful for attracting prospects, LinkedIn is particularly relevant for the B2B industry. In fact, 40% of B2B marketers surveyed considered LinkedIn as the most effective tool for driving high-quality leads.

And this makes sense because an average person would scroll through Facebook or Instagram to look at their friend’s photos, indulge in celebrity gossip and seek other forms of entertainment. On the other hand, users typically visit LinkedIn for professionally generated content and business updates.

With professionals from so many industries available in one place, it’s crucial to use this platform for your lead generation strategies. In this post, we’re sharing effective ways to generate leads on LinkedIn. So let’s dive in.

Update & Optimize Your Profile Page

When a prospect discovers your product or service, they are likely to go through your business page. That last thing you want to do is create a poor impression with a mediocre profile page.

It’s time to optimize your business page to captivate your target audience. Just like a website, your business page should encourage visitors to take action. Start by choosing a high-quality profile and header image. Next, draft some compelling copy for the company description. Particularly, focus on the first two lines of the description to draw in prospects. You should also optimize the page according to relevant keywords.

Create a Showcase Page

A showcase page allows you to promote individual brands within your company. You’ll be happy to learn that this feature was introduced with B2B lead generation in mind.

With a showcase page, you can directly connect with your specific audience and nurture long-term relationships. This is an effective way to further segment your target audience.

Don’t Overlook Individual Profile Pages

While creating a business page is important, you cannot forget about employee profile pages. When prospects are considering doing business with your company, they will likely want to know the talent they’ll be working with. At the end of the day, it’s the collective skills and experience of your team that will help sell your products and services.

Therefore, you should encourage your employees to create a profile on LinkedIn. It’s also a good idea to ensure these personal profile pages complement your business profile.

Create Relevant & Valuable Content

Your LinkedIn lead generation strategy is incomplete without high-quality content. Publishing content allows you to generate interest for your business and attract prospects.

Relevant and valuable content is a reliable way to establish your credibility in the industry. After all, sharing your expertise will allow you to build an engaged following.

Moreover, you should also remember to respond to comments and interact with your audience.

Develop a Nurturing Approach

Just because a prospect has shown interest in your business or accepted your connection request doesn’t mean you should bombard them with salesy messages. If you want to successfully attract and convert potential clients, then you need to develop a nurturing approach.

Instead of contacting a prospect out of the blue with an overtly promotional message, you should find common ground. For example, you can bring up one of their past projects that you liked. You can also mention a shared connection to initiate a conversation.

Be Consistent

Whether you are pursuing a lead or curating blogs, consistency is key if you want to create a valuable presence on LinkedIn. Just like any other social media platform, you cannot post a blog and then go radio silent for weeks. We urge you to create a content calendar that will help you post regularly.

Similarly, you should reply to prospects on time. If a prospect has shown interest in your business, it’s imperative to be on top of it. Understandably, keeping up with various aspects of LinkedIn can be time-consuming. It would be best to adopt LinkedIn automation tools to improve efficiency.

Join Groups

Groups are one of the most underrated features for lead generation. You can easily find several existing groups relevant to your industry. However, there is a limit on the number of groups you can join. Since LinkedIn allows members to join only 100 groups, make sure you are picking the right ones.

That said, merely joining groups is not enough. We encourage you to leave comments and interact with posts. Moreover, be respectful and adhere to the group guidelines.

On the other hand, if there aren’t any relevant groups for your niche, why not create one? This is an excellent opportunity to attract prospects and other interested businesses.

Interact with Relevant Posts

You should leave comments and interact with content relevant to your niche. However, avoid spamming with comments blatantly promoting your business.

Make the Most of Your Network

At the end of the day, LinkedIn is a social networking platform. Put in the work to build a network of like-minded professionals and industry leaders. Even if they’re not your ideal prospects, such valuable connections will come in handy down the road.

That said, don’t start connecting with everyone and anyone. You need helpful connections that will take you one step closer to generating leads.

Use Advanced Search

LinkedIn’s advanced search makes it incredibly easy to find people that fit your target audience. All you have to do is go to the search people icon and click on the advanced option. You can utilize various filters and specifications to narrow down your search. We also suggest saving these highly specific searches so you can continue using them in the future.

Wrapping Up

Not using LinkedIn could be a major marketing misstep. This platform could be the key to your B2B marketing success. In addition to lead generation, marketers also see two times higher conversion rates on LinkedIn. Hopefully, these tips will help you kickstart B2B lead generation.

Stefan Smulders

About the Author

Stefan Smulders is a SaaS Entrepreneur | Bootstrapped to €3M ARR in just 1 year | Founder of the world’s safest software for LinkedIn automation | Vegan | Father.