If there’s one place that best lets people know of your professional achievements, it’s LinkedIn.
As the largest professional networking site, it houses interesting facts and news of all its users.
Me? I love using LinkedIn as it helps me keep up with the latest news of top influencers and key decision-makers in my industry.
But why does this matter?
It is because news attracts your target audience to your brand and business.
As a result, you’ll generate a high amount of traffic onto your LinkedIn profile alone, resulting in others being aware of who you are and what you do.
Top business owners are able to place their business at the top because of this particular reason.
MORE TRAFFIC = MORE SUCCESSFUL BUSINESS
So how can you maximize LinkedIn to your benefit so that you can generate more leads for your business?
Let’s count the steps.
1. CREATE AN ALL-STAR LINKEDIN PROFILE
Always remember that LinkedIn is a professional networking site.
That’s why it’s important to optimize your profile, so it stands out in the right way.
Aim to have an optimized profile that:
- Attracts people towards you, especially your target prospects
- Generates a significant amount of traffic on it
One thing you should also take note of:
Your LinkedIn profile dictates how well people will receive you as a professional.
To ensure that you’ll leave a lasting favorable first impression, make sure to have:
- A professional headshot and banner
- An interesting yet effective headline showing your unique selling point and credibility
- A compelling professional summary
- A comprehensive list of relevant job experiences
Pro Tip: You should also add a call-to-action in your professional summary that invites people to contact you.
2. BUILD A STRONG ONLINE PRESENCE
Do you know how top businesses are able to grow the lead list successfully?
It is because they know how to leverage LinkedIn to promote their brand.
And I’m not talking about their products and services.
Thanks to the strong online presence of their individual employees, especially their top executives, that they have attracted many customers.
Their executives became trendsetters. Key influencers in their respective industries.
And you can be one of them and cultivate a strong following on LinkedIn by:
- Showcasing your expertise
- Making meaningful statements about your work and advocacies
- Helping your target audience through useful content that addresses their pain points
In short, focus more on your personal brand.
3. CREATE YOUR LINKEDIN BUSINESS PAGE
With you now having a strong presence on LinkedIn, next on the agenda is creating your business page.
To build a strong business presence on the platform so you can cement your place in the professional community.
There are three ingredients in building a successful page.
- It must always be active.
- It has compelling, high-quality content.
- It has a steady amount of engagements.
You must also go beyond the company.
According to Justin Shriber, the Marketing Head for LinkedIn Sales Solutions:
“When you come to a good LinkedIn Page, you’ll find information about what the company does, but beyond that, some of the thought leadership that’s happening.”
So ensure that your page has content that your target audience can connect with and relate to.
4. PRODUCE HIGH-QUALITY CONTENT
According to reports, B2B buyers consume 10 pieces of content on average before making purchase decisions.
Because they’re looking for helpful information about a product or service that will solve their pain points.
So you should ensure that your sharing high-quality content on LinkedIn that addresses their needs.
Also, ensure that you write content that shows relevance and authority.
It attracts B2B buyers to your page and makes them anticipate your content week after week.
And this can potentially result in you acquiring new leads.
Pro Tip: Always post content regularly so you can maximize the benefit that LinkedIn has to offer. Moreover, ensure to make one that inspires your target prospects to act.
5. FIND THE RIGHT TARGET PROSPECTS
If we are to pinpoint where you are in the sales cycle, you’re probably at the first stage right now.
Prospecting for leads.
And this stage is your foundation to move forward in the sales cycle.
Because identifying your target prospects gives you an understanding of what products or services they’re looking for.
Generating leads will be much easier when your products or services answer the following key questions.
- What makes your product or service different from the competition?
- What pain points does it help resolve?
Once you’ve identified them, start connecting with key decision-makers and influencers within the client company like:
- Sales and marketing heads
- Production managers
- HR directors
6. ACTIVELY DO ENGAGEMENTS
At its core, LinkedIn is a social media platform.
That’s why it’s important that you actively engage here since it increases your visibility. Your social proof.
You can engage with your target audience in 2 ways.
a. Like, comment, and share posts
This involves not only your posts but also other people’s as well.
Keep your conversation with other professionals flowing in the comments section.
It’s important that you always engage with them and follow the trending news and events relevant to your business.
Otherwise, you’ll waste a huge opportunity to make meaningful conversations.
b. Participate in group discussions
You didn’t join a LinkedIn group just for kicks, right?
No, you joined because that’s where professionals in your industry gather and share expertise.
And it’s where your target prospects are.
Here, you can learn valuable insights about them, letting you know how you can better connect with them.
As a result, you’re able to follow-up on how their business is doing, which is an important aspect of lead generation.
You can also learn industry-wide problems and questions that your fellow experts have. And you can take this chance to share your knowledge with them.
People appreciate the help you give them, especially with well-defined responses.
7. OPTIMIZE YOUR SALES AND MARKETING ALIGNMENT
In today’s buying process, the power falls completely in the hands of your buyers.
Thanks to the internet, they now have the means to access the information they need in making purchase decisions.
Because of this shift, you need to ensure that your sales and marketing are aligned.
Communication is key.
Otherwise, you’ll completely be at a disadvantage. You’ll have:
- Poorly targeted messages
- Sales reps failing to understand your target prospects
Your business’ success lies in the cooperation between the two departments so you can deliver personalized content to your customers.
Because tailored content will drive engagement and sales into your business.
You can optimize the alignment of your sales and marketing through the following steps:
- Define your audience
- Identify the gaps in sales and marketing
- Develop processes to bridge the gaps
- Use sales tools like LinkedIn Sales Navigator to improve the alignment
8. INVEST IN ADVERTISING CAMPAIGNS
80% of B2B leads come from LinkedIn.
And to get that, you can invest in the paid products that LinkedIn offers.
This can help you:
- Promote your brand even more
- Make your content appear in your target prospect’s feed
Result? You’ll reach your ideal customers on a much wider scale.
It’s an effective method of turning your engagements into actual activities. This makes converting your prospects into leads easier.
You can choose any of the 4 LinkedIn Ads products to invest in.
- Sponsored Content helps boost your content to your target audience on all devices.
- Sponsored Message delivers your ads straight to their LinkedIn Messaging.
- Text Ads lead them to your website or landing page, increasing your traffic.
- Dynamic Ads automatically send them personalized ads, potentially resulting in high conversion rates.
Pro Tip: Investing in these paid products provides valuable insights for your sales team, letting them serve your customers better in the future.
A successful lead generation doesn’t happen overnight.
You have to put on the necessary work every day to yield exceptional results.
The key here is to invest time on LinkedIn (at least 20 minutes will do if you’re really busy).
So start working your way to success with these steps.
Step 1: Create an All-Star LinkedIn profile.
Step 2: Build a strong online presence.
Step 3: Create your LinkedIn business page.
Step 4: Produce high-quality content.
Step 5: Find the right target prospects.
Step 6: Actively do engagements.
Step 7: Optimize your sales and marketing alignment.
Step 8: Invest in advertising campaigns.
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