Linkedin is a great place for business people to network and it has also become a great place to generate leads. But in order to build an effective LinkedIn lead generation strategy takes some planning.
I’m going to walk you through a plan to not only generate leads on LinkedIn, but one that will also increase your status as an expert in your industry. Two birds with one stone, you gotta like that.
Since we are doing lead generation, we want to make sure that our campaign is targeted. Targeting helps us focus the campaign so that we get better qualified leads. First we need to select and define your target audience.
Who are your most frequent customers? What keeps them awake at night? You have to find out what your prospects problems are so that you can solve them.
We are going to generate content that will help your prospect. The content can be any format, blog post, infographic, video, whichever media you’re most comfortable with. It should not be a sales pitch. The best content marketing solves a problem for the prospect and informs them.
When you share your content to LinkedIn your goal is to get others to share it to their connections. 30% of LinkedIn have over 200 1st connections. That means you will get rewarded when you create content that people find valuable enough to share. It’s like that old shampoo commercial, they tell two friends, they each tell two friends and so on, and so on, and so on. The growth can be geometric.
You should also post your content in relevant groups. 56% of LinkedIn users are in 10 or more groups. So groups are a great way to get your content seen and shared.
When crafting your post you’ll have to consider a few particulars. Always try to include an image in your post. If you’re posting a link to a blog post, LinkedIn will almost always grab an image from the page that you’re linking to. Just check it to make sure it is the image that you want. LinkedIn will grab several images and you should be able to select the one you want. You also can just click the paperclip in the post box to select an image to upload from your computer.
Your headline and text snippet will also self populate from your link. If you want to change these, you can click either and edit them before you post.
So this is all great but how do we turn this into lead generation?
At the end of your content, you will add a call to action to download another piece of content that’s similar or closely related in subject manner. But before the user can get the next piece of content, they will have to give you their contact data. You’ll link the call-to-action to a landing page that lists the benefits of the new content.
Remember to keep your landing page short, to the point and focused on benefits. Here’s a great guide to creating the perfect landing page.
It’s important keep a regular flow of posts to LinkedIn. However you don’t want to overload your contacts’ feeds. I recommend at least one post a day during the week, but no more than three. You don’t want to become a pest.
Put this plan in place and keep up with it. You can turn LinkedIn into your next lead generation channel.