Linked has a reputation for being the social platform that one goes to when they are job hunting. This in fact is only one use of Linkedin. There is another key element to Linkedin that if utilised at its best, is a great online lead generation took and can generate great leads for your business. Seeing that most people on Linkedin are there for professional reasons, and the network is huge, if you manage to fit the pieces together, it will work to the advantage of your business.
LinkedIn’s ability to provide potential buyers with information about you, your product, your brand, and your business has the social network at a visitor-to-lead conversion rate that is 277% more effective than Facebook and Twitter. – ReTargeter.com
To generate leads for your business using LinkedIn is not as straight forward as just you signing up. There is a well studied and planned approach that you need to take if you want to start building relationships and conversations with potential clients on LinkedIn. Here are a few tricks and tips on how to generate leads and in turn increase your online conversion.
1. Offer To Help
Parallel to one of the key components of Inbound Marketing methodology is to create helpful, remarkable content. The same applies to Linkedin. Offer to help people in your network or in the groups that you are part of. Help other users by providing them with useful information in group discussions. This can be done by other connecting them with ‘experts’ in the field, or by offering informative content that is beneficial to them provided by you, if you can. This will make you, as a user of Linkedin stand out as important contact to have in your network, or an active group member with credibility. This is a start to building relationships that are based on professional trust.
2. Communicate With Your Network
One of the most useful tools of LinkedIn is how it displays your professional network, and the connection between you and the connections of your connections. It is very similar to the concept of 6 degrees of separation. What this means is that between your connections and all your connections connections, you have access to an enormous group of people. This, if utilised correctly can path the way to an introduction to a potential lead. If you do not directly know the person, chances are you know someone who knows someone who knows them. You might be a 2nd or 3rd degree step away from the person you want to communicate with. So if there is a prospect that you would like to connect with, find someone in common between you, and ask to make an introduction. Have them put in a good word for you. When you are introduced personally via a shared connection, this is much more effective than if you pick up the phone and attempt to make a cold call.
3. Use The Advanced Search
Linkedin’s advanced search is brilliant. I love it. The different filter options are extremely useful and helpful. You can filter users by industry, company size, position in the company, country, etc. Make sure you use this search tool well when you are preparing your targeted leads list. Find who you are looking for, then how you may be connected, and then make the connection.
4. Join LinkedIn Groups
Another useful way to generate leads is to position yourself as industry leader. A good way to do this is to post useful, helpful, informative content in groups that you think your prospect will be a part of. Search the Linkedin groups and join the ones which have trending discussions that are of use to your prospects industry. Once you have become a member of the group, take the time to post your helpful informative content to the group, and make sure to answer comments and discussions related to your post. However, make sure you do this carefully. You don't want to spam as many groups as possible with links to your latest blog post, because this alone will not give you the result you are looking for. In fact this can back fire in your face and you can be blocked from the group. We wouldn’t want that! What you do want to do, is to choose very selective groups and only post informative content related to that specific group. You also have the option of going though groups where you think your leads will be, and answer any questions that they be asking related to current issues that they are facing - their pain points. Once you start to answer these questions with helpful answers, you open the door to a direct connection between you and your lead.
5. Get Personal
Rule of thumb on Linkedin, well, not only Linkedin. Rule of thumb on any professional social media platform, when you send messages to people, never ever send impersonal generic messages. No one wants to receive generic messages. What happens when they do? They either delete the message without reading it, or they simple ignore it. Social media platforms are saturated with generic content. What you do want to do though is send personal messages. Draft the messages that you are sending to your new or current connections to relate to them in person, their pain points, what they want to hear, what they are looking for, what they are interested in. Make sure you give the person you are messaging a reason to read your message and find value you in it. Again, in your message offer to help if you can. If you manage to do this correctly, you again set the path for an direct dialogue between you and a potential lead.
LinkedIn can do amazing things for your business if you are taking the right approach. Be patient and focus on building relationships based on trust and credibility. Remember that this part of your social prospecting strategy.
Social prospecting provides you with a huge opportunity to identify and engage with new prospects and get your brand, product or service out there, however your content offering will be the determining factor of your success. Creating remarkable, relevant and personalized content will standout from other content on the Internet and will attract your target audience to read and share. For more details on social prospecting please download The Entrepreneur's Guide To Social Media Prospecting via the link below. I hope you find it useful.
Ranya is an entrepreneur with over a decade experience in pulling up her sleeves and getting S*** done. She is specialized in inbound marketing and inbound sales.