When thinking about generating leads for your business, your first instinct is probably to think of Facebook or Google. Google will always be my top priority as it’s a great way to target new clients. But what about business-to-business (B2B) leads?
We’ve found LinkedIn to be very lucrative when it comes to landing business leads. In fact, a recent study actually found that 45% of B2B marketers have already won customers through LinkedIn. The same stats also highlight the fact that the platform generates nearly 300% more B2B leads for marketers versus Facebook.
Here are 5 reasons why you should incorporate LinkedIn into your social media marketing mix:
1: LinkedIn is your greatest resume. It allows a potential customer or employer to see all of your past work experiences, skills and endorsements from others in your industry. Make sure your profile looks official by using a professional headshot and filling out each section with your work experience and skills. Remember, LinkedIn is a platform for education and connection, so keep all of your posts and updates work-related. Recruiters go on LinkedIn more than anywhere else to find great candidates. I’ll even send my LinkedIn profile link to potential clients who ask for more information about me – having a great profile reassures my clients that I’m reputable and experienced. When creating or updating your profile, make sure your ‘About’ section tells viewers what your irresistible offer is, who your niche is, what problem you solve for them, and a call to action.
For example, my irresistible offer would be:
“I help women CEOs and entrepreneurs ignite their brand so they can increase their profit. Through my personal branding coaching program, I help these women achieve financial freedom, which allows them more time to focus on the things they love. Message me for a complimentary 15 minute audit on your personal brand.”
2: It’s easier to get an organic reach on LinkedIn than it is on Facebook or Instagram. LinkedIn now is kind of like how Facebook was 10 years ago – you could post something on your business page and everyone saw it. Today, Facebook and Instagram operate on a paid model, so the algorithm automatically buries your posts (even to your own followers) if you haven’t put any money behind them by boosting them. On LinkedIn, however, I can post something business-related and thousands of people can see my post, without me having to spend any money.
3: For the most part, LinkedIn is no fluff, no drama. People aren’t using the platform for its social aspect; they’re using it to give business tips and advice and network. Sure, my inbox gets bombarded with people trying to sell me things since I own a marketing agency, but for the most part, the posts rarely get political or involve gossip or drama like posts you might find on Facebook.
4: LinkedIn is a great place to establish yourself as an expert in your field. I’ve received countless messages on LinkedIn from someone looking for marketing advice who ends up eventually becoming a client of mine. A great way to establish yourself as an expert is to start posting educational tips related to your industry and ask questions. You’ll start to get engagement and will be seen as the authority. An extra tip: Video is the most shared medium on social media, so the more videos you post, the better!
5: LinkedIn is great for lead generation. It allows you to easily find the decision-maker at each company and engage in a conversation with them. We actually pay virtual assistants to get us B2B leads through LinkedIn. They usually vet the lead by following them, liking and commenting on their recent posts and then engaging in a messaging sequence. The important thing to remember, though, is that you must offer value in your sequence – try giving them advice of offer to do a free audit of their business. It’s a no-pressure way to share your expertise/advice and then pitch the client your services, and it also allows you to establish rapport and give value before you take things further. You always want to make sure your message is specific to them about their business or something they recently posted – this is a much better approach than a generic message that you send out to everyone.
I recently had a prospect (who ended up becoming a coaching client) compliment me on my outreach. Our virtual assistant (acting as me) actually listened to her podcast and made a relevant comment about it and sent something that piqued her interest to jump on a quick 15-minute call (which should be all the time you need to make your pitch).
One of the best ways to nurture a lead on LinkedIn is by getting to know the person, and then inquiring about business through their email address that’s listed on their profile. Prospects check their emails all hours of the day because that’s where their customers find them. They’re more likely to respond there than through LinkedIn messaging that is usually flooded with others reaching out. You can also join LinkedIn groups in your industry that can be great for referrals!
One of the best ways to measure your activity on LinkedIn is to check out your analytics. For example, do you know which types of posts gain the most traction? Which pieces of content score the most clicks to your landing page? The data can tell you everything, so I recommend checking it out once a month to see what’s hitting and adjusting your content posting accordingly!
If you do not have LinkedIn in your social media strategy, now is the time to start!
