3 Tips for Lead Generation on LinkedIn

By Perry van Beek

Part of LinkedIn Sales Navigator For Dummies Cheat Sheet

Are you struggling to make meaningful connections with your target audience? Have all your website optimization efforts left you with a marginal spike in traffic and an even smaller boost in lead generation? If this sounds at all familiar to you, then perhaps you should focus your marketing attention on LinkedIn. A lot of businesses and business people have a LinkedIn profile. However, they are far from optimizing it for what it’s best at: generating leads.

Here are three areas of lead generation that you need to prioritize if you want to see measurable results:

1. Specify your audience.

From a marketing perspective, perhaps the most impressive feature of LinkedIn is its specificity. You can segment your audience down to micro-signifiers that are not possible with other social media platforms. For example, let’s say you own an educational app designed for university campuses. Your target market would be IT administrators at colleges and universities across the world. Through LinkedIn Search, you can target only those people who work in IT positions at all the different schools of your choice. No matter your outreach approach, you will benefit from connecting with highly informed and influential decision makers off-the-top. For instance, if you have a product demo as a sales magnet, you can make a pitch right then and there!

2. Make better use of InMail.

Once you have a strong list of prospects, it’s time to use InMail to reach out. With InMail, you can write personalized messages to targeted individuals and easily track the responses. In crafting your message, be sure to follow these general guidelines:

  • Focus on the recipient. Write from an objective position that frames your recipients needs as the principal theme. Do not focus on what you can do for them. This conversion will happen if your recipient shows interest.
  • Don’t be overly professional. It is effortless for a recipient to discard an email because it’s excessively professional or technical. Keep it light, keep it informal, and just be personable.
  • Be swift. Try and keep your message to around 150 words. Within a couple of sentences, you should have given your pitch and given the recipient plenty to think about.

Also, remember that you can send free InMail messages to Premium LinkedIn users. That means that even if you don’t have a Premium account or even a Sales Navigator account, you can still reach out to Premium LinkedIn users for free.

3. Publish content with precision and consistency.

There is nothing glamorous about creating a content schedule and sticking to it. However, it has been proven time and again that publishing articles on industry topics will increase customer trust in your voice and generate new leads. And if you want to reach new leads, you have to write about topics that appeal to them. That means the following four things for your content strategy:

  • Researching top industry trends
  • Crafting informative articles on those topics
  • Writing catchy headlines that stand out
  • Cross-promoting your post on your website, Facebook, and Instagram