5 lead generation tactics that are commonly overlooked on LinkedIn

LinkedIn is the best business platform to generate leads. Many users simply use the platform to announce new job updates, but the platform offers far more than that. With over 800 million users, it is a powerful platform that businesses can use to target decision-makers and generate numerous leads for their business. Although most people know LinkedIn is a great platform, they are unaware of how to specifically drive leads for their business. In this post, we’ll cover the 5 best lead generation tactics and how you can start implementing them right now to get your first lead on LinkedIn.

Optimizing your profile and linking to a landing page

The most immediate way to start generating leads on LinkedIn is to optimize your profile. Your profile is the first thing that LinkedIn users will see when they search for you and it will dictate if your ideal customer wants to work with you. The more you optimize your profile, the more organic impressions you will get on LinkedIn. This helps users find your profile and click on any links you may have. Some quick ways you can optimize your profile include:

  • Writing a good headline: Your headline is crucial to getting noticed on LinkedIn. It should be clear, concise, and describe what you do. You need to add specific keywords in your profile that indicate what you do. An example of a headline can be “Growth Marketing Consultant”.
  • Adding a bio: Your bio should be a clear and concise description of who you are and what you do. You can add any background information about yourself and your work. This is a great way to showcase yourself and you can even add a call to action at the end of your bio.
  • Highlighting work experience and education: When someone lands on your profile, they will typically scroll down to your work experience and education. This typically indicates the experience and qualifications you have and some people will use it to estimate your expertise.
  • Adding a profile picture: Your profile picture should be a professional headshot that is high quality and represents who you are. This is key to establishing trust because decision makers will not take you seriously if you don’t have a profile picture or if you have an unprofessional one.

Once your profile is optimized, add a link to a landing page on your profile. LinkedIn allows you to add 3 links on your profile, so use one of those links to send users to a landing page. When you add the link to your profile, you will start generating traffic to your landing page. As you continue to grow your LinkedIn account, this will compound and it will help you book more sales appointments and get more product sales organically.

Posting content consistently

The most common lead generation mistake that most LinkedIn users make is not publishing content. Publishing content is the backbone of getting impressions, views and clicks to your profile and website on LinkedIn. You don’t need to publish a ton of content, but showing you have posts on your profile is a great way to show you’re active and can help with lead generation. A good cadence of posting content consistently is all that’s needed. This can be once a day, two to three times per week, etc. The main point is setting a publishing calendar and sticking to it.

Posts allow you to build trust and credibility from your LinkedIn network. A lot of lead generation tactics on LinkedIn seem like quick fixes, but none of them will work if your audience does not trust you. With posts, you can highlight your expertise, drive traffic to your profile and generate inbound leads. Since the vast majority of LinkedIn users don’t publish any regular content, it’s very easy to stand out and you can establish yourself as an authority in your niche. You can use a CRM software to help publish and track your lead generation on LinkedIn, and a Kahoot alternative to make it more effective.

The main driver of success for LinkedIn posts is writing content about your customer’s pain points. If you want to generate inbound leads, you should be creating consistent content talking about the different problems your customers are facing and how you’ve handled them. A good strategy to do this is to connect with as many potential customers as possible and continue to publish content that is catered to them. Your leads will increase over time as your audience grows and this is a very effective way to generate leads without having to directly sell on LinkedIn.

Using Sales Navigator

Sales Navigator is a LinkedIn paid product and it’s the single best way to find, target and nurture leads directly on LinkedIn. With Sales Navigator, you can target a specific customer persona out of the 800 million LinkedIn accounts. No matter how niche your ideal customer is, it’s extremely easy to find on LinkedIn Sales Navigator. For example, if you’re looking for a content manager in a 200-500 person company, in IT services, that’s also based in the U.S., Sales Navigator will help you find over 17,000 LinkedIn users with those specific characteristics.

You can save any of these contacts as leads and LinkedIn will let you know when they post, any new job changes, and any other major updates to their profile. This allows you to easily keep up with your leads and you can easily personalize your outreach when you decide to reach out to them. This takes almost all of the guesswork out of lead generation and nurture.

A good strategy to use with LinkedIn Sales Navigator is to target a large group of specific customers (e.g. content managers). Once you save 50-100 of them as leads, you can start warming them up by liking their content, commenting on it and slowly building relationships. You can see their activity directly on Sales Navigator and engage with them from there. Over time, these relationships will make it much easier for you to establish trust, pitch your services and sell on LinkedIn better.

Starting a newsletter

LinkedIn can be very artificial in nature. When someone lands on your profile, they can only see your headline, education and your current position. Although this is good to build credibility, it doesn’t always highlight your expertise, ability to serve customers or level of intelligence. Starting a LinkedIn newsletter is a great way to show off your skills and knowledge in a more personal way, without having to be too sales-y.

With a LinkedIn newsletter, you can leverage LinkedIn’s virality and audience features and start building your audience immediately. It would be far more difficult to start this from scratch on another platform because you would have to generate your own traffic and convert your audience into subscribers. With LinkedIn, you can leverage your existing network and your content has the ability to reach your 2nd-degree and 3rd-degree connections. This helps your newsletter get immediate traction with more impressions and more likes.

Additionally, it’s very easy for LinkedIn users to subscribe to a newsletter. When you publish a new edition of your newsletter, your subscribers will be immediately notified directly on LinkedIn and also via email. This helps ensure that your content is seen by as many people as possible. Your newsletter audience can be warm leads for your business and this can generate many leads directly from LinkedIn. You can use specific apps to help capture your LinkedIn traffic and convert those contacts into leads for your business.  As your newsletter scales, you’ll get more subscribers, more inbound leads and ultimately more sales for your business.

Add links in your comments

One of the most underrated ways to get more direct leads to your site is to add links in your comments. When you have a post that performs well on LinkedIn, it can often generate thousands of impressions. Although getting likes and comments are great, you can use this traffic to convert some of your audience by sending them to the most useful content on your site.

The reason why you should put links in your comments instead of directly in your post is that LinkedIn can suppress your audience reach when you add a link directly in your post. The platform has no incentive to direct its audience outside of its site, so it’s best to add it in the comments to maximize impressions and get some of those viewers to your site in the comments.

This is done extremely well by LinkedIn creator Justin Welsh. He has amassed over 40,000 newsletter subscribers by simply adding a link to his site under most of his posts. Justin Welsh has grown his LinkedIn account to over 200,000 followers, but he had no way to get his audience to his site without compromising his reach. He started to add links in his LinkedIn comments and this enabled him to slowly start siphoning his audience from LinkedIn to his own site. This is a great strategy to drive your leads from LinkedIn to your own sites and landing pages.

These strategies are some of the ways you can start leveraging your LinkedIn account to get more leads for your business. With this, you can improve your organic impressions, clicks and generate more leads. Start by using one or two strategies and do them consistently. Over time, you’ll see your leads increase and your sales will start to grow.