Of course, the lines between these two categories are a bit blurry, and in reality, most B2B companies use a mix of both in their LinkedIn strategy.
But before we get into that, let’s first take a look at why LinkedIn is such an effective platform for b2b marketing.
What are the main benefits of B2B LinkedIn marketing?
As seen above, B2B LinkedIn marketing regroups all the actions that can improve your lead generation.
To do that, you can do a lot of different things but we’ll go further on this later in this post.
In this paragraph, we’ll get interested in the various advantages B2B LinkedIn marketing might bring to your business. Here’s a list of the main benefits :
1. Reach a vast and targeted audience: LinkedIn has over 800 million users all over the world, making it one of the largest B2B social networks available. Not to mention, LinkedIn is the perfect place to target professionals and decision-makers within businesses… It’s like a dream coming true for all B2B sales and marketers.
2. Increase brand awareness and build thought leadership: By sharing quality content on LinkedIn, you can increase your company’s visibility and build your reputation as a thought leader in your industry. It’s an inbound marketing strategy that works pretty well for B2B purposes.
3. Generate high-quality leads: LinkedIn is the best platform for generating B2B leads because you can target your ideal customer with laser precision. To do so, you can use a tool such as LinkedIn Sales Navigator that allows you to get many fin targeting criteria.
4. Boost website traffic: Sharing links to your website content on LinkedIn can help increase traffic to your site and therefore, lead to more conversion and B2B sales. And the best is that it’s all organic, easy to set up, and super cheap.
5. Get instant feedback and great data visualization: LinkedIn provides valuable insights into how your content is performing and what people are saying about your brand. This feedback can help you adjust your strategy and create better content that resonates with your target audience.
In reality, there are much more than these 5 benefits in using B2B Linkedin marketing strategy, but as you can see, there’s already a lot of impact on your business.
7 Tips & Hacks to generate more B2B leads on LinkedIn!
As the main purpose of this post is to give you working tips and techniques to gain leads, that’s what we’re going to do right now.
These tips are not only coming from our own experience at LaGrowthMachine, but also from many of our customer’s testimonials and data.
Therefore, it is proven to work.
Tip 1: Use your LinkedIn Profile as a lead magnet!
The first step in order to generate leads on LinkedIn is to have an optimized profile for people from your sales team.
As you may know, your profile is your business card on the platform and therefore, it needs to be well-written and up-to-date.
It should therefore include a call-to-action that encourages visitors to learn more about your business by visiting your website !
These are examples of hooks you can add to your profile directly in your bio:
“Get our free ebook to learn more about inbound marketing!”
“Click here to download to get a special discount on your trial”
“Fill in our form to get a free audit of your website”
Beyond the CTA, your LinkedIn Profile must reassure your lead about your identity. That’s why you’ll need to take care about the following elements:
Your profile picture: it should be a professional headshot that represents you. No group pictures, no logo, and no fake ones!
Your cover photo: it shouldn’t be empty and can feature your product or a relevant event related to your brand.
Your headline: it should describe what you do in less than 120 characters.
And so on!
Tip 2: Create a LinkedIn Cold Message Strategy!
Cold messaging on LinkedIn is an outreach technique that might be disturbing for your leads if not done the right way.
But if you follow our tips at LaGrowthMachine, you’ll find it as a great weapon to improve your LinkedIn Prospecting.
You can do it following these 4 steps:
Find your ideal target on LinkedIn: thanks to the many targeting options that LinkedIn provides, you can easily find people who match your buyer persona.
Set up your objectives: set up some sales objectives that will help you to follow your performance. A great objective may be : I need to outreach 400 hundreds B2B leads, to get 150 answers, and turn 17 of them as clients.
Take care of your copywriting: LinkedIn Outreach is all about 2 things. Good targeting, and good copywriting. If you choose to work with LaGrowthMachine, we can review each one of your LinkedIn Messages for sales.
Choose the right tools: You can choose to do your prospecting manually, which is good but consumes a lot of time. Or you can choose to go for an automation tool with LaGrowthMachine, to do the same things with unlimited messages and leads outreached… only by a few clicks.
Do you want to learn more about this technique? You can read our post on LinkedIn Cold Messaging.
How does LaGrowthMachine work ? ⚙️
You just need to import a list of leads in our tool. The data will be enriched automatically thanks to our scraping methods.
Then, you’ll have to plug your email and LinkedIn accounts.
At this stage, you’ll be able to set up your campaigns and to send personalized messages to your targets!
Tip 3: Outreach LinkedIn Groups from your sector!
This is a very common strategy for B2B sales or growth hackers. The main benefit is that you can outreach to a lot of people that are interested in your solution at once.
The process is easy:
You’ll have to identify the most relevant groups for your business. For that, you can use the search feature- or advanced search feature – of LinkedIn.
You will have to send a request to join these groups. Once approved, you’ll be able to see all the members and start sending messages.
This is the same thing as cold messaging : you’re human. Therefore, it is important that your messages are personalized and not too salesy.
Tip 4: Use LinkedIn Sales Navigator
Sales Navigator is a LinkedIn tool that allows you to have access to very precise data about your target.
The main benefit of this tool is the ability to find leads from companies that match perfectly with yours. This means that you’ll outreach only people who may be interested in what you’re selling!
To do so, you just need to enter the size of the company, its location, and some sector-related keywords. With Sales Navigator, you’ll have access to many other fields such as :
The number of employees in the target company;
The contact’s role in the company (ex: marketing director);
Company’s number of employee;
The best workflow if you want to boost up your B2B business to the next level is to couple Sales Navigator with a tool like LaGrowthMachine. It will give you the ability to find very fin-targeted leads, but also to contact them automatically with our tool. Our client gets 3.5X more B2B leads doing it!
Get 3.5X more leads!
Do you want to improve the efficiency of your sales department? With LaGrowthMachine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.
By signing up today, you’ll get a free 14-day trial to test our tool!
In B2B, networking is one of your best sales mates.
This is the same with LinkedIn.
In fact, this platform is the best place to show your expertise… and to share it with colleagues, competitors but also potential clients!
Therefore, building a content strategy based on regular posts that will be displayed on your users feeds is one of the best solutions to provide you with constant new B2B leads.
How to do so?
You’ll have to identify the topics that are the most relevant for your target. Then, you’ll create valuable content – blog posts, articles, or even just LinkedIn updates – around these themes.
To make sure that your content is seen by as many people as possible, don’t forget to use hashtags, and to tag other profiles in your posts.
If you want to know more about it, you can visit our Linkedin Post article.
Tip 6: Get the best of LinkedIn Analytics!
In fact, there are many tools you can use in LinkedIn to follow your performance:
From your company page: you’ll be able to see the number of interactions – likes, comments, shares – for each of your posts. You can also know which ones are the most popular! Finally, you’ll know how many people visit your company page and some infos such as their type of profile, etc…
From LinkedIn Ads publisher: this is the tool you’ll need to follow your LinkedIn Ads campaigns. You’ll be able to know how much money you’re spending, but also how many leads you’re getting from each campaign!If you want to go further in the analysis of your performance, we advise you to use a tool like Google Analytics.
From Sales Navigator: as we saw earlier, Sales Navigator is a very powerful tool for B2B salespeople. But it also allows you to follow your performance on LinkedIn! In fact, you’ll be able to know how many leads you’ve been contacting, how many of them did answer, how many Inmails you sent, etc…
From LinkedIn other features: LinkedIn Pulse, LinkedIn Live, LinkedIn Sales Score Index, or any other free tools and features developed by the platform to help you understand your performance statistics!
From your profile activity: finally, LinkedIn gives you the ability to know how popular your profile is. In your activity tab, you’ll find some information such as: the number of views you’ve got in the last 7 days, which are the countries where these views come from, etc…
Tip 7: Invest time and money in LinkedIn Ads!
All of the previous tips were pretty low cost, or even completely free.
This is a bit different from this one.
LinkedIn Ads can be a great tool to get LinkedIn leads.
You can choose from various ad formats for your compaigns:
LinkedIn advertising can be leveraged and followed in the campaign manager tool. You’ll have access to many information such as:
target audiences based;
number of website visitors;
Done well, these LinkedIn strategies will definitely provide you more leads or meaningful connections to improve your marketing effort.
There are many other ways to get more B2B leads on LinkedIn. But these tips – tested and approved – are definitely the best ones if you want to start generating leads on this platform!
Don’t hesitate to try them out, and to tell us in the comments below how it went!
And if you need help to develop your B2B marketing strategy on LinkedIn, don’t hesitate to contact us! We’ll be happy to help you boost up your business!
Eric As an SEO Manager at LaGrowthMachine, Eric shares his knowledge and expertise in the B2B sector, Growth, and prospecting.