LinkedIn is a great way to drive new B2B clients.

But, if you’re not using it to its full potential, you’re missing out on leads and sales. There are so many ways to generate leads on LinkedIn that you’ll need to focus and define some strategies to do it properly.

What are we talking about when saying LinkedIn Strategies? What are the goals of a LinkedIn Strategy? What are the different strategies that exist and how to build them?

In this post, we’ll have a look at different strategies for your LinkedIn outreach. We’ll also give you tips on how to make the most of LinkedIn for your business. So, whether you’re a beginner or an experienced LinkedIn user, this post is for you! Stay tuned…we’re about to dive into the world of LinkedIn marketing!

What is a LinkedIn Strategy?

A LinkedIn strategy is simply a list of actions for using LinkedIn to achieve specific business goals, thanks to the features and/or the tools available on the platform.

It’s essential to have a marketing strategy because LinkedIn is such a vast platform with so many different features and potential uses that you could get lost in it.

Without a strategy, you’ll likely find yourself wasting time on the platform or not achieving the results you want.

Therefore, creating a successful LinkedIn strategy will help you focus your efforts, save time, and generate better results!

There are two kinds of strategies on LinkedIn:

  • Inbound Strategies: content marketing, images, videos, webinars, through LinkedIn Pulse or LinkedIn Live for example.
  • Outbound Strategies: at LaGrowthMachine, we’ve been developing a great LinkedIn Outbound Strategy with the help of automation. With our tool, you can send as many messages as you want to very qualified leads. If you want to know more about it, you can go to our guide on LinkedIn Automation.

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!

Try now for free!

What are the Goals of a LinkedIn Strategy?

As a B2B business, the first step in creating a successful LinkedIn marketing strategy is to define your goals.

But before that, maybe it’s important to remember how to set up great objectives. In fact, each marketing/sales objective you’re targeting through your action must:

  • have a clear title
  • be measurable
  • be achievable
  • defined for a period

You should ask yourself: what do I hope to achieve by using LinkedIn?

Here’s a complete list of the different goals you might want to target by using LinkedIn for your strategy!

1. Increasing your brand awareness

What is it?

With this objective, you are willing to improve your visibility on LinkedIn and make sure people know about your company, your products, or services.

How to measure it?

You’ll be able to measure it with KPIs such as the number of followers on your LinkedIn company pages, number of people talking about your brand, number of people reached by your posts, number of people that have seen your ads, etc…

What period should be defined for this objective?

Brand awareness, just like every other communication operation, is something that takes time. You should at least run it for 6 – 12 months before having a clear idea of its success.

2. Generating new leads

What is it?

This objective is much more about performance. The goal is to get new prospects, which will lead to new clients, which will lead to turnover improvement.

How to measure it?

The best way to measure it if you’re a B2B business is to have a look directly at the number of leads generated through your different actions.

With LaGrowthMachine, you can have a live view of your outbound strategy performance whenever you want: you’ll be able to see how many LinkedIn Automated messages you sent, how many were viewed, replied to, etc…

Reporting with LaGrowthMachine

What period should be defined for this objective?

As we’re talking about actions that might be put in place pretty fast, LinkedIn Lead Generation campaigns should be followed weekly, with a bigger picture every month. You’ll have a good idea of its results after 1 month of campaigning.

3. Getting more engagement

What is it?

This objective is to improve your image as well as your brand awareness, mainly by posting on your account and on your LinkedIn Company Page. The more reactions (clicks, commenting, sharing) you get, the more your engagement goal is achieved.

How to measure it?

You can measure it pretty easily by looking at the evolution of the reactions on your different LinkedIn posts.

What period should be defined for this objective?

This is the same as brand awareness. Depending on the rhythm of your actions, you should be able to have an idea of your results in the first 3 to 6 months.

4. Getting more traffic to the website

What is it?

This goal is to get more traffic to your website through your different actions on LinkedIn.

How to measure it?

You can measure it by looking at your website analytics (with a tool like Google Analytics for example).

What period should be defined for this objective?

This is the same as brand awareness. Depending on your rhythm of actions, you should be able to have an idea of your results between 3 and 6 months.

Now that we’ve seen the 4 different objectives you want to achieve, let’s go through the different concrete LinkedIn Strategies you can work on!

What are the different LinkedIn Strategies?

As the leading B2B social network is constantly developing its features and tools, there are more and more LinkedIn Strategies.

Some are free, some are not, but most of them should be explored as they can be a real game changer for you, depending on your business typology. That’s what we’re going to do right now!

Strategy n°1: The personal account

The first LinkedIn Strategy we’re going to explore is the use of your personal account.

Even if it’s not really a feature, using your personal account for business purposes is the first and a great way to improve your brand awareness, get more engagement and generate new leads.

The goal is to “simply” create a posting strategy by posting engaging content on your LinkedIn personal account several times a week (or a month). By doing so, you’re getting more and more people interested in what you’re saying = making them react = more engagement = more reach.

If you’re working in B2B, this is truly the best, easiest, cheapest, and fastest way to develop your brand awareness and generate new leads.

Keep in mind that the more you’re posting from your personal page, the more people will see you as an expert in your domain.

That being said, there are some conditions that should be fulfilled in order for this strategy to be successful:

  • The content you’re posting should be interesting, valuable, and relevant to your target.
  • It should not be too promotional or sales-oriented as it will turn people off.
  • You should also be careful about the tone of voice you’re using: stay professional but try to be personal too in order to create a connection with your audience.

Strategy n°2: Get more traffic from LinkedIn groups

LinkedIn groups are a great way to get more traffic to your website as well as generate new leads. The goal is pretty simple here: you want to post stuff on relevant LinkedIn groups in order to interest people and make them click on the link that will redirect them to your website (or landing page).

Just like the first strategy, this is a bit time-consuming, but a very qualitative way to develop an effective LinkedIn Marketing strategy as some groups are really niched.

The key here is to find the relevant groups for your business, post interesting and valuable stuff, and be active in the discussion.

Don’t forget that people are in LinkedIn groups because they want to learn new things or solve problems, so make sure your content is helping them do just that!

Strategy n°3: Use LinkedIn Ads to generate leads

If you want to go further with your lead generation on LinkedIn, if you have a budget to spend (always looking at ROI!) and if you want fast results, you can use LinkedIn Ads.

LinkedIn Ads are a great way to generate leads as well as get traffic to your website.

There are different types of LinkedIn Ads:

  • Sponsored Content: This is the most common type of LinkedIn Ad. It’s basically a post that you’re paying to put in front of a larger audience.
  • Text Ads: These are small ads that appear in the sidebar of LinkedIn. They’re less intrusive than Sponsored Content but they’re also less effective.
  • Display Ads: These are banner ads that appear on different pages or spaces on LinkedIn. They’re very intrusive but they can also be very effective if done well!
linkedin ads

The key to a successful LinkedIn Ads campaign is to have a clear and precise offer, an irresistible headline, a great image, and a strong call to action. Don’t forget that you’re competing with a lot of other brands for attention, so make sure your ad stands out!

Strategy n°4: Use InMail to contact directly your prospects

If you’re working in B2B and you want to get in touch with decision-makers in order to sell them your products or services, InMail is the way to go. InMail is basically a direct message that you can send to anyone on LinkedIn, even if you’re not connected with them.

The key here is to write a great InMail that will get their attention and make them want to know more about what you’re offering. The best way to do that is to focus on the benefits they will get by working with you, rather than listing all the features of your products or services.

Example of an InMail

To do it efficiently, it’s a bit like an email. Take care about:

  • your subject line: concise, appealing.
  • your first words: find a catchy icebreaker, present yourself, and be nice.
  • your CTA: like booking a meeting, subscribing to a webinar, etc…
  • your signature: professional, branded if possible.

If you’re using LaGrowthMachine, you can ask for a review for each message you’re sending on LinkedIn through your outbound campaign. As multichannel sales experts, our team is very used to the best practices when sending LinkedIn sales messages!

Strategy n°5: Automate your LinkedIn Marketing with LaGrowthMachine

If you want to save time and get more leads on LinkedIn, you can use LaGrowthMachine.

LaGrowthMachine is a tool that allows you to send very personalized messages to thousands of leads in a few clicks.

Configuring your messages using variables in LaGrowthMachine

With LaGrowthMachine, you can:

  • Automatically send personalized messages to your target audience.
  • Get real-time insights into your campaign performances.
  • Save time by automating repetitive tasks.
  • And much more!

To learn more about how LaGrowthMachine can help you generate more leads on LinkedIn, schedule a demo with one of our sales experts!

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!

Try now for free!

Strategy n°6: Develop a Company Page

A company page is a great way to showcase your brand on LinkedIn and generate leads. Another point of interest is that you’ll get access to their marketing tool and company page analytics.

To create a company page, you need to have a personal profile on LinkedIn first. Then, you can go to the “work” section of LinkedIn and click on “create a company page”.

Once your page is created, make sure to:

  • add a great cover photo and profile picture that represents your brand
  • complete all the sections with relevant information about your company
  • publish exciting and valuable content on a regular basis
  • engage with your audience by responding to comments and messages.

Company pages are another great way to publish LinkedIn content aside from personal accounts. It should be part of every content strategy on the professional network.

Strategy n°7: Choose a Plan

There are 4 main LinkedIn solutions available right now:

1) Basic: free

2) Business: $59.99/month

3) Sales Navigator: $79.99/month

4) Recruiter Lite: $170.00/month

You can check our guide if you want to learn more about LinkedIn Plans.

Sales Navigator UX

If your goal is to sell, our recommendation would be to use Linkedin Sales Navigator which gives you:

  • free Inmails credit
  • sales insights about your leads
  • the ability to connect with anyone, even if you’re not connected with them
  • getting the most accurate targeting on the largest B2B database in the world.

The perfect workflow is to couple Sales Navigator with LaGrowthMachine. When done, you can import as many leads as you want from LinkedIn to LaGrowthMachine. LaGrowthMachine will enrich the data thanks to our multi-sources scraping tool. Then, you just need to create your campaign and wait for the leads to come!


There you have it! These are our 7 best LinkedIn strategies to generate more leads.

If you want to save time and get more leads on LinkedIn, make sure to check out LaGrowthMachine.

To learn more about how we can help you generate more leads on LinkedIn, schedule a demo with one of our sales experts!