Tagged: linkedin marketing
- by Alyson Shane
Want to use LinkedIn to find more leads? Looking for more ways to turn your cold connections into warm leads that move through your sales funnel?
With almost 700 million active users in 2020, LinkedIn has become more than just a job-hunting and networking tool. These days, LinkedIn isn’t just for CEOs and salespeople - it’s a must-use tool for any B2B business looking to increase brand awareness, find new leads, and increase sales by expanding their customer base.
If you’ve never tried using LinkedIn to generate leads, then don’t miss this post! These strategies will help you start reaching prospects and nurturing them into warm leads.
Update Your LinkedIn Profile To a Custom URL
This simple strategy is one of the most overlooked tactics on LinkedIn. Custom links create a sense of consistency across your LinkedIn profiles and helps you look more professional.
Instead of your LinkedIn profile URL looking like this:
Updating this field is super simple! Just follow these steps:
- Start by clicking on the Me icon on the top-right of your LinkedIn home page
- Click View Profile
- On your profile page, click Edit Public Profile & URL on the right
- On the new window that opens up, click on Edit your custom URL on the top-right
That’s it! This simple step will help create a sense of cohesion across your LinkedIn profiles.
Invite connections to like your LinkedIn company page
It seems simple, but it works! This new(ish) feature might not be available for all company pages yet, but once it’s available inviting your connections to like your page is super easy. Just follow these steps:
- Navigate to your Linkedin company page
- Under the Admin Tools drop-down menu, select Invite Connections
- A pop-up window will appear with all your connections listed
- Select each person you’d like to invite, and click Invite Connections
- If an error appears, you may have reached your invitation limit
To prevent companies from spamming their contacts, LinkedIn only allows 100 invites at a time. These invites are “credited” back to your account once someone has accepted your invite to like your page.
Share curated content from LinkedIn Content Suggestions
Another way to find new leads on LinkedIn is to regularly share posts focusing on topics they’re interested in.
If you’re not sure what to share, LinkedIn has a handy Content Suggestions feature for company pages. This tool helps you discover topics and articles that your audience is engaging with on LinkedIn and is a quick, easy way to share content with your followers.
To use this feature, take the following steps:
- Navigate to your Linkedin company page
- Select Content
- In the pop-up window, select your industry and a few demographics about your audience (ideal leads)
- Click View Content Suggestions
LinkedIn will generate a list of trending content from the last 15 days based on your selected industry and audience demographics. You can refresh this list over and over to find new content suggestions that appeal to different audience types.
But beware: not every content suggestion will resonate with your followers, so choose wisely.
Use LinkedIn Messaging to build relationships
The more people become familiar with you, the more they like and trust you. This is also known as the Mere-Exposure Effect. Our favourite example of this effect in action is this chart of Benedict Cumberbatch
Obviously this chart was made as a joke, but it demonstrates exactly how the Mere-Exposure Effect works: the more someone sees Benedict Cumberbatch’s face, the more attractive he becomes.
So what does the Mere-Exposure Effect have to do with finding new leads on LinkedIn?
Building the authority and brand awareness necessary to move a prospect from a cold lead to a warm lead takes time. After all, people want to buy from people and brands they like and trust, and the higher the investment in a product or service is, the higher that trust level has to be.
One of the easiest ways to establish this trust is to use LinkedIn Messaging to build strong relationships with prospective customers.
How to develop a LinkedIn messaging strategy
Sliding into people’s DMs and asking them to buy from you right away is a tactless move, and it’s honestly a little rude, especially if you don’t know the person you’re messaging.
If you want a response you need to approach the relationship naturally. Ask questions, provide value, and be a real human being before pressing for a consultation or sales call. Think about this outreach as a multi-step process that could look something like this:
Step 1: Send a connection request
When you send a LinkedIn connection request, always click Add a Note to customize the invitation. Here’s an example of the kind of note we add (notice it’s focused on them and doesn’t try to sell anything right off the bat):
Step 2: Thank them for connecting with a value-add
Once someone accepts your connection request, send them a follow-up message as soon as possible. This message should thank them for connecting, and include a link to a relevant article or group you manage.
Here’s an example of a follow-up message on LinkedIn:
Just wanted to drop you a line and say thanks for connecting! I’m looking forward to keeping in touch.
Since you work in a technical field, I’d love your thoughts on this article we recently published about writing technical blog posts. You can find it here: [LINK]
Looking forward to your feedback!
Remember: the purpose of this message is to show them that you’re a trustworthy resource of content they care about. Make sure to tailor this value-add to the person you’re talking to!
Step 3: Share a link to a high-quality 3rd party resource (article, video, webinar, etc.)
We recommend waiting at least a few days between sending these messages so you don’t seem pushy and overbearing.
This message should again relate to something they’ve said, posted, or shared on the platform. Be specific about why you think they’ll be interested in the resource and what you think about it as well. Don’t forget to ask for their feedback!
Here’s an example of what this message could look like:
I hope business has been going well! I found this article and it made me think of you, so I wanted to send it your way. It talks about the importance of showcasing company culture in “technical” industries like yours.
You can find it here: [LINK]
I thought the suggestion to use the new Instagram Reels feature to introduce followers to your office team was really great. I’d love to know what you think!
Message 4: Request a phone call
Unless you’re a born salesperson, this is arguably the most anxiety-inducing of all the messages in this strategy. This message should be short, polite, and to the point.
Here’s an example of what it could look like:
I’m working on getting to know my LinkedIn connections a little better, and since we’ve been crossing paths lately I’d love to hop on a quick call and see how we can both benefit from being connected.
Are you free to chat next week? How’s Thursday, November 5th, in the morning work for you?
Did you notice that we suggested a specific date and time to meet? This strategy makes it easier for someone to say “yes” because they can quickly check to see if they’re available.
Message 5: Follow up
If the person doesn’t reply, send this follow-up message a few days after you’ve sent the message above.
Hope you’re doing great! Just following up on my invite to have a short phone chat to get to know each other a bit better. I’d love to learn more about how we can both benefit from being connected.
If not, that’s totally fine! You can always reach me directly via email. I hope to hear from you soon!
Only send this message once. Sending it multiple times will look pushy and might damage both yours and your brand’s reputations.
How to find new leads on LinkedIn: conclusion
These are just a few of the many strategies you can use to generate new leads for your business on LinkedIn.
Remember: the best way to use LinkedIn is to be helpful, positive, and consistent. By posting regularly, liking and commenting on the posts your connections share, and using the strategies we outlined above, you’ll be generating new leads for your business in no time.
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If you’re ready to level-up your LinkedIn marketing strategy, drop us a line!