LinkedIn has over 300 million users. Its monthly visitors are 187 million. It has a geographical reach in over 200 countries and territories. LinkedIn is available in 20 languages. Need I quote more? *
The numbers clearly indicate the potential of a network such as LinkedIn for your business to use to expand its connections and build B2B lead generation initiatives with.
LinkedIn can be used both as a personal network and as a group host for B2B lead generation efforts.
Here are some (free) ways to generate B2B leads from LinkedIn –
Build a solid Company page / profile on LinkedIn
Update your website and blog description suitably. Try and be as specific with the Blog description as possible so as to indicate what your blog is all about. You must use descriptions laden with keywords on your company page, product and services tabs. This adds to your SEO. So that when people are searching for your product / service, they are able to locate you easily.
Utilize the LinkedIn features / applications
Make sure you expand your reach through the use of LinkedIn’s various features and applications – be it a Slideshare, a PowerPoint slide deck, a YouTube video or a simple link that leads to a landing page on your site. You can also link your Twitter & LinkedIn accounts to widen your reach.
People you may know
– Use this feature to contact tier 2 connections. In case you know of someone who is a useful contact, ask a Tier 1 connection to introduce you, or check to see if they are members of any common groups.
LinkedIn Groups –
These groups are like public forums and communities of like-minded professionals with similar objectives. LinkedIn houses over a million groups, thereby making it one of the largest platforms for professional forums on the internet. This is a huge captive audience that can be tapped into with dynamic content. You need to make sure your content appears in search results when people are looking it up. This should help add new entrants into your forum. Look up groups to join where your prospective clients are members. Add to conversations; provide links to content on your site that may be of use to other members, answer questions. Make yourself useful. This then gives you a chance to step into the role of a Thought Leader. You can serve your group as a Thought Leader by answering questions independently without trying to establish a link back to your blog or site. Members should be able to trust you as a credible source with little or no motives.
– Once you have established yourself as Thought Leader with a respectable following you can run a free webinar targeted at the members who fit the client profile. You can message the members about the webinar. Make sure you do not turn it into a sales pitch. Make it about topics and issues that the members are dealing with and something that they can relate to and look forward to hearing about. You can start off with a guideline as to how the webinar will proceed – with issues and concerns followed by the solution in the form of a product or service and conclude it with a Q&A session. Very important.
– Make sure your status on LinkedIn is updated with every new blog post, whitepaper, infographic, a webinar that you develop or release. Shorten your URL with a link back to your website in order to garner more traffic and develop leads.
Employee Profile on LinkedIn
– All your employees need to be active on LinkedIn with profiles that are suitably updated with the company details and links. This is important because each time a prospective buyer looks up the company’s products and services, employee profiles are bound to show up in the search results. Thus, every employee must update their profile with the company details in addition to their own.
In our next blog (part II), we will cover some paid promotion and advertising options available on LinkedIn for your lead generation purposes.
* Statistics Source: Digital Marketing Ramblings