Introduction
You thought social media was only for updating your status, did you? Think again.
Social media continues to be a strong participant in the game of digital marketing. Whether your goal is to raise brand awareness, demonstrate thought leadership, drive new prospects, nurture leads, or develop a pipeline, social media can help you achieve all of these goals.
It is essential to make decisions that are in the best interest of your organization and take into account the relative merits of various platforms according to the various stages of engagement. It is more effective to zero in on one or two channels rather than attempting to maintain a presence across the board. The same is true if you decide to get involved in paid media.
As many marketers will tell you, LinkedIn is an excellent platform for social media marketing and reaching out to others. However, in terms of the production of leads, is it just as effective?
In response to that, we would say that LinkedIn combines the best aspects of both worlds.
In addition to having 740 million active members all over the world, LinkedIn is the most popular social networking site for business-to-business communication.
You are passing up a massive opportunity to rake in a lot of cash if you are not making use of LinkedIn’s lead-generating features to engage directly with key opinion leaders in your field and your target market.
It is obvious that LinkedIn is the most adaptable platform for carrying on a conversation throughout the entirety of the engagement funnel.
But before you get too enthusiastic about these impressive lead gen metrics and go headfirst into social ad campaigns, you should first grasp how paid media may be integrated into your overall strategy.
In order to drive intent for a certain offer, you may utilize a mix of paid social and retargeting programs. Here is a very quick and dirty strategy of how you would use this mix.
Here’s a very quick and dirty plan of how you might use a mix of paid social/retargeting programs to drive intent for a particular offer.
1. Create effective ads
Use pain/aspiration words for the emotional pull
Include strong CTAs
Always include an image
2. Create multiple ads for each campaign
A/B test different copy, design, and offers
3. Target the right audience
Geography, industry, and job title
4. Set an appropriate expected budget
Reporting should include cost per lead.
As always, the right content in front of the right audience is key. Even though pipeline marketing appears to be linear, it’s not when it comes to engagement.
We must be prepared with content at any stage to have a conversation and carry it all the way through. Our social efforts should be aligned to ensure that we have a good mix of content to engage the stages along the way.
Also Read:- 8 Social Media Engagement Hacks to Boost Your Business
How Generate Leads From LinkedIn
LinkedIn is the undisputed leader in terms of B2B social activity.
It boasts over 740 million active members, as well as some of the most advanced targeting choices and data that are currently available to drive demand campaigns.
In a word, LinkedIn has evolved into a formidable engine that drives meaningful discussions and provides an excellent, focused pipeline for marketers.
But how do you make a good strategy for generating leads on LinkedIn?
Using these tips for getting B2B leads on the platform.
Using Sales Navigator, marketers can find leads that have been saved in the sales navigators of sales reps.
This is a great chance for you if you use an account-based marketing (ABM) strategy, in which you tailor each campaign to each account based on their needs, specific characteristics, and more.
When you connect your Sales Navigator to your LinkedIn Campaign Manager, you get a very relevant audience and marketing and sales work together.
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2. Focus on high-priority accounts on LinkedIn
This can be done in two ways:
- Marched Audience: Find the 1,000 most valuable accounts on LinkedIn and upload a matched audience list for them when you set up your campaign using the “Matched Audiences” feature. LinkedIn’s algorithm will find people in your target audience who are similar to the ones you’ve chosen.
- Website retargeting: To get people who have used your website’s resources, like your blog page, to come back. You’ll need to have the free Linkedin insight tag installed on your website.
3. Improve your company’s online profile
Even if it sounds like a cliche, first impressions are important.
To make it count, have a great headline, an eye-catching cover image, and a captivating bio. Use stories to talk about how your business started and how it has grown. Add credibility by including testimonials and numbers.
If you optimize your company profile, more people will want to use your services and your bounce rate will go down.
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4. Post valuable content
People are more likely to interact with your content if you make it relevant to your ideal audience but also broad enough that almost anyone can learn something from it.
Write posts for LinkedIn that are both fun and helpful. In general, you should make content that is 80% educational and 20% promotional.
Use 3–5 hashtags to get the word out as far as possible.
Share content written by your company’s founder, someone who works there, potential or current clients, and news about your industry.
5. Make a LinkedIn email list
Lead magnets on LinkedIn can help you build an email list by giving prospects freebies or other incentives in exchange for their contact information.
Give them instant access to marketing materials like an eBook, a checklist, a cheat sheet, a whitepaper, case studies, a roadmap of your product, a quiz, or a survey to help you grow your email list.
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6. Engage in LinkedIn groups
You can join a group that already exists or start your own. We suggest that you focus on smaller communities with fewer people.
You can send 15 direct messages to group members each month through LinkedIn. In a group, you can talk, support, answer questions, and share useful resources to help the other people in the group.
If you want to start your own group, you will have to come up with a creative name and profile. Create value for your members by giving them access to exclusive content from your business, and over time, they will bring in new customers for you.
7. Make pages for showing your brand
Use LinkedIn Showcase Pages to tell a specific audience about your business units, brand image, initiatives, and events.
Think of them as affiliate pages where you can create and sell content that fits the needs of a niche audience. They can definitely help you better divide your B2B leads into groups.
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8. Avoid hyper-targeting
You want to reach out to a large group of potential customers that you don’t know much about because they’re the “low-hanging fruit” you should go after first.
Don’t get rid of audiences based on a hunch. As a result of hyper-targeting, your cost per lead (CPL) will go up. Choose a choice that is both specific and broad, such as job function or company size.
You can avoid job titles at first because some candidates may have job titles that are different from what you expect. So, if you focus too much on job titles, you will miss some of your audience.
9. Automate lead generation
LinkedIn lead generation is a great way to get new business, but it takes a lot of time, money, and effort. To avoid doing the same thing over and over, you might want to use automation software and tools that let you make sales and get more attention with the click of a button. Here are the best business tools for automating lead generation:
- LinkedIn Sales Navigator
- Expandi
- Dux-Soup
- Zopto
- AeroLeads
Cost of generating leads on LinkedIn
To get leads on the platform depends on many things, such as:
- Ad relevance score: A higher ad relevance score means a lower CPC because LinkedIn would rather advertisers show users ads that are relevant and interesting.
- Competition: When you advertise on LinkedIn, you have to compete with other advertisers to get more people to see your ad. If your ideal audience is in high demand, you can expect the CPC to be higher because that audience is worth a lot and there will be a lot of competition.
- Bid: You won’t pay more than your bid, but you will pay some of it, which will add to the cost of LinkedIn lead generation.
Costs for LinkedIn lead generation ads are estimated to be $5.26 per click and $6.59 per 1000 impressions.
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Conclusion
In conclusion, to master LinkedIn for lead generation, you need to combine strategic networking, creating content, and advertising.
By optimizing your profile, building a strong network, making useful content, taking advantage of LinkedIn groups, and using LinkedIn Ads, you can reach your target audience and generate leads for your business. But consistency and patience are the keys to success.
It takes time to build relationships, make a strong brand, and see results, but if you keep at it and have a plan, you can reach your goals and use LinkedIn to generate leads.
