LinkedIn may not be known as a social media behemoth like Facebook and Instagram, but this professional network still boasts an impressive 740 million users around the globe. More than 50 million companies are listed on LinkedIn, and that number is surging as more companies rely on digital marketing strategies.
As of 2021, 96% of B2B content marketers are using LinkedIn to bring in new leads. Has your company linked into the trend?
If you’ve never tried using LinkedIn to find new clients, you may have a lot of questions. Why should you use LinkedIn for lead generation in B2B? Is LinkedIn good for lead generation?
Check out our guide to learn everything you need to know about the most effective LinkedIn B2B marketing strategies.
Is LinkedIn Good for Lead Generation?
Yes! LinkedIn offers a wealth of opportunities for eager B2B marketers. If you’re wondering how you could benefit from LinkedIn lead generation, here are just a few points to think about.
1. Users Trust LinkedIn
Though many social networks are struggling to maintain trust and transparency among users, LinkedIn sets itself apart as the most trusted social network in America. While just 53% of Facebook users believe the platform protects their privacy and data, an impressive 73% of LinkedIn users put their trust in the platform.
2. Conversations Are Happening—Do They Include You?
Conversations among LinkedIn connections have increased by 55% in the first quarter of 2021. Meaningful conversations are happening on this professional platform—and with the majority of B2B marketers already using LinkedIn, those who haven’t jumped on board are at a serious disadvantage.
3. It’s More Than a Recruitment Tool
Many people still see LinkedIn as a place to find a job or hire an employee. But the platform is changing swiftly: In 2020, content creation on LinkedIn increased by 60%. Many users are browsing the platform during their time outside of the office, giving creative marketers a chance to influence decision-makers even when they’re not on the clock.
4. Decision-Makers Are Engaged on LinkedIn
Want to get your product or services seen in front of the right audience? The head honchos are hanging out on LinkedIn. Four out of five LinkedIn members drive decisions for their company, and more than 61 million senior-level influencers are using the platform.
How Sales Teams Can Use LinkedIn for B2B Sales
Convinced that it’s time to start using LinkedIn for B2B sales and marketing? Here’s how to get started:
1. Take Advantage of Lead Generation Forms
There’s a reason so many B2B sales teams use LinkedIn—lead generation is ultra-simple with tools like LinkedIn’s Lead Gen Form. Attach one to your LinkedIn ads so users can easily move through the sales pipeline.
2. Optimize Conversation Ads
Conversational AI is one of the most powerful tools for today’s B2B sales and marketing teams, and you can adopt this cutting-edge technology using Conversation Ads. Send a message directly to an individual’s LinkedIn mailbox, then automate responses to create an engaging conversation.
3. Streamline Communication with Sales Navigator
If you ever find yourself scrambling to keep track of new leads, Sales Navigator can help. This tool allows you to organize your leads, stay on top of communication, and track engagement with leads. You can even expand your efforts by exploring LinkedIn’s recommended leads.
How Marketing Teams Can Use LinkedIn to Build Brand Awareness and Generate Leads
Marketing looks a little different on LinkedIn, so it can take some time to learn how to optimize the network for brand awareness and lead generation. Consider these tips as you plan your strategy:
1. Post Video Content
Video content is trending across all types of digital media, and LinkedIn is no exception. Post on-brand videos to get five times more engagement from your audience.
2. Adapt to the LinkedIn Algorithm
Like Facebook and Instagram, LinkedIn has its own algorithm that determines who sees your posts. You can work the algorithm in your favor by using these best practices:
- Keep the text short and to-the-point.
- Break up paragraphs and use bullet points.
- Tag people and pages.
- Add a call-to-action.
- Use related hashtags.
3. Create a Showcase Page
Are you launching a new service or specialty marketing campaign? Showcase pages can help you spread the word and bring in new leads. Create multiple showcase pages for niche audiences.
How Sales and Marketing Can Combine Their LinkedIn B2B Efforts
In an ideal world, sales and marketing teams work hand-in-hand to increase conversions and profits for any company. But all too often, sales and marketing departments seem completely disjointed—unaware of what the other is doing, and missing plenty of opportunities along the way.
Fortunately, LinkedIn makes it easier for B2B marketers and sales teams to work together, using the following methods:
1. Look at Leads Through the Same Lens
Sales and marketing teams are often driven by different goals. Hence, they look at potential clients through completely different lenses and fail to work in synergy to bring in more leads. Make sure your departments are on the same page when it comes to analyzing and understanding leads.
2. Collaborate Regularly
Since marketers and salespeople often use different terminology and have different goals, it’s no wonder there’s a lack of collaboration between the two departments. Yet companies will be much better off when coordinating their LinkedIn efforts through regular meetings and shared goals.
3. Provide Feedback
Your sales and marketing teams probably have opinions about what is going right or wrong in the other department. Use those opinions to change your lead generation process for the better. Create a space for constructive feedback—then use the feedback to optimize your company.
Make LinkedIn an Essential Part of Your Sales and Marketing Strategy
It’s time to cash in on all the benefits LinkedIn has to offer.
Using the techniques we’ve outlined, you too can make LinkedIn an essential part of your sales and marketing strategy. Couple your efforts with our conversational AI technology to boost conversions by up to 10% and further streamline your sales pipeline.