We can use them both to reach potential clients and potential employees or even partners, and some of them are a key weapon when generating Live transfer leads, such as LinkedIn.
If you have a business to business or B2B business and you are prospecting for potential clients, we have something for you.
These tips will help you create a successful strategy in the professional social network par excellence, establishing relationships with your potential customers based on a perspective of generating authority in your sector and of help and support in their purchase process.
4 tips to get B2B leads on Linkedin
1) Use the so-called "trigger events" for sales
A trigger event is that event that works as a trigger for a sale. Sometimes it is as obvious as a tweet or a comment on any social network asking for a specific type of product, but usually, they are much more subtle signals.
What kind of signals or trigger events can we find on LinkedIn?
Some of them are the following and can be of good use to generate marketing leads:
Observing when a company has a new employee is a great way to attract leads
These types of employees seek to stand out and do new things, they are usually more open to proposals than older employees, so they will serve as a perfect link when doing business with their company.
Expanding a company to get marketing leads
When a company announces that it is going to tackle new markets, it is highly probable that it will be published on its Linkedin page and/or that company executives will publish it on their personal profiles on said B2B social network.
At the same time, it is highly likely that said company is open to working with local partners to accompany you on such a trip. At this point, your company could be a very good option.
As a complement, we also recommend that you be attentive to press releases in this regard, for which you could even clear alerts on Google -as notifications- that come to you when a certain company is mentioned. Lead generation thanks to dissatisfaction with your current supplier
If you are able to sense through LinkedIn when a company is not entirely satisfied with a current supplier that you could replace, it will be time to get in touch with them.
Sometimes it is something that can be detected thanks to a veiled comment and in others, it is something really explicit.
A good way to find out is to ask directly. Ideally, you could use Linkedin ads promoting a satisfaction survey with the current provider on the subject you offer. For those who reply 'dissatisfied' or something similar, you can connect with them to address the problem in greater depth.
In this sense, really, the first call to a contact or business loan leads who could end up becoming a customer is essential. You must work on some crucial aspects as information to obtain to see if you can move towards an exploratory or in-depth call.
So, we have given you up to 3 examples of trigger events that you can locate using Linkedin. Trigger events are, without a doubt, one of the main ways of identifying potential leads of the Inbound Sales methodology.
2) Correctly optimize your LinkedIn profile for lead capture
You should know that around 45% of the users of this social network are either business owners or those in charge of making the decisions of a company -decision-makers, in English-, so optimizing your profile will be very useful to get the attention of these people.
You must fill in all the sections, but using your LinkedIn profile to expose your CV in a literal way is not attractive at all. It should describe your history, your personality, and your way of doing business. It should show what you can do for people and why you are different from others. How can we optimize it correctly and attractively?
Add an eye-catching professional photo and headline.
Keep in mind that these two parameters are the only ones that can be displayed in the list of results that appears when performing a search.
Try to give an image in which the person behind the professional is perceived, and take advantage of the headline to write all the keywords about what you do.
The extract is another of the most important factors in this social network
Try to make it interesting and attractive while being true. Please do not put any false data.
Publish articles that are helpful for the profile of the client you are targeting
If when a person consults your professional profile on Linkedin they see that you often post on topics that interest them, they will probably use you as an informative or educational reference resource. This is a first step to accompany you in your purchase process, through relevant content.
3) Use LinkedIn Ads campaigns for lead generation
This tool is what LinkedIn offers us to advertise, and let's not forget that it is a professional social network par excellence, so if we use it properly, we can obtain very good results in a short period of time.
Companies that are looking for a B2B lead generation will obtain a very positive return on investment in general since LinkedIn Ads is a tool for work use and allows us a great capacity for segmentation in the professional field.
In general, terms, if we compare Linkedin Ads with other social and PPC advertising platforms, they tend to have high costs per click (CPC, cost per visit) but a generally lower cost per lead (CPL).
The segmentation that can be achieved with Linkedin ads will allow you to directly reach the type of professional you are looking for since you can perform a search by job position, training, company size, sector, or years of experience, among many others. options.
It is crucial that you have first worked on the knowledge of your ideal customer profile, in order to later be able to refine the messages with which to reach them through the ads and also in the different phases of their purchase process.
In Linkedin Ads, you can find and choose between three different types of campaigns:
- Text ad campaign: in which the ads that can be seen both in the sidebar and in the horizontal bars are located.
- Campaign of sponsored content or Sponsored Content: which are publications that will appear on the walls of people who have a profile that can be included within the segmentation that you have made.
- Campaign of sponsored in email messages: which consists of private messages that will be sent to the mailbox of the public profiles that can be included within your segmentation.
The three options are a good way to carry out Live transfer leads, and if you also take advantage of this tool to promote downloadable content, obtaining the data of your potential customers will become very simple.
4) Be active in Linkedin groups related to the activity of your company
Groups on LinkedIn, as long as they are related to the topic or activity of your company, are a great way to connect with people who have those same interests. They keep participants informed about relevant topics in the sector and can network and participate in stimulating conversations.
Participating in them actively will make it easier for you to find new contacts related to your profile and for other professionals in the sector to begin to know your name. They will give you visibility, contacts, and synergies with people with interests that are related to the activity of your company. In addition, it will appear as news in the newsfeed of your contacts and they will be able to know your interests.
Framing Linkedin into a global strategy to attract leads
LinkedIn is the best social network to establish professional relationships, especially in B2B businesses.
If you need more advice on how to generate business on LinkedIn, you can book a free 60-minute meeting to discuss lead generation on LinkedIn.
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