LinkedIn for B2B: professional leads generation
LinkedIn can be a key weapon for B2B lead generation. Among the users of the professional social network par excellence, there are many business owners and those responsible for making purchasing decisions within their organisation.
LinkedIn is the ideal environment to locate the profiles that best fit your buyer persona and establish a relationship with them that allows you to position yourself within your sector. LinkedIn is where all your potential customers are, so it can be an immense showcase for your company. Use it to show the world what you do, gain their attention and capture the right leads with which the sales team can close sales.
In this post you'll find some tips on how to get the most out of LinkedIn for B2B.
How to get B2B leads on LinkedIn
Use LinkedIn Ads campaigns for fast lead generation
The return on investment of LinkedIn ads campaigns is very positive for industrial and B2B companies, since it offers a great capacity for segmentation in the professional field that allows you to target persons that are as similar as possible to your buyer persona. You can impact your target audience according to their job position, education, size of the company they work for, demographics, sector, years of experience... You can even segment by specific companies.
Even if your number of potential clients is very limited, LinkedIn offers you strategies such as Account Based Marketing (ABM), which consists of creating highly specific and personalised campaigns for specific accounts. You can target them with content such as webinars, free trials, demos...
For all these reasons, the PPC (cost per click) on LinkedIn Ads is usually relatively high, but the PPL (cost per lead) is generally lower than on other online advertising platforms. In addition, leads from LinkedIn are always of higher quality for B2B companies.
Types of LinkedIn campaigns for B2B
All five options are a good way to get B2B marketing leads:
- Text ad campaign: these ads are placed in the sidebar and are the easiest to create.
- Sponsored content: with publications that will appear on the feed of people whose profile is close to your buyer persona. In this campaign, the number of views is the most important factor.
- Sponsored inMail messages: private emails that will be sent directly to your target's inbox. This is the most personalised form of advertising on LinkedIn.
- Dynamic ads: these are the most eye-catching for their creativity and dynamism.
- Programmatic display ads: this option allows you to plan your ads on LinkedIn through the programmatic advertising platform you normally use.
Take full advantage of LinkedIn's potential for B2B
There are more imaginative and creative ways to make the most of LinkedIn for B2B. For example, you can use LinkedIn ads to disseminate a survey of companies' satisfaction with their current suppliers on the products and services you offer. This is a way to detect dissatisfied companies and offer them customised solutions aimed at solving their exact pain point.
Another way is to integrate LinkedIn into your content marketing strategy. To do this, publish articles that are helpful to the buyer persona you are targeting. In this way you will become an authoritative, informative and educational resource of reference. This is the first step to accompany them in their buying process, to transform users first into leads and, eventually, into customers. The user may not need your service yet, but being in their mind is important when the opportunity arises.
You should also be active in LinkedIn groups related to your company's activity. This is a great way to connect with people who have the same interests and do some networking. Posts in LinkedIn groups appear on the wall of member users, so it's a great way to achieve visibility and valuable synergies.
Identify and make the most of trigger events
Trigger events or sales triggers can present themselves in many different ways on LinkedIn. They are, without a doubt, one of the main ways of prospecting for potential leads, and identifying them can facilitate ongoing lead generation.
Two examples:
- When a company in your industry hires a new employee whose profile matches your buyer persona. It is likely that the new hire wants to stand out and is more open to trying new things, so at this point he or she is more likely to become a lead for your B2B company.
- When a company or its employees announce on LinkedIn their expansion into new markets, it is a good moment to introduce ourselves as a partner to accompany them in this project.
In short, LinkedIn is a great source of information that is very useful for the development of lead generation strategies.
