Social Marketing: Using LinkedIn for Lead Generation

linkedin3-1There exists a relatively untapped resource when it comes to content marketing. Fortunately, some resourceful individuals noticed the potential LinkedIn had for content marketing and took steps that would pave the way for making LinkedIn an effective lead generation tool.

LinkedIn is a business-oriented social networking site, so it is ideally suited for marketers who would like to establishing leads with individuals who have, or desire to expand their presence in the business community.

The key is learning how to use the tools already provided by the LinkedIn platform— search features, connections, discussion groups and profile scanning—and turn them into your own personal content marketing tools to reach out to potential contacts.

Using LinkedIn’s ‘Search’ feature to generate leads

The products and services you’re selling has already given you’ll need to conduct a productive lead search. Simply enter the term or phrase into the search box and that should generate a fairly large, but general, number of hits that reflect at least some of the characteristics you were looking for in a potential customer.

However, you may be able to attain better results by narrowing the parameters of your search criteria. So, instead of entering a word or phrase that is too general, use a Boolean search to narrow the parameters. This way, you are more likely to find leads that are not a dead end than just casting your line out into the water.

Turning your connections into leads

Clicking on the ‘connections’ link in on the LinkedIn platform will reveal a long list of candidates with whom the site thinks you have something in common. In all likelihood, these are professionals who have their own products and services to sell. However, among them are probably a substantial number of potential leads to be exploited. After all, part of content marketing involves finding that diamond in the rough.

Since you already know you have at least a few things in common, at least the LinkedIn platform thinks you do, you already have good reason to reach out. But resist the temptation to use high-pressure sales tactics. Give the relationship time to develop before making your sales pitch.

See also: Let Employees Help Grow Your Company's Social Marketing

Participate in discussion groups

LinkedIn is home to huge variety of discussion groups, covering almost every to topic imaginable. Most of the subscribers who visit these groups are people looking for answers to some problem they are presently facing. Naturally, the name of the person who provides them with a solution to their problem will stick in their mind. This presents a great opportunity for you to show how knowledgeable you are, while establishing leads that may become future customers.

All you need to do is demonstrate how adroit you are as a problem solver is to help a few people before you earn a reputation as being a reliable problem solver.

Somebody is watching you

One of the more interesting features on LinkedIn you with is the ability to check who has been viewing your profile. The fact that they viewed your profile is an indication that they may be interested in what you have to offer. Therefore, it might be a good idea to contact these individuals first and see if you can be of assistance to them.

LinkedIn has shown that it has a whole bevvy of lead generation tools for content marketing. The only thing left is for you to exploit them.Download: 25 Website Mus Haves


meWritten By Mike Tungate

Hello! I am the Web Services Manager @ EnvisionIT Solutions. I create beautiful websites, branding and marketing systems for businesses. Let me know if you have any questions. I am an avid photographer and a lover of musical instruments. 

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