Most B2B marketers know at least a little bit about how to use LinkedIn for lead generation, but there are some insider secrets to making this platform one of the best and most cost-efficient ways to find B2B leads that are primed for conversion. Here are three of those secrets.
Pitch Solutions, Not Products
LinkedIn is not the place to sell your products, even if that’s ultimately what you aim to do. What LinkedIn is about is building B2B relationships, so you want to nurture potential customers from their first step in the buyer’s journey. This means you need to show them your solutions instead of your products. Now, you might think they are one and the same, but there is some nuance to how you go about approaching contacts on LinkedIn.
LinkedIn prospects don’t want to be pitched products. They want to find solutions to their pain points so by demonstrating how your product or service solves a problem they have, you’re much further along in converting a lead than you would be if you just said, “Here’s my product. Buy it.” Essentially, this boils down to helping your prospect instead of selling them on something.
Name Your Audience in Your Ads
When using LinkedIn ads, studies have shown that if you name your audience, you will get almost a 200% higher engagement rate than if your ad is more general in nature. This means that if your product or service will help a sales manager become more efficient with their job, then use the title “sales manager” in your ad copy. This will not only catch their eye more than a generic ad will, but it also makes it feel more personalized, as if you have the ideal solution for them (which you do!).
Businesspeople love statistics. They want to know how they can do their job better, faster, easier, cheaper, etc. and seeing a statistic lures them into learning more about the product or service. People like hard data and statistics, when backed by a reliable study or source, can have a huge impact on a person’s decision to buy a product or service. Of course, you don’t want to bombard your audience with numbers, but a couple of well-placed percentages can turn curious browsers into hot leads.
Always Add a CTA
What good is an ad or lead generation message if people don’t know what you want them to do after reading it? Not much, that’s for sure. You need to explicitly tell them what action you want them to take after they read your copy. If you want them to visit your website to download an ebook, tell them that. If you want them to fill out a contact form, tell them that. A strong call-to-action is critical for capturing the leads from LinkedIn, so make sure every ad has one and that your CTA is easy to fulfill. Don’t ask them to fill out a form and then send them to a page without a form, for instance.
LinkedIn is a powerful lead generation platform, but only if you know how to properly use it. These tips will help you fine-tune your marketing strategy on LinkedIn to generate more leads and eventually increase your bottom line.