LinkedIn for Lead Generation – The Bitter Business

LinkedIn can be a powerful sales tool when used as part of lead generation and networking activities. As social selling and reaching social influencers becomes ever more important in raising awareness of a company, brand, product or service it is important to use LinkedIn effectively.

However, before any lead generation can happen, it is important to build up your network and influence across the social groups on LinkedIn.  Every business, marketing and sales person should focus on 3 key actions.

1. Give to receive: Share quality, relevant content and news from multiple sources.
2. Behaviour: Buyers are well informed and knowledgeable so be genuine and insightful.
3. Connecting: Invest time connecting to people you know plus customers, influencers etc.

Here is some pointers to maximize LinkedIn for lead generation:

Tip 1. Profile: Yes, it seems obvious that you need a profile but the point is you need a full profile (photo, career, articles, social pitch) that will support the lead generation activities, not just any profile mashed together.

Tip 2. Think of your profile as a commercial that clearly spells out “what you do”. So make sure you complete the entire profile (also state that you are open to connecting with people), you could also import your resume or CV.

Tip 3. Make sure maximize the section below your name by using keywords. Select keywords that promote your products or services. If a potential buyer is searching for someone to do “sales and marketing” they are more likely to find you than if you list your company name.

Tip 4. Spend time completing your work history, summary and employment sections (again using active keywords), highlight any accomplishments or achievements. This builds trust within the LinkedIn community.

Tip 5. On-line users can be very visual, so try to include Slideshare content, presentations or videos on your profile and not forgetting any articles you published on LinkedIn pulse. This builds authority.

Tip 6. Unless you are a major social influencer, it is best to keep your LinkedIn profile pretty open as you are using LinkedIn for lead generation, so the easier it is for “social ties” to connect with you, the better. This builds connections to business people and weaker social ties.

Build Relationships Steadily

The whole premises of using LinkedIn is to build  relationships with business colleagues, potential buyers, existing customers, business people you know and to build connections with weak ties via group participation

LinkedIn suggest this 5 step process for building effective relationships based on social media best practices:

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