LinkedIn—one of the top social media networks for professionals—is more than sending connection requests, finding jobs, messaging, and liking and commenting on posts.
Currently, LinkedIn is also used by top social media marketing companies and businesses as an effective marketing tool for generating high-quality leads.
With around 1 billion active professionals and counting, it is not surprising that generating leads through LinkedIn has become an integral part of successful marketing strategies.
Generating high-quality leads using LinkedIn is beneficial. But what are the best ways to gain success in generating high-quality leads using LinkedIn?
This article covers everything you need to know about generating high-quality leads using LinkedIn starting from optimizing your profile to measuring success.
Let’s get started by learning how to set up the company page on LinkedIn.
Table of Contents
Set Up a LinkedIn Business Page
Showcasing your company in a professional manner is the first step toward generating quality leads. Your LinkedIn business page should provide complete information about your company, brand, products, and services you deliver. To set up your company page on LinkedIn, you need to consider the following important steps –
Step 1: Fill Complete Details
A fully completed LinkedIn business page gets 30% more views. So, make sure that you have filled in all the required fields while setting up your company page. The details that seem to be not important now may be useful in the future.
Step 2: Update Images Regularly
The cover photo and your business logo would be the first thing that your audience sees. So make sure that they are well-designed and updated regularly.
Step 3: Share Fresh Content
Sharing fresh content and establishing strong engagement with your users is important to generate high quality leads. You can post newsletter, blog links, news, job postings, and any other update that can attract your audience and help you achieve your lead generation goals.
After a business page is set up, you need to ensure that your LinkedIn business page gains top ranking in Search Engine Result Pages (SERPs) to generate maximum high-quality leads. Let’s have a look at how to optimize the company page for high rankings in SERPs –
Rank LinkedIn Company Page in SERPs
Below are some key factors that you need to consider while optimizing your LinkedIn business page for higher search engine rankings.
Write Keyword Rich Profile
Research keywords having higher search volume and include them within your profile text. This helps you gain higher rankings in search engines with relevant keywords being searched by your target audience.
Participate in Group Conversations
Find your industry specific groups on LinkedIn and post content, participate in discussions, and provide useful information relevant to the products and services you are offering. This can even encourage search engine rankings to rank your content.
Use Backlinks
Provide different backlinks leading to your product pages or category pages with relevant content to get more clicks on your website and uplift ranking in search engine results.
To rank your LinkedIn company page in SERPs, it also becomes important to know the type of content that should be posted and at what frequency it should be posted to get the right results. Posting quality content in a consistent manner can help. Let’s have a look at some content marketing tactics for LinkedIn which can help you in generating high quality leads.
Content Marketing Tactics for LinkedIn
An effective content marketing strategy is all about knowing what to post, when to post, and what best practices to follow while posting content. Let’s dive into the details –
Type of Content to be posted on LinkedIn Using Best Practices
Images – Use high quality images with a clear message for your audience. Keep them simple with minimal elements.
Articles – Write articles on topics trending in your industry or your target audience. With the right language and excellent readability, your articles on LinkedIn are likely to stand out.
Status Updates – You can share informative content in the form of PDFs and PowerPoint presentations.
Videos – Videos are likely to get more engagement than other types of content. So, you can post how-to-do videos and product information videos for their benefit.
Job Postings – Through job postings with industry specific hashtags, you can improve the popularity of your business and gain more brand recognition.
Therefore, posting the right combination of all these types of content can help you attract your target audience and gain high-quality leads. But, following a consistent posting schedule is also important. Let’s learn more on this subject.
Establishing Content Posting Schedule
Establishing the right content posting schedule depends on your target audience’s preferences and their geographical location. You need to experiment with different content posting schedules to establish the right one. For example, if you post an update on LinkedIn in the morning and it gets more likes and comments than the content posted in the evening, then you can follow the morning schedule to get more attention to your posts. Every set of target audiences is different from others, so it becomes important to experiment with the best time to which your content is being paid attention.
Also, posting regularly and consistently is important to generate quality leads. So, you need to establish a content calendar defining which type of content would be posted and when to gain success in generating high-quality leads for your business.
Besides setting up business pages, posting fresh and relevant content on those pages, and applying SEO tactics to gain higher search engine rankings, you can also use showcase pages to generate high-quality leads through your LinkedIn profile.
Use Showcase Pages
“Showcase Pages” on LinkedIn are niche pages that extend from the main business page. You can create several showcase pages for the different products and services you provide. These pages are also created for exclusive marketing personas to target different types of audiences. These are also known as product-specific or service-specific pages, which are created for particular audiences. You can customize your showcase page and focus on specific products and services without disturbing your business page. Basically, the showcase page is the subset of the main business page, which is used to advertise products, services, or events individually.
You can create the best design and create unique content for your showcase pages and improve high quality lead generation using LinkedIn.
When it comes to quality lead generation, advertising on LinkedIn plays a major role. Let’s have a look at how advertising using LinkedIn can help businesses in generating high-quality leads.
Advertising Using LinkedIn Campaign Manager
As per a recent report, ad engagement rates of LinkedIn are 50% higher than any other social media platforms and around 600 million people were reached out through LinkedIn advertising last year.Therefore, advertising on LinkedIn can help you to promote products and services you provide and generate high-quality leads.
LinkedIn includes an all-in-one advertising platform known as Campaign Manager. Using Campaign Manager, you can set up your ad account, run campaigns, and control your budget. Using LinkedIn Campaign Manager has become one of the most successful methods to generate high-quality leads for businesses.
After following all these practices to generate high-quality leads using LinkedIn, it is also important to measure success. You need to analyze whether you are doing it right or not and can change your LinkedIn marketing strategies if and when required. For that purpose, LinkedIn Analytics can be of great help. Let’s have a look at how to use LinkedIn Analytics.
How to Use LinkedIn Analytics?
Your LinkedIn Analytics page can show the metrics of engagement your posts have received. You can analyze which content has the maximum number of visits, likes, comments, and clicks. Based on that information, you can measure success and plan future strategies. To make the most out of LinkedIn Analytics, you can consider the tips below.
- Use content suggestions provided by LinkedIn to measure post engagement and interaction levels.
- Add tracking codes to the links you are posting on LinkedIn to get exact figures about how many visits you are getting on your website pages through LinkedIn.
- Analyze the engagement level which is not only about how many people are getting engaged to your content, but also about their geographical location, so that you get clarity for whom to write and when to post.
Finally, now you know different ways to use LinkedIn to generate high-quality leads. Let’s have a look at some tips that can help you gain success in LinkedIn marketing and stand out from the crowd.
Finally, Tips to Gain Success in LinkedIn Marketing and Generate High-Quality Leads
So, now you know how to build, grow, and streamline your business account on LinkedIn and gain maximum attention from your potential customers. Below mentioned are some tips that can help you gain maximum high-quality leads using LinkedIn.
- Associate with LinkedIn influencers and ask them to share your business posts.
- You can consult digital marketing companies for LinkedIn remarketing, whether organic or paid.
- Post short videos often, as they work better in this era of short attention spans.
- Participate in discussions within groups matching your industry.
- Use LinkedIn’s new feature – Objective-Based Marketing, to get super effective results.
