7 LinkedIn Lead Generation Strategies to Grow Your Business

Gaurav Sharma
8 min readSep 21, 2022

7 proven LinkedIn lead generation strategies for your B2B brand. Use these tips to stand out from the crowd and generate quality leads to grow your business.

As a B2B marketer, if you were to concentrate on just one channel for your lead generation, it has to be LinkedIn.

When implemented correctly, LinkedIn lead generation strategies will help you drive consistent and reliable revenue for your business.

Statistics show that the channel is not just a great choice for B2B brands — it’s the best.

93% of B2B marketers use LinkedIn for lead generation over other major social media platforms to generate qualified leads. 77% of marketers also ranked LinkedIn as the best channel for B2B LinkedIn lead generation.

Image via Content Marketing Institute

This shows just how potent LinkedIn can be in helping you acquire B2B sales leads.

In this post, we discuss the strategies that will supercharge your LinkedIn lead generation efforts.

The Benefits of LinkedIn Lead Generation

Why should you bother with LinkedIn lead generation?

Simply put, LinkedIn is where the top professionals assemble to learn more about their industry.

The average user logs in to stay informed about the latest developments in their industry, connect with other professionals, and seek out tools to optimize their company processes.

If you have a product that solves their needs, LinkedIn is the right platform for gaining their attention.

Here are the factors that make LinkedIn such a wonderful platform for B2B lead generation:

  • LinkedIn’s users are professionals that make the big decisions for the companies.
  • LinkedIn has more than 800 million users, and most of them are active on the platform.
  • LinkedIn’s ability to generate quality leads is unmatched. Most B2B marketers rank it as the top channel for generating new leads.
  • Many LinkedIn lead generation strategies are free, but even if you use paid LinkedIn lead generation tools, you will still get a good ROI.

7 Proven Strategies to Generate Leads on LinkedIn

Here are the most effective strategies for LinkedIn lead generation.

1. Optimize Your LinkedIn Profile

Your LinkedIn profile acts as your landing page. It’s the first thing people notice when you send them a connection request.

Use these tips to optimize your LinkedIn profile;

  • Add a clear headshot
  • Add a headline that defines your role in the company and area of expertise
  • For brands, use your company logo as the profile picture
  • Use a high-quality image that highlights your company’s branding for your cover photo

Image via LinkedIn

Next, use the “About” section to showcase your accomplishments, expertise, and work results. Use these tips to make your “About” section pop.

  • Keep the summary brief and to the point
  • Only highlight the important professional details that includes:
  • A brief overview of your business
  • Awards and accomplishments
  • Your skills and specialties or a description of your business’s products and services
  • Data and numbers to prove your expertise
  • Use relevant keywords to improve search discoverability
  • Add a call to action

In the example below, Attrock has a brief “About” summary to highlight what we do as a business. We use keywords to improve discoverability and a CTA to encourage our users to act.

Image via LinkedIn

2. Post Relevant Content

With your profile optimized, you now need to focus on improving your visibility for LinkedIn lead generation. LinkedIn favors users who are active on the platform. So to maximize your visibility on LinkedIn you need to post regularly.

Post content that is relevant to your target audience and is useful in solving their challenges or problems.

That’s why we recommend creating a research-backed content marketing strategy before you start posting on the platform.

Here’s how to do that:

  • Define your ideal reader
  • Set your content marketing objectives
  • Identify the important metrics to track
  • Define your brand’s editorial strategy
  • Create the type of content that appeals to your target users
  • Measure results with social media analytics tools

If you’re looking to build your thought leadership or establish yourself as an expert in your field, LinkedIn Pulse is a great platform to start with.

LinkedIn Pulse is a content platform that allows professionals to share their insights and ideas with the LinkedIn community.

Pulse articles are generally shorter and less formal than blog posts, and they offer a quick and easy way to share your thoughts on a particular topic.

And because these articles are easy to read and share, they can help you reach a wider audience.

Here are a few tips to write great content to publish on LinkedIn Pulse:

  • Choose a catchy headline and write in a clear, concise style
  • Use images, infographics, and videos to break up your text and add visual interest
  • Make sure your articles are well-researched and sourced
  • Use keyword-rich tags to help your articles get discovered
  • Update content on a regular basis
  • Post content between 10 am and noon on Tuesdays when engagement levels peak. Wednesdays and Thursdays are also good days to post, according to a Sprout Social study

Image via Sprout Social

  • Share your content on other social media platforms

3. Interact on the Platform to Boost Visibility

What else will improve your visibility and optimize your LinkedIn lead generation? Interacting with the content published by other people on the platform.

If you are following the right accounts on LinkedIn, you will come across great content that resonates with you. Don’t just consume the content and scroll to the next post.

Leave a comment to show your support. If the content is that good, reshare it on your timeline for your followers to see it.

Such simple acts will improve your visibility among users who are not even following you. These activities will make you an active participant on the platform and help gain favor with LinkedIn’s algorithm.

However, it isn’t just the content you should interact with. To boost your LinkedIn lead generation efforts, you will need to engage effectively with others.

How? Here are some tips:

  • Search manually on LinkedIn to find prospects and invite them to join your network
  • Invite your connections on other social networks to follow you on LinkedIn
  • Find opportunities to generate leads via other users’ networks
  • Diversify the types of content you post
  • Offer expert advice and insights to questions posed on LinkedIn
  • Join relevant groups and actively participate in discussions
  • Share helpful articles, blog posts, and other relevant content
  • Endorse and recommend others for their skills and expertise
  • Send a personalized message to professionals you would like to connect with
  • Participate in LinkedIn events and webinars

Wait, there’s another way to boost the visibility of your posts and optimize your LinkedIn lead generation efforts. This is with tagging.

You can tag a company or a connection when you post an update to ensure the notification is sent to them. If the person you have tagged comments or reacts to the update, your post will become visible to their followers as well.

4. Drive Users to Your Lead Magnets and Landing Pages

LinkedIn is not like other platforms that limit the reach of posts that take users outside the platform. This means you can add links to your LinkedIn posts to promote your blog posts, webinars, and other lead magnets.

Check out this example where Attrock’s founder has shared an excerpt from our latest blog post to drive traffic and leads from LinkedIn to our website.

Image via LinkedIn

However, you should note that LinkedIn lead generation is not about the hard sell. Make sure your posts, updates, and promotions are educational and provide some value to your readers.

LinkedIn is also big on video, so prioritize video content in your strategy. Summarize your blog posts in the form of a video and share them on your timeline.

Also, add a link to the original blog post where viewers can interact with the content and fill out your lead generation form.

5. Participate in Groups

At its core, LinkedIn is a social media platform like any other.

Just like a Facebook group centered on a certain topic, LinkedIn also allows professionals to join groups for conversations around specific topics.

The group below, for example, is for marketing professionals. If your work revolves around this niche, you should join it to interact with other digital marketers.

Image via LinkedIn

Follow these guidelines to make your time in LinkedIn groups fruitful and strengthen your LinkedIn lead generation strategy:

  • Review the rules and regulations before joining a group
  • Avoid aggressive self-promotion
  • Engage with others respectfully
  • Appreciate notable contributions from other members in the group

6. Leverage Ads on LinkedIn

So far, we have only talked about the free LinkedIn lead generation strategies. While these are effective, you can boost the results further with a paid campaign.

LinkedIn has a variety of products that put your content before your target market.

The products are designed with LinkedIn lead generation in mind to ensure you can target users based on parameters like job title, industry, and company size.

Here’s a screenshot of the campaign manager from where you can select your goals and run LinkedIn ad campaigns.

Image via LinkedIn Business

You can choose a native ad that appears in the LinkedIn feed or LinkedIn outreach messages that are delivered straight to the target users’ LinkedIn inboxes.

Below is an example of a sponsored message delivered to a user’s inbox. The message advertises a couple of courses the user may be interested in.

The ad has links the user can click on to get a free brochure and sign up for the courses.

Image via LinkedIn

So what are the different paid advertising products that help you with LinkedIn lead generation?

Let’s take a look.

Originally published at Attrock.com.

About The Author

Gaurav Sharma is the Founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years.

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Gaurav Sharma

Gaurav Sharma is the Founder and CEO of Attrock, a results-driven digital marketing company. He also contributes to top publications like HuffPost, Adweek..