How To Generate Leads Using LinkedIn
Times have changed a lot. Baby boomers and millennials have witnessed space travel, the fall of the Soviet Union and the birth of the Internet! Alongside the rise of the digital webspace, marketing and lead generation have undergone major changes too.
Gone are the days of the Yellow Pages, travelling to network or spending hours on the phone cold calling one prospect after another. Modern day marketing is about search engines, social media groups and targeted electronic mail campaigns. One of the most popular and effective of these channels to generate high-quality leads is LinkedIn. Let’s take a look at how to get the most out of it.
Segment & Target Your Audience
LinkedIn advertising is a cost-effective and highly successful tool for generating leads. It does take a bit of effort to get the full value, though. Marketing is only effective if the relevant audience sees it. You need to analyze your offering and your market.
If you have multiple products or services, you may need to segment them. Typically, this could be, for example, by product or service, by demographic such as age group, or by location. The message you send out to these segmented audiences must also be tailored to fit each audience.
Create and Publish Relevant and Engaging Content
Make Use of Lead Generation Forms
Optimize Your Campaign
Digital marketing is not just broadcasting a message to your selected audience. The marketplace has become very competitive and customers are spoilt for choice. Being part of the crowd is not going to get you noticed. You need to stand out and be seen first. Fortunately, a few simple tweaks to your campaign can go a long way in achieving this.
- Research your competitors. Find out what differentiates you. Find out what their customers are saying about them. Analyze what they are doing right and wrong.
- Create separate ads for each element of your campaign. Ads could be linked to a product or service, a geographic segment or any other relevant metric.
- Monitor the performance of each ad and adjust your message or your audience accordingly.
LinkedIn provides some very useful tutorials on campaign optimization. Take the time to research them. The difference to your advertising success may surprise you.