One of the major reasons B2B companies use content marketing is for lead generation. It helps them tell their story to prospects, and engages their audience to connect with them.
Recently, LinkedIn has been shown to be one of the top lead generators for B2B companies, so if you’re not using it as part of your lead generation strategy, here’s a few tips to get you started.
1. Know your audience
This one keeps getting repeated ad nauseum in every marketing tip these days, but don’t discount it just because you’ve seen it so many times. It really is true. You must know who you’re trying to reach with each piece of content, and on LinkedIn it’s no different.
Use the advanced search feature to find individuals, groups, and companies to follow. This will keep their content in your news feed, so you’ll be up to date on what’s going on with them.
To maximize your time with this, be selective in who you choose to follow, and eliminate the things that aren’t getting you anywhere. Search by keywords for your marketplace, and the roles of your market influencers and decision-makers.
2. Post relevant content to your groups and your LinkedIn Updates.
3. Use the golden rule when connecting with others.
Know how you don’t like to get those random “connect with me” messages? Well, keep that in mind when building your relationships on LinkedIn. Share content your prospects find interesting, so that they’ll share with their peers, and be motivated enough to contact YOU first.
What other overall tips would you include here? I’m not talking the “join some groups” kind of tips, but BIG sky kind of tips like I’ve mentioned here. Anything else working for you in terms of lead generation on LinkedIn?