Mastering LinkedIn: Ways to Get Inbound Leads 

by Candice Brandt

The power of LinkedIn to drive inbound leads should never be underestimated. This social media platform goes beyond mere connections; it’s about strategically positioning yourself to attract valuable prospects for your businesses bottom line.

If you’re still one of those businesses that think LinkedIn won’t do you any good, consider these

LinkedIn statistics: 46% of social media traffic to the company’s website comes from LinkedIn. 45% of marketers have gained customers through LinkedIn. Lead Gen Forms on LinkedIn can increase conversions by 3x. 89% of B2B marketers rely on LinkedIn for lead generation.

If that doesn’t convince you, we don’t know what will!

When you want to attract leads on LinkedIn, you require an approach that uses the platform’s features to showcase your business, engage your target audience, and almost most importantly establish meaningful connections. 

Why should you use LinkedIn to attract leads?

LinkedIn has tons of opportunities for you to connect with your target audience but it’s all about finding the WHY and HOW.

Great for professional networking

 The platform is built for professionals (hello B2B marketing) making it an ideal space to connect with decision-makers and industry experts. The network is vast, so you’ll have the chance to connect with professionals from various industries, allowing businesses to tap into a diverse audience. 

A hub for B2B businesses

LinkedIn is particularly effective for business-to-business (B2B) lead generation.

Decision-makers and key stakeholders in businesses are active on LinkedIn, providing direct access to potential clients and collaborators. This is like having digitised access to the Yellow Pages Phone Book. No more digging through thousands of pages to find someone’s business info with LinkedIn at your fingertips.

Easily see credibility and trustworthiness

LinkedIn profiles serve as digital resumes, allowing businesses to showcase their expertise, achievements, and industry knowledge. Establishing a strong LinkedIn presence builds credibility and fosters trust among potential leads. 

Take advantage of targeted advertising

No more sending ads into cyberspace, hoping it reaches the right audience, now you can make use of robust targeting options for advertising, allowing your business to reach specific demographics, industries, job titles, and more.

An ad on LinkedIn can reach 14.6% of the world’s population, sounds impossible right? Well, it’s not! Sponsored content and ads can be tailored to appeal directly to the intended audience and generate relevant leads.

Have access to lead gen forms

Simplicity and ease of access is key. LinkedIn provides Lead Gen Forms for sponsored content and ads, streamlining the lead capture process. Users can submit their information directly on LinkedIn, simplifying the journey from interest to conversion.

Here’s how to attract leads on LinkedIn:

1. Optimise Your Company Page:

 Don’t underestimate the importance of having a LinkedIn business page.

  • You wouldn’t have a business in a brick-and-mortar building, without any signage or visible contact information, so you shouldn’t do this online. Always ensure your company page is complete with a compelling banner, logo, and detailed description.
  • Clearly articulate your value proposition and key offerings.
  • Regularly update your page with relevant information, posts, and achievements.

2. Define Your Target Audience:

Know who your audience is so that you don’t waste time reaching out to the wrong audience.

  • Clearly identify your ideal customers and decision-makers.
  • Use LinkedIn’s advanced search filters to find and connect with your target audience.
  • Tailor your content and engagement strategies to resonate with your specific audience. Don’t talk about apples all year long if you sell oranges. Make sure that your content always informs and educates your connections about your products and industry.

3. Engaging Content Strategy:

Take the time to create something that your audience WANTS to know and engages them.

  • Develop a comprehensive content calendar with a mix of industry insights, educational content, and company updates.
  • Use multimedia elements like images, videos, and infographics to enhance engagement with your audience.
  • Share success stories, case studies, and client testimonials to build credibility. There is no better marketing than word of mouth marketing, always use this to your advantage on LinkedIn.

4. Thought Leadership through Articles:

It shouldn’t just be about selling. Share your expertise and educate your audience.

  • Write and publish insightful articles showcasing your industry expertise.
  • Share your perspectives on industry trends, challenges, and solutions.
  • Thought leadership positions your business as an authority in your field but also adds a face to the brand, making your business more relatable.

5. Employee Advocacy:

 Create another platform where you employees feel free to engage and share relevant content.

  • Encourage employees to connect their profiles to the company page so that prospects get a holistic understanding of who forms part of your business.
  • Foster a culture of sharing company updates and content on personal profiles.
  • Employee advocacy extends your reach and adds a human touch to your brand.

6. Strategic Networking:

 Use this platform to your advantage to reach out to people you wouldn’t normally end up in a room with to network with. 

  • Actively connect with professionals in your industry and target market.
  • Personalise connection requests to establish genuine connections.
  • Engage in relevant LinkedIn groups to expand your network.

7. LinkedIn Events:

  • Host or participate in LinkedIn events to connect with your audience.
  • Events provide opportunities for direct interaction and networking.
  • Promote your events through posts and targeted invitations.

8. Offer Valuable Resources:

 This is a big one. People love free stuff and even more if it provides value.

  • Share valuable resources such as whitepapers, e-books, or guides.
  • Position your business as a knowledge hub by providing actionable insights.
  • Gate valuable resources behind a form to capture lead information.

9. Consistent Engagement:

Don’t start out full steam and then just disappear.

  • Stay consistent in your posting frequency and engagement efforts.
  • Regular activity keeps your brand visible and reinforces your presence.
  • Consistency fosters trust and familiarity among your audience.

Remember, generating inbound leads on LinkedIn is a journey, not a sprint. By implementing these strategies consistently, you’ll position yourself as a magnet for quality leads in your industry. Ready to elevate your LinkedIn game? 

The Author

Candice Brandt

Candice is a digital marketing specialised with a special love for content and sharing her digital marketing knowledge. Based in South Africa, she has experience of working in digital marketing agencies as well as working in-house. She is a lover of all things digital and can often be found reading up on new trends in the industry and testing new platforms to bring our clients more leads!


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