A powerhouse of professional networking, LinkedIn offers fertile ground for businesses looking to cultivate meaningful relationships with potential customers, clients, or partners. But how can you tap into this professional network most effectively? That’s where a focused LinkedIn lead generation strategy comes into play. By laying a strong foundation, businesses can turn digital introductions into long-term partnerships. There are four major components to a LinkedIn lead generation broken out by personal/business and paid/organic strategies.
In the bustling ecosystem of LinkedIn, personal profiles can serve as potent catalysts for lead generation without needing to spend a single cent on advertising. Budget willing, ramp up with the constraints of a start-up budget or a combined strategy could be the powerhouse of influence and opportunity.
By the end of this section, you’ll gain a holistic understanding of how to synergize organic and paid activities on LinkedIn to position yourself as a thought leader—all while maintaining a sensible grip on your start-up’s budget. I’ll also show you how to ramp up multi-channel campaigns to generate high quality leads. Let’s dive in.
When it comes to establishing thought leadership on LinkedIn, the people you connect with can make or break your strategy. It’s not just a numbers game; it’s about building meaningful connections that resonate with your professional goals and vision. The beauty of curating your connections carefully is that it can also significantly impact your lead generation performance. When you’re connected with industry leaders, potential clients, and other key stakeholders, your content becomes more visible to them and their networks, giving you direct access to qualified leads.
Moreover, LinkedIn’s algorithm favors active and meaningful engagement. By connecting with relevant professionals, you enhance your profile’s algorithmic appeal, making it more likely for your content to show up in the feeds of your connections and, by extension, in the feeds of their connections. It’s a ripple effect that can broaden your reach exponentially.
Strategy for Connecting with Target Accounts
Connecting with target accounts is critical for any thought leadership strategy. The key is to not rush into sending a connection request blindly. Instead, warm up your leads by engaging with their content first. Like their posts, share your insights in the comments, or even reshare their content, giving them credit, of course. This opens the door for an organic relationship, making your eventual connection request more likely to be accepted and engaged with. Once the connection is made, don’t hesitate to send a thoughtful, non-salesy message to kickstart a genuine conversation.
Engaging with Content from Other Voices
One way to solidify your thought leadership status is to interact with content from other influential figures in your industry. It’s a two-fold win: firstly, you get noticed by other thought leaders, making it possible to tap into their following; secondly, their audience, who already value insightful content, will likely be interested in what you have to offer as well. By engaging with posts from other leaders, you don’t just expand your reach; you also keep abreast of industry trends and topics that you might want to cover in your own content.
The Importance of Posting Quality Content Consistently
Consistency is king, but it should never come at the expense of quality. When posting on LinkedIn, each post should offer value, whether it’s a new insight, a helpful tip, or a thought-provoking question. Quality content reinforces your position as an expert in the field and encourages more people to engage with your posts, boosting your profile’s algorithmic ranking in the process.
Get more exposure through paid ads
You will need a company page to launch ads on LinkedIn campaign manager. Create a company page using your own name and add yourself as an employee. You can now run a brand awareness campaign and sponsor your own posts as an employee.
To wrap everything into one strategy, use your personal LinkedIn profile to establish thought leadership involves a fine blend of whom you connect with, how you engage with content, and the quality and consistency of your own posts. And remember, the LinkedIn algorithm is your friend, as long as you know how to work in tandem with it. Be strategic with your connections, genuine in your engagements, and consistent in delivering high-quality content, and you’ll be well on your way to becoming a thought leader in your industry. Leverage paid campaigns to expand your reach. Leads will naturally reach out to you once you establish a content production and distribution engine.
A budget constrained start up should deploy a combined version of personal branding through founders and key executives + paid ad campaigns to support your brand. You can the following logic to determine what campaigns to launch.
1. Deploy personal profile led thought leadership strategy across the team (best to start with founders and key executives to prevent risk of employee turnover).
2. If you obtain sufficient traffic volumes to your brand’s website, run a paid remarketing campaign to retarget visitors to your website. You can also retarget visitors to your LinkedIn page or ad interactions if you start running more ads. Consider running lead form ads only to directly capture lead details within LinkedIn.
3. If you have leftover budget, consider opening up a prospecting campaign to reach new audiences and feed more visitors to the remarketing campaign.
The founders and key executives need to treat their own profiles as organic marketing channels for the brand. Follow the same principles outlined in the “Personal Profile Led Thought Leadership” strategy.