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3 Ways To Use LinkedIn For Lead Generation - Driving Traffic

3 Ways To Use LinkedIn For Lead Generation

By on March 8, 2013
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Most online marketers dismissed LinkedIn as a lousy marketing tool years ago. Go on, admit it, you were probably one of them…

LinkedIn is for people who want to find a job, right? That’s what most of us thought.

Well, NOT anymore. LinkedIn has evolved, and it’s quickly becoming one of the best places for generating highly qualified leads. It’s true.

Did you know that the once second-tier business networking site now has well over 200 million active users? Sure, that pales in comparison to Facebook’s community of 1 billion strong… but that’s also what makes it BETTER than Facebook (yep, I just said it).

Facebook’s community and connections are built entirely on a social framework. It’s people sharing cat photos and venting about their coworkers.

LinkedIn’s community is built on a framework that’s entirely professional. Think about it; there’s really no reason to be on LinkedIn unless you’re motivated to advance your career or business. It’s not a good venue for cute cat photos and Fail videos.

The point is that LinkedIn, by design, attracts a certain type of user, one that’s more likely to be motivated, affluent, etc. It automatically collects users that belong to a certain, highly valuable demographic. If this type of customer fits your customer profile, LinkedIn is a gold mine.

1. Create a LinkedIn Group

LinkedIn Groups are perhaps the most active corners of the entire network — and also the most underutilized by marketers. You may be asking, how exactly is a LinkedIn group going to help me generate leads?

It’s simple: Create a group in which the topic ties in seamlessly with your product or service.

For example, if your were trying to generate leads for your SEM company, you’d create group entitled “Online Marketing 101.” This gives you 2 massive advantages:

1. You get to hand pick who you invite — other LinkedIn users who you believe to be potential leads and colleagues.

2. You get to mail to the group once every week through LinkedIn Announcements.

When you create a LinkedIn Group, you’ll need to make a few decisions about how you’ll manage it. First off, will this be a “closed” group or an “open” one?

As you probably guessed, closed groups require approval to join and the conversations within those groups are not visible to the public. Closed groups are easier to manage (because there are less contributors). On the flip side, they grow much slower.

By managing a group, you can screen members, direct conversations, and set the ground rules for group posting. For example, you can make users agree not to pitch their products and services in the group.

As you post answers to technical questions in your group, you’ll be demonstrating your massive SEM knowledge and you’ll be hailed a hero. Users will take notice of your company profile and reach out to you for help on their own projects.

This strategy is one of the best lead gen strategies on social media, because it allows you to expose you to a very qualified pool of leads.

2. Join a Group

So we’ve already identified that LinkedIn Groups are full of top-notch prospects, right? Just because you didn’t create the group, that doesn’t mean you can’t tap into it…

The users in a LinkedIn group are usually there to make connections and ask questions. It’s a perfect set up for you to showcase your expertise on a subject.

Budget some time each day, as little as 10 minutes a day, and spend that time offering helpful answers and suggestions in groups that are relevant to your business. Connect with the user that asked the initial question and follow-up when possible.

TIP: Don’t be spammy. Remember that you are looking to build a good working relationship with these new connections. Offer your help, but don’t push.

3. Post Strategic Updates

The third way to find leads on LinkedIn is to post helpful tips and articles to your status updates.

Don’t fall in to the trap of thinking that you need to self-promote on LinkedIn. It’s just as effective to share another expert’s content. In fact, it works best this way. Nobody likes someone that is constantly talking about himself.

By sharing another expert’s helpful content, you’re building trust and relationships with your contacts on LinkedIn.

In the photo above, you can see how e-commerce expert, Ezra Firestone, has featured a post from PracticaleCommerce in his status update.

And the post just below Ezra’s is a prominent personal trainer doing some lead gen of her own. Are you starting to see how this works?

These updates are a subtle way of reminding your contacts that:

A.) You exist.
B.) You are an expert in your field.

Monitor the comments on your posts for opportunities to answer questions and network with potential clients.

The key thing to remember when generating leads on LinkedIn is to spend a little time each day connecting with potential leads and sharing your expertise in a way that creates visibility.

About Josh Loposer

Josh is the managing editor of Digital Marketer, as well an aspiring novelist. Find out more about what Josh is working on on Facebook, Google, or on his website.

17 Comments

  1. Jan Hoistad

    May 2, 2013 at 9:37 am

    Good article and underlying all lead generation is connection and creating relationship with those you hope to reach.

  2. London Internet Marketing

    March 23, 2013 at 9:36 am

    A nice tool to get students to sign up for courses.

  3. Dr Charles Parker

    March 18, 2013 at 5:31 am

    Interesting and right on… Like a duck on a June bug. Gotta get cracking…
    cp

  4. chaz

    March 15, 2013 at 11:17 am

    LOVE IT!

  5. Jill Schaefer

    March 10, 2013 at 6:05 pm

    How can LinkedIn help me to discretely publicize and market my books without blatantly so doing? How do I find and reach my target audience who wants to buy, not discuss or critique them? Thanks, Jill Schaefer

  6. Paul Kemp

    March 10, 2013 at 5:09 pm

    Thanks for the helpful assessment of the best ways to make LinkedIn pay off. With the many social and business networking sites, it’s hard to know which are the most profitable uses of our time.

    LinkedIn is one I will spend more time on in the future.

    I’d be curious to review a similar post about the potential uses of Manta.com

  7. Fiona

    March 10, 2013 at 1:43 pm

    Linked in is the best professional site and I believe these useful tips can help someone to position themselves as an expert in their field. I have joined several groups and I am thinking of creating one. I hope it will help in lead generation.

  8. Gianluigi Cuccureddu

    March 10, 2013 at 6:53 am

    Hi Josh,

    Especially the second one is worth doing so when taking into account the resources aspect.

    Creating a group is interesting, but you need resources, a strategy and what more.
    The latter isn’t really working if you have many connections, the flow goes fast, they awareness of strategic updates isn’t high.

  9. Yan Li

    March 10, 2013 at 1:45 am

    Great article! Full of helpful insights! Thank you for sharing!

  10. Pingback: 3 Strategies for Generating Leads Using LinkedIn -

  11. William MacLean

    March 9, 2013 at 8:10 pm

    I have found LinkedIn to be the best source of business enquiry apart from direct enquiry off my website. I have received some 150 submissions for potential deals in less than 12 months in my specialised area – major project finance. Without doubt the ability to filter who you link to, and what you broadcast helps a lot. In 2012 my profile was in the top 1% of viewed profiles, it took patience and persistence to build that network but it was by far the best exercise I could undertake on-line to advance my specialised business. The observations made here in this article are completely correct. Additionally I found the one group I formed did not work as well as joining other established groups that had like minded people already in.

  12. Pingback: 3 Ways To Generate Leads on LinkedIn | Leanne Cane - Internet Network Marketing Coach

  13. Pingback: Getting Free Website Traffic To Your Business Blog | Rat Race Revolution :: Living Life By Design, Not By Default ...

  14. A.D. Christian

    March 9, 2013 at 4:21 pm

    Thanks for the great post on the LinkedIn media, Josh.

    I’ve always been an avid user/participant of the great LinkedIn network, for years, but,….strictly from a professional “work” standpoint.

    In fact, it is because of LinkedIn that I was able to secure my past three gainfully progressive full-time jobs! :)

    It is no doubt a Kick Azz network, and I am a fan forevever,….However,….

    …..As one who is also an aspiring and increasingly successful Internet Entrepreneur, working on my “passion” projects in the ‘off-hours’ of the full-time job,….

    I am intrigued by the potential reach and application of LinkedIn from that perspective.

    Josh, What would you see as potential ‘risks’ and rewards for utilizing LinkedIn as a marketing/promotional tool for one, such as I, who is successful & established with great credibility & trust in my full-time profession,….

    …yet, aspiring to build a “passion” business on the side, with the likely potential of exiting the full-time job, for the passion job??? :)

    Please share your experiences, because I am sure that I share these same internal inquiries as my fellow savvy readers.

    Thanks for introspective, y’all! Please advise.

    Very Sincerely Motivated,
    Kickin Azz & Takin’ Names,
    A.D. Christian
    “The CHALLENGE CHOPPER!”

  15. kevin

    March 9, 2013 at 3:35 pm

    Great Article.
    Linkedin is possibly one of the best social media we respect and value.
    Thanks

  16. Lyle Kelley

    March 9, 2013 at 1:52 pm

    I’m a disabled Vietnam vet trying to help people who are about to lose their homes due to foreclosure.

  17. Maida Semic

    March 9, 2013 at 12:02 pm

    I want to create a group of men and women who have thyroid problems and give advice on how to improve.
    I have personal experience of seven years

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