We put this question to industry experts and got the following comments and advice from them.
Leads from LinkedIn: LinkedIn’s InMail program
Michael O’Brien of Peloton Coaching and Consulting believes that LinkedIn is an excellent source of referrals and he has successfully leveraged LinkedIn’s InMail program by searching for possible new connections and offering complimentary services to his community on LinkedIn; according to him being active with blog posts on LinkedIn also brings in good results.
@LisaMarieDias of LisaMarie Dias Designs says that she tells their clients to understand what a lead looks like before they even login to their LinkedIn accounts. She believes that it could be as varied as someone who complains that they don’t have enough time because of social media or someone who has multiple LinkedIn profiles; but for someone who is a financial advisor, for example, a lead could be someone announcing a new job, the arrival of a baby, or even upcoming retirement.
@BPIStrategy (Walter Wise of BPI Strategy Group) says that making your message resonate with your target market and ideal customer is the key here. Ofcourse at the outset you need to define your ideal clients are they male or female? How old are they? What are their problems and how do they solve them? What information influences their purchase decision, and so on. Once you have this information it is easy to provide targeted offers reports videos and so on to guide them in the buying process. He says that then you use the Conversion Equation – Interrupt, Engage, Educate and Offer – to develop your marketing message that will reverberate to your prospective client base. You also need systems in place to run such targeted campaigns, he says: systems that can run by themselves with a few tweaks once in a while to stay relevant. It is his opinion that a business needs to focus on its strength to determine what it is that distinguishes itself from the competition.
Jack Martin of technologyjobs.nyc opines that the information presented by individuals on LinkedIn offered a detailed explanation of the technical ecosystem of a company. He says that you need to leverage this into sales around software, hardware, support and staffing. Using these niche markets allow client facing representatives a more comprehensive view of the market and selling opportunities.
Adam Johnson,of QuoteWizard says that LinkedIn is very effective because of its job title targeting feature. He prefers it to Twitter as a LinkedIn profile has additional information that helps segment your targeting. According to him the keys to successful generation of leads is the personalisation of your invite message, as sending a personal message in the invite will lead to more and better connections as compared with the default invite message. Of course, once you’re connected you can send messages directly. The trick is in sending short, meaningful messages that will help you in acquiring their email address and contact numbers. Now this is a qualified lead. As this takes a lot of manual work you should try to connect with the bigwigs who can in turn give you more leads.
Dayna Mathews, of Dayna Marie Coaching says that it helps to continuously engage with your connections by sharing relevant updates in the form of helpful articles, quotes, and links to your other social media sites. She uses the LinkedIn publishing platform to showcase the industry expertise, gain followers and lead readers back to her website so that she can setup consultations. She feels that being dedicated to consistency, helping others, and publishing quality content definitely helps in acquiring more, and better, leads.
Kyle Reyes, President of The Silent Partner Marketing is of the opinion that blogging everyday and engaging with your followers is one of the most effective methods of gaining quality leads. Rather than talking to people, be social, and discuss; converse with them.
Experts Speak: What strategy do you follow to generate leads from LinkedIn?
Dr.Marco Bitetto of ICRI users a dual approach to generate leads from LinkedIn. It includes writing articles for the LinkedIn Pulse site, and then, publicising those articles within the LinkedIn groups specifically interested in those topics. You will succeed in getting readers to interact with you by means of posting questions and comments about what you have written, and inevitably they will visit your LinkedIn profile, and ask to be connected.
@pappe_it_is (ParasArora VP Business at TargetingMantra.com) posts in LinkedIn groups and says that this strategy has helped him get dozens of good leads within 4 to 5 days. It is effective and practical, and gets prospects paying attention inside LinkedIn groups, by responding to invites and converting to leads from this profile. The trick is holding your prospects’ attention, and probably the best way to do that is to tell them how you can enhance their success. He elicits responses by infusing irresistible curiosity in his words, and finally, makes soft calls to action that work like a charm.
@anantmendiratta, Founder of WiseCalvin.com, feels that it is the groups within LinkedIn that can generate quality leads. He ensures that targeted questions are responded to in detail, and is useful to those who ask. Then he says, you should include your service’s links in the answers and mention how you can help. This helps others to see you as an expert and gain even more leads.
Jason Parks, Owner – @TheMediaCaptain connects with a lot of influencers on LinkedIn thus gaining a large following. He shares updates which are basically news about his company. How does this help? He says that by posting consistent content, this target audience, like business owners and marketers don’t miss his message. Often he gets a direct message from someone who wants his company’s digital marketing services. In case he happens to meet the person in question, they usually mention one of the updates his company had posted. He reiterates that compelling content remains the best strategy to generate leads on LinkedIn.
I think from all the above opinions, there are a couple of common strategies used across industries and companies:
LinkedIn is a professional yet social network, so it is important to continuously engage and interact with your followers and contacts
Content is king. The more useful and original content you provide to your contacts and followers the higher your chances of obtaining useful and quality leads
Continuous follow-up is very necessary
You need to join groups
Personalised messages always work better than generic default ones
Consistency is important
I hope you find this useful and can exploit this professional network to achieve more success in your business or career. Good luck!