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Tips and Tools You Need to Generate B2B Leads on LinkedIn

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LinkedIn has made a name for itself in the B2B marketing game. It generates 80 percent of social media leads and 94 percent of B2B marketers are distributing content on the platform.

On top of that, when Hubspot analyzed conversions it found that LinkedIn had a visitor-to-lead conversion rate of 2.47 percent. Facebook and Twitter were at 0.77 and 0.69 percent, respectively.

Ignoring this professional social media platform would not be wise, but you also don’t want to have to work harder to win at LinkedIn. Instead you should work smarter. To do this all you need are a few profile optimizations, online tools, and a strong game plan.

Search Smarter: Lead Gen Tools

You can’t passively wait for people to search for you, you need to actively look too. If you’ve ever looked for information on LinkedIn, you know this can be frustrating even if you take advantage of boolean search.

Sales Navigator works to solve that. With a professional account, you’ll access better search tools, lead generation recommendations, 20 inMail messages and 1,500 saved leads each month.

You’ll also want to check out a tool gaining positive buzz, Phantombuster. It is a bit technical, but you shouldn’t overlook it. Here’s the high-level overview of what you need to know.

Using Phantombuster, you can automatically send requests and personalized messages to hundreds of people. You’ll do this through the API Phantombuster built, which is tailored to you based on the cookie you’ll grab from your LinkedIn page. Each step of this process is clearly laid out on their website, and you should consult the instructions as you go along.

In the end, you wind up with a nifty Google spreadsheet with profile links, names, and a space to create personalized messages so you can start growing your network.

Pro tip: Want to make it even more personalized once you’ve connected with someone? Try LinkedIn’s voice messaging feature. Even if you don’t leave a recorded note, follow up with your new connections. Having a network of thousands of people won’t help you if you never use it.

Other Automated Browser Extensions

Note: LinkedIn doesn’t always look favorably on automated apps and browser extensions. If you use any of the tools below, know that you could be swept up in a LinkedIn crackdown on third-party tools.

Follow best practices when using them to mitigate this risk. Limit the number of profiles you view, connection requests, and messages you automatically send on a daily basis.

Automatically View Profiles

When you see someone has viewed your profile do you feel compelled to check them out too? Extensions like Dux-Soup are banking on that assumption. It helps you find, filter, and visit profiles.

The free version limits you to 100 views per day and does not include any auto messaging features. You’ll need at least a Professional account ($11.25/month) for that.

Other features of the paid account include the ability to download data about profiles you visited and create an unlimited number of profile tags (as opposed to 100 with the free version).

Similar applications include LinkeLead, eLink, and Linked Assist. These offer many of the same features, but the starting price point is higher.

Tips to Make Your LinkedIn Profile Work for You

All of that work won’t help if you have a lackluster profile. You need to put your most professional foot forward to generate leads and it is worthwhile to spend some time reviewing your profile. Plus, as you update your page you can optimize it so that it is easier for people to find you through search.

Your LinkedIn profile should be much more than a regurgitation of your resume. If you really want to include your resume, attach it to your profile and then use the page to tell a more complete story about how you can help others.

Yes. How you can help others. Not how you accomplished X, Y, or Z but how X, Y, and Z gave you the experience you need to solve problems, assist businesses, and be the person someone needs. The first place you can do this is the headline.

Write a Compelling Headline

Your headline will be displayed in search and is one of the first things visitors see on your profile. It is prime real estate and you need to stand out. Above all, your headline needs to demonstrate the value you provide others. If it gives them an idea about how you’ll help them, they’ll be more likely to keep reading.

Telling Your Story: Summaries and Work Experiences

Once you’ve hooked people with your headline, you want to keep that momentum going with the summary. Think about how to present yourself in a compelling, conversational way. You should definitely write in first person, and identify your target audience before you start drafting. Here are a few questions to kick start the process:

  • Who do you want to see your profile?
  • How much time do they have to review your information?
  • What experiences do they value?

The answers can guide how you structure your summary. So, if you are reaching out to busy CEOs who value quick bites of information, you know to keep your sentences short, use bullet points, and quickly demonstrate value.

The summary tees up your work experiences, and you want both have the same tone so that you create a comprehensive personal story for the viewer.

Use Your Real Name a Professional Photo

Name: Even though you’ll see plenty of people doing it, adding keywords to your name is not advised. It violates LinkedIn’s User Agreement, meaning your account could be restricted.

Note: This does not apply to maiden names, suffixes, or professional certifications.

Photo: This should go without saying, but have a professional, or professional-looking photo. Be the only person in the photo, don’t wear a hat, and face the camera. If you don’t have any suitable photos, grab your smartphone and ask a friend to take a few photos. Unless you’re an editing wiz, head somewhere with good lighting, and a blank background.

Check Your Search Stats

If you haven’t recently, view the stats in the “search appearances” section of your LinkedIn profile. Evaluate where the searchers work, and what terms they used.

Are you ranking for the terms you want? Or is there room for improvement? Based on what you find, take time to create a list of target keywords. Take the top term you want to rank for and search for it on LinkedIn. Check out a few of the top profiles. How do they use the term, which sections does it appear in?

Periodically check this and make tweaks to your profile to test what does and does not improve your search results. LinkedIn recommends regularly updating your page to keep it fresh. This probably pushes you up in their search results too.

Create and Share Content to Grow Your Network and Influence

But search isn’t only for your profile. Another way to be discovered in search and reach potential connections is to publish and share content on LinkedIn.

Unlike Instagram or Facebook, you won’t be competing with photos about someone’s vacation, dinner, or child. When people head to LinkedIn, it’s for professional reasons. This is a fantastic opportunity for sharing content.

Plus in October 2018, LinkedIn updated its algorithm to favor all posters, not just influencers. You can read more about the change on LinkedIn’s blog, but the main takeaway is that now when you share quality content, it has a much higher chance of being seen. This is an excellent way to interact with your current network, and potentially make new connections.

Tip: Take advantage of tools like Hootsuite and Buffer which let you schedule posts, enabling you to create a content sharing strategy ahead of time.

There you have it! By keeping your profile optimized, using tools like Sales Navigator or Phantombuster, and engaging with your network you’ll be on your way to generating more leads on LinkedIn.

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