How to Generate Leads on LinkedIn: A Step by Step Guide Introduction

Lead generation is one of the most important components of any business. You will enjoy rapid growth when your business has many reliable leads. Social media marketing is one of the key methods employed by many business owners to generate leads in recent times. LinkedIn is a good social media platform that can be used to generate leads for your business. But many new and existing LinkedIn users may find the social media platform strange since it is slightly different compared to other popular ones like Facebook, Twitter, and Youtube. This may make it significantly difficult to generate leads on the platform. I know this since I experienced something similar when I first signed up for an account on LinkedIn.

However, you should note that the process of generating leads on LinkedIn is similar to that of other socials media platforms. While this process may be simple to many, the same cannot be said for other business owners who are inexperienced with social media marketing and the way LinkedIn works. If you are looking to generate leads for your business on LinkedIn, then you are in luck as this ebook is created to furnish you with all the information you may need. For the best result, you will need to allocate ample time to building your LinkedIn account and engaging with your audience daily. Read on for tips on how to start generating leads for your business on LinkedIn.

1.  Optimize Your Linkedin Profile

This is the first and the most important step to take when looking to generate leads on LinkedIn. It may seem simple but if not properly done, it may negatively affect your entire purpose for being on the social media platform. Your profile says a lot about you and what you do. First, you should note that generating leads for your business involves connecting with both people you know and those you don’t know. Also, the first impression matters a lot as you can be easily marked as spam if your profile does not properly explain who you are and what you do. This invariably means that you need to do all you can to ensure that your LinkedIn profile is optimized for connecting with prospective leads. 

The most important factor to look out for when optimizing your LinkedIn profile is what prospective leads see when you request to connect with them. After sending a request to connect, LinkedIn users may choose to view you in one of two ways which include opening their notification bar or visiting your profile page. If a user opts for the former, he/she may only see your name, title and the beginning of your message whereas a visit to your website will provide them with all your information including your profile picture, company, and work experience. If users are impressed with what they see, then they will probably accept your request which will make it relatively easy for you to generate leads. Here are important things to do when looking to optimize your LinkedIn profile:

Your Name – The name you want to use on LinkedIn is important as it will go a long way to make it easy for people to find you. Unlike other social media platforms, it is advised to avoid using nicknames on LinkedIn. You should consider spelling out your real names and that of your business in the right order for the best result.

Use a Profile Picture That Looks Professional –  When I first signed up for a LinkedIn account, I immediately uploaded one of the pictures on my mobile device without considering whether it works well for what I do or not. But with time, I came to realize the impact that a professional-looking image may add to the success of your purpose on LinkedIn. Also, apart from being professional, it is advised to ensure that the photo is clear and charismatic. If you are not sure about the best outfit, you should consider looking at what other people in your target company are wearing and then do the same.

Write an Eye-Catching Title – Your title or headline is another important component of your profile that should be properly created. As already mentioned, your title is one of the things users will see in their notification when you send them a connection request. For this reason, you should ensure that your title is attention-grabbing. Also, it is best to ensure that your title reflects and explains what you do for easy generation of leads on LinkedIn. For the best result, you may want to consider using the job description of the position you hold in your company or that which you are looking to hold (For jobseekers)

Get a Customized URL – For the successful generation of leads, you will need to share the link to your profile page with users every now and then. For this reason, it is advised to get a short and custom URL to make it easy for LinkedIn users to find you. Having a short profile page URL that consists of the social media link and your name i.e linkedin.com/yourname is relatively better compared to a long one that includes scattered numbers and letters.

Take Your Time – When optimizing your LinkedIn profile, it is best to take your time to make it perfect. Carefully and gradually fill in all the required spaces for a world-class profile. Also, you should consider reading through your profile repeatedly for errors and mistakes.

Write a Short and Detailed Summary – most LinkedIn users prefer to read through the summary of prospective connections as it is supposed to explain virtually everything about them and their business. This is the reason why you should ensure that your summary is short and interesting. Also, it should make your reader feel welcomed – not too formal and not too informal. This doesn’t mean that you should use slangs and buzzwords as it may give your audience a negative impression about you. Consider listing your experience, skills, achievements, projects, languages, and awards in bullet points, if any. At a glance, your profile should look like a CV or resume but it should be more conversational compared to the latter.

Make Connections – It is advised to make connections as fewer connections may send a negative message to prospective leads. For instance, some individuals may conclude that users with fewer connections are either not good enough for other users, are scared of connecting and associating with other users, or that they are not comfortable being on social media platforms. To avoid sending the wrong message, consider adding about 30 to 100 connections. Even with this, it is advised to avoid sending connection requests to people you don’t know to avoid being marked as a spammer.

Get Recommendations and Endorsements – you should consider requesting recommendations and endorsement from your employer every now and then as this will go a long way to promote your profile. However, do not show too many recommendations so as not to look like a weirdo. Carefully choose which recommendation you want to show and which one you want to hide for the best result. 
Make it Easy for Your Audience to Find You – You can do this by adding your email address or your user names on other social media platforms to make it easy for prospective leads to find you. Many LinkedIn users forget this, but it is one of the most important things to do when optimizing your profile.

2.  Build a List of Prospective Leads

When you are certain that your profile is complete and properly built, you can then move one to build a list of prospective leads. It is advised to complete this step before going ahead to add connections as it will provide you with an insight into the categories of individuals you need in your network. To complete this process efficiently you will need to dedicate at least 10 minutes of your time into its completion daily. Start by creating a list either on paper or on an online document of individuals whom you feel will be great leads for your business. This may be achieved by scrolling through the connection of your contacts as well as that of other people in your industry. 

The list should be as big as you want as the right number of leads for you is heavily dependent on the size of your business as well as your goals. When you are satisfied with your list of prospective connections, you can then start the request process one at a time. Don’t overdo it and don’t add too many people at a time to avoid being spammed by some users. Only request to connect with users that you sincerely believe will contribute to the success of your business. Besides, if your profile is good, it will not take long before reputable users and prospective leads start requesting to connect with you. 

3.  Add Connections to Your Network

As already mentioned in chapter one, adding connections to your network is a great way to enhance the credibility of your profile. It will also go a long way to make it easy for prospective leads to get to know who you are and what you do. Start by adding the people you know. You will be given an option to connect with contacts on your email and phone who are currently on LinkedIn. Also, you can search for people you know on the recommendation (people you may know) list. Consider requesting to connect with all the people you know as it will go a long way to enhance the credibility of your profile in the eyes of prospective leads.

For the best result, it is advised to spend at least 5 minutes daily on the “People You May Know” section in order to find the right connections. When people you know are recommended, you should click on the “connect” button to send a connection request to them. It’s that simple! However, to protect your reputation and that of your LinkedIn account, it is advised to add only people you know and a few that are important to the growth of your business. The more people you add, the broader your network would be. But adding people you don’t know may have a detrimental effect on your account. This ebook will furnish you with a few important tips to broaden your network rapidly without dampening your reputation. Read on for more information.

4.  Target Major Drivers in Your Industry

When choosing and listing down your prospective connection, it is advised to target the major drivers in your industry. By major drivers, I mean individuals who actually make things work in your line of business. For instance, if your business involves recruiting and employing workers for a news publishing site, the major drivers for your industry will be media websites owners, writers, proofreaders, and the likes. Before going ahead to draw a conclusion with regards to the people who fall within the category of “major drivers” for your industries, you should consider your goals, the way you want to achieve them and the people who can help you achieve them. These are the people you need in your network.

Furthermore, it is important to state that the notion behind going after major drivers is because they are a category of individuals that can contribute to the success of your business. This will also go a long way to make it easy for you to generate leads from your connections as they will be interested in what you do. Also, you will be able to contribute positively to their post which may, in turn, help you generate more leads for your business. However, if you decide to connect with individuals who have totally different interests from you, then lead generation may prove slightly difficult for you.

5. Maintain a Regular and Consistent Online Presence

Showing up every day is one of the most important steps to repeat consistently as it will make it easier for you to generate leads and achieve your goals on LinkedIn. It may sound stressful but it isn’t. If you are too busy to show up on a daily basis, then you consider logging into your LinkedIn account at least 2 to 3 times a week or as often as possible. Just be consistent with the best result. If you are one of those users that log into their accounts once or twice a year, then it may be extremely difficult for you to generate leads on LinkedIn.

Also, if you are inconsistent, you may miss lots of opportunities and prospective leads. On the other hand, if you maintain a consistent online presence, you will be able to keep up with the changing trends in your industry as well as engage and contribute positively to the lives of people in your network or those with whom you share the same group. If you repeat this on a daily basis, prospective leads may notice you and your work thereby making it easier for you to achieve your goals.  All you need to do is dedicate about 20 minutes of your time daily to grow your network, contributing to the post of your connections, posting helpful insights, and engaging with prospective leads. 

6.  Join Groups and Share Insights

When it comes to generating leads on LinkedIn, the need to join groups is indispensable. LinkedIn groups are a great way for people with similar goals, and skills to come together and share ideas and insight that will add value to what they do. In terms of lead generation, joining groups on the social media platform will go a long way to get you discovered by prospective leads. Furthermore, when you join groups on LinkedIn, you will be updated with important information about happening in your industries, the activities of top companies, who is recruiting and who is selling what. 

However, it is important to state that the main idea behind joining groups is to engage and connect with individuals that have goals that are similar to yours and not for the marketing of your products. By sharing helpful insights, contributions and providing other members of the group with the right answers, you will be able to display your skills and knowledge which may help you build your network and eventually generate leads. Experts believe that joining groups and sharing ideas are among the best ways to grow your network and generate leads. For this to work in your favor, you will need to dedicate at least 10 minutes daily to the LinkedIn groups you join.

For the best result, it is advised to consider joining groups that are related to your industry or that of your target audience. This will allow the members of the group to welcome your message, ideas, and eventually the items you wish to sell. If you are not sure about how you can find the right group for you, pick a keyword and type it in the search bar. After that, select “groups” and then join the one of your choosing. Also, you can skip this step and click on the “Work” tab at the top menu of your account and then hit the “Groups” tab. Next, click on “Discover” and a list of groups will be automatically displayed. Scroll through them and join the one that best serves your needs and preferences.

However, there are a few important factors to look out for when joining groups. First, try to know more about the group and their discussions. To know more about the group you want to join, it is advised to carefully read through the “about this group” section for more information about their rules and regulations. If you are okay with their rules, you can then go ahead and join otherwise, you should consider searching for others that best suit your needs. Another important thing to look out for is the admin and members of the group. Check to see if they are people with goals that are similar to yours or if some of your connections are in the group too. 

The size of the group you are about to join should also be considered carefully before joining. A group with a large number of individuals will afford you with an opportunity to interact with more people which will, in turn, provide you with a better chance of generating leads for your business. If you are satisfied with the number of group members, you should then move on to check the level of post engagement as it will be a determining factor on whether members of the group will even read your post, ideas, and contributions or not. A group with active members is best as it will allow you to share your ideas with individuals that are willing to read it. 

However, it is important to note that joining too many groups may not really add any value to your business as it may be closed to impossible for you to be an active member of all of them. For this reason, it is advised to join as many groups as you can actively participate and engage in discussions taking therein. if you feel you can maintain an active and consistent presence in three groups, then consider joining three groups.

7.  Create Your Own Group

Creating your own LinkedIn group is another amazing way to build your network and generate leads for your business. This will allow you to create a group that borders on what you do and the goals you are looking to achieve in the long run. As opposed to joining already created groups, creating your own group may require the allocation of ample time and resources. This will help you build your audience gradually over a relatively long period of time. But if you carefully consider the benefits that come with creating your own group, you will probably agree with me that it is worth the time it may take to become fully functional. However, it is not advised to solely depend on your own group for the generation of leads. 

After creating your own group, it is best to join similar groups so as to gain relevant information about happenings in your company as well as to showcase your skills by providing LinkedIn users with helpful information. To create your own LinkedIn  group, all you need to do is hit the “interests” menu on your account and then select “groups.” This will open a menu for you where you can select the “my groups” tab and then hit “create” to get started with your brand new LinkedIn group. After creating your LinkedIn group, it is advised to start by adding content before going ahead to add new members. 

If you are not sure about the type of content you should add, then consider searching online for contents that are trending on your niche or industry. After getting the contents you like, you can then rewrite it and add all the messages you want to pass to your audience. When you are done, you can then add perspective leads. It’s that simple. However, as already mentioned, you will need to dedicate ample time and exercise patience while your group grows gradually. 

8.  Create and Post Helpful Updates

Posting helpful updates on a regular basis is an amazing way to grow your network and eventually generate leads for your business. This process may only take about 2 minutes of your time daily, but its impact is far-reaching. For instance, every time you share an update, you will be displayed on the news feed of the individuals that are connected with you. This will allow you to remain at the top of their mind if you post updates on a regular basis. It will also go a long way to extend your reach until you are able to establish yourself as an authority.

For the best result, it is advised to use the “Update” tab on your LinkedIn network to share a video or an article that borders on your niche or latest updates from your industry. Simply put, it is best to share things that your audience will be interested in looking at. This will allow you to share your expertise and add value. When your audience likes the content you share, they will likely engage, and contribute to it which is a good way to establish a relationship with them. Some LinkedIn users will even go as far as sharing your post thereby extending your reach beyond just the people in your network. 

If you share helpful contents that are shared by other users on a regular basis, you will be able to expand your network within a short period of time as people who find your post useful may request to connect with you. Remember, the more connection you have on LinkedIn, the easier it will be for you to generate leads for your business. Rather than using the “update” tab, you can opt to publish content on the pulse. One of the best ways to expand your reach and generate new leads for your business is to regularly post updates on the pulse. This is an important tool that is designed to provide you with an easy way to create posts that will reach a large number of people in your network. 

Interestingly, you will find that pulse is integrated with your LinkedIn profile, which helps to eliminate the need to invest ample time and resource into the promotion of what you sell. It allows you to reach a large audience with an option to even target a specific audience of your choosing. Another benefit of publishing on the pulse is that contents you share are automatically indexed by search engines thus making it easier for your target audience to find you. If you publish content regularly on this platform, it will go a long way to enhance your appearance in search results thereby allowing for increased traffic. Also, if the contents are linked to your website, this will allow for increased referral traffic thus allowing you to kill two birds with one stone. 

However, as you may already know, it takes about 14 days for search engines like google to completely index your page after publishing it online. For the best result, it is advised to allow for a proper google index of a website page before going ahead to publish it on the pulse. When sharing content, do not try to advertise or sell your products as the audience may get a negative impression about your entire post. Also, you should be consistent with your updates. It is best to post one or two updates on a daily basis. But if you are too busy to do so, then consider publishing new posts at least twice a week. As already mentioned, this will allow you to appear regularly on the feed of your audience thus keeping you and your business at the top of their mind. 

Do not spam. Publish only contents that are relevant to your business and industry. For better engagement and value, it is advised to avoid posting the work of others as much as possible. Consider creating your own post with meaningful content on issues that are trending in your industry.

9.  Create and Upload Videos and Live Videos

Just like sharing posts, videos are a great way to reach your audience on LinkedIn. Sharing video content is an amazing marketing strategy that allows you to send your message in a short clip rather than a thousand words. Also, in recent times, you will find that there are many users who prefer to watch videos rather than read written content. As a LinkedIn user, you can share videos on the platform by using the tools designed for this purpose. It is reported that more than half of business owners who use video marketing strategy utilized “LinkedIn Video” and almost all of them provided that it was effective. 

However, most users feel confused when it comes to choosing the type of content to share using LinkedIn Video. It is normal to feel this way. I felt overwhelmed too when I decided to share video content on the platform. There are different types of videos you can publish on LinkedIn, but it is advised to go for one related to your niche and industry. Since your connections usually include people in your industry, the video should contain things about your industry or business that they will find useful. Most of all the video should be all about establishing a relationship with your audience. 

Unlike with written content where is advised to avoid advertising or selling products, with LinkedIn video, you can explain what your business is all about and your goals. It can also be a video about how your business got started. As you may already know, videos are highly ranked in LinkedIn’s algorithm which invariably means that you have a better chance of reaching more people. Also, it will go a long way to make it easier for people in your network to better know you and your brand. Apart from using videos to promote your brand, you can also opt for video blogging. This invariably means that rather than sharing posts on the pulse, you can share your content on LinkedIn video for a better result.

Just as with written content, it is advised to ensure that the video is precise, helpful, and straight to the point. Consider sharing video updates regularly as it will allow you to appear in the feed of individuals in your network. This will allow you and your business to stay top of the mind, which may contribute positively to a successful lead generation. Interestingly, if people in your network find your video fascinating, they will likely share it thereby enhancing your reach to individuals outside your immediate connection. This may lead to new connection requests and eventually the generation of new leads for your business. 

When sharing videos on LinkedIn, there are a few important factors that if considered carefully, will make it easy for you to generate leads for your business. Before going ahead to publish a video on the social media platform, it is advised to carefully consider the needs of your target audience as well as the goals of your business. After that, do all you can to keep the video short and precise. Be as clear as possible to remove any ambiguity from the mind of your audience. Ensure that the video answers any question they may have about your business and what you do.

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Additionally, ensure that the video is optimized for viewing on both desktop and mobile devices. If your video content doesn’t look good on the mobile devices of some viewers, they may skip it thereby preventing them from receiving the message you are trying to send. This is bad and it may negatively affect your struggle to generate leads on LinkedIn. The video you want to share on LinkedIn should also be professional for the best result since you don’t want to give your users a negative impression about your business. Also, you can use LinkedIn to generate traffic for your landing page. To do this, linked the video to a landing page where viewers can visit to get more information about your products and services.

10.  Comment on Posts

Commenting on posts is another amazing way to engage with your audience. When I first started off with LinkedIn, I was somewhat nervous to comment on posts of other users in my network. If you are having a similar feeling right now, the good news is that it is perfectly normal to feel nervous. However, it is advised to summon the courage to comment on the post of other influencers in your industry. This will allow you to engage with them as well as give them the impression that you are an active player in your field. You can choose to comment on discussions in groups or on the post of others on your feed.

However, it is advised to ensure that you are chipping in in the right circumstances. For instance, if you come across a post talking about something you know well, you can comment with useful insight to furnish the confused audiences with the right answer to the questions. It is best to ensure that your answer is clear, precise, and straight to the point. Make it short and ensure that you highlight important points to make it easy for your audience to understand the message you are about to send. Also, you should note that unlike social media platforms like Instagram, Facebook, and Youtube, LinkedIn consists mostly of professionals seeking business opportunities and strategies. 

For this reason, it is advised to ensure that your comment mostly borders on information that business owners will find useful. Be as professional as possible as you don’t know the category of individuals that will read your comments. Since you will be commenting on the post of other users in your network or those in the same group as you, you will be able to reach the connections of the person on whose post you commented or other members of the group respectively. Also, you should ensure that you are versed in the topic you are about to comment on. Commenting on posts that are based on topics you know nothing about may have a reversed effect on your profile and your business at worst.

In addition, to get more audience you want to ensure that you are talking on the topic in which the post is centered. While some users comment on posts whenever the need arises, it is advised to be selective when it comes to the post you contribute to on LinkedIn. For the best result, you can carefully scroll through the post of influencers in your industry for those written on topics you know well. Contribute by posting helpful comments or replies to the question asked by users who need more information. Spend a few minutes of your time daily commenting on the posts of your connections and group discussions. 

If users like the insights you share, they may request to connect with you in order to benefit from your knowledge and expertise. This will go a long way to make it easy for you to grow your network and eventually generate new leads for your business.

11.  Build a Relationship

Building a relationship with your audience on LinkedIn is one of the most important strategies to generate new leads for your business. It is only when this step is completed successfully, you can move on to sell your product and services to your connections. There are two ways to build a relationship with your connections including commenting on their posts or by sending a direct message. The previous chapter has already explained some benefits that can be derived from commenting on the posts of influencer, which means you already have an idea on how to generate new leads with helpful comments. Appearing on the comment section of the posts of influencers in your company will keep you and your business at the top of the minds of prospective leads. 

Some users may even go as far as checking your profile and your business for more information about you. But since you are looking for a way to grow your business and generate sales, you don’t have to wait for leads to find you first. You can go ahead and contact them with information about your products and services via direct messages. For instance, if you are a recruiter, you don’t have to wait for interested applicants to contact you first. You can go ahead and send messages with an offer to individuals you feel will be a great fit for a particular job. If they are interested in your offer, they will let you know. However, it is advised to start with a simple and friendly opening message that does not show your real intention for contacting your connections

When you get a warm reply, you can then move on to tell them about your business. This step requires patience and dedication as it may take a day, weeks or even months for the right opportunity to present itself. Don’t expect everyone to be receptive to your ideas and goals as not everyone would be. Ensure that your profile clearly explains who you are and what you do. Also, you want to ensure that you reply to the messages of connections who reach out to you. Your messages should be on a professional level since you do not know most of your connections personally. Open a conversation, be polite and give useful information, then close. 

When it comes to building a relationship, you need to be consistent. Contact at least one of your connections every day for the best result. However, it is best to connect and follow up with existing leads before going ahead to search for new ones. Even though the number of leads you generate for your business is important, you should note that their quality is also important. The number of times you need to follow up with leads varies from person to person and from business to person. This is especially because while you may need to make at least 6 follow-ups with some people before landing a sale, the process may be closed in just one follow up with others. If you abandon old leads in search of new ones, you may need to start the process all over again when you try to get back to the former.

You don’t want to lose any lead considering the time and resources you may have expended in getting those leads in the first place. The best time to send a follow-up message to your leads is another important factor that needs to be considered carefully. Many users get confused when it comes to choosing the right time to send a follow-up message, which is completely normal. For the best result, it is advised to carefully consider the reaction of the recipient to your first message. This will go a long way to provide you with an insight with regards to the best time to send a follow-up message. Generally, it is advised not to send a follow-up message until after about 3 days of sending the first message to give leads sufficient time to digest the first one properly.

If you are too busy to follow up with your leads, you can automate the message in order to allow for consistency. You can achieve this by collecting email addresses that will be used to set up autoresponder messages. This way you will still be able to keep up with prospective leads while also engaging in other activities of your interest. However, it is important to state that the benefits derived from an automated process may not be as good as the one you get when you contact leads personally.

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Conclusion

Stop! One of the secrets to generating new leads for your business on LinkedIn is to stop every now and then. It is advised to come online on a regular basis to publish posts and videos, comment on posts, and engage with your connections but it is advised to take a break. You don’t want to be online on LinkedIn 40 hours a week like a full-time job. When you publish a post, it is advised to allow for a few hours to pass by before going ahead to publish another. The same applies to contact, connections and commenting on posts. You don’t want to be a weirdo that is seen everywhere users look like a stalker.  

Consider dedicating at least 20 minutes of your time daily to your LinkedIn account. Even though your main purpose on the social media platform is to generate leads for your business, you don’t want to make it too obvious. Your activities should tell your audience that your goal on LinkedIn is to add value and interact with individuals that share similar ideas, likes, and goals with you. Also, it is best to be professional in all your endeavors and treat every connection in your network equally.

Another important thing to note when looking to generate leads for your business on LinkedIn, you should note that you may not become successful on the first day. You will find that it is a process that requires you to dedicate ample time, skills, and resources as well as patience. It may even take several weeks or even months to start seeing results but it will all be worth your time and effort. For the best result, you should consider utilizing other social media platforms like Facebook, Youtube, and Instagram amongst others for your research.

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