If you are a B2B company, LinkedIn is the most important lead generation platform for you. Unlike Facebook, Instagram or Snapchat, people mean business at LinkedIn.
LinkedIn users have more purchasing power compared to other social platforms. Hence, the MQLs are of very high quality.
LinkedIn has more than 450 million active users as of October 2016. One fourth of this number comes from the US, which is the most important market.
LinkedIn is the only platform where you can target your ad to a particular job type. If you have conducted your persona research with detail, you know how important this targeting ability is.
A 2014 study of 100,000 posts across social media platforms found that LinkedIn accounted for over 80% of B2B leads generated. This is some seriously nice statistic.
Marketing campaign at LinkedIn is not cheap. Well, for most of us it is not. Hence, it is important to have homework done properly.
This post walks you through 6 steps which can help you achieve the maximum ROI from a paid campaign at LinkedIn.
Step 1: Complete the company page and profiles associated with campaign
It can’t be stressed more that the company page should be 100% complete and active at LinkedIn.
Since a company can’t be part of a LinkedIn group, the person/team handling the campaign should have a complete profile. (Learn how to optimise LinkedIn profile)
The first response to receiving an InMail is that the receiver checks the profile of the sender. A stale profile is a bummer.
Many of the LinkedIn profiles can’t be sent a message with a basic account. You need to upgrade your profile to be able to send InMails to profiles not in your network.
(Learn about LinkedIn Upgraded Premium Accounts)
Sales Navigator Professional has features suitable for sales prospecting for most of the businesses.
Step 2: Work out persona for the campaign
You can’t create a great campaign if you have not researched your buyer. Data backed persona research is an investment for your marketing efforts. Creating an exclusionary persona will help you manage parallel marketing campaigns.
For example, I want to create Lead Generation campaign for my SaaS service which provides compliance solution for the Social Media. The product is useful for a complex structure organization with at least 1000 employees. Let’s call this business X. So, the simplest persona for business X will be,
Role: Executive, Senior Executive (a person who is directly involved in the RFP process)
Revenue: $50M and above (given that the product is for complex organizations)
Age: 35-40 (not an entry level employee and not C-Suite)
Industry: Financial Services, e-commerce, B2B product, Law Firms (who are bothered about compliance and online reputation)
Pain point: Fake social accounts, employee advocacy went wrong, ever increasing social media presence
Step 3: Make an offer that is hard to refuse
Design landing pages according to different stages of the customer (awareness, consideration or decision) with offers that provide little more than the ones already available at the company’s social media channels or the website.
Craft an offer especially for LinkedIn prospects. After all, they are more likely to make a purchase. For example, provide an extra premium add-on service. In the context of business X, I will provide a complimentary fortnight audit of social media accounts in a downloadable CSV file. This offer doesn’t exist for non-LinkedIn prospects.
The link for these landing pages will be sent to the prospects via InMails.
Step 4: Make an inventory of InMails
You should have everything worked out- ice breaker InMail, Follow-up InMail, response to the MQL InMail and so on.
Your lingo should sound exactly like your organization.
Step 5: Make an inventory of decision makers
Are they active on LinkedIn?
Have they posted LinkedIn articles? Like, Comment, Share and Follow. Break the ice. Remember you are not supposed to look pushy at any stage.
Follow them at Twitter-Like, Comment, Retweet and Follow. Add them to a list to observe the feed easily.
By listening to their public social media feed, sometimes you may make out where their organization lies in the marketing funnel.
Step 6: Join relevant LinkedIn groups
Probably the best free thing about LinkedIn is that you can join professional groups. Join the groups related to your domain.
Remember 2 thumb rules
- Don’t post your company updates only
- Don’t spam comment section with salesy statements
By completing the above six steps you have done homework for your paid campaign. Ads are more likely to be successful if people have seen you around, when they know that you were thriving organically as well.
LinkedIn has the highest conversion ratio when compared to other platforms. And to tap this ratio, it is important to avoid tiny bloopers.
Do you have any other point that one should be mindful of, before starting a Lead Generation Campaign through LinkedIn? Let me know in comments.