Generating leads is a crucial element of a successful business marketing campaign. In an increasingly technological world, digital marketing has taken the forefront in business marketing strategies. Unsurprisingly, social media has been a large focus of this. LinkedIn has become the forefront in lead generation for businesses in the last decade. 97% of B2B content marketers use LinkedIn for lead generation.
Top Business Platform
This one seems obvious, but LinkedIn is the number one platform for lead generation because it has the largest amount of leads! LinkedIn is the leading business professional network in the world, boasting 575 million users. Over half of these engage with the platform on a monthly basis, and many daily. In addition, studies have shown that LinkedIn is 277% more effective at generating leads than Facebook and Twitter. It is the first social media platform that has effectively united people globally on a strictly professional level. Thus, it is the perfect tool to generate leads.
Advanced search function
LinkedIn’s advanced search option is also a huge contributing factor to its success as a lead generating tool. Advanced Search allows you to specify exactly who you wish to target. You can filter your search results to:
- Geographical location
- Current company
- Profile Language
Plus many more.
This amazing tool that LinkedIn provides simplifies lead searches by easily honing in on your target audience.
LinkedIn has an add-on which makes lead generation even easier: Sales Navigator. This platform boasts a lot of benefits for effective lead generation. One of which is an even more targeted advanced search option. Aswell, as LinkedIn’s regular advanced search function, Sales Navigator can also target:
- Company headcount
- Seniority level
- Years in current position
- Years of experience
This function helps businesses not only generate more specific leads, but makes targeting decision makers much easier.
As well as this advanced search function, Sales Navigator helps you manage your leads effectively. You can save prospective leads to separate custom account lists, and save entire target searches to return to.
Finally, Sales Navigator allows users to reach new leads that they are not connected with. This allows businesses and salespeople to build relationships with prospective leads outside their immediate network.
LinkedIn’s Engagement Algorithm
Understand the algorithm. LinkedIn’s algorithm works by promoting accounts that are frequently active on their accounts. Luckily, this doesn’t mean you have to post thoughtful and lengthy posts on the current political or business world. Instead, LinkedIn’s algorithm picks up on accounts that engage with their connections. Those who comment on, react to, or share posts frequently. By liking, sharing, and commenting on your connections’ posts, your engagement will be visible to those who you aren’t connected with. Profiles who frequently view your engagement are more likely to connect with you, which could be the gateway into a hot lead.
LinkedIn has more organic reach than any other social media platform. This essentially means that the demand for content exceeds the amount of content available. Therefore, when you post content, particularly posts that are engaging and accessible, you are reaching far more users than Facebook or Twitter. There is less content to go around on LinkedIn, so yours will reach further.