Harness the Power of LinkedIn for B2B Lead Generation

31 Oct

by Susan Lowe

If you want to get more from your social media marketing, look at including LinkedIn in your mix. LinkedIn is the social media site for business professionals.  Members total over 120M (million) that includes 12M small business professionals, 5.5M high tech managers, 2M C-level executives, and 1.3M small business owners.  You can be very granular when choosing your audience on LinkedIn. The site allows social media marketers to target key decision makers by specific industry, company size, geography, job function and other demographics.

Advertise on LinkedIn

LinkedIn Advertising is a great way to generate leads and grow your audience. LinkedIn offers several options when choosing the type of ad to run.  You can run a text only banner that runs across the top of the LinkedIn page of your chosen targets.  The other option is a text and image ad that again runs on the pages of your chosen LinkedIn targets.  Both have limits to the amount of characters you can include but, LinkedIn provides best practices to help you get the most from your ad. Provide your company URL to direct viewers to your website.  You may direct them to a special promotion on your website and a form to gather contact information.

Run a Promotion on LinkedIn to Grow Your Audience

In addition to advertising offered by LinkedIn, certified applications are available to help promote your brand and grow your audience through the LinkedIn network. One of these applications is Wildfire.  Wildfire allows companies to integrate branded interactive campaigns like sweepstakes, contests and give-aways with LinkedIn and it integrates with social media site Facebook and Twitter.

Ready to Go 

The nice thing about Wildfire is it provides several ‘out-of-the-box’ tools that can get your promotion up and running on LinkedIn in about four weeks.  And the app has several priced options to suit a small or large budget.  The app includes an ad for your company profile page (if you don’t have a LinkedIn company page – make sure to get one), a Microsite, a form to gather entrants contact information and a landing page for sharing.  You provide the content. Make sure to purchase the option that provides entrants data for your future engagements.

Combine a LinkedIn Ad with a Promotion for Greater Results

Run your promotion in combination with a LinkedIn advertisement to drive traffic to the Microsite. Place the ad in specific areas of the LinkedIn site to target your audience.  You can also use your website and current contact lists (newsletters and other marketing activities) to invite participation in your LinkedIn promotion. Entrants are able to share your promotion with their contacts and groups on their LinkedIn network or via email.  This is why social networks like LinkedIn help you grow qualified leads quickly.

Keys to Successfully Generating Leads Using LinkedIn

1- Strategy – Consider how your LinkedIn activities support your overall social media strategy.

2- Set up a LinkedIn Company Profile – if you don’t already have one.

3- Define your audience.  Remember LinkedIn allows you to very specifically define the target audience.

4-  Set your objectives and goals.  Decide what results you want to achieve from your LinkedIn activity. Include the kind of information you want to obtain from the entrants.

5- Plan and Tactics- Determine the right activities to generate the results you want with your target.  Is it a LinkedIn ad, a coupon, a giveaway or a combination?  Provide something of value in return for participation in the promotion. Remember in social media – it is  better to give then to receive. Don’t forget to include a definitive start and end date as a call to act.

6- Measure- Once your ad or promotion has ended determine how well it did in accomplishing the objectives and goals.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

 

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