Lead Generation on LINKEDIN: How to Find New Contacts

Before understanding how to apply lead generation on Linkedin, let's do a little review.

Acquiring customers is the goal of every company and the way to do it in the context of lead generation involves 3 steps:

    Awareness: the first step is to highlight to a potential customer a problem, a need or a desire for a service or product;
    Consideration: the potential customer begins to evaluate the purchase of a service or product to satisfy a need or requirement;
    Decision: push the customer to buy the product or service presented.

The path takes place in a completely natural way, but it needs two fundamental things: time and mutual trustalso because often the relationship is company to company, therefore a btb and it is essential to know how to generate trust in who is contacted, especially when very delicate issues are dealt with, such as occupational safety advice.

Each lead could have different times: there are those who are immediately convinced of the purchase and those who must first trust. The lead generation, according to the steps previously indicated, "nourishes" the potential customer with useful data and information, consolidating and building a relationship of trust. The end result is a loyal lead who will in all likelihood turn into a customer.

Why choose Linkedin and not some other social network? To answer this question, we refer to a statistic published by HubSpot, according to which the generation rate associated with Linkedin is higher than any other social network. In addition, marketers operating in B2B have elected Linkedin as the best platform ever to find contacts, leads and customers.

The user, attracted by a post on Linkedin, enters a very large sales funnel which, however, through targeted lead nurturing actions, shrinks more and more. In the final part of the imaginary funnel, only leads who are truly interested in what is proposed arrive, so it becomes much easier and almost natural to convert them into loyal customers.
Linkedin strategies: how to increase engagement

Your goal on Linkedin is to generate qualified leads, that is, really interested in what you propose. To do this, you have two ways:

    The inbound approach, which consists of being found by potential customers and attracting them to your page with valuable content;
    The outbound approach, which instead requires greater proactivity as it involves connecting with potential customers via Linkedin.

In both approaches you must demonstrate your reliability and competence, so that you can represent a point of reference for leads and entice them to connect with you, and develop consolidated and lasting relationships.

Do you prefer to follow the path of the inbound approach as imposed by the principles of inbound marketing? So first you need to optimize your Linkedin profile. Here are some tips that will come in handy:

    Choose a professional profile picture and insert company logo and colors on the cover;
    Choose a job title that best defines your role in the company;
    In the profile summary, enter the right keywords to be found;
    In the "in the foreground" section, insert valuable content, including external ones, such as a presentation video, a landing page of the company website or a successful case study;
    Immediately bring out your skills that best represent your professionalism and the focus of your business.

If you do everything right, potential customers will send you a connection request.

Have you opted for the second approach, that of outsourcing? Then you need to be even more proactive and look for potential leads with whom to start contacts and relationships until you get an appointment. In this case, you must first win the attention and then the trust of your leads.

In both cases you have to be good at touching the right strings, proving yourself as a reliable reference point in your sector and focusing on characteristics such as solidity, professionalism and seriousness, all "dusted" by excellent knowledge and digital skills.