Facebook may have more users. And people may be more active on Twitter. But, when it comes to lead generation, LinkedIn is king. LinkedIn is the richest online social terrain to build out new business. Users spend 17 minutes a month browsing the “world’s most professional network”, and they aren’t using that time to sneak a peak at their managing directors new profile picture.
LinkedIn was found to have a 277% higher visitor-to-lead conversion rate than Facebook and Twitter (via HubSpot). Maybe it’s time you start taking note of all useful LinkedIn tools offered.
Products & Services Page
The LinkedIn Company Page just got more robust with the introduction of the Products and Services page. It’s not utilized by nearly enough businesses out there, which, frankly, is a missed opportunity. This page gives you the opportunity to educate users on what it is your company does beyond a two sentence elevator pitch. LinkedIn users think twice before they click a hyperlink to get sent somewhere else, like your website, they prefer to mine for information within the social network. And if you paid 10k for a custom video, no problem, the page supports video as well.
- You can create multiple variations of the page to be shown to different audiences. Audience specification can be as specific as company size, job function, industry, seniority, and/or geography. Customizing the content, layout and media on the Product & Services page to individual audiences can do wonders to your visitor-to-lead conversion rate.
- Past customers can recommend or comment on a specific service or product you offered – which is then seen by those on your page and is shared to the content feed on user home pages.
There are two ways you can use LinkedIn Groups to generate leads.
- Join groups
- Create your own group.
Before you go off and create your own group it’s best to get an understanding of what separates the good groups from the bad groups.
Rule of thumb when choosing what groups to join: If you run a small accounting firm, don’t just join accounting groups. You’ll want to join groups for small business owners, entrepreneurs, and other groups outside your industry. Whatever it is you do, identify your target and find out which groups they like to hang out at. Once you find them, post content in those groups and prove to them you know your stuff. And don’t just post fluff, only post if you can add value to the conversation or perpetuate the dialogue with insightful commentary.
After you get a feel of what a successfully and active LinkedIn group looks like, try starting one of your own. Most group pages are ghost towns, but if you can cultivate a group with active user engagement rich grounds to mine for leads.
In less than 5 minutes you can set yourself up a Business Account for LinkedIn ads. LinkedIn will send you to your Ad Campaign home and you can have highly targeted ads up and running within the hour. Unlike advertising on Google or Facebook, these leads will costs a bit more ranging from $2 to $4, but the people you are targeting are much more likely candidates for new business than on other advertising platforms.
We recently used LinkedIn Ads to generate interest in our Facebook strategy package (campaigns, apps, branding, and more). We set a budget of less than $70 to see first hand the value of tapping into LinkedIn’s users. Our ads reached over 100,000 profiles who held the specific job titles in the U.S., aged 25-54: marketing directors, marketing coordinators, and marketing managers. In less than four days we generated a handful of leads.
Where your ads will be shown
- Profile Page
- Home Page
- Search Results Page
Achieving click-through-rates (CTR) between .02-.04% is optimal. The interface makes it easy to A/B test, managing various campaigns and the targeting options allow for endless combinations to search out qualified targets.
There are a ton of Linkedin Applications that you can use to drive traffic, generate leads, and create interest in your company:
- WordPress – links your blog feed to your LinkedIn Company Page. Great for driving traffic to your company website
- SlideShare – Let’s potential customers get a better understanding of how your company thinks. Showing what you’ve presented in the past is a great way to convey to prospective leads what your capable doing for them in the future.
- LinkedIn Events – If you’re speaking at a local industry event or even if you are participating in a TweetUp, let people know where you’re going to be. Letting others know your active in the community reflects well on your company.
- LinkedIn Polls: A fun tool that can be used to gauge how your network or industry thinks about a topic or trend.
- Amazon Reading List: Allows you to discover what others in your network or industry are reading. Great way to let others in on what books are shaping the way your business operates.
Posting new positions on LinkedIn is a great way to drive traffic to your Company Page and increase brand awareness. The job posts appear in search results on the web and twitter and will increase your odds of driving eyeballs to your company page and website.
Posting jobs in the Careers section is an indicator of growth. When a prospective client see’s that your company is hiring, they feel more comfortable giving you their money, knowing that the work you’ve done in the past must be good, otherwise you wouldn’t be in need of more workers. The system also allows you to curate who has looked at the job offerings, giving you further insight into that candidates background.