When it comes to promoting content that generates leads and increases audience engagement, LinkedIn is the platform most B2B marketers choose. That is because it offers higher chances of receiving qualified leads compared to other platforms.
Most B2B marketers choose LinkedIn as their go-to platform to communicate with their audience. As a result of a well-planned LinkedIn strategy, 80% of B2B leads come from LinkedIn, as recent reports show.
In this article, we will explore four LinkedIn tactics that can drive business growth by complementing a reliable lead generation strategy.
1. Publishing on LinkedIn to Create Awareness
Over the past few years, LinkedIn has gradually transitioned from being primarily a recruitment platform to becoming a professional networking channel where individuals are educated and informed through content shared by their connections and favorite pages.
B2B marketers can use this channel to build awareness and effectively drive leads for their clients. Implementing a personal branding strategy on LinkedIn can be essential in achieving these goals, as branding is well known to complement lead generation.
Publishing stories, professional expertise, lessons learned, or curated industry trends on LinkedIn are common content marketing activities used to build a personal brand and increase engagement. However, only authentic and constructive content will attract leads and convert them into customers.
An external team of B2B marketing professionals can support your team in delivering valuable content to the right people at the right time via LinkedIn, ultimately driving lead generation and increasing the ROI of your marketing investments.
2. Networking in LinkedIn Groups to Engage with Prospects
LinkedIn Groups can be extremely effective for businesses and individuals looking to connect with like-minded professionals within their industry. In an era of content overload, B2B marketers must strengthen their efforts to build a strategy that positions businesses as thought leaders and community leaders.
There are two ways to leverage the potential of LinkedIn Groups to achieve this goal:
Hosting a group
To monitor the effectiveness of your marketing efforts, track key metrics that provide a clear perspective on what works and where improvements are needed:
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Number of new contributors
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Number of discussions
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Quality of conversations
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Number of profile views
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Number of new connections
Engaging prospects in existing groups
Connecting with professionals in relevant groups allows you to share content addressing your industry’s and customers’ most pressing challenges. This encourages discussions, questions, and eventually builds a solid path toward potential partnerships.
Maintaining consistent engagement in these groups can quickly create sales opportunities, especially in communities with a high number of members.
In contrast, only 24% attribute sales to Facebook and 20% to Twitter.
LinkedIn proves to be an effective platform for supporting the buyer’s journey, as it creates a nurturing environment for individuals seeking recommendations and guidance on products and services.
3. Enabling Lead Generation with Paid LinkedIn Campaigns
In times when businesses seek cost-effective growth strategies, LinkedIn offers competitive advantages. For B2B marketers focused on demand generation, LinkedIn delivers a cost per lead that is 28% lower than Google AdWords.
On LinkedIn, there are several campaign types B2B marketers can use for lead generation:
LinkedIn Lead Gen Forms
Lead Gen Forms generate high-quality leads in a user-friendly way. They are among the top choices for lead generation because they make it easy to collect and manage leads once acquired.
Additionally, campaigns using Lead Gen Forms quickly demonstrate ROI, allowing marketers to focus on data-driven optimization.
LinkedIn Video Ads
Recent studies show that video content delivers higher engagement rates compared to other content formats.
How often have you looked for engaging ways to present your products or services in 30 seconds or less?
Among the 38% of marketers posting video content on LinkedIn, 75% consider it highly effective. Video Ads allow you to create compelling visual stories with a strong call to action, driving traffic to your website.
When creating video ads, remember to include subtitles, as many LinkedIn users watch videos with the sound turned off.
Carousel Ads
Video is not the only visual format that drives leads. LinkedIn Carousel Ads allow B2B marketers to showcase services and products through multiple visuals that users can swipe horizontally in their feed.
For beta advertisers, carousel ads have become a popular choice. 75% confirm they will continue using this format in future Sponsored Content campaigns due to the high engagement and click-through rates observed in past campaigns.
4. Attract Your Audience with InMail Campaigns
Personal connection matters. Most social media users seek personalized content that speaks directly to their needs and encourages engagement.
As a B2B marketer, you can use InMail campaigns to send personalized messages that achieve this objective. By integrating InMail with other LinkedIn ad formats, you can improve marketing performance and increase lead generation.
LinkedIn reports that launching Sponsored Content and Sponsored InMail together in the same campaign increases CTR by 43% and engagement by 40%.
InMail campaigns are particularly effective for:
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Increasing brand awareness
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Building thought leadership
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Generating event registrations
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Driving program and certification enrollments
If you want to strengthen your lead generation strategy, LinkedIn InMail campaigns can deliver optimized performance. Senders may receive up to a 300% higher response rate compared to other email or messaging platforms.
When crafting your InMail message, communicate clearly and personally about the products or services you promote. LinkedIn will help deliver your message to the right audience at the right time.
Final Thoughts
Social media platforms can help your brand stand out. Success depends on choosing the right mix of tools and platforms to build a strategy aligned with your business needs and resources.
With 94% of B2B marketers using LinkedIn for content marketing, the platform shows strong potential to position your brand as a community leader. When investing in a LinkedIn lead generation strategy, work with a team that has proven itself as a growth enabler for the business community.
Get in touch with us, and let’s explore how LinkedIn can create awareness and drive more leads to your website in the most efficient way.
