Sales Tips

How to Generate Leads on LinkedIn in 2024

Anita M

Jul 18, 2024 — 4 min read

LinkedIn stands out as a powerful platform for B2B businesses to boost both brand recognition and revenue. Audiences exposed to brand messages on LinkedIn are six times more likely to convert. However, without a clear strategy, generating leads on LinkedIn can be daunting. To shed light on effective strategies, I interviewed SuperCRM VP of Marketing, who shared his top tips for leveraging LinkedIn for lead generation in 2024 and beyond.

LinkedIn Lead Generation Strategy

Lead generation encompasses all activities and strategies used to attract potential customers. Generating leads is crucial because, with proper nurturing, potential customers can become paying customers, driving revenue growth.

LinkedIn’s audience primarily consists of professional decision-makers with purchasing power, making it an ideal platform to engage with potential customers directly. Here's how to effectively use LinkedIn for lead generation.

1. Ensure Executives Have a Strong LinkedIn Presence

When starting on LinkedIn, focus on optimizing your company page and individual employees' profiles. Our contact emphasizes the importance of having complete and up-to-date LinkedIn pages with relevant information like business descriptions, logos, and website URLs.

Moreover, personal profiles of leadership teams should be well-crafted with professional headshots, descriptive headlines, and detailed job experiences. This consistent brand presence builds credibility, attracts the right audience, and fosters trust among potential leads.

For example, SuperCRM CEO uses LinkedIn to share valuable content for business leaders, thereby building her personal brand and providing helpful insights to her followers. Your executives should aim to do the same by contributing thoughtfully to LinkedIn groups and posting regularly.

2. Create a Powerful LinkedIn Page for Your Business

LinkedIn Pages is a free tool that enhances your company's visibility on the platform. Use it to showcase thought leadership content, such as videos, executive commentaries, and curated information from other sources. Ensure your page is active and participates in relevant conversations on LinkedIn. For more tips, refer to "LinkedIn Company Pages: The Ultimate Guide [+ 12 Best Practices]".

3. Post Relevant Content and Engage with Your Audience

Consistently posting various types of content, including videos, establishes your company as a knowledgeable source. our contact at Super CRM suggests sharing high-quality content tailored to your target audience's interests, such as blog posts, infographics, case studies, and videos.

Engage with your audience by responding to comments and answering questions. This interaction fosters relationships and showcases your expertise. The communities you build on LinkedIn can significantly increase brand awareness and lead generation. Monitor your page analytics to identify what resonates with your audience and adjust your content strategy accordingly.

4. Join LinkedIn Groups Relevant to Your Clients and Customers

LinkedIn groups provide a platform for industry-relevant discussions. By joining and participating in these groups, you can engage with professionals, learn from their experiences, and identify common industry pain points. This knowledge allows you to create targeted value propositions that address your audience's needs.

5. Utilize LinkedIn Ads and Sponsored Content

LinkedIn is a top channel for B2B businesses, making it a worthwhile investment for paid campaigns. our contact at Super CRM recommends using LinkedIn's advertising and sponsored content solutions to reach the right audience based on factors like job title, industry, and company size.

LinkedIn Lead Gen Forms are particularly powerful, as they auto-populate users' LinkedIn profile information when they click on your ad, simplifying the process and boosting lead generation efficiency. Additionally, use other free native content features like articles and polls to increase engagement. SuperCRM ads management tool can help you organize and execute advertising campaigns on LinkedIn while providing detailed performance reports.

6. Align Sales and Marketing Teams

With the shift in consumer buying behavior, customers now research online before contacting sales representatives. It is crucial for marketing to meet the needs of consumers further along the buyer's journey and seamlessly hand them off to sales with the necessary context.

Sales and marketing alignment is vital for higher lead quality, more closed deals, and increased goal attainment. Salespeople often have deep insights into the target audience, which should be leveraged when creating marketing materials. For strategies to better align your sales and marketing departments, check out the "Ultimate Guide to Sales and Marketing."

7. Leverage Connections with Current Customers and Clients

LinkedIn's primary strength is networking. Connect with current customers and clients to learn about their industry connections, who may also be relevant leads for you. Asking for referrals and references is less intrusive on LinkedIn compared to cold calling. New leads can browse your profile and see shared connections, providing a sense of trust and credibility.

8. Maintain a Consistent Presence on LinkedIn

Consistency is key on LinkedIn. Regularly posting content and engaging with your audience ensures you remain a visible and reliable presence. Use LinkedIn Matched Audiences to retarget website visitors and create contact-based or account-based audiences for more precise targeting.

our contact at Super CRM highlights the importance of LinkedIn's advanced targeting capabilities, including pre-built audience templates for various segments like doctors, recent graduates, and millennials. Use platform analytics to understand your audience's interests and optimize your posting schedule for maximum impact.

The Most Effective Content for Generating Leads on LinkedIn

According to sources, educational content and thought leadership are the two most effective types of content for generating leads on LinkedIn. Educational content, such as how-to guides, case studies, whitepapers, and e-books, positions your brand as a helpful resource. Thought leadership content demonstrates your understanding of industry trends and can influence purchasing decisions, especially during economic downturns.

Prioritize your own content analytics to determine what performs best with your audience. Experiment with different content formats to find the most effective approach.

Common Mistakes Marketers Make with LinkedIn Lead Gen

A common mistake is underestimating the impact of creativity in growing your business and attracting new leads. Sources notes that B2B purchasing is as emotionally driven as B2C, and creativity helps differentiate your brand and tell compelling stories about the problems you solve. Embrace creativity to build your brand and engage your audience effectively.

Conclusion

Generating leads on LinkedIn in 2024 requires a strategic approach that leverages the platform's unique features and audience. By ensuring strong executive presence, creating a powerful LinkedIn Page, posting relevant content, joining industry groups, utilizing LinkedIn Ads, aligning sales and marketing teams, leveraging current connections, and maintaining a consistent presence, you can effectively generate leads and grow your business. Embrace creativity and continuously refine your strategy based on analytics to stay ahead in the competitive B2B landscape.