3 Key Tips for Using LinkedIn for Lead Generation
March 21, 2016
If your content marketing efforts don't ultimately keep you top of mind with your audience or drive leads down the line, you won't see the ROI you're looking for. It's that simple.
And with 85 percent of marketers stating lead generation as their organizations' No. 1 goal of content, learning how to effectively utilize publishing platforms will be an organization's differentiating factor.
That's where LinkedIn's publishing platform comes in.
Publishing content on LinkedIn is a tactic my team at Influence & Co. wholeheartedly believes in, and we sing its praises to our clients and our networks all the time.
A great example of this involves my friend Dustin McKissen. A few years ago, he was working as a director of marketing and decided that he wanted to start sharing the different lessons he’d learned along the way. Naturally, LinkedIn caught his attention, and he realized he could educate others through content on its publishing platform.
He didn't try to take over the world in one post; he consistently developed several pieces he knew would be valuable for his readers. Fast forward to present day, and he has more than 20,000 followers on LinkedIn, writes for additional platforms like Inc., and has begun consulting on his own just by using the platform for what it's intended: to educate and engage with his network and enhance his brand.
While that example comes from a more personal branding standpoint, there are benefits to company branding efforts, too. My co-founder Kelsey Meyer and I have published more than 120 pieces of content, and that's not including the content from other members of our team who use LinkedIn to publish. Members of our marketing, sales, and account service teams publish content, too. Combined, each voice contributes to the brand of our company.
There is an additional unique opportunity for company leaders and their teams to capitalize on when it comes to LinkedIn — and that's instant exposure.
Each time you publish a post on LinkedIn's publishing platform, everyone in your network receives a notification. That notification — that reminder that you exist and that you're creating valuable content — is a simple touchpoint in your relationships with those in your network, and it's necessary for what I call "top-of-mind marketing." It's common sense that staying at the top of your audience's minds is important for your success, and with LinkedIn's publishing platform, you have the chance to more easily stay top of mind by publishing content and getting it in front of your audience the moment you hit "publish."
And knowing that getting eyes on your content is more than half the battle when creating engaging content, this is critical to lead generation from content. In fact, LinkedIn is responsible for more than 80 percent of leads for B2B marketers.
Yet, I'm still seeing companies miss out on opportunities to leverage this platform. Thus, on Tuesday, March 22, I'll be hopping on a webinar with Jason Miller, senior marketing manager of LinkedIn, to discuss the benefits of the LinkedIn publishing platform when it comes to effectively driving leads with quality content. To sign up and learn more about the event, visit the event page here.
3 lead generation tips for publishing content on LinkedIn:
1. Embed LinkedIn in your editorial calendar. Treating LinkedIn like an afterthought isn't going to do you any favors when it comes to seeing ROI. Regardless of whether you're creating evergreen or repurposed content, ensure you're staying consistent by including these things in your team's editorial calendar. That way, everyone on your team can work to make sure this platform sees as much face time as other distribution platforms.
2. Use tracking URLs to gauge metrics. No matter what tactics your team uses to distribute content, if you're unable to track and measure your efforts, they'll be as useless as watching "Frozen" on mute with your daughter. To effectively track traffic and leads from content you publish on LinkedIn's publishing platform, create tracking URLs with a free tool like Bitly so your team can measure its success.
3. Provide readers with a relevant call to action. While other publications often place restrictions on promotional content, LinkedIn's platform is essentially a vehicle for content that you have full control of. By no means should you spam readers with overly promotional content (good luck with that strategy), but having a relevant, valuable call to action will provide readers with a natural next step to engage with you and your company. Whether that's encouraging them to subscribe to your blog for more information or to a more in-depth resource on the topic, it's an opportunity you don't want to miss. (For more, my team created a whitepaper about how to generate more than 100 leads from LinkedIn with more call-to-action ideas.)
Brands are increasingly realizing the value of LinkedIn to content marketing, so holding back on investing in it as a core vehicle for your content is only going to hurt you in the end.
Can LinkedIn Sponsored Updates generate leads for your company? YES – here’s our lead generation guide.