LinkedIn Strategy for Lead Gen that Actually Works

If you’re a BDM/SDR responsible for new logo acquisition, or even an account manager, you will know how difficult it can sometimes be to establish contact with the right people in your target accounts, particularly the uppermost echelons of the org chart.

I’ve hit upon a strategy that works for me, so I thought I would share - it's a mash-up of ABM, inbound marketing & common sense. All I ask is that you share your results and modifications with me.

Do you get more of a thrill when you find an interesting post to read/watch? Or when someone responds to, or “likes” something that you have posted?

When it comes to social media, do you get more of a thrill when you find an interesting post to read/watch? Or when someone responds to, or “likes” something that you have posted?

If you are like most people, you fall into the latter camp. All social media networks function on one principle - that hit of dopamine when you see yet another like, yet another comment, yet another person validating your existence. You feel heard and listened to, and you appreciate the people who have made you feel that way. LinkedIn is no different.

So why then are we spending so much time effort and money posting on LinkedIn and other social media, when we stand a far better chance of getting our target audience’s attention by COMMENTING INTELLIGENTLY ON WHAT THEY HAVE POSTED?

Unlike B2C, where the goal is to reach as many as possible, one can argue that in the world of high-value B2B lead generation, a focus on quality over quantity is far more appropriate. So here are the steps I would advise you to follow. I have split up the strategy into two sections - Phase 1 is about finding and getting onto the radar of your targets, being noticed and making initial contact. Phase 2 is about taking your relationship to the next level. You can use either phase individually, but for best results use both together.

Phase 1 - How to find, research & make initial contact with your target audience effectively.

• First, we want to identify those who are decision-makers or senior influencers for your product/service. This strategy works better on those who are active on social media and/or want to be seen as thought leaders - part of this strategy relies on them creating content.
• We can do this with linkedin’s advanced search functionality. As you know, you can use filters like - number of years in the job, industry and geography. What you may not be aware of, is that with LinkedIn Sales Navigator, the very last filter in the list is “Posted content keywords”, which is useful for what we are trying to achieve. Try for keywords that may indicate that the targets area of responsibility matches what you are trying to sell. Go broad enough in terms of function, remember all we are looking for at the moment is a foot through the door. Another good way to find targets who want to build a public profile is to trawl through lists of speakers on trade show websites within your target function or industry.

What you may not be aware of, is that with LinkedIn Sales Navigator, the very last filter in the list is “Posted content keywords”, which is useful to find those who are passionate about certain topics.

• Check if they have a social media presence or if they are active in social. If so, click ‘follow’ so that their posts appear in your home feed. If they are not active, ie, they do not post, you can go directly to Phase Two below, but this strategy works best when combined with Phase One, fo those who are active. Do the same with their company pages, follow those too. I don’t suggest targeting more than c. 3 accounts and 4 to 5 individuals within each of them. Any more and you might bite off more than you can chew.
• At first, just listen, don’t talk. Learn a bit more about them by reading their posts.

Initially, do not mention anything even vaguely related to what you do or sell - This would instantly result in the standard reaction to sales (barriers up, cynicism, scepticism)

• Now you have to comment on their posts. Merely “liking” is not enough. And when you comment, at least at first, DO NOT MENTION ANYTHING EVEN VAGUELY RELATED TO WHAT YOU DO OR SELL. This would instantly result in the standard reaction to sales (barriers up, cynicism, scepticism).
• DO, however, question them, challenge them, compliment them, and put some thought and effort into what you think would get them to engage with you (you can see who influences them by going to their page and checking who they follow). Merely liking or commenting something like ‘nice post, very useful’ will fail.

Phase 2 - How to post effectively on LinkedIn.

• Once you have managed to build some dialogue, you can start sharing some of your (or your company’s) content with your targets. You can do this in any manner you deem appropriate, but there are two obvious options. If you are already connected with them as a first-degree contact you can send them a message. But even if you aren’t, there’s still a way of contacting them, by posting on LinkedIn and tagging their names in the post, as I have elaborated in point 2. With regards to the message, my suggestion is to humbly ask them for their opinion, especially if they want to be seen as an expert in that area. For example, your content might be something along the lines of “Top 10 tips to migrate to the cloud”, as your product or service is related to that subject. The target might be a CIO who wants to be seen as a subject matter expert on migration to the cloud. You are for more likely to get a response by asking them for their personal opinion on any given subject, rather than asking them if your product or service or content matter might be able to help them or their company. People love being asked for their opinion.

Did you know you can tag almost ANYONE in a LinkedIn post, EVEN if you are NOT connected to them, and they will be informed of the post via email and/or home-feed?

• Did you know you can tag almost ANYONE in a LinkedIn post, EVEN if you are NOT connected to them, and they will be informed of the post via email and/or home-feed? When LinkedIn introduced this feature, they also created a security setting so that folks can switch off the ability for others to tag them. But most people don’t know about its existence and would have left it in its default ON state. This is a great way to get onto the radar of people who are not necessarily connected to you. You can do this by using the @ sign followed by their full name. Once the post is live, they will receive a notification on Linkedin.com and by email, depending on notification settings. Your post may also be shared with their entire network!

Use hashtags, so that people interested in the topic will get your updates. Mention/tag companies, just as you have mentioned/tagged people, especially if you are saying nice things about them - which they are likely to share or ‘like’ thus broadening your reach.

• I won’t go into detail about the other elements of a good LinkedIn post, that would be an entirely different essay. But other things to remember real quick - use hashtags, so that people interested in the topic will get your updates. Mention/tag companies, just as you have mentioned/tagged people, especially if you are saying nice things about them - which they are likely to share or ‘like’ thus broadening your reach. Use eye-catching images and write brief but intriguing copy. All this means that more people, over and above your targets, will see your post... and... well... the whole viral thing ideally happens. This is good because if there are already some comments on your post, your specific target will be more inclined to engage with it. In fact, it isn’t entirely unheard of to get some of your friends/colleagues/acquaintances to comment on your post as soon as it goes live.
• The next stage is whatever you want it to be really. Take this wherever you want to go. Traditional inbound marketing strategy states that you start with content that is top of the funnel (low in commitment required from the target, to get their interest, no mention of brand or sales message, should be quick and immediately actionable, helpful to audience, makes them open to consuming more detailed pieces of your content). Normally top of the funnel content is also used to qualify your audience - ie. they wouldn’t read it if they weren’t the right person. However, you have already done that bit during your research in Phase 1. Then take it to the next level with mid-funnel content that’s more detailed, requires a bit more commitment to consume, with very little or no detail about you. Then finally, you can start differentiating yourself, and then close them with an offer or request to meet/chat.

The conclusion of this essay is yours to write - comment and let me know how it goes. Obviously, use the above as the inspiration for your own process - innovate, adapt, customise and mix it up.

Happy hunting!

fe.

Opinions expressed are solely my own and do not express the views or opinions of my employer or any other organisation.