Optimizing Lead Generation and Sales with an Elevated LinkedIn Content Strategy

Want to boost your profile among decision-makers using LinkedIn's content ecosystem? Discover a powerful strategy to dominate your industry in this article.

Establishing a Strong Content Plan Foundation

Prior to content creation, allocate time for research and utilize customer and competitor insights to inform your strategy.

Understanding Your Target Audience

To effectively market your company's offerings and content, it's crucial to understand what will resonate with your potential customers. It's important to regularly update your knowledge, seeking insights on their current issues, market trends, and evolving needs.

LinkedIn provides a valuable platform to gather up-to-date information on your ideal customers. By setting notifications for key contacts, you can stay informed of their new posts. Sales Navigator, a paid LinkedIn account, offers even more efficient research options, allowing you to create lists of leads and accounts and set alerts for updates and corporate changes.

Review Your Content Analytics

To improve your content strategy, it's essential to monitor how your current content is performing. By utilizing both creator and company page analytics, you can assess the effectiveness of your posts and identify areas for improvement.

Your profile provides analytics on all personal content, including engagement rates, impressions, and demographic data to help you determine if you're reaching your target audience.

Your company page offers comprehensive content analytics, including clicks, impressions, and engagement. To identify which posts generated the most traffic and conversions, combine this data with insights from Google Analytics.

Research Your Competitors on LinkedIn

LinkedIn's Competitor Analytics tool allows you to track your competition and identify their most popular posts.

To utilize this tool, access your company page and select Competitors from the Analytics drop-down menu. Add up to nine competitors to compare your page's performance and review the topics they cover in their posts.

Using the LinkedIn app, compare organic content metrics to identify competitors with high engagement rates. By tapping on their top-performing posts, you can gather additional inspiration for your own content.

Create Conversational Content on LinkedIn

When creating content for LinkedIn, focus on building relationships and having conversations with leads instead of aggressive sales pitches. By offering high-value, actionable content, you can establish yourself as a thought leader and build trust with your audience.

Take advantage of LinkedIn's Built-In Publishing Tools

Use LinkedIn's native publishing tools to create engaging content that will get prospects to engage on the platform. Instead of using short captions with external links, utilize text posts and documents to connect with customers directly on LinkedIn while providing actionable advice. For instance, a short, easy-to-read document with actionable advice can help prospects better understand your value proposition, build trust, and sway buying decisions.

Offer Value First: Sharing Lead Magnets on LinkedIn

Lead magnets like eBooks, white papers, and reports can be powerful tools for generating leads and guiding prospects through the sales funnel. However, before prospects are willing to exchange their contact information for a lead magnet, they need to see high-value content from your business.

Instead of immediately pushing gated content, focus on providing value first. By using LinkedIn's native document format, prospects can easily access the content without filling out a lead generation form.

While this approach may not capture contact details like an external resource, it can effectively build trust and provide value.

Start using LinkedIn Newsletters

LinkedIn newsletters are an excellent way to share long-form content such as this one with expert insights or industry trends, which are more likely to appeal to prospects closer to the bottom of the funnel.

Subscribing to LinkedIn newsletters is free and comes with in-app notifications, making it an effective way to stay on your prospects' radar.

Make your team part of "it"

Get your team involved in sharing your branded content to increase your company page's audience and engagement.

Identify key members of your organization, including the C-suite and those with large audiences that align with your target audience. Use LinkedIn's audience analytics to determine whether their followers fit your ICP. Create a plan for sharing and consider ways to make the content more relatable, such as adding a personal point of view.

Utilize LinkedIn Events

Hosting live events on LinkedIn can be a powerful tool for connecting with prospects in real time and boosting lead-generation efforts.

Start using LinkedIn Live

If you want to improve your lead magnet engagement, Convert your eBooks, ultimate guides, or reports into live webinars, conferences, or panel discussions to engage with prospects in real-time. This can help build relationships and make more personal connections with decision-makers.

Collaborate for Better Reach

Boost the reach of your organization’s live stream by collaborating with peers for events. Find collaborators with complementary offerings and choose topics that appeal to both audiences.

You can host collaborative events on LinkedIn using LinkedIn Live, or on external platforms by creating an event on your LinkedIn company page, tagging speakers, and adding an external link. You can use the LinkedIn registration form option to make signup easy.

Try Audio Events on LinkedIn

Try using LinkedIn's new audio events to create engaging sales and lead-generation content. They offer a great opportunity to increase reach and improve lead generation, especially since they're still relatively underutilized. However, they're primarily available to individual users, so you'll need to recruit internal team members or external collaborators to participate and promote the event to their own audiences.

Engage Proactively on LinkedIn

Apart from creating content for your company page or personal profile, proactive engagement is key to a successful LinkedIn content marketing strategy. Here's why and how you should do it.

Join Relevant Groups

Meeting potential clients on LinkedIn can be done by joining LinkedIn Groups that are relevant to your industry or niche. You can use LinkedIn's search function or influencer profiles to find these groups. Once you find them, utilize the content creation techniques mentioned earlier in this article to begin sharing posts. You can even start by republishing your top organic content.

Get in touch with Industry Influencers

Aside from responding to engagement on your own posts, engaging with industry influencers can improve your organization’s visibility and help generate leads. Make a list of relevant influencers on LinkedIn and set notifications for their posts. Take time to engage with their content by commenting and reposting, with a focus on providing value rather than making sales pitches. Building trust with your audience through valuable interactions will ultimately lead to more followers and potential leads.

If you know what you are doing, LinkedIn can be the best platform for leads and sales and it will elevate your business on the next level.