Is Your LinkedIn Marketing Strategy Actually Bringing in Leads?

A content marketing strategy that isn't generating leads wastes time and money. Tell me I'm wrong. Businesses - big and small - churn out content for blogs, ads, and social media platforms day after day after day, but how often do you take a minute to ask yourself, "Am I really getting anything out of this?"

If the answer is no, keep reading.

Let's do a quick assessment.

• When was the last time you signed a new client?
• Where did the lead come from?
• Was it a referral, word of mouth, social media, cold emails, or an event?
• How many new business queries does your company handle per quarter?
• How often have you seen leads coming in from your LinkedIn campaigns?
• Do you have a system to track, follow up with, and nurture leads?

If you said no to any of the above, it's time to rethink your strategy.

LinkedIn is a great platform for b2b consulting firms looking to scale their business, but to get the best results, you need to have a plan and optimize it as needed. It all starts with understanding your target audience and creating content that resonates with them.

Understanding Your Target Audience

A mistake I see businesses and freelancers make is casting too wide a net by trying to appeal to everyone. That serves no one. It only makes creating content more difficult. A much better approach is to identify a specific vertical or target group and focus on creating content that appeals to them.

However, that still needs to be narrower. For instance, saying you serve law firms might not give your content marketing the extra edge. You need to go deeper and narrow your focus down to the types of law firms you specialize in, such as start-ups, corporate, or family law. It can help you create content that speaks directly to your target audience and resonates with them.

Finally, dive deeper and research three specific decision-makers for your target group. Imagine the execs of your dream client are in a boardroom discussing and debating a big problem, the kind of problem you solve. They know they need someone external; they're willing to invest in the best solution you can provide.

Now think about the people in that room.

• Who must find the best firm to help solve the problem?
• Who has the final say on the decision?
• What are their job titles?
• What challenges do they face?
• Which industry trends are they keeping an eye on?
• Where do they hang out online?
• What keeps them up at night?
• What would hinder them from signing with you?

Your target audience is much more than the brands or industries they work in. There's a human on the other side of the screen — a human who wants the best for their business, is dealing with daily challenges, and has an emotional response to certain stimuli. Find out what those are.

By researching the individual decision-makers you're trying to reach, you can create content that speaks directly to them on a personal level and increases your chances of

• Standing out from the crowd,
• Staying top of mind and (potentially)
• Getting your foot in the door of your dream clients.

Start Building Relationships

Once you have identified who you want to target, it's time to start building relationships. Start with a simple connection request. (Remember to customize the message!) Look at their profile and recent posts to understand what's on their mind, their challenges, and their interests.

Comment on your target's posts, share relevant content from other sources, and get curious about their business. Offer to provide value, advice, and support where you can. When right, suggest a 15-minute phone call or virtual meeting to make an official introduction.

By engaging with decision-makers and building strong relationships on LinkedIn, you can position yourself as a trusted advisor who can provide solutions to the challenges your target audience faces. You may not get an immediate "yes." But, by building relationships on and off LinkedIn, you can set yourself up for long-term success.

For tips on messaging your target audience on LinkedIn, check out my article on writing effective messages.

Creating Content That Resonates

Now, let's get to the nitty gritty. Another mistake I see businesses make on LinkedIn is selling too hard. Yes, your LinkedIn page exists to generate leads, but people hate being sold to, so you have to be subtle with it. Only some posts should be a sales pitch.

Instead, select three to five content categories to help you talk ABOUT your business without SELLING your services in every post. Examples include industry news, success stories, behind-the-scenes videos and photos, best practices, and helpful tips.

LinkedIn's recent algorithm updates?now favor "content grounded in knowledge and advice," Alex Xiong told Entrepreneur.com. What does this look like? Well, according to the interview, your content is more likely to be seen in users' feeds if it meets the following criteria:

1. The post speaks to a specific audience,
2. Your brand is writing about your core expertise,
3. Followers leave meaningful comments,
4. Your content offers a unique perspective on a topic rather than generic advice.

The fourth category is where your brand can truly shine. After all, you're an expert at what you do. You've developed systems and strategies that bring deliver results. You have a unique culture, set of values, mission, and approach that influence how you do what you do. Share that with your followers.

Developing Content Is More than Feeding an Algorithm

Creating content for content's sake is a huge mistake and a colossal waste of resources. You have to ask yourself: what's the point of this content? What am I trying to accomplish? If you can't answer these questions, scraping your idea and moving on to another one that will bring more value may be better. Only some posts will generate leads, but the entire strategy, done well and consistently, should be enough to keep your marketing and sales objectives on track.

Finally, remember to measure the results of your efforts, even if they are modest at first. Track how many followers you have, the likes and shares you receive per post, the click-through rate from calls to action in content, and website visits and conversions directly attributed to LinkedIn activity.

More importantly, track how many sales calls or inbound sales queries you get from LinkedIn and the impact of those sales. As your strategy matures, you can refine it and maximize your return on investment from this powerful platform.

Make a note of what leads mention during sales calls. Do they reference a specific post, content, or article? Was it a helpful resource they found when researching your firm online? Understanding what resonates with potential clients will help you craft more effective content in the future.

Creating a content-rich presence on LinkedIn is essential to any B2B marketing plan. Spend time crafting thoughtful, unique posts that speak to your audience's needs and interests, be helpful, leverage the power of visuals to drive engagement, and measure your results so you can refine your strategy over time.

LinkedIn can become a major source of leads for your business if done well. And that's something we can all get behind!

Good luck, and happy posting!

Need help with your LinkedIn marketing strategy? Schedule a Free Clarity Call and I'll try to take your worries away.