Unlocking LinkedIn: 7 Strategies to Increase Leads

In the last decade, LinkedIn has become an immensely powerful tool for generating leads, giving many businesses the foothold to scale through lead nurturing and network building. 

It’s prudent that every B2B brand thinks about how it can leverage LinkedIn lead generation for its own growth.

But to boost your LinkedIn leads, it’s essential to adopt an inbound-led outbound mentality. This method combines outreach with organic engagement, creating the foundation for meaningful connections and more leads.

To illustrate all of this, I’ll start off by taking a look at Retention.com, which significantly increased its lead generation by using LinkedIn smartly. Their strategy might give you some useful pointers as it has for us.

Jacqueline Foster
Demand Generation Marketing, Lever.co

We can count on them to bring new ideas to the table consistently

Optimize LinkedIn Leads

How Retention.com Used LinkedIn to Blow Up Their Lead Flow

Led by CEO Adam Robinson, Retention.com is currently experiencing a run rate of $22 to $24 million per year. The company was able to generate over 2,500 leads, booking 328 meetings with VP and C-level marketers in just a 90-day period. 

This is a result of his new person-level inbound/outbound playbook

Adam Robinson LinkedIn post on lead generation strategies

Robinson goes down a pretty strong list of actions that businesses ought to take to position their offer strongly on LinkedIn, including:

  • Producing strong content
  • Direct messages on LinkedIn
  • Getting involved in the comments section
  • Sharing your progress publicly
  • Convincing others to share your content on LinkedIn
  • Connecting with your audience in and outside of LinkedIn
  • Leveraging video

The essential elements of this strategy — creating great content and engaging with people — are replicable. The main thing to extract here is to have an amazing offer to keep people engaged. 

Let’s explore the core elements of Robinson’s approach, which you should consider when crafting your brand’s LinkedIn lead generation strategy. 

1) Up Your Content Game on LinkedIn

To create compelling content on LinkedIn the way Robinson did with Retention.com, start with headlines that grab attention every time.

Make sure your headlines directly address your audience’s needs and interests. The more often you create headlines that speak to your audience’s needs, the more likely they will engage with your content each time:

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After the headline, your content should keep readers engaged. Offer actionable ideas or solutions that encourage users to interact and connect with you. This could also look like asking them a question that you feel is hot on their minds at the moment.

Some practical tips to improve your content creation for LinkedIn include:

  • Use data to tailor your content to your target audience’s interests: Analyzing data from your LinkedIn campaigns, such as engagement metrics and feedback, helps you understand what resonates with your audience.
  • Include strong calls-to-action that prompt users to engage, like asking thoughtful questions: Effective calls-to-action (CTAs) are essential for driving engagement and converting LinkedIn leads. Phrases like “DM me if you’re interested” or asking for opinions on industry topics encourage interaction, moving prospects further down the sales funnel. These actions can lead to more meaningful connections and ultimately, higher lead form fill rates.
  • Post consistently to keep your brand in your connections’ minds: Regular posting keeps your brand top-of-mind for your LinkedIn connections. Consistent content updates ensure that your LinkedIn page remains active and visible in the LinkedIn feed, helping to attract new audiences and maintain engagement with existing followers. 

Key Takeaway: Being skilled at creating engaging content is key to LinkedIn lead generation.

2) Leveraging Direct Messaging and Inbox Management

Direct messaging on LinkedIn is more than just sending connection requests. It’s a key way to engage personally and increase your leads.

Handling many messages can be overwhelming. This is why having people helping you manage your personal or company LinkedIn profiles can be crucial in responding to the potential scale of requests and messages that people send you. 

At first, this may not be a huge concern, but you should plan ahead with what you will do in the event that you receive more volume than you can handle as one person. 

To make the most of direct messaging for lead conversion, try these tips:

  • Customize your messages based on the recipient’s profile to boost engagement: Tailoring your messages to match the recipient’s job title, company size, and specific professional audience segments ensures that your outreach feels personal and relevant.
  • Use messages to set up calls or meetings, which can advance the conversation: Initiating calls or meetings through personalized messages helps transition online interactions into real-world discussions, which are more likely to convert into sales. This step is crucial in lead generation strategies, as it allows your sales team to build deeper relationships and better understand the needs of prospects, ultimately leading to a higher lead form fill rate and more qualified leads:
  • Position your DMs from the perspective of your founder: Messages from the head of a company will always come across as more intimate and valuable to your prospects!
  • Place promising leads on a special waitlist for exclusive offers or content, to create a sense of value and urgency: If you segment your most promising leads and offer them exclusive content or special deals, you create a sense of urgency and importance. This lead generation strategy not only helps in converting these leads into paying customers but also keeps them engaged and interested in your offerings, optimizing your LinkedIn lead generation campaigns for better results.

Key Takeaway: Effective direct messaging and smart inbox management are essential for turning LinkedIn connections into leads.

3) Actively Engage with Your Audience

Building strong relationships on LinkedIn often starts in the comments section. When you engage here, you prove a real interest in your network’s content and opinions.

Being open about your successes and failures can make you more authentic on LinkedIn. This honesty helps build trust, showing that you value truth over just promoting yourself.

Here are some actions you can take to boost engagement on LinkedIn:

  • Comment thoughtfully on posts related to your industry to start meaningful conversations: Engaging with relevant content in your LinkedIn feed by leaving insightful comments helps you stand out as a thought leader. This approach not only fosters professional conversations where your target audience is already active but also increases your visibility, thereby helping you attract more prospects and optimize for lead generation.
  • Share posts from your connections to build community spirit and show support: When you share content from your LinkedIn connections, you demonstrate your commitment to building a supportive community. 
  • Encourage your team members to engage on their own, boosting your brand’s presence on the platform: Motivating your sales team and other employees to actively participate on LinkedIn amplifies your company’s reach and influence. When team members share content, comment on posts, and connect with their own networks, it creates a compounding effect that enhances your brand’s presence and engages a professional audience more effectively.

Key Takeaway: Being active and genuine on LinkedIn is key to building relationships that can lead to opportunities.

4) Share Your Progress Publicly

Sharing your progress and updates publicly on LinkedIn is a powerful way to build credibility and foster trust within your network. 

Naturally, you don’t want to reveal too much proprietary information, but, giving your audience a glance into your business not only humanizes your brand but also invites engagement from your audience, which is yet another step that matures toward lead generation. 

Below are ways to effectively share your progress on LinkedIn to support lead generation:

  • Be transparent about your wins and losses: Sharing both the highs and lows of your business journey can make your content more relatable and authentic. Highlighting challenges and how you overcame them can provide valuable insights for your audience and establish you as a thought leader in your industry.
  • Use visual content to showcase milestones: Visual content will almost always make your updates more engaging. Consider sharing screenshots of growth metrics, photos from events, or videos discussing your latest achievements. This type of content can capture attention and encourage shares, broadening the reach of your lead generation.
  • Encourage feedback and interaction: Ask your audience for their thoughts and opinions on your progress. This can be done through polls, open-ended questions, or calls to action in your posts. Engaging with comments and feedback shows that you value your audience’s input and are open to learning and improving.
  • Highlight team contributions: Recognize and celebrate the efforts of your team members in your updates. This not only boosts team morale but also showcases the collaborative spirit of your company. Tagging team members in posts can also increase visibility as it reaches their networks.
  • Document and share small wins regularly: Don’t wait for major milestones to share updates. Regularly posting about small wins keeps your audience engaged and informed about your continuous progress: 

Maddie Suppon LinkedIn post on celebrating small wins

Key Takeaway: Being transparent about your progress and sharing both successes and challenges publicly on LinkedIn can build trust and engage your audience, enhancing your credibility and fostering deeper connections.

5) Convincing Others to Share Your Content on LinkedIn

Getting others to share your content on LinkedIn can significantly expand your reach and amplify your message. In a way, it’s as if your brand advocates will be doing your lead generation for you!

Here are some key ways to encourage your network to share your content:

  • Create highly shareable content: Focus on producing content that is not only valuable but also easy to share. This includes infographics, insightful articles, and engaging videos. Content that provides practical tips, industry insights, or compelling stories is more likely to be shared by your connections.
  • Engage directly with your network: Ask your most engaged followers to share your posts. Personalize your requests, explaining why the content is valuable and how sharing it can benefit their network. Calling back to our earlier point, direct messages and comments can be effective in encouraging others to spread your content.
  • Leverage LinkedIn groups: Share your content in relevant LinkedIn Groups where professionals in your industry gather. Engaging in these groups can help you build relationships with members who may be willing to share your content with their own networks:
  • Offer incentives for sharing: Provide incentives for those who share your content, such as exclusive access to valuable resources, recognition, or entry into a giveaway. These small rewards can motivate your connections to help disseminate your content more widely.

Key Takeaway: Encouraging others to share your content on LinkedIn can greatly increase your visibility and reach. Focus on creating valuable, shareable content, engaging directly with your network, leveraging LinkedIn Groups, and offering incentives to motivate shares.

6) Connecting with Your Audience In and Outside of LinkedIn

Building strong connections with your audience both on and off LinkedIn is crucial for nurturing relationships and expanding your network. 

Let’s look at strategies to help you connect effectively:

  • Engage with your audience’s content: Regularly interact with posts and updates from your connections on LinkedIn by liking, commenting, and sharing their content. Thoughtful engagement shows that you value their contributions and can foster mutual support and collaboration.
  • Attend industry events and webinars: Participating in industry conferences, webinars, and networking events provides opportunities to connect with your audience in person or virtually. These events allow you to engage in meaningful conversations and build relationships that can be continued on LinkedIn.
  • Leverage email marketing: Collect contact details through LinkedIn lead gen forms and use email marketing to maintain communication outside the platform. Sending personalized emails with valuable content can help deepen your connection and keep your audience engaged with your brand.
  • Utilize other social media platforms: Expand your presence by connecting with your audience on other social media platforms such as Twitter/X, Facebook, and Instagram. Cross-platform engagement can strengthen your relationships and provide multiple touchpoints for interaction.

Key Takeaway: Building connections with your audience both on and off LinkedIn enhances relationship nurturing and network expansion. Engage with their content, attend industry events, leverage email marketing, and utilize other social media platforms to stay connected. It’s all part of laying the groundwork that supports your grander lead generation strategy.

7) Leveraging Video Content on LinkedIn to Generate Leads

Utilizing video content on LinkedIn can significantly boost your lead generation efforts by engaging your audience more effectively. 

In fact, 85% of B2B marketers have stated that the use of video has been instrumental in boosting their presence and engagement on LinkedIn:

Below are some strategies to leverage video content for generating leads:

  • Create informative and engaging videos: Develop videos that provide valuable insights, industry updates, and practical tips. Informative content not only captures attention but also positions you as an authority in your field, attracting potential leads interested in your expertise.
  • Use videos to showcase success stories and case studies: Sharing videos that highlight your successes and case studies can demonstrate the value of your products or services. Real-world examples help build trust and credibility, making it easier to convert viewers into qualified leads.
  • Include strong calls-to-action in your videos: Encourage viewers to take the next step by including clear CTAs in your videos. Whether it’s directing them to download a resource, sign up for a newsletter, or contact you for more information, effective CTAs can drive engagement and generate leads.
  • Leverage LinkedIn Live and native video features: Utilize LinkedIn Live to host webinars, Q&A sessions, and live demonstrations. Engaging with your audience in real-time fosters a sense of connection and immediacy, which can enhance lead generation. Additionally, posting native videos directly on LinkedIn ensures they are more likely to be seen and shared within the platform:

(Image Source: LinkedIn)

Key Takeaway: Leveraging video content on LinkedIn can significantly enhance your lead generation efforts. Create informative videos, showcase success stories, include strong CTAs, and use LinkedIn Live to engage your audience and attract qualified leads.

Bonus: Use LinkedIn Ads for Lead Generation

LinkedIn Ads can be a powerful tool for driving lead generation by targeting a specific professional audience with tailored content. Here’s how you should leverage it: 

  • Use LinkedIn Lead Gen Forms: LinkedIn Lead Gen Forms allow you to capture contact information directly within the platform, reducing friction and increasing conversion rates. These forms can be integrated into Sponsored Content and Message Ads, making it easy for users to provide their details without leaving LinkedIn.
  • Target your ideal audience: Use LinkedIn’s robust targeting options to reach your ideal audience based on criteria such as job title, company size, industry, and geographic location. Precise targeting ensures your ads are seen by the most relevant prospects, increasing the chances of generating qualified leads.
  • Experiment with different ad formats: LinkedIn offers a variety of ad formats, including Sponsored Content, Message Ads, Carousel Ads, and Dynamic Ads. Experimenting with different formats can help you determine which ones resonate most with your target audience and generate leads on LinkedIn.
  • Create compelling ad copy and visuals: Your ad copy and visuals should be engaging and tailored to address the needs and interests of your audience. Use strong calls-to-action, eye-catching images, and concise messaging to capture attention and encourage clicks.
  • Monitor and optimize campaign performance: Regularly review the performance of your LinkedIn Ads using LinkedIn’s Campaign Manager. Analyze metrics such as click-through rates, conversion rates, and lead form fill rates to identify areas for improvement. Adjust your targeting, ad creatives, and budget allocation based on these insights to optimize your campaigns.
  • Retarget website visitors and engaged users: Use LinkedIn’s retargeting capabilities to reach users who have previously visited your website or engaged with your content. Retargeting helps keep your brand top-of-mind and encourages prospects to take the next step in their buyer’s journey.

Key Takeaway: Leveraging LinkedIn Ads can significantly enhance your lead generation efforts. Utilize Lead Gen Forms, target your ideal audience, experiment with ad formats, create compelling ad copy and visuals, monitor campaign performance, and retarget engaged users to maximize results.

Last Thoughts on Maximizing LinkedIn for Lead Generation

Okay, so we’ve looked at a bunch of ways to boost your LinkedIn lead generation. And here’s the thing. Not all of them may work the same way they worked for Adam Robinson with Retention. 

It all comes down to experimenting and tinkering with a combination of the above tips to find out where your brand plugs into its content niche on LinkedIn. The key is to adapt these lead generation methods to suit your specific business needs and objectives. Start trying them out today and see your LinkedIn network grow.

We would love to hear your story on how you improved (or plan to improve) your presence on LinkedIn through any of the above strategies. Who knows, you could be the next brand we showcase on our Marketing School podcast!

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If you’re ready to level up your leads on LinkedIn, Single Grain’s LinkedIn experts can help!👇

Optimize LinkedIn Leads

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

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