- building credibility
- supporting google search engine optimisation (SEO)
LEAD GENERATION COURSE
Hello!
You're invited to the first lesson in the B2B lead generation and
nurturing course.
lesson 1
Comparison of lead generation methods with LinkedIn.
Listen to the first lesson with an AI narrator
10 minutes of listening
00:00:00
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AUTHOR
Jo Gniewek
Senior System Implementation Officer
My name is Jo Gniewek, and I am the Senior System Implementation Officer at the Sales4Team Agency, which has developed and implemented a system that organises, streamlines and automates the process of generating B2B leads on LinkedIn and nurturing them through email marketing automation.
Together with the agency's specialists, who implement lead generation strategies for our clients daily, we have created a series of step-by-step lessons to introduce you to B2B lead generation.
Let's start!
LinkedIn - as experienced sales managers are well aware - is the B2B lead acquisition source with the greatest potential. At the same time, the majority of professionals surveyed say that the portal saves up to 20% to 50% of the cost per lead (CPL) compared to other, popular channels.
LinkedIn - it gives you access to the greatest number of decision-makers in the world.
It also allows you to carefully target the right contacts according to a variety of professional criteria.
There are several opportunities to generate leads on LinkedIn. Which ones provide the best results? Let's analyse the advantages and disadvantages of the most commonly used ones.
Lead generation based on LinkedIn posts
Advantages
Disadvantages
- fierce competition
- time-consuming and necessary regularity
- risk of inappropriate comments
- limited reach
- no possibility of automation
Lead generation based on LinkedIn posts
A lead generation strategy based on publishing posts requires a great deal of work and in most cases becomes a string of failures. Due to the enormous competition, it is necessary to maintain a high frequency and high quality of content to give yourself a chance of achieving satisfactory results. It is estimated that providing attractive content, rich in illustrations, analysis and videos, is up to two hours of work a day for a skilled professional.
Despite a fairly heavy investment, follower growth and reach grow so slowly that more than 90 per cent of marketers abandon the strategy after a few months.
Remember, too, that posts only reach a few per cent of the market's decision-makers, and increasing sales requires a much larger reach.
Posts are important for building credibility. In turn, their extended version, or 'articles' on LinkedIn, can prove to be a vital part of your google search engine (SEO) promotion. To achieve this, however, you only need a few publications per month, rather than a wave of posts ineffectively chasing the reader.
Lead generation based on advertising on LinkedIn
Advantages
- high quality leads
- building brand awareness
Disadvantages
- high costs
- complex panel and lack of experienced campaign managers
- risk of low interaction
- users ignoring the ads
- small reach
Lead generation based on advertising on LinkedIn
With advertising on LinkedIn it is, unfortunately, much the same as with posts.
Its reach is limited to just a few percent of the decision-makers who regularly visit the portal.
LinkedIn, unlike Meta and Google, does not develop a network of partner agencies that can professionally assist in the implementation of Ads campaigns. The market therefore lacks experienced professionals implementing effective actions.
Lead generation based on event promotion on LinkedIn
Advantages
- high quality leads
- reaching the target group with precision
- expert staff and brand image building
- distinctive communication
- high efficiency in generating B2B leads
- increased engagement of leads with content promoting the brand and offer
- possible to automate
- high reach
Disadvantages
- the need to build a network around your employees
Lead generation based on event promotion on LinkedIn
LinkedIn allows each user (employee) to send as many as 1,000 invitations to attend an event per week to people in their network of contacts. Up to a dozen percent of those invited sign up for the event and become leads. This powerful tool can also be automated in Sales4Team.
Effectively generating leads by promoting events on LinkedIn, requires building a network of contacts around the company's employees. The more employees we involve, the more efficiently the lead generation mechanism will function.
Fortunately, these activities are easy to organise and automate without adding tedious responsibilities for employees.
A lead generation strategy based on promoting events on LinkedIn is an order of magnitude more effective than publishing posts and ads.
Very good results can be achieved by promoting cyclical events, and so-called automated webinars are sufficient for this, with which you provide potential customers with continuous access to content with minimal time commitment.
Lead generation based on LinkedIn messenger
Advantages
- direct contact with decision-makers
- personalisation of content
- building relationships in the organic channel
- high quality leads
- Precise targeting of the target group
- High efficiency in generating B2B leads
- Possibility of automation
- huge reach thanks to e-mail notifications that the portal sends to the recipient of the message
Disadvantages
- the need to build a network of contacts
Lead generation based on LinkedIn messenger
LinkedIn Messenger is a tool with even greater potential for generating B2B leads.
You can regularly write to anyone in your network of contacts without restriction. In addition, you can write to users with an 'open to contact' status, even if they remain outside your network.
Your messages will also be forwarded to the recipients' e-mails so that most people have the opportunity to read the content, even if they rarely visit the portal.
More than 90% of portal users do not visit the portal regularly, but they check their e-mails up to a dozen times a day, so almost all your messages can be read.
Lead generation based on networking on LinkedIn
Advantages
- reaching the target group precisely
- possibility of automation
- establish direct contact with decision-makers
- huge reach thanks to e-mail notifications that the portal sends to the recipient of the invitation
Lead generation based on networking on LinkedIn
Simply expanding your network of contacts does not generate leads, but it is a key part of the process. A LinkedIn user can typically send up to 100 invitations to make contact per week.
Using automation in Sales4Team will further help to develop a better reputation for a user's LinkedIn profile, increasing this number to as many as 250 invitations per week.
In addition, by activating the 'intelligent matching of best contacts' function, we achieve a much higher acceptance rate of invitations than with manual action - often between 50% and even 90%.
The system then allows us to bypass dead accounts and reach out first to people with a positive attitude towards new business acquaintances.
Summary of lesson 1
In this short lesson, I have outlined the most common ways of generating B2B leads on LinkedIn. Of course, some marketers are experimenting and developing yet other methods. I have summarised the most important findings below:
Lesson 2 coming soon - implementing B2B lead generation step by step
In the following lessons, I will help you to implement lead generation step by step, and with my advice you will avoid common mistakes.
You will also learn how to warm up leads with the help of email marketing.
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