However, before you start generating leads and sending the first messages to your potential customers,
LEAD GENERATION COURSE
Hello!
Welcome to the second lesson in the B2B lead generation and nurturing course.
lesson 2
Make a good first impression!
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6 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.
Here we go!
The first steps in LinkedIn are to prepare the right strategy for the activity. In the previous lesson, I pointed out that the most effective idea for generating B2B leads from LinkedIn is:
√ precise targeting
√ networking
√ initial communication through LinkedIn messaging
√ reinforcement of lead gen process through event promotion
√ support credibility building with occasional content in LinkedIn posts and articles
√ warming up leads with email marketing
√ avoiding the most common mistakes with the help of an experienced person
√ using the system to intelligently automate LinkedIn and email communications
MAKE THE BEST FIRST IMPRESSION
prepare your LinkedIn profile accordingly to achieve the best possible impression.
Email notifications from LinkedIn key to the effectiveness of your activities
By sending a networking invitation or message, you can count on most decision-makers seeing it, even if they rarely visit the portal. And this is thanks to the notification that LinkedIn users receive by traditional email. This ensures that even people who rarely visit the portal will respond to your actions.
Key elements of your profile
Key elements of a LinkedIn profile visible in an invitation or message notification:
- photo
- first and last name
- headline - short text visible on the profile under the name
- optional excerpt from a note attached to the invitation
Take a look at your profile and ensure you have a photo that inspires confidence and the correct spelling of your name. Use a headline to make sure your potential customers know you are the right contact for them.
The case is different with the note added to your invitation. According to a study by specialists from the Sales4Team agency, adding this element does not improve invitation acceptance statistics. I will write more extensively about the note in a subsequent lesson.
In the name of the principle that leads are lazy, most recipients of your invitations will consider them on the basis of just the few elements mentioned. So you have just a short text and a photo to convince them.
Also take care of the more inquisitive potential customers
Some recipients will look at your profile more carefully before accepting an invitation. So use the additional elements of your profile to present yourself well:
√ background photo - extensive and prominent communication area
√ activity - your posts, articles, comments and recommendations
√ experience - this is your professional CV
√ education - list of schools
√ skills with endorsements
Review the above elements of your profile and revise them so that they portray you consistently and in line with the image you want to promote. Remove unnecessary content and add other important content that will positively impact your credibility.
Link your current workplace to your company website so that your potential customer follows the path you have set out.
Add the services you offer, making the most important element of your communication more easily accessible.
Change your status to 'creator' to publish articles on LinkedIn with your LinkedIn newsletter in the future. This is discussed in more detail in one of the next lessons.
Take care of your image and avoid controversy
Communicating effectively with potential customers is quite a challenge. Controversial content will only move you further away from your goal, which costs a lot of work and money to achieve.
Avoid political, religious and social topics that could arouse negative reactions from even some of your future customers.
Frequency of publication
If in your strategy you only want to support more effective activities with your publications
(generating leads in the communicator and by promoting events) then one publication per approx. 2 weeks is sufficient.
Visitors to your profile will see recent activity, which should leave a good impression. I will write more about publishing on LinkedIn in my next lessons.
Company page profile on LinkedIn
People who visit your profile should easily transfer to your company page, which is the responsibility of the 'experience' section. So prepare your company page carefully.
Remember that a company page on LinkedIn has very limited possibilities. While a personal profile can take many actions, such as invitations to get in touch and to attend an event and send messages, a company page is only a passive showcase.
The followers of most company pages on LinkedIn are mainly people who have been invited by the company's employees using, for example, the function available in the personal profile.
The company page can publish events, but promoting these events again involves the employees' personal accounts.
Summary
A well-prepared and well-maintained employee's LinkedIn personal profile is the first step towards implementing a successful B2B lead generation strategy on LinkedIn. Fortunately, simply preparing a profile and updating it is not a difficult or time-consuming task.
In the following lessons, I will help you implement the next steps of lead generation and, with my advice, you will complete the process efficiently avoiding common mistakes.
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Proceed to lessonLesson 1COMPARISON OF LEAD GENERATION METHODS WITH LINKEDIN