Hello!
Welcome to the third lesson in the B2B
lead generation and nurturing course.
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!
According to a survey conducted by Sales4Team specialists, depending on the industry, only between 3% and 5% of managers regularly visit LinkedIn. In contrast, between 60% and even 80% respond to invitations to get in touch and private messages on the messenger. Why such a huge discrepancy?
The high effectiveness of direct communication (invitations and messages) is largely due to LinkedIn’s automatic notifications, which alert users via email about new invitations and messages.
This means that with invitations and messages, you can reach almost your entire target audience, whereas posts typically reach only a small percentage.
Anyone who has browsed their LinkedIn feed has likely noticed the abundance of so-called "brag posts," clickbait content, and low-value material. Unfortunately, this trend has been around for a while, leading many users to form a negative opinion about such content.
Additionally, many social media specialists believe that posting frequently yields better results than creating engaging content. In such an environment, can you ensure your posts stand out and are well-received?
Building an effective lead generation strategy based on LinkedIn posts can be a daunting task, and many of our clients confirm that it often ends in failure.
Right next to the option to create a post, you can choose to write an article.
An article can be significantly longer than a post and offers advanced formatting options. You can add multiple images, hyperlink illustrations and text sections, and even include HTML code and external objects.
An article you publish will be displayed to the reader in full-screen mode, free from distractions like other posts, articles, or ads. This ensures the reader's attention is entirely focused on your content.
Articles can serve as your personal landing pages within the platform. Experienced professionals generating leads through LinkedIn messages often include a link to a LinkedIn article instead of their own website.
This approach avoids the unfortunate warning message that notifies users they’re leaving LinkedIn for an external site.
Articles are also integrated with LinkedIn’s newsletter functionality. In author mode, by launching your own newsletter within LinkedIn, you can easily send an invitation to all your connections to subscribe.
The notification will also be sent to their email.
Those who subscribe will receive notifications about every new article in the newsletter, including via email.
Remember, you can only send the invitation to subscribe to your newsletter once, during its creation. Choose the right moment and set a minimum size for your network to avoid wasting the potential of this feature.
Most of our clients adopt a strategy with minimal effort on posting and publishing articles on LinkedIn. They post new content on the company page 2-4 times a month and then ensure that employees share and recommend these posts.
Adopting a similar strategy helps maintain the impression that the brand cares about providing access to the latest updates, while also ensuring that employee profiles feature content consistent with the overall communication.
Posting only a few times a month won't build reach or loyalty among followers. However, with minimal effort, it helps build credibility among contacts who visit employee and company profiles to learn more. This typically happens after sending a connection request or message.
Additionally, using LinkedIn Articles, which act as a kind of landing page within the platform, is a strategy worth considering to strengthen your position in Google search results.
Articles are indexed, and if written well, they can appear on the first page of Google within a few days, thanks to the power of the linkedin.com domain.
In the next lesson, you will learn all the essential information about building your LinkedIn network using invitations.
You will learn how many people you can invite and what tricks to use to increase that number.
An invitation to register for the course will be sent to the specified email address.
The number of free spots is limited!
Want to go back to previous lessons?
COMPARISON OF LEAD GENERATION METHODS WITH LINKEDIN
MAKE A GOOD FIRST IMPRESSION
