3 Top-Secret LinkedIn Techniques to Gain Leads

By Becky Livingston, Penheel Marketing – July 31, 2020
3 Top-Secret LinkedIn Techniques to Gain Leads

According to Hootsuite, when it comes time for B2B companies to gain leads via social media, 89 percent of marketers trust LinkedIn to get the job done. For those looking to increase leads this year, one of these three top-secret techniques might be the solution.

1. Lead Generation Forms

Unlike the more common LinkedIn advertising options (i.e., paid), this technique allows a company to collect information about the lead prior to them accessing the offer. The form can be customized to gather the infor­mation needed to make an educated decision before contacting anyone.

Once submitted, the form is stored in LinkedIn for downloading and vetting. All of the lead’s contact information is available to send an email, add to a newsletter list or give a call.

The most important step in this process is creating something of value for the target audience. Stumped? Consider the pain points for which the target audience needs solutions and then create that item, e.g., ebook, webinar or podcast series, checklist, etc. AnswerThePublic.com can also be used to find the most common questions people ask about a topic. For example, entering “payroll taxes” results in over 79 questions that could be tackled in an ebook, blog series, infographics, tip sheets, videos, podcasts, webinars and more.

Learn more about setting up the ads, creating the form and accessing leads at business.linkedin.com/marketing-solutions/native-advertising/lead-gen-ads.

2. Sponsored Content

This advertising technique posts sponsored content within the target market demographic’s personal news stream. To most effectively use this option, write a concise and engaging headline, use a relevant photo and include a clear call to action.

In addition, define a target market using a maximum of three criteria like location and two others, such as demographic, company, job experience or interest. To help with this, LinkedIn also offers pre-defined audience templates, including event planners, doctors, recent college graduates, millennials and more.

The goal with this technique is to drive people to your website’s landing page where you collect information while giving them something of value, such as registering for an event, downloading a document and/or accessing a workbook.

Learn more about sponsored content at business.linkedin.com/marketing-solutions/native-advertising/lead-gen-ads.

3. Scripts and Forms to Vet Leads

Most professionals get several connection requests on LinkedIn per week. In order to bifurcate the wheat from the chaff and to vet the contact, ask them to complete a simple form. Keep a draft message to make it easy to respond. Here’s the process:

  • Use a free form-building tool, like SurveyMonkey or Typeform, or an email service provider’s landing page, like Mailchimp, to create a simple form that collects information. Include the fields that are needed to determine if the person is worth the connection and is a potential lead, such as first/last name, email, company, revenue, industry, phone and an optional, “What can I help you with?” field.
  • Craft the script, such as: “Thanks for the connection request and your interest in working together. I’d like to jump on a call with you to learn more. In preparation, can you fill out this quick survey [insert link]? It’s a few basic questions so I can get a better feel for your business and how we might best work together. Thanks.”

The people who take the time to complete the form and who are in your target market are worth a conversation.

The first two techniques require an advertising budget. The good news is, it doesn’t have to be a lot of money, e.g., $100. The third technique takes diligence and time but doesn’t cost money. 

Set a Goal

Before moving ahead with any of these techniques, define a goal that answers the following questions:

  • Who are you trying to attract?
  • What services, industry or revenue targets must they meet?
  • How do you plan to continue your con­versation once you connect?
  • What are you going to offer them to begin building a relationship?

Clearly defining the goal will help with gaining the right leads.


Becky  Livingston

Becky Livingston

Becky Livingston is the owner of Penheel Marketing, a virtual CMO for CPAs and small business owners. She can be reached at becky@penheel.com.

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This article appeared in the July/August 2020 issue of New Jersey CPA magazine. Read the full issue.