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LinkedIn and Lead Generation

Lead Generation is a marketing term that refers to the creation, or generation, of interest in a consumer to a product or service. This seems like a simple enough concept; however, talk to any marketing professional and he or she will tell you that farming for leads in a traditional manner can be a long, costly and exhaustive process.

This is why many professionals have begun using their LinkedIn contacts as a new way to identify and speak directly to prospects. Not only do they have the ability to search for these prospects amongst their current connections, but they can search via their connections’ connections, and through the many groups that have formed within the LinkedIn network.

So how exactly does one find leads on LinkedIn? There are many strategies a business owner can use to both gain exposure and target a specific audience.

Through their Profile: When filling out a profile, users needs to keep in mind who will be viewing it. Not only users’ contacts be able to view their information, but so will anyone connected to those contacts’ networks. It is key to make sure that the information added to a profile is relevant to the target audience a professional is trying to attract.

By Making Connections: The more connections business owners have, the more other people will want to be connected to them. For every contact business owners make, their networks grow exponentially, as they are now able to reach all of the contacts of their new contact, and all of the contacts of the contact’s contacts. Keep in mind, every time information is changed or added on a profile, that information is disseminated to the web of people connected to the originator of the information. This means that a small addition can reach thousands of profiles within minutes. A business professional should make it a priority to make at least one new connection per day.

Through Groups: Belonging to groups, and starting groups on LinkedIn provides yet another avenue to reach prospects. Not only does group membership make it easier to connect to new people, but it provides an additional arena for disseminating a message to other professionals with similar interests. Whether it is a professional group, such as a marketing group, or a group for people who love to ski, finding groups that match the demographic of your target audience provides a free advertising opportunity.

A Word of Caution: Professionals who blatantly use LinkedIn to sell and offer nothing of service to others tend to find the results less than what they had hoped. When using the LinkedIn platform to announce a new product or service, a business professional must give an incentive to the prospect. They must answer the consumer’s question: “How does it help me?”

Through Searches: Within LinkedIn, users have the ability to search the millions of other users who have an account. A search can be conducted via zip code, profession, number of connections, keyword relevance (more on this later), and number of endorsers, just to name a few. The way in which a search is phrased is the key to making sure the people who are being sought after will actually be receptive to the product or service being offered.

Again, when looking for leads, it is advised that the user go about it with a “givers” mentality rather than a “gainers” mentality. This is also true for building credibility. If there is something offered that will benefit other professionals, they will be more receptive to the message.