If you run a business or are planning to manage one, you’ll have to deal with lead generation, and there’s no way around that. A steady stream of paying customers is only possible with leads you can count on.
However, generating leads is quite a chore. Without devoting a whole lot of time and energy, you won’t be able to gather leads. In fact, 65% of businesses state that generating leads and directing traffic is one of the biggest marketing challenges
However, it’s not all doom yet. Social media remains one of the best avenues to target and capture leads. And LinkedIn is at the forefront of that, with the highest-quality leads. Believe it or not, 80% of leads sourced from social media for B2B marketers emerged from LinkedIn.
This clearly shows the power of LinkedIn in lead generation. But the thing is, most people simply don’t know how to find leads on LinkedIn.
Well, no more! Read on to learn how to find LinkedIn leads the right way.
Lead Generation With LinkedIn
Lead generation, if you don’t remember, involves all the strategies and methods you use to draw in potential customers. It is important because these leads, when properly nurtured, coverts into loyal customers to drive sales and revenue.
LinkedIn is arguably the best platform for this, as its user base is primarily professionals from all fields with decision-making authority and buying power. This gives you direct access to potential clients who could become future customers.
Oracle’s Stephen Streich says:
“LinkedIn provides a high quality, registration-based audience that has a built-in incentive to be current and complete from a profile perspective. Precise targeting and frictionless engagement and conversion is possible on the platform because the users are known and consented.”
The strategies we’ve outlined below will tell you show to leverage LinkedIn for lead generation.
1. Build a strong LinkedIn Page for your business
A well-crafted LinkedIn Page is essential for building your company's visibility and credibility. It offers you space to showcase your brand's expertise and establish your business as a thought leader in your industry.
First and foremost, use your LinkedIn Page to share a mix of original content and curated industry insights. Feature videos, articles, and blog posts that highlight your company's solutions and unique perspectives.
Microsoft, for instance, does it really well with its LinkedIn page. With insights from key executives like CEO Satya Nadella, Microsoft regularly shares leadership perspectives on digital transformation and innovation.
Post content that invites discussion, respond to comments and contribute to industry-related conversations. Engaging with your audience and peers positions your company as an active participant in the broader professional community.
Your page should be visually appealing with a strong LinkedIn headline, banner image, a clear company logo, and a concise "About" section. This section should clearly explain what your company does, who it serves, and what sets it apart from competitors.
2. Share relevant content and actively engage with your audience
To make your LinkedIn presence more impactful, focus on sharing a variety of content, including videos. Publishing content that matters to your audience helps establish your credibility with potential customers. Mix it up with different formats—blog posts, infographics, case studies, and videos—to keep things fresh and engaging.
Salesforce, for instance, uses its page to educate followers about its CRM solutions and adds social proof by sharing client success stories.
It doesn’t end with just posting stuff–jump into the conversation by responding to comments and answering questions, and you’ll naturally start connecting with professionals who align with your ideal customer profile.
Marketers often note that growing a social media community enhances brand visibility, which leads to new opportunities. When your network engages with your content, it reaches a broader audience. For example, if someone likes your post, it could show up in the feed of their connections, giving you exposure to potential new leads. Seeing that mutual connection builds trust and prompts new people to reach out.
3. Use search filters to find decision-makers on LinkedIn
Using the platform’s advanced search filters is one of the most effective ways to find decision-makers on LinkedIn. These filters let you target specific roles, industries, and locations and make it easier to connect with the right individuals. For example, if you’re selling IT solutions, search for "CIO" or "CTO" within your target companies, using filters like company size, location, or industry to narrow down your results.
For instance, many B2B software companies use LinkedIn’s search filters to locate senior executives at Fortune 500 companies. By connecting with these decision-makers, most of these companies secure meetings and eventually close high-value deals.
Make sure you personalize your outreach when connecting with these leaders. Mention a shared interest or industry trend to spark their attention.
4. Master how to find sales leads on LinkedIn with groups
LinkedIn groups are a treasure chest for generating leads. They let you participate in industry-specific conversations where your target audience already engages. Joining groups relevant to your industry helps you find sales leads on LinkedIn and positions you as an expert. Share insightful posts, answer questions, and contribute to discussions that show your knowledge.
If you run a digital marketing agency, for instance, join multiple LinkedIn Groups for small business owners. Offer actionable advice and engage in discussions, and eventually, you’ll find sales leads in LinkedIn. Members of these groups will reach out directly to inquire about your services and you’ll have the golden opportunity to turn them into paying customers.
5. Run targeted LinkedIn Ads to find business leads
LinkedIn’s ad platform is another effective tool to find business leads on LinkedIn. With the ability to target by job title, industry, and even seniority level, your ads are sure to reach the right people. Sponsored content and InMail ads promote your offerings directly to decision-makers on LinkedIn without waiting for organic visibility.
A SaaS company called Cornerstone that specialized in HR solutions ran targeted ads (albeit with the help of an external agency) aimed at HR Directors and Managers within large corporations. The campaign helped them find business leads on LinkedIn and generated a steady flow of demo requests from qualified prospects.
To maximize results, A/B test different messaging and visuals. Fine-tuning your ads will improve performance and make your outreach align with your audience’s interests.
6. Use LinkedIn Sales Navigator for advanced prospecting
LinkedIn Sales Navigator goes beyond basic LinkedIn searches and finds highly relevant prospects using advanced filters like company size, industry, job function, seniority level, and geographic location. This means you can narrow down your search to focus on decision-makers or influencers within companies that match your ideal customer profile. Additionally, you can filter based on recent activity or company growth signals, like new funding or leadership changes, giving you a timely window to engage.
One of the best features of Sales Navigator is its ability to save leads and accounts, which lets you keep track of important prospects and receive real-time updates when they post content, change jobs, or are mentioned in the news. This provides a natural opportunity to reach out with relevant messaging based on their recent activity.
Sales Navigator also offers lead recommendations that suggest new prospects similar to those you’ve already saved. Methodically approach each prospect with personalized outreach by setting up custom searches and creating lists of high-value leads to increase your chances of generating quality conversations.
7. Host live events and webinars on LinkedIn
LinkedIn Live lets you broadcast directly to your audience, which means that you can interact with potential leads, showcase expertise, and provide immediate value. Unlike pre-recorded content, live events underscore immediacy and authenticity that helps you connect with your audience on a personal level.
To maximize the impact of your LinkedIn Live or webinar, promote the event well in advance using LinkedIn’s organic and paid options like Sponsored Content and Sponsored InMail. During the event, keep the audience engaged through live Q&A sessions or interactive polls.
After the event, follow up with attendees through direct messages and offer further resources or invite them to a consultation. Personalized follow-up strengthens the relationship and moves leads further down the sales funnel.
Case Study: How Hot Cognition Discovered High-Value Leads from LinkedIn
Stop Fishing, Start Reeling! Hook the Perfect Leads on LinkedIn
There we have it–tried and tested strategies to boost lead generation with LinkedIn.
As Jim Habig, LinkedIn's VP of Marketing, suggests, balancing practical, actionable insights with forward-thinking ideas helps capture attention and build trust with your audience. Educational resources like how-to guides and whitepapers are your go-to to position your brand as a reliable expert.
But it doesn’t stop there. Creativity, often overlooked in B2B marketing, influences emotional connection with decision-makers and differentiates your brand. As LinkedIn's research shows, purchasing decisions in the B2B space can be just as emotionally driven as in B2C, meaning that compelling, creative storytelling makes a lasting impact.
At last, remember that LinkedIn is just one corner of social media lead generation. Use a tool like Highperformr for your complete social media management needs. Highperformr is a social CRM that deals with everything–from content ideation and creation to publishing and analytics–all within a single platform.
