How to Generate Leads on LinkedIn, According to LinkedIn’s VP of Marketing

first_img Topics: Originally published Oct 17, 2019 7:00:00 AM, updated October 17 2019 As a marketer, you’re undoubtedly aware of some of the major social media sites you can use for lead generation.I’m willing to bet you’ve already heard about the importance of Instagram, Facebook, and Twitter — and if you use all three as part of your lead generation strategy, you might think you’re all set.But if you’re not using LinkedIn as a lead generation tool, you could be missing out on a major opportunity to grow both brand recognition and revenue.In fact, studies have shown that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use LinkedIn to distribute content.This makes sense. Consider the average Instagram user — scrolling through her feed, liking photos of her friend’s beach vacation and her sister’s bridal shower, and occasionally using the platform to find and purchase products.Alternatively, the average LinkedIn user is on the site specifically for professionally-geared content. They’re already seeking out information to help grow their businesses. If you can provide them with high-quality content, it becomes much easier to convert.Of course, it’s easier said than done, particularly when trending content on LinkedIn ranges from SEO to customer acquisition to goal-setting. Without a clear strategy in mind, the task of lead generation on LinkedIn can feel challenging.Justin Shriber, Vice President of Marketing at LinkedIn, was interviewed as part of HubSpot’s new campaign, “Advertising, a Look Behind the Screens”. Take a look at the full interview series here, or keep reading to learn some of his key insights regarding lead generation and building a brand across the platform.Watch Our 15-Minute Master Class on Digital AdvertisingShriber’s Steps for Growing a Brand and Generating Leads on LinkedIn1. Make sure your executives have a strong LinkedIn presence.When you’re first getting started on LinkedIn, it can be tricky to know where to dedicate your initial efforts. Should you create a compelling LinkedIn Page, and immediately start posting content to your business’s feed?Maybe, instead, you should start by posting all your job openings to attract new talent?Shriber suggests another strategy: “We definitely want to fuel the growth of small businesses that have aspirations to grow to become larger, and we put together a playbook that allows them to do that. The playbook always starts with the individual LinkedIn profiles of the employees at the company, and in particular, the executives at the company.””[Executives are] trendsetters. They can make statements about what they stand for, and in many cases, develop a strong following in relatively short order.”Consider the leaders at your company and their current LinkedIn presence. Could they contribute more thoughtfully to LinkedIn groups within your industry, or post more often to their feeds? More likely than not, your executives could be doing more to grow their LinkedIn following.For instance, let’s take a look at Sallie Krawcheck’s LinkedIn activity:Krawcheck is CEO and co-founder of Ellevest, and a powerful leader in the financial industry.Krawcheck uses LinkedIn wisely, leveraging the platform to promote content from her own investment company, while also liking or sharing other relevant financial content geared towards women.Ultimately, Krawcheck uses LinkedIn to build a personal brand and help her followers find useful content related to investing and women in finance. Ideally, your own executives should be doing the same.2. Create a powerful LinkedIn Page for your business.Once you’ve ensured your own executives have a strong LinkedIn presence, it’s time to cultivate an impressive page.You’ll want to ensure your page is active, with thought-provoking content and contributions to conversations already happening on LinkedIn.Shriber notes — “Once you’ve got a strategy related to your executives and their presence on LinkedIn, step two is to think about the presence of your company on LinkedIn. We have a product called LinkedIn Pages, which has been incredibly powerful for businesses that want to establish their place in the world’s professional community.””[LinkedIn Pages is] a free product,” Shriber adds, “and really, at the end of the day, it’s a place for you to stage the content that you have to offer, and really promote all of the benefits that you have for people that want to follow you.”He continues, “So, when you come to a good LinkedIn Page, you’ll find information about what the company does, but beyond that, some of the thought leadership that’s happening. There will be video content as well as the written word, commentary from executives, but also in many cases, information that’s curated from other sources. It doesn’t just need to be from the marketing group or from an internal source.”To ensure your page is strong, consider posting a variety of content, including video. Additionally, follow the page analytics closely to figure out what content resonates with your audience.It’s equally critical you use LinkedIn to join communities and have conversations with other professionals in your industry. LinkedIn, at its core, is a social platform like any other. If you don’t engage with your followers and follow trending articles related to your business, you’ll lose out on making meaningful connections.If you post an article once a week and then log out, you haven’t leveraged LinkedIn for all it has to offer. Instead, you should be learning from others in your industry to further inspire better content and connect more closely with the prospects you’re hoping to attract.3. Use paid products to ensure your content reaches your intended audience.Businesses with small marketing budgets may be wary to put money behind paid campaigns on LinkedIn. They often ask– we have a small marketing budget and we want to use it wisely. Where should we spend it? Remember, 80% of B2B leads come from LinkedIn. And, ultimately, using LinkedIn’s paid products will help your brand and content appear in prospects feeds.Shriber told me, “Once you’ve built that strong LinkedIn Page, companies tend to realize that that audience that’s consuming information is incredibly valuable, and it’s different than what they’re finding on other platforms.”He adds, “We have a series of paid products that you can then move into that allow you to insert content into the LinkedIn feed. Now you’ve got a series of followers or you’ve got a set of targeted members that you care about. Suddenly, they’re seeing your content appear in the feed itself and there are some really rich ways to turn that engagement into actual activity.”LinkedIn can help you convert prospects faster, with limited friction. For instance, on one of your paid ads, your prospects might have the option to immediately fill out a form or respond to an event. Since their information is already saved on LinkedIn, it’s a one-touch process for them. Best of all, it provides your sales team with invaluable data related to their industry and how you might best serve their professional needs.4. Ensure you have strong sales and marketing alignment.You’re likely all too familiar with the recent shift in consumer buying behavior. Nowadays, customers are researching online ahead of time and typically use marketing content to help inform their purchasing decision before even reaching out to a sales rep.Shriber describes the shift like this: “What you’re seeing now, is consumers are becoming more savvy about learning about products and services that they need and progressing deep into the sales process before they reach out, raise their hand, and say that they need help.”He adds, “It’s becoming incumbent upon marketing to really meet the needs of customers that are investigating and exploring, and then seamlessly handing that off to salespeople so sales has context on the journey customers have already traveled.”Additionally, he notes: “Salespeople, in many respects, are [also] becoming brand experts.””I’ve got a number of customers that have come to me and said, my salespeople know my target customers better than my marketing group. They’ve been in the business for 20 years, and they know all the key people, so I’m going to use them to create awareness, build a brand in a way that historically has been reserved for marketing.”On the flip side, of course, marketers are playing a more heavy role in closing a deal. Shriber told me, “Imagine, for example, that you’re procurement and you’re trying to negotiate a contract. Historically, that’s been the domain of a sales professional, but today, savvy marketers know that that’s where you are in the sales process.”Shriber adds, “They’re able to target that procurement person, send in some relevant content related to validation of the solution, why it’s valuable, what other customers are saying about it, and all of a sudden, that marketer has played a key role in getting the deal closed.”All of which is to say — it’s absolutely critical you align your sales and marketing teams, since they play equally valuable parts in finding prospects and closing deals, and they overlap more heavily now than ever before.To figure out strategies for better aligning your sales and marketing departments, take a look at this Ultimate Guide to Sales and Marketing.Ultimately, if you aren’t using LinkedIn or aren’t using it often, you’re likely missing out on major opportunities to grow your business. As Shriber told me, “We’ve really tried to think through the full spectrum of what you might care about, from building a brand to generating leads, whether you’re a small business or a large enterprise — and we built playbooks that address you where you are, and help you to get where you’re going.”Learn more from Justin Shriber and other advertising leaders by accessing an exclusive interview series with LinkedIn, Google, and Facebook. Don’t forget to share this post! LinkedIn Marketinglast_img read more

The Big Screen Beacons

first_img Suhani Singh August 16, 2019 ISSUE DATE: August 26, 2019UPDATED: August 16, 2019 13:49 IST Sujit Jaiswal/Getty ImagesPicture abhi baaki hai, mere dost,” said Shah Rukh Khan in Om Shanti Om. Only the audience is no longer as captivated by his films or that of the other Khans-Aamir and Salman. The latter, “Bhai” to his fans, just squeezed through by a percentage point to hold on toPicture abhi baaki hai, mere dost,” said Shah Rukh Khan in Om Shanti Om. Only the audience is no longer as captivated by his films or that of the other Khans-Aamir and Salman. The latter, “Bhai” to his fans, just squeezed through by a percentage point to hold on to the No.1 spot in the latest edition of the INDIA TODAY Mood of the Nation (MOTN) survey. Salman may have played Bharat in his last film, but it’s Akshay Kumar who wears the Mr Bharat label better with a roster of nationalistic films, such as Kesari and Mission Mangal. Unlike the Khans, Kumar is prolific, doing four releases a year, making him one of the busiest and highest paid actors in Bollywood.Not far behind is Ranveer Singh, impressing with his energetic theatrics and his inimitable sartorial style, riding high on back-to-back hits with Simmba and Gully Boy and shooting for his big-budget sports drama, ’83. Following him is Amitabh Bachchan, the actor who can still hold audiences captive with just his eyes and voice, as demonstrated in the surprise hit Badla. Just making the cut for the top six are Shah Rukh Khan and Ranbir Kapoor, both of whom don’t have any releases this year. A noteworthy aspect of the MOTN survey is the high percentage of respondents who opted for ‘Others’ (17%), signalling the arrival of Ayushmann Khurrana (Andhadhun, Badhaai Ho) and Vicky Kaushal (Uri: The Surgical Strike)-both recent recipients of the National Award for best actor-and Kartik Aaryan. The era of one-hero rule certainly seems to be over.advertisement Loic Venance/Getty Images Rohan ShresthaIn the case of actresses, Priyanka Chopra and Deepika Padukone tied for No.1. Interestingly, Chopra hasn’t had a Hindi release in over three years and Padukone was last seen in Padmaavat (2018). Their pole position indicates that an active social media feed, elaborate weddings and an international presence play as much of a role in one’s popularity as their films. Both are producers of their upcoming releases-Chopra with The Sky is Pink (October 2019) and Padukone with Chhapaak (January 2020). Only a point separated Anushka Sharma, down from No.1 spot in the last edition of the survey, and Alia Bhatt from the two actresses. Sharma had a busy, though turbulent, 2018 as of her three films-Pari, Sui Dhaaga and Zero-only the second made a decent dent at the box office. This year, she has been in the public eye more for supporting her husband, cricketer Virat Kohli. In fact, Bhatt is the only one to gain ground in the top five, hardly a surprise given her fiery act in Gully Boy and a slate of big films in her kitty, including one with boyfriend Kapoor (Brahmastra) and S.S. Rajamouli’s RRR. And even though her recent Kalank failed, she won hearts with her Kathak dance.You’ve reached your article limitSign in to keep reading India TodaySign inSign up NOW to get:Premium content on Aaj Tak HD ChannelUnrestricted access to India Today magazine contentGet real-time alerts and all the news on your phone with the all-new India Today app. Download from Post your comment Do You Like This Story? Awesome! Now share the story Too bad. Tell us what you didn’t like in the comments Posted byKritika Bansal Next The Big Screen BeaconsThough Salman ‘Bhai’; held on to the no. 1 spot, the khans are slipping, making way for a new crop of actors.advertisementlast_img read more