7 Ways to Jumpstart a Lagging LinkedIn Lead Generation Plan.
So, you've applied everything you've learned about LinkedIn lead generation and yet leads seem to have flat lined. What gives?
It's deflating when a well-planned inbound marketing strategy doesn't yield the results you expected. It's tempting to feel like throwing in the towel or start anew. Don't give in to that temptation!
The work you've done so far is a wellspring of content from which you can tease, build upon and develop as you re-orient your sights.
7 Tips for Jumpstarting LinkedIn Lead Generation
Here are some tips for taking what you have and adding extra touches that make you irresistible to qualified leads.
- Go back to your buyer personas. In almost all cases, lack of lead generation can be traced back to under-developed - or inaccurately developed - personas. This leads to a disconnect between the type of content or tone of content you're putting out there, and the individuals most likely to use your products and services. Once you delve deeper into those personas and teased them out to their most detailed and filled-out descriptions, you'll have more to work with as you produce website content and social media posts and when you create more targeted LinkedIn groups.
- Re-evaluate your website. Any remodeling of buyer personas means you need to revisit your website. If your website didn't speak to latent personas or niches you've identified before, it's certainly time to re-work the content now. In some cases, this may be impetus for a brand-new website design. Or, you may only need to edit and tweak existing content. Then you can map out new, more relevant content moving forward.
- Update your LinkedIn database Now that marketing personas are on track and your website has been tuned up to convert them, it's time to rethink your inbound marketing strategy as it pertains to LinkedIn. LinkedIn accounts for more than 80% of all B2B lead generation, so you don't want to miss any part of that action. Begin by doing an audit of your LinkedIn database to establish which members are most active and which aren't. An audit provides valuable insight into which type or types of content generate the most visitor engagement, leads and conversions.
- Join LinkedIn groups. Joining LinkedIn groups that are aligned and/or complimentary with your brand's mission is a smart way to grow your database even further. If you've never been a LinkedIn group owner before, this process will give you firsthand exposure about how groups work, what works and what doesn't, and models to either emulate or steer away from.
- Start your own LinkedIn group. So, your database is updated and you know how LinkedIn groups work their magic. The next step is to create your own, targeted group(s). As a LinkedIn group owner, you get to control the flow of information, an important part of establishing your brand as an authority and industry leader.
- Keep the information coming. Flow of information is a key phrase here; the information should flow regularly and often. We call this drip messaging, just like the slow, steady water delivery provided by a drip irrigation to nourish your garden. In a LinkedIn group, drip messaging keeps your brand in the forefront of prospects' minds. By taking the long-view, you also prove your commitment to the cause, and that you're not just out there with a fast-sale-or-nothin' attitude.
- Keep LinkedIn linked to the big picture. Don't compartmentalize any of the steps. Each one contributes to a sustainable and long-term whole, with every part connected to the one that comes before and after it. Your LinkedIn networking is integral to all of them.