As you look to generate leads for your business-to-business through LinkedIn, it’s important to take a step back and recognize the atmosphere in which you’re trying to reach people. There can be a lot of noise to get through when trying to capture someone’s attention, which may require an adjustment in strategy.
Take a look at your target audience and gauge whether they are likely to receive a lot of solicitations. If you are reaching out to C-level individuals, human resources, or business owners, for example, you’re going to have to be really good.
Determine whether an adjustment in strategy is needed by asking yourself these questions:
1. Is my LinkedIn profile telling the right story?
This is critical for everyone, but especially for those reaching out to highly sought-after individuals. Even if you successfully capture the attention of a prospect, they will only skim (yes, skim) your LinkedIn profile to see what you’re about. If it doesn’t paint the right picture, you’ve lost them.
Your LinkedIn profile is like your personal landing page — you have one opportunity to capture new business and you better deliver.
2. Are you generating appropriate content?
Generating LinkedIn content has a slightly different objective than content on your website. LinkedIn content is part of your profile and acts as supporting material when a prospect is trying to learn more about you.
Your three most recent articles will be prominent, so make sure you:
- Use highly enticing headlines. I use CoSchedule’s headline analyzer.
- Provide value. You can’t give away too much expertise as a B2B. The more you showcase what you know, the more businesses will want you to personalize your approach for them.
- Make sure you are targeting the right audience. This isn’t all about you. Don’t write to convey what you know, write to showcase the skills that provide help to those you service.
3. Do you have the right ask?
I addressed this a little bit in a recent article, Be Confident, Not Cocky, When Pitching Your Services. While the way you pitch is important, so is what you’re pitching, and this is especially critical when you’re reaching out to individuals who are frequently solicited.
If Business Owner Joe receives 10-plus reach-outs per day and you send a message asking him to invest five figures in your service, he’s probably going to snicker and move on. You will blend in with the noise.
If, on the other hand, you simply ask Business Owner Joe to connect, engage in a conversation about something relevant, and then move on without asking for anything, you’ve planted a seed. This is not nearly as exciting as getting a quick win, but it’s realistic and, ultimately, effective.
4. Do you have the right expectations?
A continuation of making sure you have the right ask is having appropriate expectations. Generating immediate business from your reach-outs may not be realistic considering the people and services you’re pitching.
Your reach-outs may act primarily as a connection point to begin a longer sales cycle that will require inbound marketing — high quality content, engaging on the platform — in order to convert. What’s more, using the approach that you will get a sale from one reach-out may actually be hurting you.
For someone who is constantly bombarded with solicitations, reaching out with an expectation of receiving business may be a put-off. On the flip side, simply looking to connect and make conversation could be refreshing and start you off on the right foot with potential business down the line.
Get the Right Strategy
You may be struggling to recognize the right approach for your B2B, which is completely understandable. We are so immersed in our own businesses that it is difficult to remain objective.
Reach out via InMail or at firstname.lastname@example.org if you’re looking for a lead generation strategy and we can talk next steps!
In the meantime, take a look at your LinkedIn profile to make sure you’re conveying the appropriate message to the right people!
About Chrissie Wywrot
Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at email@example.com.