How to Generate More Sales Leads with LinkedIn Marketing

For many B2B marketers LinkedIn Marketing has become the Primary Channel for reaching targeted business leads related to almost any niche.

In the last four or five years there has been a massive growth in how B2B marketers employ social media to find new partnerships and business opportunities.

A recent study from Oktopost highlighted that 79% of marketers consider social media marketing to be an effective medium.

b2b linkedin marketing


According to Hubspot 43% of marketers explain that they have sourced at least one customer from LinkedIn.

Social Media Marketing, like many Digital Marketing Mediums is still in its infancy.

Inevitably all of us B2B marketers are still trying to figure out the best methods for connecting with right leads, and if you are reading this article – how to do it better!

And when you take a look at these stats from Business Insider LinkedIn is very much a resource to be utilised:


b2b marketing via linkedin


So to help us move in the right direction I have outlined below a detailed and easy to implement action plan to drive greater and more efficient performance from LinkedIn’s marketing tools

Let’s jump right in….


How To Use LinkedIn for Marketing Your Business

Linkedin Company & Showcase Pages

LinkedIn Company and Showcase Pages are webpages devoted to your business.

With a great layout and format this is a quick and simple way to establish and identity online for your business.

Take a look at the LinkedIn Company page for Cisco:


benefits of linkedin marketing


Not only does it look great but it will rank higher and quicker in the Search Engines than a brand new site.

Listed below are a few of the benefits:

  • Brand awareness
  • Lead generation
  • Thought leader
  • Event Registrations


  • Page followers
  • Post clicks
  • Engagement
  • Comments
  • Lead Inquiries
  • Event Registrations

Once set up you can connect your brand to other professionals in your industry and share your expertise with the wider LinkedIn community.

And the best news – they are completely free!

Listed below are a few examples of the types of content that you can share:

  • Showcase your expertise with large assets like webinars and eBooks.
  • Engage with short digestible stats and quotes.
  • Illustrate industry savvy with 3rd party content. Alex shares that no one wants to talk to the person at the party that only talks about themselves. 3rd party content shows you’re on top of trends within the industry, creates opportunities for engagement with your audience and helps build influencer relationships.

Take a look below at the LinkedIn page for Hubspot:


best linkedin marketing


Notice how Hubspot have harnessed the page to showcase their all in one marketing software. There is a very clear Call to Action and over 100 recommendations solidifying the reputation of the brand and its products.

It looks as good as, if not better than any custom built landing page, and can be set up within minutes.

A page like this is a great way to generate interest in your brand and what you have to offer.
Below are a few pointers for getting the most out of your business’s LinkedIn pages:

  • Post 3-4 entries per day.
  • Engage with and respond to followers comments:  Don’t ignore your followers. If they take the time to engage with you, show them your appreciation and build strong engagement by responding.
  • Change your header image every 3-6 months. An appealing image will draw people in plus the header is a great chance to promote new products and services.

Publish Your Content on LinkedIn

According to  Alex Rynne, Content Marketing Manager at LinkedIn Marketing Solutions, over 130,000 posts are published weekly on LinkedIn by over 1 million  unique  publishers.

Not only that but 45% of LinkedIn readers work in the top tiers of their industries (i.e. managers, VPs, CEOs, etc.).

Listed below are a few of the benefits:

  • Thought Leadership
  • Establish yourself as an expert in your field
  • Nurture trust with your readers and followers

Here are some of the Key Metrics important to look out for:

  • Post reviews & Profile views
  • Demographics of your readers
  • Likes, comments and shares

Publishing content on LinkedIn is currently one of the most effective ways to connect with key players in your industry whilst establishing your brand’s online identity.

Here is an example of a LinkedIn post from Dave Chaffey of



content marketing on linkedin



Listed below are a few suggestions for the type of content to post:

  • Be passionate – writing strikes a chord when it is written by someone who is passionate about what they are talking about.
  • Be relevant – lessons learned, step by step guides and solving your reader’s nagging problems are the best ways to build up a following
  • Keep up to date – sharing relevant updates about relevant industry news and technology will help foster opinions, comments and grow your LinkedIn community
  • Post 2 or 3 times a week.

LinkedIn Sponsored Content

Paid sponsorships for your content will help your articles reach a much wider audience.

List below are some of the benefits of sponsored content:

  • Brand awareness
  • Lead Generation
  • Establish yourself as an authority

Below are the Key Metrics to pay close attention to:

  • Engagement Rates
  • Inquiries
  • Impressions

Here are a few examples of how to make your posts standout:

  1. Make it Easy on the Eye. With so much content on the web the ability to make an article to stand out is key but be concise with your paragraphs, use headings, bullets and numbering and break up the text with images, graphs and videos.
  2. Keep it Short & Sweet. Time is of the essence so be direct and to the point and don’t forget that many of your readers will be browsing on mobile.
  3. Provide Evidence. Show statistics and graphs from other established sources to back up the points that you are making.
  4. Get Creative. Mixing up your content helps avoid creative block but also gives you a wider range to see what is appealing to your target audience.

Sponsored content can appear in the form of a post in between other items in LinkedIn users’ new feed, as you can see in the image below:


how to do social media marketing on linkedin


Listed below are a few examples of the types of content that you can share:

  • Webinars or Video Presentations
  • Interactive user content i.e. survey, nominations
  • Statistics
  • Repurposed, straightforward content (can be from your blog or info site)

Another handy tip is to keep testing out what is working and what’s not.

Chris Wilson, Inbound Consultant from Hubspot recommends testing out everything from word selection (i.e. eBook versus guide) to content (inclusion of a stat or benefit) to images (photo or graphic).

How to get the most out of your LinkedIn sponsored content:

  • Make sure the article is visually compelling
  • Post 2-4 articles each week
  • Test for one month at a time to ensure that the test is effective
  • Add URL tracking codes to measure site visits and conversions
  • Tailor the content to the audience (i.e. managers versus c-suite).
  • Shift budget to the audience with the highest engagement rate.

LinkedIn Sponsored InMail

With LinkedIn InMail it is possible to send personalised messages to other users.

For certain audiences it is more effective than an outreach email as it allows for a highly targeted correspondence based on the receiving user’s profile and online activity.

List below are some of the benefits of InMail messaging:

  • Increased Brand awareness
  • Lead Generation and Nurturing
  • Program Certification
  • Email List Sign Ups

Here are some key metrics to pay attention to:

  • Open rate
  • Inquiries and leads
  • Event registration
  • Program application and brochure downloads

Below is an example of a well formatted InMail.


how to use linkedin for business marketing


Notice the opening line which outlines a particular problem, promptly followed by a call to action with a solution to that problem.

Also, there is a brief introduction about what the company has to offer, followed by some useful links to some free content. That way even if the person receiving the message does’t wish to subscribe right away they can take a look at a few samples of what’s on offer.

Listed below are a few examples of the types of InMail content that you can send:

  • Invitations to Webinars and Industry Events
  • Product and eBook launches
  • Product one sheets
  • Program and Product demos
  • Infographics
  • Blog and Email List Sign Up Campaigns
  • Free Giveaways

How to get the most out of InMail:

  • Content should be less than 1000 characters (but make sure to AB test).
  • Use a clear CTA in the top right banner.
  • Make sure that the sender is credible to your audience. Open rates will be lower from an unknown sender.
  • InMail allows you to add the recipient’s name and other information so always personalise your InMails .
  • Make sure that there is a hyperlink early on in the body of the message.
  • Keep the subject line concise and to the point
  • Run split tests to see what is working best

Bonus Tip –  Linkedin Conversion Tracking:

Tracking is vital to measuring the success of your InMail campaigns. It will allow you to optimise and increase performance rates.

Here are 3 simple steps for setting up LinkedIn conversion tracking:

  1. Use a Google Analytics tracking code
  2. Assign a Conversion value (If you don’t know this, create an estimate based on product value and close rate)
  3. Tie it all together: This way you can show clear value, nice argument for executives that you need more value.

Make Every Campaign Social

Being tactical will allow you to really maximise the potential of LinkedIn and generate high quality leads for your business.

With this in mind it will be possible to integrate social media marketing into all of your campaigns and accelerate the reach of your content.

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