LinkedIn has become an indispensable tool for business-to-business (B2B) sales and marketing. With over 722 million users worldwide, it’s the largest professional social media platform. Many B2B companies rely on LinkedIn for generating leads, building brand awareness, recruiting talent, and more.
But is LinkedIn truly effective for lead generation specifically? Let’s take a data-driven look at the pros, cons, and best practices.
The short answer
Yes, LinkedIn can be highly effective for generating quality B2B leads. Studies show LinkedIn contributes significantly to lead generation results. But to maximize success, you need the right LinkedIn marketing strategy.
The longer answer
LinkedIn lead generation doesn’t happen automatically. While simply having a company page may drive some leads, it’s unlikely to generate enough to move the needle.
To leverage LinkedIn for substantial lead generation, you need an intentional strategy. This includes tactics like:
- Optimizing your LinkedIn company page
- Encouraging employees to build their personal brand on LinkedIn
- Running LinkedIn ads
- Joining LinkedIn groups
- Publishing valuable long-form content
- Connecting with your target audience
Done right, LinkedIn enables you to attract prospects through multiple channels simultaneously. You can raise awareness through ads and content, build authority through your page and employees, and foster engagement through groups.
This diversity is LinkedIn’s strength for lead gen. But it requires a multi-faceted strategy with specific objectives and metrics.
LinkedIn lead gen pros
Why is LinkedIn so effective for B2B lead generation specifically? There are several inherent advantages:
Targeted audience
LinkedIn users are there for professional reasons. This makes the platform ideal for reaching a B2B audience. LinkedIn allows you to target prospects by:
- Job title
- Company
- Location
- Industry
- Skills and interests
This level of targeting enables highly focused lead generation campaigns.
Active user base
LinkedIn has over 722 million members. But it’s not just the size of the user base. LinkedIn members tend to be highly active on the platform:
- 90% of LinkedIn users access the platform at least once a month
- Users spend an average of 17 minutes per session on LinkedIn
- LinkedIn drives more traffic to B2B websites and blogs than any other social platform
This high engagement makes LinkedIn users more receptive to your lead gen messaging.
Trust and authority
Users join LinkedIn to connect with professionals and companies. So there is an inherent trust and credibility. This makes users more open to hearing from brands on LinkedIn.
You can further establish trust and authority by:
- Completing your company profile
- Encouraging employees to build their personal brand profiles
- Publishing valuable long-form content
- Cultivating followers and connections
- Getting recommendations
- Participating in LinkedIn Groups
Integrated suite of tools
As mentioned above, LinkedIn offers multiple integrated channels for lead generation, including:
- Company page
- Employee profiles
- Targeted ads
- Content marketing
- Groups
- Lead Gen Forms
- Referrals
This diversity of options lets you get creative and maximize your reach throughout the platform.
LinkedIn lead gen cons
While LinkedIn offers significant advantages, it also has some limitations:
Pay to play
While having a basic company page is free, LinkedIn restricts your reach unless you pay. Options like Lead Gen Forms and InMail require premium subscriptions. And LinkedIn ads can get expensive at scale.
Audience saturation
LinkedIn’s audience size is an advantage. But it also means more competition fighting for attention. Rising above the noise can be challenging and requires budget.
Restrictive algorithms
Like other social platforms, LinkedIn uses algorithms to control reach and favor paid promotion. So quality content and engagement don’t always translate into visibility.
Limited audience data
While LinkedIn provides more B2B audience data than other social platforms, you still can’t target individuals based on behavior or interests to the same extent as search or website ads.
LinkedIn lead gen best practices
To maximize LinkedIn lead generation, focus on these fundamental best practices:
Define your audience
Take time to research your ideal customer profile (ICP) and specify the LinkedIn audience targeting that will reach them. The more narrowly you can define your audience, the better your results will be.
Provide value
Don’t overly self-promote. Establish your brand as a trusted partner by consistently sharing valuable insights, advice, and resources.
Make engagement easy
Give your audience clear calls-to-action to drive leads. Include contact info prominently on your page, run Lead Gen Form ads, and use gated content to capture information.
Retarget engaged visitors
Use LinkedIn’s integration with tracking tools to create targeted remarketing lists and ads.
Get social proof
Leverage employees and partners to get recommendations for your company page. Feature case studies prominently.
Measure results
Track LinkedIn lead generation KPIs and optimize based on performance. Common metrics include leads generated, cost per lead, lead quality, and conversion rates.
LinkedIn lead generation tactics
Some specific tactics to boost LinkedIn leads include:
Sponsored content
Promote your best posts as Sponsored Content to extend reach. Target it to your audience and track conversions.
Lead Gen Forms
Embed forms into Sponsored Content or Message Ads to collect lead information directly within LinkedIn.
Ad Format | Pros | Cons |
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Sponsored Content |
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Message Ads |
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Content offers
Publish gated assets like eBooks, tools, and templates to capture lead information in exchange for downloads.
Nurture leads
Follow up with fresh InMail and email to continue providing value and position your solution.
Watch webinars
Attend webinars from other companies to learn and connect with engaged prospects.
Join Groups
Participate in industry and interest Groups related to your ICP to build connections and authority.
Monitor conversations
Track LinkedIn feeds, Groups, and hashtags to identify prospects discussing relevant pain points.
Advertise on LinkedIn
Run Sponsored Content and Sponsored InMail campaigns to reach new audiences at scale.
Sales Navigator
Use Sales Navigator to identify the right prospects, see full profiles, and execute targeted outreach.
Studies on LinkedIn lead generation effectiveness
89% use LinkedIn to distribute content and generate leads
A Content Marketing Institute study found 89% of B2B marketers use LinkedIn to distribute content and generate leads. It was the top social platform for content marketing.
80% of social traffic to websites comes from LinkedIn
According to Sprout Social, 80% of all social media traffic to B2B websites and blogs comes from LinkedIn. The platform drives significantly more social traffic than Facebook and Twitter combined.
4.75X more leads from promoted content
LinkedIn reports that Sponsored Content generates 4.75X more leads than regular non-promoted posts. Paying to boost your best organic content is worth the investment.
5X higher CTR with Lead Gen Forms
LinkedIn found including Lead Gen Forms in Sponsored Content lifts click-through-rates 5X compared to standard Sponsored Content without forms.
Pages with followers see 45% more impressions
Simply Measured reveals having more followers means significantly more impressions on company pages and posts. Followers see your content at much higher rates.
LinkedIn vs. other channels for lead generation
Here’s how LinkedIn compares to other top channels for generating B2B leads:
LinkedIn vs. Facebook
Facebook allows similar audience targeting options but users are there for personal reasons. LinkedIn mindset is professional so the platform converts better for B2B.
LinkedIn vs. Twitter
Twitter has fewer targeting options and a much lower organic reach. But Twitter ads can complement LinkedIn for additional awareness.
LinkedIn vs. Quora
Quora is good for establishing thought leadership in your niche but doesn’t allow self-promotion. Less effective for direct lead gen than LinkedIn.
LinkedIn vs. Paid Search
Search ads like Google Ads allow tighter targeting and integration with website tracking. But LinkedIn complements search ads well.
LinkedIn vs. Content Marketing
Quality educational content is crucial, and promoting it on LinkedIn will extend reach. But content alone rarely converts without promotion.
LinkedIn vs. Email Marketing
Email is still one of the highest converting digital channels. Use LinkedIn to capture more quality leads for your email programs.
Conclusion
LinkedIn is highly effective for B2B lead generation, contributing significantly to results for most marketers. But to maximize your success, you need an integrated strategy spanning targeted content, ads, and sales engagement.
With the right approach, LinkedIn’s size, targeting capabilities, and professional audience make it an indispensable channel for driving quality B2B leads.