Lead generation depends on talking to the right people in your target market. Having conversations with decision makers within the right organization, in the right geographic location is what will lead you to closing more sales and increasing revenue.
LinkedIn is not only the right place to have these conversations, it is also the place that has the right tools to target the right prospects.
Laser Targeting for Lead Generation
The popular approach to lead generation on social media sites is the scatter gun approach – throw as much as you can at the wall and see what sticks. You may hear people say, “It’s a numbers game.”
This is a long-time sales strategy that is known to irritate many prospects. You may believe people you really need to talk with will see through the bull and agree to speak with you.
Unfortunately, this approach is what has given social selling a bad name. It is also why many people are overly cautious when you try to have a conversation with them on LinkedIn and other social media platforms.
Instead of alienating people in your lead generation strategy, you need to focus on a laser targeted approach. This approach includes finding a small group of people that fit your prospect profile nearly to a T. Then you should have honest, engaging and real conversations with these prospects as you nurture them through the buyer’s journey until they are ready to have an offline conversation with you.
Why LinkedIn for Lead Generation
LinkedIn offers Advanced Search features in Sales Navigator that help you create that laser targeted approach for lead generation. Advanced search parameters include:
- Company Size
Using these parameters is a great way to start your search and determine the size of your target market on LinkedIn. However, often you need to narrow this search even further to find your ideal prospect. Advanced search can help you do this with additional parameters:
- Seniority Level
- Years in current position
- Years at current company
- Years of experience
Depending on the services you offer, these additional parameters can help you locate the right decision makers in the right departments in the right type of organization.
Adding Social to Your Laser Targeting
These advanced features help you narrow down the list of people you want to start nurturing on LinkedIn. However, in order to have honest and engaging conversations with these people, you need to know something about them beyond how many years they have been Senior Partner at Widgets R Us.
Advanced search on LinkedIn can help you with that as well. You can narrow your search based on their alma mater, the LinkedIn Groups to which they belong, even the type of content they have posted.
All of this information provides you with potential topics of conversation to show prospects you understand they are real people and you are interested in them beyond their ability to make a decision to buy your service. Imagine the relationship building that can result from beginning a conversation about a college basketball game or an award the person received.
A Laser Targeted Lead Generation Strategy Works
All of that sounds great, but what is the bottom line? The reason so many people take the scatter shot approach to lead generation is because they think sheer numbers with generic messaging will result in better revenue. However, at RevGrow, we have seen the exact opposite. Take a look at the results we have been able to generate for three of our clients.
Dale, Partner at a Regional Accounting Firm
For Dale, implementing a number of advanced search strategies helped create a list of specific people to connect with before building his network of first-degree connections. Dale was able to speak with 80 C-level targeted leads and secure a $150,000 engagement with a $30,000 recurring fee after committing to targeted LinkedIn lead generation strategies for a year.
Tony, PEO Industry Professional
Adding company size in the search parameters can help as well. Tony targeted small companies that had 11-35 employees in his specific geographic area to help grow his first level connections by 149%.
Staying on target with your LinkedIn lead generation strategy allows you to focus on quality over quantity. It is easier to manage conversations with a small group of people and your conversations will have a greater impact. Then you can see results that are similar to Dale’s and Tony’s.
Ready to focus your LinkedIn Lead Generation?
Book your Free LinkedIn Strategy Session today!
RevGrow is a Lead Generation and Business Development firm based in Dallas-Fort Worth and proudly serves clients throughout the United States. RevGrow help businesses grow their revenue by generating a predictable flow of qualified leads and appointments using LinkedIn. To get these results, RevGrow positions you as the authority in your field and someone prospects will know like and trust. You can connect with RevGrow on LinkedIn, Facebook, and YouTube.