How To Increase Leads for 2014 Using Linked in

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January 24, 2014 | By RGR Marketing Blog

There's a reason its called the world's largest professional network - because it is. LinkedIn is the social network for B2B, with 250 million+ members. Ironically, it's the one that a lot of organizations don't pay enough attention to. Think LinkedIn is nothing more than a virtual resume and profile? Let's dig a little deeper.

How To Increase Leads Using LinkedIn

We'll just come right out and say it. LinkedIn is excellent for generating leads. The mortgage and debt industries both took big hits in 2013, so its imperative to test out new channels for driving traffic and getting leads. Step away from Facebook! Linkedin generates more qualified traffic than Facebook, and you can also use it to keep an open dialogue with those in your industry as well as your customers. (Unlike Facebook were "friends" are less formal). LinkedIn has three times higher visitor-to-lead conversions than Facebook or Twitter.

Take time to initially set up your company profile, join groups and even create your own group. Using LinkedIn, you can gain access to the 184,000,000 unique visitors the social network gets each month. LinkedIn groups experience up to 200 conversations and 7,610 searches per minute too -- meaning maximum exposure.

The Power of LinkedIn for Mortgage | Using Groups

After you have set up your personal profile and your company profile - it’s time to dig deeper and start networking. The most important thing on any social network is participation. With LinkedIn groups, its a more focused approach because its specific to your industry - by 'liking' each others posts and sharing your content and useful commentary you will start to see traffic and leads to your website.

Groups allow professionals to comment and post, but be careful to always add value and insight to what you post or you can get blacklisted as a spammer. There are dozens of groups for mortgage professionals. While some are made for a specific company, others focus on a specific industry, such as U.S.-based loan officers or mortgage associations.

Find groups by using the search feature on LinkedIn. Your homepage will always have suggestions provided to you automatically by the LinkedIn search engine. If you can’t find a group that suits your needs, create your own and invite your customers to join in on the discussion. By inviting current customers and contacts you can increase the participation on your group. Consider setting up a group to cover mortgage professionals in your area -- if there isn’t one already, or groups per area based on what is currently hot in your market.

LinkedIn Is Better Than Facebook for B2B

The personality on LinkedIn is different from other social networking sites. Facebook is more like a place where friends go to chat, while LinkedIn operates more like a trade show. Things should be formal. You can add a little personality, but remember LinkedIn is your professional profile, so you shouldn’t talk about personal experiences, unless they directly pertain to your business success.

You can use your LinkedIn profile to create sponsored mailings as well -- which help market your brand. The majority of LinkedIn users are business professionals and decision-makers; therefore, the people you connect with on LinkedIn are likely the people that will decide whether or not they use your business, according to FaberNovel. According to the Investis IQ Audience Insight of 2013, visitors of corporate websites come from LinkedIn profiles and LinkedIn is the preferred social network by prospective customers, employees and contacts when researching a company.

Tips for Using Advanced Features on LinkedIn

Use the advanced search feature to find new customers or leads by entering the exact parameters of your target. You can refine the search by groups, function, industry, company size, location, etc. Next, take a look at your current network on LinkedIn. Often within your own network, you’ll have potential customers. To generate a weekly lead list, save your LinkedIn searches. These lists can be downloaded into a spreadsheet for later contact as well.

You can use LinkedIn to sell directly or indirectly to the customer. The indirect approach has you drive potential customers to a landing page so that they can download materials, such as a white paper, newsletter, etc. You can encourage more leads this way by offering free material for signing up.

Be careful with how you approach sales on LinkedIn, unless a group looks like it is aimed at direct selling, be sure to read the Group rules if they're available.

How has your company used LinkedIn to increase traffic, leads and sales?

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