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How to Get High-Quality B2B Leads via LinkedIn (in 2020 and Beyond)

How to Get High-Quality B2B Leads via LinkedIn (in 2020 and Beyond)

LinkedIn is the biggest professional social network with millions of members.

People use it to connect with other professionals in their niche and expand their network.

Also, there is an opportunity for B2B marketers to get high quality leads via LinkedIn in 2020.

Below you will read a complete guide on how to use the platform for B2B leads.

1. Set Up A Professional Profile

The first step is to create and optimize your profile.

When you connect with other members, they check your profile first.

Usually, it is the only available information about you, and a good first impression is important.

Create A LinkedIn Account

When you visit the LinkedIn homepage, you have the option to sign in or join the platform.

If you decide to create a new account, there are a small questionnaire and a form that you can fill in some basic details like your first name, last name, and email address.

On the next page, you can add some information about your job or company.

It is a professional network, so there are many details that you can put about your career and your skills.

Many members of LinkedIn will decide if they will connect with you based on these details.

What To Include In Your Profile

Experiences: Any previous job or project relevant to your target audience should be added to this section. If the goal is to get leads via LinkedIn, you must add details that prove expertise in your niche. 

Education: If you have formal education or a degree, you can add it to your profile. Also, you can add relevant courses, seminars, and training in your industry.

Photo: You need a professional photo. A profile without a photo is not completed, and a bad image could have negative results in your efforts for more leads via LinkedIn. Make sure that you don’t lose potential leads from your image.

URLs: This is a great place to promote your services and add a link to your sales funnel. You can also add links to a blog, social media profile, or anything that could help you to get more leads and give more information to your target audience.

Skills and Endorsements: You can add your skills and ask for endorsements from other people if possible. 

Summary: The summary section is below the profile picture. You can add a description of your work and your business. It would be helpful if you could mention some of your skills as well.

2. Posting On LinkedIn

gary vee - Linkedin Post (1)

LinkedIn is a professional social network, so you can get more business-related traffic than other social media platforms.

However, you will not achieve that without relevant content to your industry. You need posts that can generate leads for your business.

Before getting started with writing articles and blogging, you need to learn some of the available options.


Jay shetty Hashtag Linkedin Post

When we talk about hashtags, most people think about Twitter and Instagram.

Twitter was the first platform that used, and Instagram users include hashtags in almost every post.

However, you can add hashtags in your LinkedIn posts as well.

Hashtags work as keywords in social media that put each post under a category.

If you use hashtags relevant to your industry, you will get many extra views from your target audience that search for content on the platform.

Tagging People and Companies

There is a tagging option in the group features.

You can use it to engage other users and companies and improves the chances of getting a response.

Tagging on LinkedIn is not different than other social media networks.

Long-Form Posts

Writing lengthy articles that are over 800 words and including useful tips will help you get more readers and shares.

People search for interesting and actionable content on the internet.

This type of content will get more leads via LinkedIn than other types of content.

If you can consistently deliver great content, many people will recognize you as an expert in your niche.

Short Videos

You can post short videos with your products or services from a company profile. LinkedIn allows you to paste a link from YouTube and publish it as a post.

3. Blogging On LinkedIn

You cannot get a conversion for every article that you publish on LinkedIn.

For this reason, you need to publish content consistently.

Your articles must be at the same level of quality each time you publish them and need a publishing schedule.

Most experts suggest 2-3 articles per week, but it would not harm to post more often.

Write Your First Article On LinkedIn

LinkedIn wants you to create content, so it makes the process very simple.

Once you log in and go to your home, you can see a white box at the center of the page where you can share a post.

Also, you can share an image, video, file, and write an article.

Then, you go to a new page that is quite similar to many writing platforms. If you have a WordPress website, the features will be familiar to you.

You can add subheadings, images, links, quotes, and save your draft articles.

The available writing options are obvious. You can add the headline and start writing the article in the white space below the headline.

If you have created the article in another writing tool, you can paste it here. When everything is ready, click the publish button.

For those who want a quick start, you can prepare a few articles and publish all of them in one day.

It can be helpful to get some attention before you create a publishing schedule.

Write Engaging Articles

The goal of your blogging strategy is to generate more leads via LinkedIn.

So, you need content that will get engagement and make the readers visit your profile and want to learn about you.

You can achieve that if your articles are better than average boring articles that you can find online.

We have already mentioned the importance of the length above. Short articles can’t include enough value or explain a topic in detail.

Next, your headline must be captivating and interesting. Most readers on the internet decide to read an article only when they like the headline.

For other general tips that work in most niches, write articles that are super relevant to your target audience, ask a question at the end of the article for more comments, and use easy-to-read language.

4. Build And Manage A LinkedIn Company Page

You can’t create a company profile if you don’t have a personal profile.

This option is on the work tab at the main menu of LinkedIn.

You will add a name and some details about the company.

The only difference from a personal profile is that you must verify that it is your company or have the right to create the page.

Optimize The Company Profile

A company page must look interesting and professional as your personal page. So, here are some things to consider:

Image: You need a great image that includes your logo, brand name, or the message that you want to share with your target audience.

Products and services: LinkedIn allows listing your services and adding information about them. You can include the important services of the company first and describe their features.

Summary: The summary can include from 250 to 2500 words. It should mention details that are relevant to your target audience and build trust.

Create your first blog posts: The blogging process that is described above can be useful for your company profile. The articles’ style can be more professional, but all the other elements work in the same way.

Add your employees: If you have employees, you can add them to the company page. Other people can see that they work for your company and the visitors can connect with them.

Manage Your Company Profile

You have two main options when you manage a company profile. First, you can go with a sharing-only strategy.

When you have a new article, publish it and check how it performs.

However, it would be more effective to participate in conversations in your industry, comment on other people’s posts, and join groups.

Engagement will help you to reach more people and build trust with your target audience.

5. LinkedIn Groups

LinkedIn has over 1.5 million groups of people who share their ideas and network on the platform.

If you join on groups that you can find your target audience and participate in conversations, it will increase your chances to generate more leads via LinkedIn.

Find The Best Groups In Your Niche

The first step is to identify the problems of your target audience. 

They will join groups that can help them to find solutions. 

You can think of an average customer profile and then figure out what groups he could join.

Each profile can join up to 50 groups. Of course, not every group will work well. 

You can start searching groups by keyword and then check their stats. 

Do they have active conversations? How many many members can you find on these groups?

Another thing to consider is that some groups have a lot of spam. Many marketers join groups to promote their products without adding any value. 

If you find a group without real conversations, the chances are that it is full of spammers and not potential customers.

Groups without many links or no links can generate high-quality leads because you must build trust with the members before you get a conversion

Your goal is to add value and not to become another spammer.

The strategy on the LinkedIn groups should be very simple. You must add quality blog posts.

Then, you can send messages around your blog posts.

If another member replies or asks questions, you should reply back.

A link would make sense only if it adds more value and answers a specific question.

The engagement on LinkedIn groups will get the attention of some people. The best way to turn these people into leads is by building relationships before you make them an offer.

6. Advertising On LinkedIn

If you have followed the steps above and optimized your company profile, you can use LinkedIn advertising to get more traffic and leads.

The goal is to advertise your content to the right people and get leads at a lower price than the money you spend in ads.

Sponsored Content

Sponsored content is paid promotion of your existing posts.

You publish a post first and then can increase its reach.

The best strategy is to check which posts get the best results from the organic traffic before promoting them.

You can get more leads via LinkedIn by adding a call to action on the post and sending the readers to your sales funnel.

Sponsored content will appear on the feed and pages of your target audience.

Direct Sponsored Content

It includes posts that are not published on the company page, but the advertiser creates them only for his ads. The goal is to test and improve the content until getting the desired results.

Text Ads

The company can create an ad, target a specific option, and pay only for the clicks on these ads. This option is similar to many PPC advertising programs on the internet.

Sponsored InMail

InMails are like emails but only for LinkedIn. With Sponsored InMails, you can create personalized campaigns and invite people to events like webinars and training sessions.

LinkedIn Retargeting

LinkedIn retargeting is an option for targeting LinkedIn members who have visited your website.

These ads have higher conversions rates because the target audience already knows about your company or your services. 

7. Use LinkedIn Analytics

LinkedIn gives you a lot of information through analytics.

If you want to figure out what works for your target audience, you need to use the available data.

It’s critical to watch the trends and the patterns of your target audience.

If the engagement on a category changes, it can affect your lead generation strategy.

On the other hand, you will be able to understand the new trends because they will start getting engagement from your target audience.

Analytics on a LinkedIn Company Page

Updates: You can see if an update is about a sponsored post or not, and how many people have received your update. It includes stats as clicks, impressions, interactions, and new followers.

Followers: It includes the number of total followers. You can see how many followers are from organic reach and sponsored content, while there are demographics of your followers.

Visitors: It is a graph that shows the number of views on your company page, career page clicks, visitor clicks, and demographics of your visitors.


LinkedIn is a powerful social media network for professionals.

It is the perfect place to generate B2B leads if you use the right strategy.

Every marketer and company must add value to get the maximum from the platform.

Once your target audience clicks your links, they must an effective sales funnel that you have created for your business.

For a tool that can help you to generate more leads via linkedin, you can check Lead Funnels.

It includes 106 case study funnels that have generated tons of leads for other people and can work for you as well.

Disclosure: When you purchase a service or a product through our links, we sometimes earn a commission.