Lead generation on LinkedIn doesn’t have to be complicated. Many people overlook the basics of LinkedIn lead generation, thinking they need to jump straight into paid ads. But you can generate leads organically by following simple steps, much like networking at an in-person conference. Here’s an easy four-step process to start generating leads on LinkedIn.
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1. Follow Campaign
The first step of lead generation on LinkedIn is starting a follow campaign. Check your current followers to identify those who fit your Ideal Customer Profile (ICP). These people naturally follow your content, and you might have more potential leads than you realize.
If you have Sales Navigator, take this further by creating saved searches based on your ICP. This allows you to dynamically filter LinkedIn profiles as people move in and out of relevant roles. Start by following these people without sending a connection request—just engage with their profile.
- Tip: Check their recent activity to ensure they are active on LinkedIn before following.
2. Comment and Like Campaign
Once you’ve started following key people, develop your LinkedIn marketing strategy by engaging with their content. LinkedIn operates much like a real-world networking event. Go beyond simply liking posts—leave meaningful comments that add value to the conversation. Thoughtful comments increase your visibility and encourage others to check your profile.
- Goal: Generate B2B leads on LinkedIn by engaging in a way that encourages profile views and engagement with your content.
Read Startup marketing tips for additional advice on improving engagement with your target audience.
3. Content Campaign
Now that you’ve started following and engaging with your ICP, begin a content campaign. Regular content posting is essential because it helps you showcase your expertise. When someone visits your profile, they should find valuable content demonstrating your skills and knowledge.
- Diversify your content: Post a mix of text posts, videos, and articles to reach a wider audience. Video content is increasingly effective on LinkedIn, so don’t hesitate to share short, engaging videos.
- Build a content library: Provide a variety of content that keeps potential leads engaged before you reach out for a connection.
4. Connection Campaign
After establishing a foundation of followers, comments, and content, it’s time to initiate your connection campaign. Generate B2B leads on LinkedIn by sending personalized connection requests with a brief message—there’s no need to use InMail.
- Tip: Reference something relevant in the market and mention the challenges your ICP is facing. Offer to connect and reassure them there’s no sales pitch involved, making it clear you’re interested in building a genuine relationship.
Once they accept your connection, follow up with a simple introduction. This starts the conversation without a sales pitch and often leads to a natural progression toward further engagement.
These four steps—Follow Campaign, Comment and Like Campaign, Content Campaign, and Connection Campaign—are the foundation of LinkedIn lead generation. Begin by following relevant profiles, engaging meaningfully through comments, posting consistent content, and then initiating connection requests. By the time you reach out, your potential leads will already be familiar with your name and expertise, leading to a warmer connection.
