LinkedIn lead generation : How to find the right prospect?
As of January 2018, Linkedin had around 500 million users with over 250 million monthly active users.
The “Facebook” of professionals has over 70% of its users outside the USA making it an ideal platform to connect with prospects from around the world. As stated in the previous article, Linkedin is one of the best platforms for lead generation, especially if you want to connect to the “C” level executives. The next question that arises is how to find the right prospect? The first and foremost thing is to pinpoint the target audience for your product/service.
Are you looking for low-level managers, middle-level professionals or is your target the “C” suit? Are you looking for collaboration opportunities or is your company making an amazing product for the healthcare industry? What is your target geography? These are some of the questions which would help you find out whom to target. After figuring out your target audience, the next step would be to search for people matching these criteria. There are 2 ways of searching the right prospects on Linkedin:
- The simple search method
- The Sales Navigator tool
Let us assume that we want to offer a service and my target audience consists of CEOs of Indian companies having a company strength of more than 50 people, who are already not connected to me. This is how both the search methods would work.
1. The Simple search method
For this, we will be using the normal search option provided on Linkedin. As shown in the pictures below, you can search for a person, company or even a specific designation (CEO in this case) based on your target audience. For demonstration purposes, we searched for “CEO” and got a list of people which we refined by selecting the “All Filters” icon. This provided us with various parameters to refine the list based on the connection level, location, current company, industry, language etc. as shown in the pictures below.
Since we wanted to target CEOs in India who are not connected, we selected 2nd and 3rd connections along with “India” as the location.
This will give us a refined search result page wherein we’ll have to open individual profiles to know more about the company strength and other details.
For demo purposes, we opened up the first profile on the results page and the company met our criteria of 50+ employees, hence we sent him a personalized connect request. (pictures below)
We can even create a search alert under the “Saved searches” option on the right to save the effort of applying all the required filters in the advanced search for any future searches.
Saved searches option lets you save your current search on Linkedin with the applied filters.
This is how simple search method helps in finding the right prospect for our business. Although it’s a bit tedious but helpful nonetheless.
2. The Sales Navigator Tool
For this, we’ll be using a premium tool offered by Linkedin called Sales Navigator. To subscribe to sales navigator, you can click on the “Free upgrade to premium” option on the top right of your profile. You’ll see a page like the one in the picture below.
Click on the “select plan” below the sales option to start the one-month free trial of sales navigator!
The next step would be to add the search parameters by selecting “search for leads” in the advanced search option as shown in the picture below.
This opens up an advanced search panel similar to the one we saw in the simple search method but with some additional parameters. Now we can add company headcount, title, seniority level, years of experience and many other parameters to refine our search.
Coming back to our target audience, we’ll choose the desired parameters and click on search. This brings the search result page on sales navigator.
As you can see, it gives more options to interact with the prospect’s profile. We can now save it as a lead, send a connect request from the search result’s page itself, and open the company’s page for additional details. Since we want to contact CEOs of Indian companies with a headcount of 50+ companies, we opened up the company’s profile which shows additional details like the summary, employees on LinkedIn etc. (See the pictures below)
As the company has 50+ employees (always see “ *** employees on LinkedIn” just below the organization’s name), we can send the prospect a personalized connect request and save it as a lead.
We can save the search with a customized name so that we don’t end up applying the required filters again during our next search.
This marks the end of prospecting and how Linkedin can be used for lead generation based on our target audience. Did we miss something? Do have an amazing way of using Linkedin to grow your business? Share your thoughts by writing to us at firstname.lastname@example.org or send us a message on our social media handles.
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Happy lead generation! 🙂