How to Use LinkedIn for Sales Outreach
If you’re a business selling to other businesses, Linkedin is one of the most powerful tools to generate sales leads and build relationships with potential customers. But it takes the right approach to make the social network an effective sales tool for your business, says Jake Jorgovan, founder of Lead Cookie.
Founded in 2017, Colorado-based Lead Cookie is a productized service for LinkedIn that offers "done-for-you lead generation" for the social network. Jorgovan launched the company after experiencing success with LinkedIn Prospecting and his own consulting business.
“If your target market is B2B, it is just an invaluable tool because it’s the social network where people are going for business,” he says. “You don’t want LinkedIn if you’re just trying to target consumers, but if you’re selling to other businesses it’s invaluable to both research and find prospects, find who works there and find the right people.”
Jorgovan shared three principles that any B2B company can apply to their LinkedIn approach to help generate quality sales leads.
Optimize Your Profile
Jorgovan says there are two main principles to focus on when optimizing your LinkedIn profile for sales. First, he says, the headline under your profile name is one of the most important pieces of information on your profile, but it’s often overlooked. “It’s like the headline of a blog post,” he says. “It’s what hooks people into reading the rest of your profile. It follows you all around LinkedIn.”
Rather than simply putting a single-word title like “CEO” or “president” in that position, Jorgovan suggests making your headline a phrase about who you serve and the benefits you offer those customers.
The next principle of a profile optimization is to shift from a resume-style profile — one that’s focused on you, your background and your education — and instead move toward a customer-focused profile where you’re talking about who you serve, what you do and how you help clients. “That shift of language from about you to about them is a simple shift that can make a huge difference,” he says.
Send Smart Connection Requests
One of the most valuable ways to generate leads and sales from networking is to start adding people as connections, Jorgovan says. He suggests writing a personal note with the connection request. Then, when they accept, try to ask them a simple question to get a conversation started.
“LinkedIn is a chat platform, so just sending them a question or trying to be a real person on there goes a long way to get those conversations started,” he says. “That’s kind of step one of ultimately building a relationship with them, which is how this all turns into sales.”
Jorgovan encourages companies to sign up for LinkedIn Sales Navigator, the social network’s premium sales and lead tool. “You can get so detailed with your search criteria and get exactly to the buyers you want to reach,” he says. “When people see what you can do with Sales Navigator, it blows them away because they don’t realize how targeted you can get with it.”
Increase Traffic to Your Profile
Jorgovan says it’s important to increase the number of eyeballs on your own profile to showcase what you or your company is offering to as many potential customers as possible.
There are a handful of tools — Jorgovan recommends Dux-Soup — that will visit up to 500 LinkedIn profiles of your targeted customers daily. The idea is to show up on the “who’s viewed your profile” section for those customers. “You’ll start to see the traffic and a lot of inbound connection requests as a result of that,” he says.