LinkedIn Marketing:

algorithms, automation,


Struggling to get new clients? LinkedIn marketing is one of the most powerful tools for lead generation because it allows you to quickly find the right people in the correct positions within your relevant industry.

These tips will work both for small businesses and freelancers, who focus on results and don’t have the budget for large scale advertising.

So, how do you use LinkedIn Marketing to get clients?

First, edit your profile to speak to your target audience.

  • Specify your client persona in the title, so that the leads understand from the start that your solution is relevant for them. E.g. “Front-end developer for e-commerce businesses”, or “Project management tool for remote teams”.

  • Focus your description on the client’s pain and how you can solve it. Most people write about their 10-years of experience in the field or list all their skills, but unless you are using LinkedIn to get a job, this won’t work.

  • Obtain up-to-date relevant recommendations from your past or current clients. It’s super important, so don’t be shy and ask for recommendations. But since your clients are busy people, you might want to offer them a draft of the recommendation, if they write their own after your first message.

Should you use automation for LinkedIn marketing?

While the whole world is looking to automate every possible process, LinkedIn experts don’t recommend using tools for automation here. LinkedIn prohibits automation tools and band accounts that use them. So, in the end, it’s an unnecessary risk that you can avoid by hiring a leadgen manager for outreach, and it won’t cost you much more than automation tools.

How do LinkedIn algorithms affect lead generation?

Like all the other social media platforms, LinkedIn is constantly implementing improvements to their rules and algorithms. In the last couple of years, we saw a decrease in mass outreach with irrelevant template messages. First of all, they just don’t work, and secondly, certain limitations prohibit such practices. On the other side, the response rate from a narrow niche with highly personalised messages has significantly grown. So, if you do lead generation the right way, the results will be well worth it.

What is the right way then? It’s simple:

  1. Focus on a narrow audience.

  2. Understand their pain and improve your profile using the tips above.

  3. Show them your solution, engage, and establish relationships based on providing value.

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