If you have a sneaking suspicion you’re not using LinkedIn to the best of your ability, it’s time to do something about it. With over 500 million members – 80% of whom drive business decisions – waiting to connect on this popular platform, you can’t get much more serious than LinkedIn when it comes to networking with potential buyers and generating profitable leads. But where the heck do you start? With a targeted prospecting list, that’s where, and LinkedIn Sales Navigator can help you build exactly that. Here’s how you set up and save leads using LinkedIn Sales Navigator.
LinkedIn Sales Navigator – all the cool kids are using it
It never ceases to amaze me that LinkedIn don’t crow a little more about Sales Navigator and how invaluable it is to the humble marketer. While every business invariably navigates peaks and troughs as it wends its way through the landscape of lead generation, this premium paid for add-on to the basic LinkedIn account can offer a mighty powerful helping hand to help guide your way.
Using LinkedIn Sales Navigator, you can uncover sales leads and create lead lists to keep your operation ticking over. With this nifty tool doing the legwork, you can boost efficiency as well as your sales. Well, that’s the idea anyway.
Choose your target
LinkedIn’s audience has 2x the buying power of the average web audience, with 73 million senior-level influencers. The odds are in your favour to generate some red hot leads. However, first and foremost, you need to make sure you know exactly who your target audience is – the more specific, the better. Don’t even bother with Sales Navigator until you are clear on who you have in your sights.
There are two ways you can get a lock on your targets. If, for example, you’re on the prowl for marketing managers at small-to-medium UK companies in your particular field, you could do an immediate search with keywords and track ‘em down one at a time. Or, you can be smart and use Lead Builder, an advanced lead search on Sales Navigator that really lets you drill down into who you are looking for, so you stand a better chance of success.
Searching for leads
On the Sales Navigator homepage, go to the ‘search’ tab and click ‘advanced’ and ‘search for leads’.
You’ll find yourself presented with a tasty spread of criteria you can use to identify prospects that will take you a lot further than just keywords on their own. You can search titles/positions, industries, cities, countries, company size, years in job… you name it, if it’s on LinkedIn, you can search it. You can even add whether you’d like to search 1st, 2nd or 3rd connections if you’re hoping to use the old network you’ve spent so long building up for introductory purposes; or narrow the search to those who have been active in the last 30 day, ensuring you’re only seeking out the most active candidates.
You’ll want to save the search and name it something that makes sense to you and won’t have you left scratching your head as the leads come rolling in. With no limit to how many searches you can save, you can create as many as will be beneficial to your cause – just remember to add relevant tags as all your saved leads will appear in one long list.
Sales Navigator will now be set up to use its all-seeing eye to rove through your saved search criteria – you just need to choose whether you want daily, weekly or monthly emails updating you as your leads roll in.
But are your leads dead or alive?
Ok, that sub-heading might be a little extreme, but it does have a point. You might be rubbing your hands together with glee as the leads flood in. But if you’re looking to actually have your message read and receive a response, it pays to use the platform to only contact those who are active on their profiles. You can relegate the others to your list of ‘contacting by more traditional means’, and focus your LinkedIn chat on those who are most likely to respond.
Fortunately, Sales Navigator shows you what your leads are up to, under the ‘lead shares’ tab – you can see whether they are posting or engaging with content, for example. This makes it a lot easier to swoop in, comment and interact with them. You can even see who has been mentioned in the news or changed jobs – why not drop those connections a little congratulations? Finally, keep a weather eye on ‘social selling index’ to check out if your leads are viewing your profile – you’ll see any saved leads highlighted in green.
You can save up to 1,500 leads on Sales Navigator, so I’d recommend planning a clear out every few weeks or months to get rid of anyone that isn’t responding or doesn’t seem interested in having a conversation. With LinkedIn in your corner, rest assured there are plenty more fish in the sea!
LinkedIn Sales Navigator is a powerful marketing tool when handled correctly. But I understand all too well that managing your LinkedIn account can easily fall to the bottom of the priority list when you have a business to run. Why not let our savvy social media managers at M2 Bespoke do all the hard work for you?
Need help optimising your LinkedIn profile? Read our handy guide here.