How to generate leads on LinkedIn

What you’ll learn:

  1. Why should you use LinkedIn to generate leads for your business
  2. Why you should optimize your LinkedIn profile
  3. How to reach out to potential customers on LinkedIn
  4. How to get inbound leads by becoming a LinkedIn Content Creator
  5. Tim Queen’s Multiple Touchpoint Approach
  6. How to do content marketing on LinkedIn
  7. How to create and optimize your LinkedIn company page
  8. How to create LinkedIn Showcase pages
  9. How to create and share high quality content on LinkedIn
  10. How to create an email list on LinkedIn
  11. How to use your personal LinkedIn profile to generate leads
  12. How to get leads by engaging in LinkedIn groups
  13. Why you should create your own LinkedIn group
  14. How to promote your LinkedIn page in your group
  15. How to engage with your LinkedIn audience
  16. Get your team involved to generate more leads on LinkedIn
  17. How to promote your LinkedIn page on your website
  18. How to generate leads with your email signature
  19. How to promote your page to your email list
  20. How to promote your LinkedIn page on other social media networks
  21. How to promote your LinkedIn content with ads

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Why should you use LinkedIn to generate leads for your business

Over the last couple of years, LinkedIn has evolved from a boring CV database to a thriving community of more than 500 million members around the world. And more than 100,000 new people join the network every single day.[link to stats]

LinkedIn has a very active user base and more than 50% of all users log in at least once per month. And even better, of the monthly active users, more than 40% log in every single day!

The quality of LinkedIn members is also very high with more than 20% of them consisting of senior-level influencers and decision makers.

Unlike traditional sales methods such as call calling and door to door sales, there are no gatekeeper on LinkedIn. This makes it much easier to get in touch with decision makers.

There are only two ways how you can generate leads on LinkedIn:

  1. You can contact people who match your ideal customer type.
  2. You can create great content that your ideal customer type loves to read and then let them contact you.

In this article I show you how to implement each approach.

Why you should optimize your LinkedIn profile

It doesn’t matter if you want to contact people directly, create great content or combine the best of both methods. You will not make any sales if your LinkedIn profile isn’t optimized.

So, let’s have a look at your profile and make sure that you have a professional headshot photo, an impressive header image, a good LinkedIn headline and description and easily readable text in all sections.

Recommended resources on how to optimize your LinkedIn profile:

  1. How to get started on LinkedIn
  2. Best LinkedIn Headlines Cheatsheet

How to reach out to potential customers on LinkedIn

There are two ways how to find ideal customers on LinkedIn.

You can use the the LinkedIn search tool and search by role titles, location, profile keywords and industries. Or you can search by specific interest by joining or creating LinkedIn groups.

The search tool is fairly straightforward. You can open the search by clicking into the search field at the top left of your screen, or by clicking the following link: LinkedIn Search.

If you know someone’s name, you can search by first and last name.

If you’re targeting a specific role title, type it into the title field.

Searching by company might appear a little confusing because LinkedIn is offering you two options: Company and Current companies. The field at the top will search for current and past employees, while the field at the bottom will only include people who currently work in that company.

The connections checkboxes allow you to search by closeness. 1st level connections are people you are already connected to, 2nd level are friends of your friends and 3rd level is everyone else.

If you want to get an introduction through a former class mate, enter your school or university name into the school field.

Locations allows you to search by cities and countries.

Last but not least, you can limit your search to people who are a direct connection of one specific person. The way how you would use this feature is when you already know one person in a specific company and you want to explore if they would be able to make a specific introduction to someone else in the same company.

LinkedIn search filters

In most cases, the standard search is enough. If you are looking for more advanced targeting features, you might want to consider upgrading to a LinkedIn Sales Navigator subscription which gives you a couple of additional search features.

Reach out to LinkedIn group members

Sometimes it is not possible to use the search to find your ideal customer by industry or role title. If you require an interest based approach to qualify potential leads, then LinkedIn groups are the way to go.

You can either join existing groups or create your own group. I recommend to focus on smaller, active and moderated groups.

LinkedIn allows you to send 15 direct messages to fellow group members per month. This works even if you are not connected on LinkedIn.

As a group owner you have even more options. More about this below.

How to write better outreach messages

A lot of people get this wrong. They immediately start to sell in their private message or invitation to connect.

The truth is, nobody likes these kind of messages and in case this wasn’t clear, it is totally obvious to everyone, that these messages are send out in bulk to thousands of people and the only differentiator are placeholder like {{first_name}} and {{company_name}} that are extracted from your profile to create the illusion that someone personalised your message. Don’t do that!

Instead do your homework and demonstrate that you put in time and effort to learn about the individual circumstances of each individual person you are trying to contact.

In summary I recommend to start with a value first approach. This requires you to flip roles. Instead of thinking what you can get from the other person, think about what you can offer that would be of instant value. Give 100 away for free, and if it’s well perceived, ask for 10 in return. Most people are more than happy to return the favour and often over deliver and you end up receiving with way more than the 100 units of value that you gave away freely. 🙂

Generally speaking, start with a low hanging fruit that doesn’t require too much commitment.

It’s the same as with dating. You will get better results if you start with a small commitment such as having coffee, than with something along the lines of. “Hi, I just noticed you when I walked in. Do you want to marry me?”.

I wrote two article that go into more detail on this topic. One of them covers how to find mentors on LinkedIn and the other one is specifically about how to get a reply from anyone on LinkedIn.

How to get inbound leads by becoming a LinkedIn Content Creator

Today LinkedIn is the number #1 content publishing platform for business content and the best place to start if you want to generate inbound leads for your business.

Being a content creator on LinkedIn has many tangible and intangible benefits. Besides your ability to generate inbound leads for your company:

  1. You’ll meet many awesome people!
  2. Some of them will become business partners.
  3. You’ll collaborate on new projects.
  4. Find new customers, employees and sometimes your dream job.
  5. You’ll be able to get introductions to people you couldn’t have reached by yourself.
  6. Best of all, you will meet many like-minded people and make incredible friends! 🙂

Succeeding as a content creator on LinkedIn requires discipline, hard work and consistently following a a set of same small actions on a daily basis.

Tim Queen’s Multiple Touchpoint Approach

The secret to creating a successful inbound sales funnel that attracts new leads for your business is by following my Multiple Touchpoint Approach.

Today’s customers have very short attention span and are constantly multitasking. One minute they might be on LinkedIn, the next checking their email, then replying to a message on Facebook and then liking a new photo on Instagram.

People might spend hours on their computer, but only a small fraction of their daily activities might be spent on LinkedIn.

It’s not enough to be on LinkedIn.

If you want to build a successful LinkedIn sales funnel that is constantly generating new leads for your business, you have to be everywhere at once.

  1. On every social media network
    1. LinkedIn Page
    2. LinkedIn Profile
    3. LinkedIn Group
    4. LinkedIn Hashtag
    5. Facebook Page
    6. Facebook Profile
    7. Facebook Group
    8. Instagram
    9. Instagram TV / IGTV
    10. Twitter
    11. Periscope
    12. YouTube
    13. Google+
    14. Twitch
    15. Medium
    16. Vimeo
  2. You need to have a website
  3. You have to show up on page one on every search engine
  4. You need to have an email list
  5. You have to get people on the phone
  6. Meet them in-person at events and in one-to-one meetings

LinkedIn and its content marketing platform is one of the best ways to start your journey to create as many touch points as possible.

How to do content marketing on LinkedIn

Many one-person businesses only rely on their personal profile, when it comes to publishing amazing content on LinkedIn.

I highly recommend to not do that! Instead, create a LinkedIn company page, even if you’re just a team of one. It will come in very handy as you continue to grow and is even more more powerful when you get your entire team involved.

How to create and optimize your LinkedIn company page

If you haven’t already done so, start by creating a new LinkedIn page for your business. Click on the “Work” tab at the top of your LinkedIn account and then on “Create a company page” at the bottom of the dropdown menu.

Create a Company Page on LinkedIn

On the next page, enter your company name and select a memorable URL.


Awesome, you are now the proud owner of a LinkedIn company page.

Welcome to your Company Page

Now it’s time to optimize your page.

LinkedIn company page dashboard

First, we want to add a logo to your page. LinkedIn page logos have to be square and should be 300 x 300 pixel large. If you have a very wide logo, consider asking your designer to create a square version or icon only version of your logo to make it easy for other people to recognize your branding.

Next we want to add a cover photo to your LinkedIn page. The recommended dimension is 1536 x 768 pixels. If you don’t know what you should upload as your cover photo, check out my article on how to create a LinkedIn profile.

Voila, much better!

Optimized LinkedIn company page dashboard

Let’s add some text to your description. Keep in mind that LinkedIn will only show the first few lines of text to everyone, so make those count. If you add more text, people have to click on “See more” to read everything.

Company description

Well done. Now it’s time to add some tags or “Specialties” to your profile. You can add up to 20 of them. They help you to get found in search results, so make sure you select those keywords that people actually search for.


Awesome. Let’s move on to the next section. First we add the url of your website. If you don’t have a website yet, add one of your popular social media account here. The next four fields will determine in which searches you and your company will appear. Select the matching “Company size”, “Industry”, “Year founded” and “Company type”.

LinkedIn page settings

You’re really good at this! 🙂

Next, we have to add a location for your business. And don’t worry, nobody will see your exact address. LinkedIn will only display the city of your headquarter in search.

LinkedIn page location settings

If you already have a LinkedIn group, you can add up to three here. (More about LinkedIn groups below)

Featured groups

If you ever want to change your public URL, click on “Admin tools” at the top right and select “Public URL”

Public URL settings

How to create LinkedIn Showcase pages

Showcase pages are one of my favorite tools. They allow you to create a dedicated sub-page within your LinkedIn company page to highlight or show case a specific company department, product or service. Each show case page can contain its own logo, cover photo, description and tags/specialities and you can create up to 10 of them initially.

To create a LinkedIn showcase page, click on the “Admin tools” menu at the top right and select “Create Showcase Page”.


Create a LinkedIn showcase page

Type in the name of your showcase page and edit its public URL.

Showcase page name and URL settings

Show case pages are almost identical to company pages: You can set a showcase name, logo, cover photo, description, tags/specialities, website, etc.

How to create and share high quality content on LinkedIn

One of the best ways how to grow a loyal following for your LinkedIn company page is by publishing and sharing high quality content on a regular basis.

As a page you can share four types of content: Text posts, photo posts, video posts and link posts. Articles can only be created by personal LinkedIn accounts, but your company page can share them.

What you can share on LinkedIn.

Focus on sharing content that was created by either yourself, someone from your team/company, existing/potential clients and industry news. Avoid sharing content from competitors, unless you want to send leads their way. 😉

  1. Text only
  2. Opinion pieces
  3. Industry news
  4. Photos
  5. Infographics
  6. Native videos
  7. Share texts, photos, video, articles that were published by employees and team members on their personal profile.
  8. Articles from your personal or company blog.
  9. Articles that you published on social media platforms such as Medium.
  10. Articles that were written by yourself or someone from your team and published on editorial websites, newspapers and magazines.
  11. Articles that praise existing or potential clients
  12. Videos that you published on YouTube, Vimeo or Periscope.
  13. Events
  14. Announcements

Keep a good content ratio. 80% to 90% should be high-quality content, and only 10-20% promotional!

Make sure that you rotate and mix up different content themes and topics.

Great content is both education and entertaining at the same time.

Optimize your content for your ideal customer type while keeping it relevant for everyone else.

Here is why.

If you’re too broad, you’re content will be relevant for everyone. If it’s relevant for everyone, you’ll grow a mixed audience. The next time you publish something to attract new leads for your business, the first 10 people who see it, might not be part of your ideal customer avatar at all. Lack of relevance increase the likelihood of low engagement, which in return will cripple the reach of your content. The LinkedIn algorithm will just think that it was a bad post and kill it off quickly.

On the other hand, if you make your content slightly more relevant to your ideal audience but also explain everything in a way that has useful takeaways for everyone else, you ensure that whoever sees your content first has a much higher likelihood of engaging with your content. As a consequence, the LinkedIn algorithm will think that you created a good post and will show it to more people. More people means, your post has a higher chance of popping up in the newsfeed of your ideal customers, and this is how you win! 🙂

If you want to learn how to create content that is both highly specific for your ideal audience and broad enough to create maximum engagement, drop me a message. I am launching a new in-house training program in August that will allow you to train up your entire sales and marketing team to do exactly that.

How to create an email list on LinkedIn

As great as LinkedIn is, at the end of the day you have no control over the LinkedIn newsfeed algorithm. And who knows, maybe one day LinkedIn does the same as what Facebook did with their company pages and makes it pay-to-play.

To stay ahead of the curve and to make yourself immune against any algorithm or platform changes, I highly recommend that you start to build an email list on LinkedIn.

Here is how you do it:

  1. Create a really cool article on your personal LinkedIn profile or blog
  2. Create a content upgrade for the article such as
    1. A downloadable and printable version of your article.
    2. An ebook with related content.
    3. A cheat sheet or checklist that summaries the key points of your article.
    4. A worksheet with fill-in the blanks to practice and implement the recommendations of your article.
    5. A resource or shopping list.
    6. A mindmap that visualizes concepts of your article.
    7. An extended video or audio file, for example of an entire interview.
    8. Any useful and relevant download.
    9. Quiz, surveys or tests.
    10. Whitepaper or case studies.
  3. Include multiple links into your article that point to a landing page where people can download the content upgrade in exchange for joining your email list.

You can read my entire step by step process in my article on how to create an email list on LinkedIn.

An email list gives you a reliable way of informing your subscribers whenever you published a new piece of content. This way you can create more touch points and thus trust faster.

How to use your personal LinkedIn profile to generate leads

There is no such thing as B2C or B2B anymore. Today, people don’t want to buy from companies, they want to buy from other people. It’s H2H, human to human.

That’s the reason why your personal LinkedIn profile is so powerful. It allows you to express your thoughts and opinions on a very personal manner with your readers.

Besides the content types that you can publish on your LinkedIn page such as text, photos, videos and links, you want additional content type on personal LinkedIn profiles: LinkedIn Pulse articles. Articles allow you to create more in-depth content to demonstrate your knowledge and expertise.

Here is what you can do on you personal profile to generate more leads.

  1. Create interesting articles as well as text, photo & video posts
  2. Publish them on your personal profile
  3. Tag your company page inside your posts by typing @ followed by the name of your company page. Example: Tim Queen & Vivid Talks
  4. Follow your company page and re-share content that was published on your company page on your personal profile.

How to get leads by engaging in LinkedIn groups

We cannot always target people by role or job title, sometimes we have to go by interest.

LinkedIn makes it really easy for us to do exactly that. There are literally thousands of groups on LinkedIn on any imaginable theme and topic.

Naturally, you can join relevant groups that are more likely to attract your ideal customer type and then engage in group activities.

  1. Engage in discussions
  2. Answer questions
  3. Help and support
  4. Share valuable resources with the group.

Why you should create your own LinkedIn group

A better approach that gives you more control is to create your own group.

  1. Chose a very specific interest group that aligns perfectly with your ideal customer avater.
  2. Create a LinkedIn group with a descriptive title that makes it easy for others to instantly understand what the group is about and why they should join.
  3. Get some of your team members and employees involved to make up the initial numbers of the group. Nobody wants to join empty groups
  4. Create clear rules for your group.
  5. Qualify new members before you allow them to join to avoid mindless spam.
  6. Moderate content carefully.
  7. Share valuable content in the group from your company page and personal profiles of yourself and your team/employees.
  8. Engage in discussions.
  9. Ask members to recruit new members.

Once you surpass the critical momentum, other members will invite new members and do the acquisition for you.

How to promote your LinkedIn page in your group

Now here is the best part. You can link your LinkedIn group to your LinkedIn page and vice versa. This gives you another way to grow both your group and your page at the same time.

How to engage with your LinkedIn audience

Creating and sharing content is a good start, but it will get you nowhere if you don’t understand the most important success factor of all. You have to engage with your audience, especially with those who comment and share your content:

  1. Like new comments.
  2. Reply to comments.
  3. Thank people when they share your content.
  4. Start engaging conversations and ask questions. This is one of the best ways to build relationships on LinkedIn.

Many comment conversations turn into private message follow ups, which turn into future sales!

Get your team involved to generate more leads on LinkedIn

Well done, doing it all by yourself! 🙂

If one person can move mountains, imagine what an entire team can do!

Here are some simple steps that you can do to get your entire company involved in your LinkedIn strategy.

Ask your team to:

  1. Add your company page to their experience section/jobs section of their personal profile
  2. Write a detailed description that is both communicating their personal role and activities as well as a good description of what products and services your company has to offer.
  3. Add media such as photos, video, white papers, links, etc. to their job listing. If you don’t have any company assets for your team to share, create some!!!
  4. Follow your LinkedIn company page
  5. Engage with content on your company page including liking, commenting, and sharing relevant updates
  6. Give you feedback on your shared content to create better and more engaging content in the future.

How to promote your LinkedIn page on your website

You can also promote your LinkedIn page on your website. Just add a follow button on your site, ideally in multiple different locations such as your website footer, blog post side bar and on your contact page.

How to generate leads with your email signature

Think in terms of multiple touch points. You want to create as many of them as possible.

Instead of just signing off with a boring “Best regards”, why not make use of the screen real estate space by adding a beautiful email signature including a link to your LinkedIn profile and company page to every outgoing email?

A tool such as Wisestamp will do the trick.

You can also add social media buttons to every email newsletter.

Again, not everyone is going to click them, and not every click will result in a new subscriber. You are in it for the long game. One is better than zero. Some of the people who clicked and followed your page will now be able to receive and engage with updates in their LinkedIn newsfeed.

It sometimes just takes one touch point to make a sale. 🙂

How to promote your page to your email list

Instead of sending a link to an article on your website to your email list, share a link to a status update on your company page, which shared the article.


  1. Post a link to your blog article on your LinkedIn page
    Share an article, photo, video or idea
  2. Click on the three dots at the top right corner and click on copy link to post.
    Copy link to post
  3. Share this link in your newsletter.
  4. Readers will see the visit the following page, where they can instantly follow you page as well as like, comment and share it with their network:
    LinkedIn Cheat Sheet

How to promote your LinkedIn page on other social media networks

Many social media networks allow you to share links in your profile. Make sure you place a link to your LinkedIn page on every social media platform.

How to promote your LinkedIn content with ads

If all of these methods didn’t work for you, consider experimenting with Sponsored Content on LinkedIn or create a Follow Campaign with LinkedIn Ads.

These methods are expensive and I only recommend them to anyone where money is no object and if you have no resources to create and to engage with content on LinkedIn.


What do you think? Do you feel more confident that you can generate more leads for your business? Which of my 21 ways on how to generate more leads on LinkedIn did you enjoy the most and which ones will you try out?

If you enjoyed this post, please share it on social media and tag me or my company page so I can personally thank you! 🙂

Remember to bookmark this page and to download the PDF version for future reference from the link below.


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