A business that sells software as a service or SaaS knows how challenging lead generation can be. There are countless lead marketing strategies to try, but not all of them can fit every business.
One of the most consistently effective methods of generating leads in the digital age is utilizing social media: after all, most people are spending time online. As a SaaS business, you need to find ways to connect with your target audience on whatever platform they are using.
Here we are going to focus on strategies that will help you generate leads on LinkedIn. This social networking site is currently the biggest platform for professionals online and is one of the best sources of leads if you want to use social media to boost your business.
SaaS Companies Need to Focus on These LinkedIn Lead Generation Strategies
If your goal is to generate leads using social media, LinkedIn is an excellent source especially for SaaS companies. This is because LinkedIn prioritizes building professional and business relationships, meaning its users are mostly professionals, entrepreneurs, and CEOs—the people who are mostly to use your SaaS.
LinkedIn is a goldmine of high quality leads. Right now it has over 756 million users, and it is still growing. That’s why a lot of marketers are taking this opportunity to grow their network on LinkedIn and reach their targets. As a marketer, you want to be where your audience is hanging out online. So if your target audience includes professionals from various industries, LinkedIn is where you want to look.
If you’re not using LinkedIn for lead generation, you may already be getting left behind by your competition. Research shows that around 94% of B2B marketers are leveraging LinkedIn to promote themselves. By using the strategies we’ve listed below, you can not only keep up with the competition but even get ahead of them.
Here’s how your SaaS company can leverage LinkedIn to generate more leads.
Give LinkedIn what it wants: Be a Content Creator
You need to adapt to the most effective strategies on the platform, and on LinkedIn, it’s all about networking and content marketing.
On LinkedIn, you want to be a thought leader in your industry. You want people to see you as an industry leader so they would connect with you, engage with your content, and trust your brand. This is the best way to generate and convert your leads on LinkedIn. The best way to do this is by posting high quality content on a regular basis.
Remember that on LinkedIn content is king. The better your content, the more your audience will grow. It is important that your audience sees you as a trusted source so that they are more likely to try out your SaaS and convert into a paying customer. If you don’t establish this trust, you will have a much harder time convincing them.
Content is the perfect way to provide value to your audience before they even spend a dollar on your product or software.
You can post any type of content on your LinkedIn page from photos to long form articles to blog posts, but the most effective type of content is video.
Video marketing has been a go-to strategy for a lot of brands because the medium has so many elements that attract and appeal to an audience. Videos are visual, entertaining, and informative. They can deliver more information within a shorter period of time and in an easy to digest format.
Start creating videos that talk about your industry. Focus on what you know and use this to share your knowledge with your LinkedIn community.
Your SaaS company can leverage content marketing, particularly video marketing to attract visitors and convert them into leads.
Some brands are impatient and they don’t believe in the potential of content marketing because it is a long term strategy rather than something that immediately gives you results. Content marketing continues to give you results long after you have published your video or article. This means it’s a fantastic long term investment.
According to marketing statistics, 61% of consumers reported that they made a decision to buy a product or service because of a blog that they’ve read. Therefore blogs and other forms of content can influence a person’s decision to try out your SaaS—especially if your product helps solve their problems.
If your content can give them the answers people need about your industry, then it’s easier to convince them that your products will provide the solutions they need.
The best thing about content marketing is that you can get creative with them. Videos, infographics, articles, how-to guides, etc. You can try many different ways to deliver your message and provide value to your followers.
LinkedIn makes this all possible by supporting many different types of content. And one of the best qualities of this social network is that people here are more likely to read a blog or watch a video that relates to various industries. LinkedIn users don’t just log in to socialize—although that’s also a big part of it. They use the platform to network, to learn, to find career opportunities, and to improve themselves as individuals. As long as your content delivers value, people on LinkedIn are likely to check it out.
Video content reigns supreme because everyone loves watching them. Marketers love it because they get to promote their brand. Viewers love it because they get to be educated and entertained. It’s also a significantly smaller commitment compared to reading an entire article. People even have the option to just listen to the video as it plays in the background. They don’t have to pay too much attention to get the information they need.
Create eye-catching videos to generate more leads and increase your conversions. Done properly, you can expose your SaaS company to a much larger audience. You even have the potential to go viral. The possibilities are endless, and this is definitely a strategy you want to incorporate into your own marketing approach.
Use SEO to Produce Better Results
Content marketing on its own already has a number of benefits for your brand. But it’s also great because it serves as the perfect vehicle for SEO or search engine optimization.
Since these strategies that we’re covering are mostly applicable online, we also need to talk about SEO, which is a big part of digital marketing and lead generation. If you want to make the most out of your content marketing and social networking efforts, you should incorporate SEO into it.
SEO is all about optimizing your website and your content in order to rank higher in search results for relevant searches. This way, when someone looks up your industry or niche into Google or any other search engine, you are likely to show up higher in search results.
People often click on the first few links that show up in their query, so your goal is to be on top of that list. Including relevant keywords and key phrases into your content will help you get higher rankings. When you do rank high for certain keywords, this will drive more traffic to your website or social networking profile, which means you get to enjoy more leads.
A content marketing strategy on LinkedIn isn’t complete without SEO. Sprinkle keywords all over your articles so that they are easier for your target audience to find. But also make sure you are using those keywords naturally. You want to avoid keyword stuffing as much as possible.
Even when publishing video content, you can still apply SEO by using keywords in the title, the description, the tags, the caption, etc.
Use Kennected to Prospect at Scale
You can generate a lot of leads organically by using content marketing and SEO. But LinkedIn has even more to offer and you can tap into that potential by using LinkedIn automation. Take your LinkedIn lead generation to the next level by using Kennected.
Kennected helps you prospect at scale while keeping your LinkedIn account safe. Normally, LinkedIn automation can put your account at risk, especially if you use an automation tool that spams people with unwanted messages. You can even end up in LinkedIn Jail—which is another term for getting your account restricted by LinkedIn.
But Kennected takes a different approach to automation that sets it apart from other tools, making it the safest and most effective tool for prospecting and lead generation on LinkedIn.
Imagine being able to send personalized messages to thousands of people in your defined geographic area or town that has a LinkedIn account. That’s the power of Kennected. This automation tool for LinkedIn sends your messages automatically, but not in bulk, so you don’t end up spamming your recipients.
Kennected sends your personalized messages one by one—as if you were sending them yourself. It even has a limit to the number of messages sent per day. This isn’t just to avoid a LinkedIn restriction, but also to make sure you are leaving a good impression on your target audience on LinkedIn. Nobody likes receiving spam messages from brands they aren’t acquainted with.
Kennected personalizes your messages as well as your follow-ups to maximize your chances of getting a response. When people receive messages that are personalized, they are more likely to read and respond to them. This increases your open rate and response rate, both of which can also help keep your LinkedIn account secure even as you automate.
Kennected covers all the things that you normally would spend hours on if you were prospecting manually. Now there’s no need to waste time spraying and praying on LinkedIn. Now, when people respond to the messages in your campaign, Kennected alerts you so you can take over from there. You can focus on converting highly qualified leads and building strong business relationships.
With Kennected, you can send them an intro message, and whether they buy something off your first message, or if they just connect with you—you win. As soon as they connect with you on LinkedIn, you have their phone number, email, and other publicly-available information right in your Kennected dashboard. Kennected does all of this on autopilot, so you can focus on what really matters: running your business.
We can help you reach thousands of people at a lower cost than mailers. We can also help you build up your email list, SMS list, etc.
It’s about being everywhere your ideal potential customers are. Kennected can help you grow your business through smart prospecting on autopilot.
Comment on Your Ideal Customer’s Posts on LinkedIn
Posting content on LinkedIn can help you generate more SaaS leads, but there are other ways to utilize content on this platform. In fact, instead of just posting your own content and engaging with your audience there, you can even engage with other people’s posts. Don’t wait for the leads to find you—find them.
Look for your target audience on LinkedIn and check out the things they are posting. Read their posts and leave a comment. This may help you get a conversation going. Engaging with your target audience on LinkedIn puts your brand in the spotlight and makes you a familiar presence. In the long term, this will make you an active member of your community as well as an industry leader. You can easily earn the trust of your leads this way.
In order to do this, first you need to know where they are. Yes, your target audience is on LinkedIn, but you also want to know what topics they are engaging with, what LinkedIn Groups they are part of, and what types of content they prefer to read or watch. Knowing these things will help you optimize your strategy based on what your audience likes.
A lot of marketers actually take engagement for granted. This wastes the potential of your content, because that is one of the main goals of publishing them in the first place. You want people to see your article or video, engage with it, and get familiar with your brand. Publishing your content is only half the battle. You need to keep track of it and find ways to use it to boost your engagement.
The more you engage with your target audience, the more leads you generate, no matter where you are getting your engagements from.
This actually highlights one of the most important parts of content marketing: oftentimes it’s all about quality over quantity. Your goal is to post content that generates engagement. Even if a lot of people view your post, if they are not engaging with it, it will be hard to generate leads. So what you need is valuable audience engagement.
To increase your engagement, your content needs to answer people’s questions about your niche or industry, or have an insight into something they are interested in. The same goes for when you are commenting on other people’s posts: your comment should ask questions or answer their questions. This is how you generate enough interest to get a conversation going.
If you ask the right questions, you are going to make them think. You may even connect with them intellectually or emotionally to drive these conversations.
Be Your Company’s Personality: Be Authentic
Whether you’re trying to post content or engage with your audience, the key to success when it comes to lead generation is to always stay authentic—stick with your branding. In order to generate a continuous stream of leads for your SaaS company, you need to get people to trust your brand. And to do that you need to convince them to trust you.
At the end of the day, you are your brand. Some people have this misconception that everything branded has to be fake. But the truth is it’s the opposite: for a brand to succeed, it needs to be authentic.
People only connect with a brand if they see its authenticity. Content marketing gives you plenty of opportunities to showcase that authenticity. No matter where you are engaging your target audience, you always have to stick with your company’s personality.
Authentic branding appeals to more customers. In fact, experts say that effective branding is “truth well told”. So find your company’s voice and stick with it. Be authentic in every engagement—while still keeping your best foot forward, of course.
They say people have complicated personalities, and while that is certainly true, it doesn’t mean you can’t have a brand. Your brand is your personality: it’s what you believe in, what you stand for, what matters to you, what you are interested in, and what value you bring to the industry you chose. All of those factors, among many others, contribute to your brand—and that should inform your online presence.
Staying true to your personality will allow more people to trust you and connect with you, which will make all your lead generation efforts more effective. Working from a place of authenticity also makes it easier for you to maintain a consistent voice throughout all your posts and engagements. This improves brand recall and establishes your presence in the online space.
Don’t hesitate to use humor, compassion, and empathy whenever applicable. You don’t have to be serious or “professional” all the time, unless that is exactly what your brand is all about. Otherwise, a bit of humor can make you feel more approachable, which is only good for your SaaS company. Don’t take yourself too seriously. And don’t forget to use the power of emotions to build a strong connection with your audience.
Videos and vlogs are perfect for showcasing your authentic side—which is another reason why you should definitely consider making your own videos for lead generation.
And there you have it: some of the best lead generation strategies for SaaS companies that want to make the most out of LinkedIn. To take your LinkedIn prospecting to the next level, book a demo with Kennected today.