A how-to guide on Linkedin Lead Generation

11 phone calls
19 qualified leads
3 closed deals

Those were my results after 30 days of running the Linkedin tactics that I am going to share with you in this article. (For full disclosure - The 3 closed deals did take about 60 days total to actually close).

In this article, I am not going to tease you with the basics and then try to sell you a video course on the details. 

Instead, I am going to give you the exact step-by-step details of how I generated leads through Linkedin for myself, and the 20+ clients who we have run campaigns for with my new Linkedin Lead Generation service

If you follow the details outlined in this article, you will see results and leads for your business.

 

Who this tactic works well for:

At the time of writing this article, we have used these tactics for SaaS companies, design agency owners, digital marketing agencies, software development firms, and other B2B providers. 

While results may vary from industry to industry, we found that we were able to produce results for any of them as long as they met one major criteria.

The Golden Rule for success: You MUST have a well defined niche and positioning. 

Your positioning is a multiplier for the results you will see from this tactic.

  • A well niched company with a narrow target market = Massive results
  • A halfway niched company who has some specialties, but has not fully committed = Good Results
  • Generalists = Failure

We have seen this prove to be true, time and time again.

Example 1) The Generalist IT Services Firm

One of the early customers we ran was a generalist IT Services firm. While the business was great, their core value proposition was based on “Quality of service.”

While that had helped them build up consistent referrals over the years, it wasn’t a strong value proposition for running this Linkedin outreach campaign.

As a result, we saw ZERO qualified leads come through in the first 30 days of running their campaign.

Their generalist positioning caused them to see minimal results.

Example 2) The Semi-niched IT Services firm

On the flip side of that, we worked with another IT Services firm that focused on helping blue collar companies automate manual processes. 

They were targeting the manufacturing and construction industries which are notoriously hard to reach via digital means. Even with that against them, their strong positioning helped them book 4 highly qualified phone calls in the first month and have an additional 10 leads that they were still nurturing.

The semi-narrow niche helped drive significantly more results than what the generalist saw. 

Example 3) The hyper-niched Digital Marketing Agency

The third example is a digital marketing firm that was focused on Franchisors. The company is hyper-niched on the franchise recruitment space and their target customer is a Franchisor who is trying to attract new franchisees.

For their positioning, we came up with the tagline “I help franchisors attract franchisees through marketing”

The results were INSANE!

Within 3 weeks they had:

  • Already held 5 phone calls
  • Scheduling an additional 13 calls
  • Sent out multiple proposals to prospects

We literally had to slow down the outreach because the lead flow was too much for them to handle. 

The hyper-narrow niche with a very benefit oriented positioning statement drove massive results for her business. 

 

A framework for positioning

There are many ways to go about positioning and niching yourself, but if you want a quick 80/20 fix, follow this framework.

I help X do or accomplish Y through Z.

X = your target customer
Y = Benefit you bring them
Z = How you do it

Examples:

Digital Marketing Firm niched on Franchisors - I help franchisors attract franchisees through marketing

Jake Jorgovan’s Consulting - I help agencies and consultants win their dream clients

Lead Cookie - We help B2B sales teams generate leads on Linkedin through done-for-you prospecting. 

**I caution you not to go forward with this tactic unless you have a narrowly defined niche. Otherwise you could waste a lot of time and money for very little results.**

 

 

The Linkedin Lead Generation Process

Before I dive into this process, I want to give credit where credit is due. I must first admit that I did NOT come up with this process on my own out of thin air. 

Instead, I spent a good amount of time researching some of the top thought leaders in Linkedin such as John Nemo and Josh Turner.

While these thought leaders teach many different tactics to generate Leads on Linkedin, I narrowed down and focused on the top tactics which could produce the largest results with the lowest amount of effort. 

Specifically, I wanted to build a process that could run 95% without my own personal involvement.

So I studied what these experts were doing, and then took their frameworks and started running them on my own, tweaking and testing the process as I saw fit. 

The tactics I ended up landing on boiled down to 3 core areas of focus.

  1. Profile Optimization - Building your foundation
     
  2. Outbound Connection Requests - Outreach directly to your targets
     
  3. Traffic to your profile - Using software tools to ramp up inbound traffic to your profile

 

1) Profile Optimization

A MUST DO before you start your campaign

As I mentioned previously, the positioning and narrow niching of your business is essential if you are going to see success on Linkedin. Without that, your doomed from the start.

As part of that process, you need to optimize your Linkedin profile to maximize for conversion.

Now there are a TON of things you could do to improve your profile. Asking for recommendations, filling out every detail, publishing content, etc. 

All of those are great and I recommend doing them, but for the purposes of these campaigns we will focus on two optimizations that will give you the 80/20 of results.

Profile Optimization 1 - Your tagline

Linkedin_Lead_Generation.jpg

This short little blurb is the MOST IMPORTANT part of your entire Linkedin profile. The reason is that this is the “headline” to your profile that shows up everywhere on Linkedin.

When you post in the news fed, this tagline shows up. 
When you are in the Linkedin inbox, this tagline shows up. 
When you are browsing, “Who has viewed my profile”, this tagline shows up.
When you show up in “Recommended people to connect with”, this tagline shows up. 

This tagline is all over Linkedin and it is your chance to hook your prospects attention and get them to visit your profile.

Without a good tagline, the prospect will never click into your profile and they will never even see the rest of the optimization you have done. That is why this tagline is so important! 

The common mistake most people make

Many times I see peoples tagline show something like this.

  • CEO of Super Awesome Business
  • Entrepreneur and Founder of XYZ co

Those don’t hook me in at all because I could care less about you, your title, and your company.

How to make a tagline work

This goes back to those positioning statements. You want a tagline that is going to hook your audience in.

In the image above, you can see my tagline is “I help agencies and consultants win their dream clients.” This strong positioning pulls my target audience in and catches their attention by speaking to who they are, and the benefit they will receive. 

The franchise focused digital marketing agency tagline of “I help franchisors attract franchisees through marketing” also helps hook people in. 

Don’t make your tagline just your boring title. Instead optimize this with a strong positioning statement that will hook your prospects into reading your profile. 

 

 

Profile Optimization 2 - Your profile is not about you

When was the last time you visited someones Linkedin profile and actually read that massive bio paragraph that they have? Chances are never… 

One mistake many people make with their Linkedin is that they make their profile all about them and the background.

While this seems to make sense because many people view Linkedin as an “online resume”, it doesn’t actually convert well.

Instead, you want to treat your profile more like a sales page. You want to talk about your prospects problem and then how you solve it. 

This blog post isn’t meant to be all about copywriting so if you need more help there I recommend checking out CopyBlogger.com or Copyhackers.com. Both are great resources to learn the basics of copywriting.

 

2) Outbound Connection Requests

The simple process that drives leads

Once you have your profile optimized, the next step is to start driving leads. The process is simpler than one would think.

  1. You send out ~100 connection requests per day with a casual and non-salesy message. 
     
  2. You drip them casual messages over time

That is the magical secret that is going to generate a massive amount of leads for your business. 

Now let’s get into the details.

Choosing your targets using Linkedin Sales Navigator

The first thing you need to know is that you will need to use Linkedin Sales Navigator for this outreach. This is one of Linkedin’s premium tools that is going to give you a ton of additional search criteria which will help you get narrowly targeted as to who you want to go after.

There is a lot to explain how to use Linkedin Sales Navigator so instead of trying to write it all out I have put together this short Youtube video that explains the process in more detail. 

 

The Drip Sequence 

Once you have built a search queue of your ideal target customers, the next step is to begin to send connection requests and slowly drip messages to those prospects over time. 

At a high level, here is the structure of the campaign.

  1. Casual connection request 
  2. Thanks for connecting message
  3. Send a useful article
  4. Make an ask for a meeting 

How many to send

At the start, you want to do roughly 20 connection requests per day and slowly ramp that number up to 100 MAX over about a two week period.

**If you go from not using your Linkedin at all to sending 100 connection requests per day, linkedin may flag your account for unusual activity. Keep your changes gradual. **

 

What to say

Now the big question is “What do you say in these connection requests?”

Well the key is to NOT BE SALESY. 

We have all received countless cold emails, and spammy Linkedin messages before. Typically you just glaze your eyes, delete it and move on.

Our goal is not to be looked at as a spammy salesperson with this outreach.

To do that, we will reach out in a very casual and friendly way. 

 

Message 1 - The Connection Request

The first step of the process is to send a casual connection request to each prospect. 

For example, we may say something like:

Hi {{first_name}},

I was browsing your profile and noticed we are in a similar space so I thought I would reach out to connect.

Jake Jorgovan
I help agencies and consultants win their dream client

Notice how this message has zero sales pitch in it. 

Instead, all we do is add the tagline under our name as a sort of “Signature”. This helps position you properly in your prospects mind without going out and saying “Hire me!”

Download all of my Linkedin Outreach scripts and frameworks

100% of the scripts I use to generate leads on Linkedin
 

 

The psychology behind this

This entire approach can be summarized in a great quote from the sales legend Jeffrey Gitomer.

“People don’t like being sold, but they love to buy.” 

This approach puts you in front of them and positions you in a way where it is in their court to reach out if they want to buy. It’s not salesy, and not pushy and as a result people come to you.

 

Message 2 - Thanks for connecting

Once someone accepts your connection request, you want to respond with a casual thank you for connecting message. You still don’t make a sales pitch in this message but you do include your tagline again.

 

Message 3 - Send a useful article

If someone still hasn’t responded or engaged with you, then the next step is to create value. You can do this by sending over a useful article that would be valuable to your target prospects.

Ideally you want to find an article that both:

  • Delivers value to the prospect
  • Positions you and the product or service you are selling

For example, if I have software product focused on Conversion Rate Optimization, then I may send over an extremely high quality article about Conversion Rate Optimization as a way to build trust and create value for the prospect.

This builds trust and also positions you in the prospects mind.

Note that the article rarely actually produces many responses or leads in itself, but it does built trust so that you have a higher conversion rate in step 4. 

 

Message 4 - Ask for a meeting

The final step is to make an ask for a meeting. At this point, you still don’t want to give a full on sales pitch. Instead you want to ask for a meeting with a 1-2 sentence explanation on why it would be beneficial for the other person to hop on the call with you.

Remember, your prospects don’t care about you. They only care about themselves. 

So frame your meeting ask in a way that will be beneficial to them.

Put your tagline in every message

One final piece of advice is to put your tagline as part of a signature in every message until a prospect engages with you in conversation. This helps keep you well positioned and top of mind in your prospects eyes. 

If you want to see a detailed framework and additional example scripts of each message, sign up below and we will email you a PDF with proven scripts that generate leads.

Download all of my Linkedin Outreach scripts and frameworks

100% of the scripts I use to generate leads on Linkedin
 

 

3) Ramping up traffic to your profile

A simple trick to generate even more leads on linkedin

Running the outbound connection requests is the real catalyst for what is going to drive results in your business, but in addition to that there is another tactic that produces incredible results. It’s also a very passive tactic that requires little work on your end.

The tactic is to use a software tool such as Dux-Soup or Elink-Pro to ramp up traffic to your profile. The way that these tools work is quite simple.

  1. You install the Google Chrome extensions in your browser
     
  2. You set up a Sales Navigator Search queue of your target prospects like described previously
     
  3. You run the plug-in and it will visit up to 500 profiles per day

These plug-ins don’t send messages, connection requests or anything like that. They literally just visit the profiles of your target prospects. 

The reason that this is so valuable is because of the “Who’s viewed your profile” notifications that Linkedin sends out.

You may have gotten an email with these or seen the notification come through in your alerts section of Linkedin.

whos_viewed_your_profile.png
 

These notifications will show up in roughly 2,500 of your target prospect's inboxes and alerts each week.

Note everyone clicks these, but some people are interested and do click in. When they click into the notification, they see a window like below.

Screenshot 2017-09-17 15.07.34.png
 

 

What they see is a list of everyone who has viewed their profiles along with the tagline that each person has listed. (Remember how we said the tagline was extremely important!)

What will happen from running this extension is that many of your target prospects will begin visiting your profile and ADDING YOU as a connection.

This changes the dynamic because now instead of you reaching out to them, they have just reached out and made contact with you.

As a result, you will often see anywhere from 5-30 inbound connection requests per week.

Screenshot 2017-09-18 06.57.12.png
 

 

Start with Dux-Soup Slowly! 

Just like with the connection requests, you want to start using these Chrome extensions slowly and only visit 50 pages the first day and slowly ramp up to 500 per day over a few weeks.

Otherwise Linkedin may flag the spike in activity change as suspicious activity.

 

Responding to inbound connection requests

The next question is “What do I say to these people who add me as a connection?”

First, you want to take some time to research them a bit before responding so you can personalize your message. Take a look into their profile, business and website for a bit of background.

Then you can respond with something like.

“Hi _____,

Thanks for reaching out to connect. I just took a look at {{company_name}} and I noticed {{mention interesting things you saw about them and their business.}}

Can I ask why you reached out to add me as a connection on Linkedin?

Name
Tagline”

Once again, you will see that you are not making a heavy pitch here. Instead you are just engaging in a conversation and then probing the prospect by asking a question.

At this point, they have ADDED YOU as a connection so you can use this as a way to frame a question to them and start a dialogue. 

Not everyone will engage with this, or some people may be looking to sell you services, but this framework does a great job of getting a conversation started.

If you have a strong tagline, you will hear many responses like “Your value proposition caught my eye as we currently need help with X”

That is a great kind of response to get! 

 

 

What to expect from using these tactics

Well simply put, if you are a well niched company then this is going to generate a lot of qualified leads for your business.

On average, we see between 3-20 qualified leads for most of our prospects per month. In some cases we have had upwards of 30+ leads in a single month for well niched businesses who had strong positioning that appealed to a serious industry pain point. 

BUT, we will also warn you it is going to generate a lot of unqualified leads as well. 

Typically we find that about 50% of the responses that come through end up being unqualified leads, people trying to sell you something, or prospects who just aren’t the right fit.

Even with all of the narrowing of your Linkedin search queue, non-ideal prospects will still find their way into the mix. You see Linkedin is a social network, not a database.

That means each person gets to self-classify their own profile. It’s not uncommon for a one person consultancy to list themselves as company size of 11-50 just so they look bigger than they are.

This “Self-Classification” can lead to a lot of unqualified leads coming through regardless of how narrow you get in your search queue. 

 

Time Investment

If you do this all yourself, you are looking at a 90 minute per day time investment. We admit, running all of these tactics takes a lot of time and energy. 

If you hire the Linkedin Lead Generation service that I have built, then we handle all of the heavy lifting for you. You will still spend about 15-20 minutes per day qualifying and nurturing the leads we hand over to you, but you don’t have to do any of the grunt work. 

We have also seen others hire a VA to run this process for themselves as well which is very manageable, but you still have the time investment for training. The whole reason I put together my Linkedin Lead Generation service is because I know that many people don’t have the time or patience to train and manage a VA on this whole process. That is why we just do it for you.

 

 

4 tips on how to nurture leads from Linkedin outreach

In the final section of this article, I am going to dive into what you do once you actually start generating leads and responses on Linkedin. 

These 4 tips will give you the fundamentals of what to do when you start seeing those responses in your Linkedin inbox.

1) Start conversations

There is one fundamental difference with this type of Linkedin outreach from any form of cold outreach or cold calling. While most cold outreach is pushing directly for a sale, this form of Linkedin outreach is instead a conversation starter.

You aren’t making a hard pitch in most of your messages, so as a result you don’t get a hard business response every time.

Instead, you will find that many people engage in a conversation with you. They may ask you a question about your business, what you do, who you serve, how you can help them?

Or in some cases, they may just strike up a random conversation about mutual interests or where you live.

This throws some people off who are new to this type of outreach, but in reality these conversations are where all of the benefits are.

You start talking with someone, build up some trust, and then move it to a sales conversation. 

Don’t dive into this form of outreach ready to sell, sell, sell. Instead, start with a conversation.

To see examples of conversations in practice download the scripts and frameworks below.

Download all of my Linkedin Outreach scripts and frameworks

100% of the scripts I use to generate leads on Linkedin
 

 

2) Don’t try to close a deal on Linkedin - Your goal is a call or email

One of the biggest mistakes I see people make is that they have someone ask “Tell me more about what you do” and in response they write a novel of an answer.

Their answer takes the person through all the details of what they do, and why the prospect should buy.

The result is crickets on the other side…

Remember, people like to buy. They don’t like to be sold. 

Your goal with Linkedin is to just create enough interest and intrigue to move the conversation from Linkedin to a phone call or email dialogue. 

Don’t try to close the deal on Linkedin.

Instead, you get them on the phone which is where you make the actual sale.

 

3) Research your prospects before you respond

When you have several unread messages, it’s tempting to just fire off a response to each one quickly and be done with it. 

But if you really want to see the best possible results, you should take 2 minutes to research each prospect and craft a personal response according to what you learn about them.

In some cases, that 2 minutes will actually help you realize this prospect isn’t worth pursuing.

And in other cases, they will be an amazing prospect and your personalized response will help build trust and create a more dynamic conversation.

See the  example below for how I researched the prospect and personalized my response based on what I found. 

Screenshot 2017-08-31 08.23.14.png
 

 

4) Ask questions 

One of the fastest way to kill a Linkedin conversation is to just give someone your pitch and wait for a response…

Instead, what you want to do is ask questions. 

If you haven’t read How to win friends and influence people, it’s probably worth taking the time to read this book. You will become a better conversationalist and salesperson as a result. 

Every single response you send should have some sort of question you are asking the other party. You could ask about their business, their goals, mutual interests or about a specific thing you read about them online.

The key is to ask a question, because that will keep a conversation going. And eventually you make the ask for a phone call or to take conversation over to email to schedule a time to talk.

Questions are the foundation of a good conversation. 
And a good conversation is how you build trust with your prospects.

Ask questions and talk about your prospect more than you talk about yourself.

 

 

This process should generate results within 30 days

You probably won't close a deal in 30 days, but if you are doing this and have a strong positioning and service to sell, then you should receive leads within 30 days. 

Everything I described here is a TON of work. Like we mentioned before you can expect to invest 90 minutes per day if you do this on your own.

But with the support of a VA or through hiring Lead Cookie’s done-for-you Linkedin Lead Generation service, you can get this down to 15-20 minutes of time investment per day.

If you have good positioning and a good product or service, then this tactic will work for you in time. 

It’s just a matter of committing and sticking to it. 

Have you experimented with these tactics or any others on Linkedin? If so leave your experiences in the comments below. 

Get access to a full set of scripts and templates for Linkedin Outreach

100% of the scripts I use to generate leads on Linkedin