This paper presents a comprehensive review of LinkedIn strategies for lead generation. Covered strategies include profile optimization, content marketing, engagement tactics, targeted outreach, paid advertising, and data-driven optimization. The review employs a diverse approach, utilizing academic databases such as ABI/Inform Complete and Business Source Premier, along with Google Scholar. Search terms like “LinkedIn marketing” and “lead generation” were combined with related concepts for a thorough search. Inclusion criteria were focused on recent, peer-reviewed articles and industry reports to ensure a deep understanding of effective LinkedIn strategies. A snowballing technique was used to enhance the comprehensiveness by identifying additional relevant studies. Key takeaways include optimizing profiles, prioritizing content quality, engaging actively, conducting targeted outreach, utilizing paid ads, and employing data-driven optimization to generate high-quality leads and convert them into customers. In the competitive B2B landscape, LinkedIn offers prime opportunities for lead generation. This paper outlines a strategic framework emphasizing these approaches, adapting to evolving trends and leveraging analytics to ensure long-term success in cultivating leads and loyal customers on LinkedIn.
References
[1]
Barr, E., Neubauer, J., & Gélinas, C. (2022). 516 Linkedin Marketing Strategies to Drive NJ Acts Regulatory Core Engagement. Journal of Clinical and Translational Science, 6, 106. https://doi.org/10.1017/cts.2022.310
[2]
Breitbarth, W. (2019). The Power Formula for Linkedin Success (-Completely Revised): Kick-Start Your Business, Brand, and Job Search. Greenleaf Book Group.
[3]
Cai, W., Polzin, F., & Stam, E. (2019). Crowdfunding and Social Capital: A Systematic Literature Review. SSRN Electronic Journal, 10, 1-49. https://doi.org/10.2139/ssrn.3361748
[4]
Camacho Barcenas, J. (2023). Personal Branding for Young Business Professionals: LinkedIn as a Boost Factor in Their Professional Life. https://urn.fi/URN:NBN:fi:amk-2023060321011
[5]
Colombo, M., Franzoni, C., & Rossi-Lamastra, C. (2015). Internal Social Capital and the Attraction of Early Contributions in Crowdfunding. Entrepreneurship Theory and Practice, 39, 75-100. https://doi.org/10.1111/etap.12118
[6]
Disney, D. (2023). The Ultimate LinkedIn Messaging Guide: How to Use Written, Audio, Video and InMail Messages to Start More Conversations and Increase Sales. John Wiley & Sons. https://books.google.com/books?id=9W6pEAAAQBAJ&pg=PP4&dq=linkedin&hl=en&newbks=1&newbks_redir=1&sa=X&ved=2ahUKEwiK2riNmJWFAxV_hv0HHQkfByg4ChDoAXoECAYQAg
[7]
Ellson, S. (2023). LinkedIn for Me and My Career or Business: Tried and True Tips and Techniques.120 Ways Publishing.
[8]
Ge, C., Huang, K., & Png, I. (2015). Engineer/Scientist Careers: Patents, Online profilEs, and Misclassification Bias. Strategic Management Journal, 37, 232-253. https://doi.org/10.1002/smj.2460
[9]
Izenstark, A. (2014). Look Good When You’re Googled: Creating and Optimizing Your Digital Identity. Library Hi Tech News, 31, 14-16. https://doi.org/10.1108/LHTN-07-2014-0061
[10]
Joglekar, J., & Tan, C. (2022). The Impact of Linkedin Posts on Employer Brand Perception and the Mediating Effects of Employer Attractiveness and Corporate Reputation. Journal of Advances in Management Research, 19, 624-650. https://doi.org/10.1108/JAMR-10-2021-0343
[11]
Komljenovic, J. (2018). Linkedin, Platforminglabour, and the new Employability Mandate for Universities. Globalisation Societies and Education, 17, 28-43. https://doi.org/10.1080/14767724.2018.1500275
[12]
Li, X., Cox, A., & Wang, Z. (2018). How Do Social Network Sites Support Product Users’ Knowledge Construction? A Study of LinkedIn. Online Information Review, 42, 304-323. https://doi.org/10.1108/OIR-04-2017-0133
[13]
Magno, F., & Cassia, F. (2019). Establishing Thought Leadership through Social Media in B2B Settings: Effects on Customer Relationship Performance. Journal of Business and Industrial Marketing, 35, 437-446. https://doi.org/10.1108/JBIM-12-2018-0410
[14]
Markellos, R., & Mantrala, M. (2022). Keyword Portfolio Optimization in Paid Search Advertising. European Journal of Operational Research, 303, 767-778. https://doi.org/10.1016/j.ejor.2022.03.006
[15]
Prakash, A., Caton, S., & Haas, C. (2019). Utilizing Social Media for Lead Generation. https://doi.org/10.24251/HICSS.2019.278
[16]
Putri, D. (2021). Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting). European Journal of Business Management and Research, 6, 87-93. https://doi.org/10.24018/ejbmr.2021.6.5.1063
[17]
Reis, B. B. (2019). LinkedIn as a Marketing Tool for Lead Generation in B2B Organizations. NOVA Information Management School.
[18]
Ring, C. (2020). Evaluating Online Business-to-Business Demand Generation through Linkedin.Ph.D. Thesis, University of Limerick. https://doi.org/10.31880/10344/10133
[19]
Roulin, N., & Levashina, J. (2018). Linkedin as a New Selection Method: Psychometric Properties and Assessment Approach. Personnel Psychology, 72, 187-211. https://doi.org/10.1111/peps.12296
[20]
Şahin, İ., Gülmez, M., & Ersoy, E. (2019). Social Media Marketing and E-Wom: A Descriptive Approach to Mediterranean Young’s Online Brand-Related Activities, Attitudes and Engagement. Journal of Internet Applications and Management, 10, 5-24. https://doi.org/10.34231/iuyd.518958
[21]
Serdula, D. (2020). LinkedIn Profile Optimization for Dummies. John Wiley & Sons.
[22]
Smith, S., & Watkins, B. (2020). Millennials’ Uses and Gratifications on Linkedin: Implications for Recruitment and Retention. International Journal of Business Communication, 60, 560-586. https://doi.org/10.1177/2329488420973714
[23]
Spilotro, C. (2023). How Linkedin Can Boost SMEs’ Digital Marketing Strategies on International Markets: A Case Study of an Apulian Tech-Intensive Company. European Conference on Knowledge Management, 24, 1255-1262. https://doi.org/10.34190/eckm.24.2.1457
[24]
Utz, S. (2016). Is Linkedin Making You More Successful? The Informational Benefits Derived from Public Social Media. New Media & Society, 18, 2685-2702. https://doi.org/10.1177/1461444815604143
[25]
Yang, Y., Jansen, B., Yang, Y., Guo, X., & Zeng, D. (2019). Keyword Optimization in Sponsored Search Advertising: A Multilevel Computational Framework. IEEE Intelligent Systems, 34, 32-42. https://doi.org/10.1109/MIS.2019.2893590
[26]
Zide, J., Elman, B., & Shahani-Denning, C. (2014). Linkedin and Recruitment: How Profiles Differ across Occupations. Employee Relations, 36, 583-604. https://doi.org/10.1108/ER-07-2013-0086
