Digital marketing has a highly competitive landscape, so the strategies that once generated huge impact may not work for the next time.
Good old days are gone when simply deploying Social Media Campaign with LinkedIn Lead Gen Form was sufficient enough to generate a meaningful pipeline. Remember five to eight years back, and you’ll recall a time when such tools were golden ticket generating Marketing Qualified Leads (MQLs). Users downloaded white papers, explored new features, or signed up for coffee meet-ups. Sales Teams remained skeptical of such leads, as the majority of these leads are with personal emails such as Gmail and Yahoo accounts.
Users gave a huge amount of personal data however the follow-ups were sometimes too annoying for the marketing teams or SDRs so the majority of users are not engaged anymore.
But what if I were to tell you that LinkedIn qualitative data is a hidden treasure and has an untapped potential – a veritable goldmine awaiting those who possess the knowledge of where to look and how to leverage it?
Do you feel the “Call of the Wild,” are you excited to explore uncharted territories? As you read my blog on harnessing qualitative data within LinkedIn to generate meaningful leads, I hope I encourage you to a “Gold Rush” of your own. Like prospectors of old, embarking on a journey fraught with challenges, muddied by uncertainty, and demanding of time and effort, the rewards await those who know where to start digging into data.
Let us navigate together, identifying key qualitative data points on LinkedIn that hold the promise of meaningful connections:
⚜️ Profile Viewers: Each profile view presents an opportunity for engagement. Whether it’s reconnecting with familiar faces or extending a hand to new acquaintances, the art of reaching out lies in personalized messages tailored to the individual’s context.
⚜️Additional Filters: Dive deeper into the pool of profile viewers to uncover hidden gems – There are many filters, which support you on your journey to establish new relationships or to keep in touch with your connections. From potential job opportunities to influential figures within your network or companies of interest. By discerning patterns and making strategic connections, you pave the way for fruitful collaborations.
⚜️ Birthday notifications: my favorite way to contact your connections. Everyone is happy on their birthdays, why don’t you celebrate together and ask simple questions, like How are you? Do you remember the time when we… What are the major changes in your life? These are door-opener questions in a time when people are happy. Use this opportunity to maintain valuable relationships.
⚜️ Analytics & Tools: Equip yourself with the tools needed to decipher the nuances of engagement. Analyzing top-performing posts and leveraging premium features such as “Who’s Viewed Your Profile” offer invaluable insights into viewer demographics and behavior.
⚜️ From Newsletters/Articles: Extend your reach beyond the confines of LinkedIn by leveraging your newsletters and articles. By identifying subscribers, checking the 2nd and 3rd level connections and sending them a mail about how they like your newsletter, if they have additional insights is truly engaging. Another point by analyzing article viewers by location and company in terms of demographics, you can tailor your outreach efforts to resonate with your audience.
⚜️ From CRM: Integrate your CRM with Sales Navigator to gain a holistic view of your existing database. By tapping into social data and monitoring user activities, you can initiate meaningful conversations grounded in a deeper understanding of their needs and preferences. Check their latest activities, posts, comments, and everything that made them excited the last time. Find some common points and start the conversation.
In essence, the shift from lead hunting to nurturing existing relationships generates a new era in digital marketing – which is based on patience, persistence, and the cultivation of social capital. While qualitative data may defy conventional metrics, its impact on long-term engagement and brand loyalty is undeniable. So, let us embark on this journey together, armed with the knowledge that true success lies not in the quantity of leads amassed but in the quality of relationships.
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About the author:
Let’s make things #zSofisticated!
Zsofia Raffa is a global digital marketing strategist with a journalist’s heart! With over 15 years of rocking the marketing world, she’s helped brands like Kodak Alaris, NVIDIA, Black Rock, and Lufthansa to shine digitally.
She’s all about turning data into stories that wow. As a regular newspaper writer, Zsofia knows how to make numbers turn into capturing attention. LinkedIn is her special field – she’s mastered the art of social selling, lead generation, and turning employees into brand ambassadors.
