Content marketing on LinkedIn is our biggest source of lead generation for our agency.
Here is how to create targeted content that converts:
1. Post content that converts
I write every post using a simple formula:
i) The intro
LinkedIn gives you 210 characters to grab people’s attention. Your first job on every piece of content you create is to get people to click ‘see more.’
Every time someone clicks ‘see more’ on your post – LinkedIn counts that as an ‘engagement’, and the more engagements you get, the more people LinkedIn shows your content to.
Think of your intros like an email subject line – they must grab people’s attention.
Those first few lines are what we call the hook. If you write a great hook, your content will do well.
There are a couple of different ways I like to write hooks.
ii) Calling out the target customer
This approach directly speaks to your target audience, making them stop scrolling:
- “Do I know any small business owners looking for ……”
- “Most marketers get this wrong about lead generation …..”
This is the easiest way for your target audience to stop scrolling and read.
iii) The value promise
With these hooks, I tell my audience they will get value by reading further.
- “These five automation tools helped me save 5 hours a week….”
- “This is the best business advice I’ve ever received…..”
iv) Creating desire
Knowing your target audience/network, you’ll know what they want.
With these hooks, I get people’s attention by sharing how we’ve achieved something we know our target audience wants.
“My latest Facebook marketing campaign is earning a ROAS of 5.6x…..”
“I just ran 5km in 17 minutes; here’s how I did it….”
Every sentence you write should draw your reader down the page to the next sentence.
So, your writing is creating a slippery slope for their attention.
Generally, if you can hook someone for three or more sentences, you’ve got them.
2. Turn attention into revenue
Once you’ve got people who have engaged with your content, you need to turn them into a lead.
i. Find people by looking at who has either engaged or commented on your content and reply to them
ii. Reach out to them directly through their profile and request to connect
iii. Repeat with people who have either engaged (liked or commented) who fit your target customer profile – here is an example of this lead generation strategy working, this lead came through one of my recent posts.
This process is repeatable for any social platform.
Notes: High-performing content about politics or popular topics doesn’t translate into new business.
Post A – 12,820 impressions:
Post B – 3022 impressions:
Post A had 400% more impressions but generated zero enquiries.
Post B created two enquiries.
Make sure the content you write is engaging the customer you want.
Content marketing, when done right, can be a powerhouse for lead generation.
Ready to turn your content into a lead generation machine? Let us help you create targeted, high-converting content that drives real business results.
Contact us here: K&J Growth
For more insights and tips, connect with us on LinkedIn: K&J Growth
Make sure to check out our Co-founder on LinkedIn too: Kale Panoho
