Skip to main content
Digital Strategy

5 Ways To Master Lead Generation on LinkedIn – A Guide For Professional Service Providers

By July 21, 2021No Comments

So, you want to attract new clients and top talent. Expanding your network and earning some street cred – or ‘thought-leadership’ as they call it nowadays – wouldn’t hurt either.

You’ve undoubtedly heard that LinkedIn is a game-changer for lead generation.

But, because you clicked on this blog, you either haven’t started yet or it’s not working for you. Honestly, we’re not surprised.

LinkedIn can be overwhelming at best and an echo chamber at worst.

It’s enough to turn any professional away to daydream about the old days when traditional marketing was enough.

We’re here to help professional service providers embrace LinkedIn lead generation with fail-proof strategies.

They’ll help you make meaningful connections with clients and colleagues and get tangible results for your business.

We’ll cover…

  1. The basics
  2. Paid strategies
  3. Organic strategies
  4. Testing
  5. A few do’s and don’t

Let’s get started.

1. Make Sure You’ve Covered the Basics

Before you dive into the deep end and start posting, take a moment to evaluate your business’s LinkedIn identity.

For professional services such as insurance and financial advice, success with lead generation hinges on whether your prospects deem you as trustworthy.

That comes down to how your profile and your activity. What does your LinkedIn identity say about your business?

Profile and cover photo

This could be your individual page (if you’re a standalone financial advisor or lawyer) or your company’s page.

Make sure your profile photo and cover photo are high-resolution images. If your LinkedIn page is for your business, your profile photo should be your company logo. Duh.

But, unless it wasn’t obvious already, business profiles with their logo as their profile picture get six times more views.

Your cover photo should be engaging but not cluttered. It doesn’t have to feature a tagline or mission statement – that can look gimmicky.

Choose or create an image that aligns with your brand’s colour scheme and ‘personality. It’ll instantly make your LinkedIn page look professional.

Job title and bio

Images only communicate so much. What do your job title and bio communicate to prospects?

Many professionals make the mistake of selling themselves short with this aspect of their LinkedIn bio. On the other end of the spectrum, there are LinkedIn users who get a little too abstract with their descriptions – ‘ninja’ and ‘changemaker’ have become quite a cliche.

Rather than playing it safe and copy-pasting something from your resume, we challenge you to write a 2-3 sentence-long bio that is both authentic and useful.

Something that tells prospects who you are and why they should listen to what you have to say.

A few pointers:

  • Try to use short, provocative sentences
  • Bust a myth or misconception about what you do
  • Be candid about what you love about your job
  • Also, be candid about what makes you different
  • Don’t be afraid to get a little personal


We all know that reviews and testimonials are a powerful form of marketing. 92% of people look at reviews before buying. And if you’re using LinkedIn to promote your services, your profile is the first place prospects will go to suss you out.

Having a diverse range of reviews on your profile will leverage your LinkedIn lead generation efforts.

By showcasing the praise and positive experiences of your clients, colleagues, and managers, reviews ensure that any visitor to your profile is immediately impressed.

Building a bank of testimonials is solid proof of your skills, personality, and impact on others. It’s a surefire way to build trust, influence buyer decisions, and expand your audience.

And it costs nothing. All you need is a list of people who’d be willing to rave about you.

Send a personalized email to your favourite (and most recent) clients and co-workers. Be genuine, just ask if they’d be willing to help you out by writing a review.

Community involvement

LinkedIn isn’t just a place for you to shout about your company. It’s a community where you can discuss important topics with other thought-leaders in your network.

It’s a place to congratulate others on their success, share your own thoughts and challenges – maybe even call out something you don’t like about your industry.

Whether you want to be supportive or controversial, your contribution to the LinkedIn community will influence your lead generation.

If you’re a financial advisor, your next client might find you in a LinkedIn group called ‘Women in Finance’ or ‘Small Businesses in ‘Your Town’.

It’s well worth taking the time to reach out to groups and take part in the discussion.


3. Use Organic Lead Generation Strategies

If you want to establish yourself as a thought-leader in your industry, creating and sharing original content is the way to go.

LinkedIn is an excellent platform for posting blog posts and videos to generate leads organically. If your content is received well, your network will respect you as a knowledgeable connection and future customers will recognise you as a credible source.

Types of content to use

Stuck for ideas? The following types of content are winners for professional service providers.

Type of Content Why? Example
Case study People love to read stories. A success story about your business demonstrates your value. Prospects see how you helped a client and identify with the challenge your client was facing If you’re an accountant, share a story of how you’ve helped a local business. Top tip – focus the case study on the type of customer you’re wanting to attract
Whitepaper Before investing in professional service, people do extensive research. Providing in-depth scientific analysis that proves the value of your service helps end-of-funnel leads make the final decision If you’re a financial advisor, create a whitepaper on retirement saving that shows the positive impact of financial advice ahead-of-time
Industry insight Providing commentary or analysis on a popular and relevant topic within your industry helps you gain exposure and shows audiences that you know what you’re talking about If you’re a lawyer, provide some insight into what you’re seeing with your job – offer advice, bust myths, and demonstrate how your profession is relevant to current trends
Company news Lighthearted in-office banter or company news shows the human side of your business. Being able to show the personality and community of your business will help you gain trust and respect from your network. Welcome new employees, share photos from staff celebrations, show off the new office, or even just a candid selfie of the team on a Friday.

Organic content is a highly valuable yet largely underestimated marketing tool. For professional service providers, this is what will fuel your LinkedIn lead generation campaigns.

You can post the above updates directly into your feed, or use them to fuel your paid LinkedIn lead generation strategies we just talked about.

Content marketing is well-worth investing in. If you’re looking to maximize your ROI on b2b marketing efforts, taking the time to plan your content and engage specialised content writers will put you ahead of the competition.

What works for LinkedIn content

We have a few hacks to give your LinkedIn content an extra boost.

  • Speak authentically. Write how you would speak naturally.
  • Keep your headline within 40-49 characters
  • Try to use listicle and how-to headlines
  • Avoid using questions in the title
  • Break-up walls of text with lists, bullet points, tables, images, and even memes
  • Opt for shorter sentences to make more impact

4. Test, Test, Test!

This is the most crucial part of any marketing campaign. On average, 1 in 4 marketing dollars are spent on paid marketing campaigns.

Without testing the effectiveness of your LinkedIn lead generation activities, you might as well be throwing your budget in the bin.

If you don’t know what’s working and what isn’t working, you won’t be able to allocate resources effectively to maximize ROI.

This is where you need to start considering A/B testing.

When you know what’s working for you, you can allocate resources better to maximise them and get the most desired results.

What is A/B testing?

A/B testing is a systematic way to understand and rank campaign variants.

Split testing, which is also what it’s commonly referred to, is a procedure where you show target audiences two types of marketing messages and campaigns to test their engagement.

The two marketing campaigns should be identical except for one factor. Ah yes, the independent variable. Thanks, high school science teacher whose name I can’t remember.

The results of the test show you which campaign performs better, presenting the conclusion that one variant is better than the other.

The more optimized your messages are, the more prospects will engage with them. This will help make it easier for you to convert your target audiences into paying customers or clients.

A/B Testing on LinkedIn

As far as A/B testing on LinkedIn Ads is concerned, many people mostly concentrate on two specific channels – Sponsored Content and Direct Sponsored Content.

However, another fantastic way you can use A/B testing is via outreach messaging.

Direct messaging has a bad reputation because LinkedIn is flooded with companies and businesses that are constantly sending generic, insincere messages, or spam.

What are the steps you need to consider when testing?

If you’re A/B testing sponsored LinkedIn ad campaigns, the procedure is relatively easy.

Step Action Example
1 Create two identical ad campaigns A lead generation form with a pet insurance eBook
2 Change one factor about the campaign Write slightly different captions – one with a statistic from the eBook, the other with a quote from a pet insurance customer
3 Check which campaign is performing the best You notice that pet insurance customers are responding more to the heartfelt quote
4 Continue to finetune the ad campaigns by split testing different factors Images used, emojis, special offers, 

Try and change only one thing at a time when testing so that you can pinpoint and determine what’s actually making the difference.

How long should you test for?

LinkedIn advises users to run their campaigns for at least 14-days. This will give you enough time to get all the relevant real statistics you need. Although, you can run the ads longer if they’re giving you back good results.

With that said, this doesn’t necessarily mean you should quit all your split testing when the 14-days are up. You might start getting some interesting and helpful insights, in turn, deciding to narrow things down even further.


5. Follow These Do’s & Dont’s

We thought we’d summarise a few helpful tips before you get started.

Don’t be annoying

Starting a conversation with a prospect is exciting, but it’s easy to overdo it.

Getting straight into selling insurance policies and hounding people with information is super jarring – you’ll find yourself blocked fairly quickly.

Ever had an old school friend send you a nice message on social media, only to harass you into joining their dodgy MLM? That’s the vibe we want to avoid.

For the best chance of getting a response, consider the following:

  • Ask for permission before proceeding with questions
  • Ask simple questions directed at your prospect’s challenges or pain points
  • Offer something for free – some content, a consultation, or a webinar
  • Space messages out appropriately
  • Offer prospects opt-out – you can be direct “hey, if I’m annoying you, just let me know and I’ll stop asking”

Do personalize your connection requests

If you’re taking the time to connect to someone – either a potential client or someone in your industry – it’s essential to include a personal message,

It shouldn’t be long-winded. Just a short, polite, engaging message explaining why the person stood out to you and why you’d like to connect.

It helps to reference something they mention on their profile, like a skill they have that you’re interested in or a project they worked on that you admire.

Don’t just be an advertiser

LinkedIn is so much more than a marketing platform. If you’re only there to advertise your services and bombard your network with ads, you’re not going to generate high-quality leads.

To get true value from LinkedIn, you have to give something back to the online community.

Contribute to group discussions, share your colleague’s success stories, and congratulate others on their achievements.

Do be consistent with updates

The campaign itself might be automated, but LinkedIn lead generation is no set and forget task.

To stay on top of people’s dashboards and feeds, you’ve got to post regularly and with consistent effort.

Incorporate LinkedIn posts into your large-scale marketing plan or personal routine. Some groups will have helpful hashtags to keep you in regular content – like #WhiteboardWednesdays.

Don’t be afraid to stand out

There are thousands of professionals on LinkedIn offering the exact same service that you are.

So, what sets you apart?

Learning to embrace and showcase what makes you different can be challenging at first, but it’ll help you attract high-quality leads who find your messages relatable.

This is where it pays to be a little personal – talk about your values, your passions, your hobbies, and even your mistakes.

Conclusion: Need Help With LinkedIn?

We’ve covered a lot about LinkedIn lead generation. Hopefully, by now, you feel less overwhelmed and more driven to put a strategy together and start getting results.

The best way to get started is to start working on your content. Start planning blog topics, talking to case study participants, and discussing a webinar with your team.

Otherwise, if you’re looking to delve deeper into your digital marketing tactics, it might be time to call in a team of experts.

An agency of technologists with a results-driven approach to marketing on tricky platforms like LinkedIn.

An agency like us. At GrowthGurus, we have the proven tools and processes to help you scale up your business and enhance your online presence. We’ll show you how to put the right content in front of the right people.

To get started, just give us a call or book your free strategy session.

Find out how we can help your brand to reach new heights! Get in touch