TITLE:
Digital Marketing on LinkedIn: In-Depth Strategies for Lead Generation
AUTHORS:
Serveh Saeidi, Svend Hollensen
KEYWORDS:
LinkedIn, Lead Generation, Digital Marketing Strategies, LinkedIn Marketing
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.14 No.5,
May
9,
2024
ABSTRACT: 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.