What’s easier – catching the attention of a person sprinting through a noisy crowd on a busy street, or talking to that same person in a quiet, calm setting with no outside noise or distractions?

LinkedIn ended 2023 by announcing it has topped 1 billion members, meaning the digital streets on this platform have never been so loud or crowded with online “noise”.

That’s why publishing more daily content here is NOT going to move the needle for you in terms of LinkedIn lead generation.

So, if you’re relying on trying to game the LinkedIn algorithm to help your status updates, short-form videos, articles and other content you publish here “catch” the attention of your ideal leads while competing with literally a billion other users for their time and attention, you’ve got a difficult road ahead.

Why You Should Post LESS Content on LinkedIn

Even if you do “catch” people’s attention with a LinkedIn status update or post that generates lots of likes and comments, how many of those digital passerby actually turn into paying clients?

Think about the mode most of us are in while browsing LinkedIn or other social platforms – we’re scrolling at supersonic speed, stopping only when something captures our attention for a few seconds.

We might pay attention for a few fleeting moments, give it a like or quick comment and then resume our race down the digital dopamine rabbit hole that social networks are designed to provide.

You know what’s way easier?

Just talking to people 1-on-1 and seeing if they’re interested in your product or service.

How To Generate Leads on LinkedIn in 2024

Let me say it again: Publish less content.

Stop killing yourself and/or your team to try and come up with enough content to pump out daily status updates, short-form videos, articles and everything else that you throw into the void of noise here on LinkedIn.

Instead of throwing out constant streams of content and “hoping” it resonates to the degree that someone (eventually) seeks you out and demands to do business with you, there’s a much easier method.

Digital door-knocking.

Using LinkedIn’s built-in search filters, you can literally make lists of your ideal niche audiences in seconds.

(Think of them as virtual neighborhoods where every homeowner is a good prospect!)

Once you do that, you can then reach out to each prospect 1-on-1 by knocking on their virtual door – i.e. their LinkedIn inbox.

(In fact, here are 5 proven ways to reach out 1-on-1 to 200-300 of your ideal prospects on LinkedIn every single day!)

So, if you’re going to go “door to door” on LinkedIn, what should you say or do?

And (more important!) how do you avoid sounding sales-y or spammy in the process?

First things first: Not every single prospect you reach out to is going to be interested in your product or service, nor have an immediate need / pain / etc. that you can solve right now.

So you need to “knock” on a lot of digital doors. (That’s why volume matters.)

And, don’t worry – you don’t have to be a pushy or “sales-y” type person.

Instead of just “asking” for something, you’ll be “giving” first … then seeing how the prospect wants to proceed.

Steal Costco’s Syrup Idea

My wife was grocery shopping the other day at Costco when a worker offered her a pancake with a free sample of a new maple syrup brand.

Sure enough, my wife came home with a massive container of maple syrup (Costco doesn’t have anything in small quantities ๐Ÿ˜† ).

When I asked her where that random purchase came from, my wife explained she felt a social obligation / reciprocity to repay that person’s free gift / kindness by purchasing a 10,000 ounce container of maple syrup that will last us until roughly 2040. ๐Ÿ˜

You’ll utilize the same strategy here on LinkedIn with high-value, high-quality and tasty content that you give away as a free sample of your expertise and insight.

Note: I’m not talking about a short status update or 30 second video.

Rather, I’m talking about something substantive, like an eBook, an on-demand training video or similar.

This type of content is something that you create once, then use over and over (and over!) with each new lead you come across.

With that said, I’ve found eBooks work best on LinkedIn right now in terms of generating YES replies.

(More on that in a minute.)

The Ideal 1-on-1 LinkedIn Message Strategy – Qualify, Then Personalize

Once you’ve built your list of ideal prospects to reach out to on LinkedIn, here’s a simple 1-on-1 message you send each person:

“Hey (NAME) – can I send you a free digital copy of my eBook ๐Ÿ“š “[NAME OF EBOOK]?”

Or try this as a variation or split test:

“Hey (NAME) – can I send you my best free tips for how [Benefit Prospect Would Want]?”

Either way, I’m literally writing 1 line or asking 1 question to gauge their interest.

That’s it!

If the prospect answers YES, then I send them the free eBook and start personalizing my follow up messages.

I’ll look at the person’s profile to see where they live, went to school, etc., and find something I can sprinkle into my follow up messages.

So a follow up might look like this:

“Great! I’ve attached a PDF of the eBook to this reply. Also, unless LinkedIn is misleading me, I see you live in Chicago – my apologies in advance if you’re a Bears fan! ๐Ÿ˜† “

I love sports, so I gravitate toward that angle.

There are plenty of other avenues you can use – just like in a real life, 1-on-1 conversation, you can ask the other person questions about their favorite topic – themselves!

Another example:

“Great! I’ve attached a PDF of the eBook to this reply. Also, I see you live in Chicago – I’m planning a trip there with my family this summer. Any “must see” tourist things you suggest for a family with 3 kids under the age of 10?”

See how these follow up messages make YOU more relatable, real and personable + spark some ongoing conversation / banter with your prospect?

You can also use LinkedIn’s built-in messaging features to hyper-personalize things with audio notes, direct “selfie” videos, emojis, GIFs and more.

They key in personalizing your follow-up messages on LinkedIn is that it shows you’re not an automated bot and actually took the time to look at the other person’s LinkedIn profile and engage like a real human being.

Remember, however, that you ONLY do this after the other person expressed interest in your topic.

After all, you don’t need more friends – you need more clients.

How To Craft a Compelling eBook

As I mentioned earlier, eBooks are red hot right now on LinkedIn.

A good eBook helps your ideal prospects get to know, like and trust you by sharing your authentic story / hero’s journey.

It also demonstrates your expertise around a key issue / challenge / problem your ideal clients are facing.

Here’s an example of an eBook I wrote for a client of ours, Leadership Development Consultant Carl Blanz

Carl Blanz eBook Cover

For the cover of Carl’s eBook, I had our designer play on Carl’s background as a top chef to catch the reader’s attention visually.

Next, I started the text with a surprising revelation and personal story from Carl:

Page 1 of Carl Blanz’s eBook

The eBook then pivots into key leadership lessons Carl learned (and implemented!) while helping distressed businesses reverse declining revenue, improve employee engagement / retention and create a cohesive company culture.

The key is following a simple formula: Personal Story + Business Lesson = Content

In Carl’s case, you get to see him as a real, approachable and authentic human being who also happens to have incredible insights and ideas around leadership development that have been implemented (with great success!) in the real world with companies of all shapes and sizes.

That’s the same formula you want to follow.

Great News – You Can Stop Creating All That Content!

Bottom line: If you want to generate qualified leads on LinkedIn in 2024, publish less content.

Focus on quality (i.e. a well-done eBook or value-packed online training) over quantity.

Then reach out 1-on-1 in a simple, fast and friendly way to hundreds of your ideal prospects on the platform day after day.

For those who say YES to your free samples / free content, take the time to not only deliver the content your promised, but also personalize your follow up engagement and make yourself a real, relatable human being and build rapport.

You’ll be pleasantly surprised at the quality of the leads you receive as a result here on LinkedIn!

Want More Free LinkedIn Lead Generation Tips?

If you found these tips helpful, I have even more to share with you!

Visit the Nemo Media Group website or click on the image below to grab free digital copies of my bestselling LinkedIn Lead Generation books & templates:

Get free digital copies of John Nemo’s bestselling books!

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