+61400 540 620 ryan@ryancaswell.com

So you want to learn how to generate new leads on Linkedin?

You exclusively target other businesses (B2B) and you know that you need to leverage the Platform.

With over 500 million users, Linkedin is an essential tool for B2B marketing and Lead generation.

People often get so overwhelmed when it comes to B2B digital marketing and lead gen but they really don’t need to. In this article I cover how you can very quickly optimise your profile and get started generating new leads for your business starting TODAY!


Optimising your profile on Linkedin can be a real art but this needn’t stop you from altering what you have now, and making a start on your Linkedin lead generation.

The more niche or targeted you can be with your offering or value proposition the better, as this will increase the likelihood of conversion. The more specific a solution is, the more impact it will have on that target market. The best way to find out is to make a start and see what kind of engagement you get (otherwise feel free to send me a message and I’d be happy to share my thoughts).


First of all, your tagline needs to be captivating enough that it convinces people to click on your profile and learn more about you.

I Help B2b Consultants Generate new leads by starting valuable conversations with their ideal clients on linkedin

There’s is no one right answer but a common framework (that you will likely see everywhere now you know it) is the following.

I help ________ to _________ by __________

To put it into context my tagline is “I help B2B consultants generate new leads by starting valuable conversations with their ideal clients on Linkedin”. Its pretty obvious what I do and who I help straight away from reading this and enticing enough to get people to want to read more.


So once you optimised your tagline and people are now reading your profile you will want to make sure that your copy here is optimised to convert.

When I say convert, I mean, what 1 action do you want people to take once they have read your profile?

  • Send you a message?
  • Book a consultation?
  • Attend a seminar?
  • Go to your website?

Think hard about what you want people to do when they come across your profile and make sure the copy leads into that.

Remember to focus more on what you can do for people and what specific problem you solve than what qualifications you have. You need to understand, in the nicest way possible, PEOPLE DON’T CARE ABOUT YOU. Not yet any way. All they care about is what’s in it for them should they connect and engage with you so think about that when writing your copy.

Talk about your results, not your experience. You need to connect the dots as to how you are going to help your target client. If you are still having trouble coming up with something then use this template below as a starting point.

PROBLEM – Lead in with the problem people are facing that.
WHAT I/WE DO – Brief explanation about your product/services generally as a solution to the above problem.
WHY/HOW IT WORKS – Brief explanation of how/why your product/service works.
WHAT PEOPLE ARE SAYING – What results are you getting/can people expect?
CALL TO ACTION – What action do you want the reader to take?

I’ve included a couple good examples below to reference (Profiles may have changed from time of writing this article).


Make sure you have a picture of your face on your profile, not a logo. People do business with people not with logos. You wouldn’t turn up to a networking event with a bag on your head.

good and bad linkedin profile picture for lead generation

Make sure you are smiling and look as approachable as possible. Doesn’t have to be a professional head shot (smart phones take amazing photos these days) but by the same token you don’t want to be portraying ‘amateur’.


Having scripts does not mean that you don’t tailor your messages to your prospect. What it does mean is that you have a structured and proven framework with which to base your messaging on so that you;

  1. Move fast and effectively
  2. Leverage proven systems and don’t waste time reinventing the wheel

I’ve included one such framework that yields great results. It’s important to not come across sleazy, spammy or salesy but instead genuinely add value to the people you are connecting with.

Once again the more tailored it is to the target market the more likely it will be to convert.


Message 1 – Custom Connection Request

Message 2 – Thanks for Connecting and Ask if they would like your article/case study/attend webinar (Send to them if they say yes)

Message 3 – Reiterate the Value of the article/case study/attend webinar (if they didn’t reply)

Message 4 – Send a meeting request

If you would like access to my ‘fill in the blank’ outreach script then just enter your email below and I’ll send through the framework as well as access to my ‘lead management spreadsheet’ (mentioned later on).


So once you got everything above sorted out then you are ready to start connecting and having those conversations.

You want at least 20% of the connection requests you send out to be converting. Much less than that, then you may want to consider how salesy/spammy you are coming across in your messages and profile. Of course this is just a rule of thumb and every industry is different.

You don’t need to have a paid subscription service to Linkedin to start searching for leads. These services are amazing and provide far more functionality in terms of filtering down on your ideal client and saving lists of leads. However they are not necessary to get started and I encourage to work on your processes first before trying to scale things up.

Linked standard account already provides some great filter functionality with the filtering options and allows you to send a number of connection requests to 1st, 2nd and 3rd degree contacts per day.


Whilst this all sounds fairly simple it grows quick and managing the hundreds of connection requests and leads can quickly get out of hand.

Whilst there are a number of CRMs that connect with Linkedin I’ve found that the simplest way and that provides the most flexibility and control is with a good old fashioned spreadsheet.

Using a spreadsheet is a great way to manage your leads and see who to follow up on. To Learn how to use my personal lead management spreadsheet watch the video below.

Finally you need to commit the time to make this work. At a minimum you want to be spending 1 hour a day, consistently committed to this in order to see results. If you would like access to the spreadsheet and scripts mentioned above then just follow this link to request a copy.

The process and fundamental concepts used here are not difficult, but you need to be doing your part and putting in the time. Put in the time and adjust as needed and you are sure to see results.


Hope this article has helped. Remember not to get bogged down in the technicalities and just get moving, start connecting and start those value adding conversations.

Remember to put in the time. You likely won’t be an expert over night so if you are willing to commit to this and put in the time then you will surely see results.

You may not even get it right to begin with but remember to measure everything you do and continuously adjust, measure, react, repeat!

For those who like to move quick, leverage proven systems and get the best possible results straight out the door then I would Love to help you set up your linkedin lead generating war machine. If this sounds like you then use the link below to book a FREE, no obligation 1 hour strategy session with me where we will take an in depth look at your offering and whether lead generation on Linkedin is a good fit for you and your business. We will cover

  • Linkedin’s Sales Navigator services
  • Building highly targeted lists of leads
  • Optimising your profile for conversion
  • How to really SCALE things up with your lead generation
  • Building your lead generation dream team

Expected results

  • 200-500 new connections each month and more visibility with your target market.
  • 15-100 conversations every month and somewhere.
  • Between 3-8 qualified sales calls per month (depending on how challenging the niche).

So if you are ready to fast track your lead generation results on Linkedin and just focus on what you do best then jump on a strategy session with me and we can quickly work out;

A. If Linkedin lead generation is even a good fit for you and your business and

B. How to get results fast.

If you have any questions feel free to message me on Linkedin or leave a comment below, I’d love to help out!

To your success!!!


About The Author

About The Author

Ryan is a B2B lead generation specialist who helps companies grow exponentially by defining their message and starting valuable conversations with their ideal clients on Linkedin. If you'd like to see if Ryan can help you and your business grow then apply for a FREE strategy session using the link below.

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