Expert: LinkedIn Lead Generation Requires Strategy, Not Just Algorithm
Social selling expert Dean Seddon states that businesses should focus on a clear commercial proposition, content, newsletters, and events on LinkedIn, rather than blaming the algorithm.
Businesses struggling to generate leads from LinkedIn should stop blaming the platform's algorithm and instead focus on refining their sales strategy, according to social selling expert Dean Seddon. Seddon, founder of Maverrik, argues that consistent lead generation hinges on three core components: content, newsletters, and events, all anchored by a clear commercial proposition.
Seddon identifies a common pitfall: treating individual LinkedIn tactics like posting, networking, or outreach as separate activities. He emphasizes that effective lead generation begins much earlier, with absolute clarity on what a business sells, who its target buyers are, and their willingness to pay. The algorithm is rarely the issue; rather, it's a lack of focus on the fundamental commercial objective.
The expert points out that mere visibility on LinkedIn does not automatically create a sales pipeline. Companies can achieve high engagement metrics without reaching individuals who are likely to become customers. Seddon advises businesses to start by answering fundamental questions: What are we selling? Who will pay for it? Why will they pay? How much will they pay? These answers should then inform every aspect of their online presence and outreach.
Seddon's own three-part system for LinkedIn lead generation involves consistent content creation addressing client problems and outcomes, leveraging LinkedIn newsletters for sustained engagement and audience building, and regularly hosting LinkedIn events. He stresses that success is not derived from a single post or event, but from the cumulative effect of these integrated activities building familiarity and trust over time.