Boasting a massive network of over 500MM purpose-driven business leaders, influencers, and key decision makers, LinkedIn has become one of the world’s largest online communities for professionals and is ranked by advertisers as the number one platform for driving quality business leads. LinkedIn plays an important role in lead generation, so much so that 92% of B2B advertisers say that the social platform is an integral part of their digital marketing mix and has accounted for up to 80% of B2B marketing leads.
One of the biggest challenges that advertisers face when it comes to social platforms isn’t regarding how to generate a higher quantity of leads, but rather how to generate a higher quality of leads and prove out their value to the brand. That’s where LinkedIn comes in.
Promoting content on LinkedIn is a way to not only engage with your target audience, but also to educate them while further enhancing your brand image. For example, if your target audience is looking to increase their productivity in the workplace, a snackable article with tips on how to improve productivity will capture their attention and further assert your brand as an expert in the space. To drive your audience further down the funnel and encourage them to convert, offer up valuable information in exchange for their completed action. Capturing users’ attention with your promoted content is only one of the integral factors that go into a thoughtful Lead Gen strategy on LinkedIn.
Before you add LinkedIn to your marketing mix (which I’m sure you’re already jumping at the idea of), there are three best practices to keep in mind that will ensure you’re generating the highest quality leads.
Create Content that Aligns with the Consumer’s Mindset – As previously mentioned, to drive lead generation, you must create content that delivers value to your audience. In other words, to get value, you have to give value. You can provide value with a simple white-paper or it can come in the form of a guide, podcast, webinar, eBook, report, infographic, etc. Whichever type of content you decide to promote, ask yourself does it provide my audience with something that they will gladly exchange their information to get?
Keep Lead Gen Forms Short and Direct – LinkedIn has made it easy for users to fill these out and for advertisers to quickly collect leads with forms that are pre-filled with LinkedIn profile data. However, it’s key to limit the information required of the user to three to four fields, despite the fact that the maximum is seven. Limiting the form to fewer fields will make them seem less daunting to the user and will likely result in stronger conversion rates. Additionally, be sure messaging is consistent throughout. The messaging content and Lead Gen Form should align so the user knows exactly what they’ll receive upon completing the form.
Use Conversion Tracking and Built In Campaign Lead Reporting to Measure Lead Quality – To gain a deeper understanding of your converting audiences and greater visibility into campaign performance, set up conversion tracking, available via a Site Wide Insight Tag or Event-Based Image Pixel. You can specifically track lead conversions through LinkedIn’s built-in reporting functionality which gives you access to key lead metrics such as cost per qualified lead, and cost per acquisition revenue per lead.