How to generate more leads for your business through LinkedIn Lead Gen Form
When it comes to B2B product offerings, generating high quality leads are necessary for the growth of a company. New customer acquisition helps in business expansion and hence companies seek to reach out to the right prospect who may benefit from the product or services that the company offers. Typically considered as a top of the funnel user acquisition strategy, any inbound lead that flows into your CRM is valuable as there is a clear need and interest that has drawn the prospect to the company page.
As we all agree, there is no one strategy that fits all. For a successful lead-gen strategy, a mix of channels, content and different targeting tactics at the beginning paves way to a defined process that proves successful to the business.
Lead generation is a type of inbound marketing practice of targeting prospective customers who have shown interest in your company's product or service. Through gated content syndication, a company can build its database with valuable contact information.
Lead generation can be achieved through various marketing tactics such as social media (Facebook/Instagram, Twitter lead gen forms), Events (webinars and on-ground events)(Try LinkedIn Events feature), Gated asset syndication, SEO/SEM (Google, Bing, Pinterest) or by purchasing Third Party intent data to name a few. You don’t necessarily have to pay for generating leads as it can be done organically also, and I will share more on this in my next post soon.
In this post, I am covering how to tap on to the paid LinkedIn Lead Generation targeting tactics, one of the many effective ways for building a sales funnel for a B2B company.
One of the biggest advantages of Linkedin targeting is that it helps you to identify your ideal target customers through identifiers which are of value for any business that sells to other businesses. It lets you segment customers by the Company they work with, Industry they work in, Job title they hold within the organization or a specific Skill set that may benefit from the product / services your business offers. There are other advanced targeting features that help you craft a more compelling message by audience type. It’s self ad-serving platform lets you have full visibility and control of your campaign. Ads with Lead Gen Forms can be purchased on a cost-per-click or cost-per-impression basis.
LinkedIn Lead Gen form pre-fills a prospects LinkedIn profile data which can be added to Sponsored Content or Sponsored Inmail Ad.
Here is a quick step by step guide to setting up a campaign:
Step 1 - Log in to the AdPlatform Campaign Manager
Step 2 - Select the Account and Campaign Group
Step 3 - Create an Ad, that includes Lead Gen Form. Follow the self guided steps to complete other details such as:
Set up target group
Select the Ad format
Set up the budget and duration of the campaign
Create a new ad or use an existing ad
Create a new Lead Gen Form and select the fields. Create a Thank You Page and hit Create the Form
Launch the Campaign
Campaign can be optimized as you go along and once members have engaged with your Lead Gen Forms, you can create Matched Audiences Lead Gen Form audience segments to retarget engaged members in future campaigns.
5 best practices for creating a Lead Gen Form:
Provide very clear and compelling reason for the prospect to click and submit the form.
Keep the fields in the form to 3-5. Although it allows you to select up to twelve informational fields but keeping it short help save time and effort.
Add an explicit opt-in option so that you have a consent from them for future marketing communication.
Clear instructions in the TQ page on how will they be receiving the content piece they signed up for.
A/B Test different ad format and ad copy and optimise along the way.
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