LinkedIn is one of the largest social media networks in the world, but increasingly marketers are making the mistake of overlooking what the platform has to offer. LinkedIn isn't just about creating a great profile to boost your attractiveness to recruiters. Now, it is quickly becoming a powerful lead generation tool that marketers can use to quickly acquire highly qualified prospects.
In order to increase revenue from advertisers, LinkedIn has recently invested a lot of engineering time in adding powerful new features to their marketing toolbox. This article will show readers how to use some of LinkedIn's best tools to quickly scale any lead generation strategy in a predictable way.
Reduce Friction With LinkedIn Lead Gen Forms
For every point of friction between website visitor to conversion, there is a drop off point at which a certain percentage of visitors will fail to take the next step. Let's say that of the people who even make it to your best performing landing page, only 25 percent will submit the form to become a lead. LinkedIn Lead Gen Forms help to reduce this friction and therefore helps to increase conversion rate efficiency.
Rather than drive visitors to a landing page on your website, this new ad vehicle asks the audience to fill in the form directly through LinkedIn. Since LinkedIn already has their contact information stored on the platform, it only takes a click of a button for a lead to submit their information.
Ads that offer audience members a free report, ebook, template or tool will perform best since free offerings are a compelling incentive that motivates audience members to share their information. This ad vehicle can directly integrate with your marketing software, meaning that new leads can automatically be enrolled in an email nurture campaign or can be handed directly to sales.
Build Brand Awareness with Sponsored Content
According to data cited in CMO.com, native advertising is more likely to engage audience members than traditional digital banner ads. One study found that people are 25 percent more likely to engage with native or sponsored advertising compared to banner ads. Furthermore, people tend to engage with the content nearly twice as long as they would with banner advertisements.
LinkedIn offers marketers the opportunity to promote sponsored content that can help to build brand awareness while also converting readers into leads.
Using LinkedIn Publishing, marketers can write a compelling piece of content that includes a clear CTA (call to action) at the end of the piece to drive readers to a company website. The article can then be promoted through LinkedIn to increase reach, and ultimately leads.
Alternatively, LinkedIn advertisers can simply post an update to LinkedIn and can then invest in promoting this update to ensure that the post reaches a wider audience. Either way, promoting sponsored content on LinkedIn is a great way to provide prospects with a piece of valuable content that builds awareness while encouraging them to take an action that converts them to a lead.
Harness the Power of InMail
Data compiled by the LinkedIn Marketing Solutions team indicates that InMail (the messaging system within LinkedIn) has a 2x better message open and click through rate compared to email. For marketers hoping to quickly scale lead generation efforts, this should be music to your ears.
An added benefit of InMail is that marketers can be sure contacts will actually receive the message, given that sponsored InMail messages are only sent to active and verified users. That means that unlike email with spam folders and bounced messages, InMail will be delivered to your target audience.
Like with any advertising vehicle, it is important that the "ask" is aligned with the audience's expectations and their stage in the buyer's journey. Consider asking InMail recipients to take a top of the funnel action like downloading a free ebook or registering for an upcoming webinar.
Master LinkedIn Targeting Options
LinkedIn is the only social network with rich information about 450 million people's professional identities. While Facebook and Instagram boast more monthly active users, LinkedIn is where people go to share their professional story. That means that marketers have the unique ability to target people based on specific professional criteria.
It is easy to target audience members by education level, job title, industry, and company department. It is much more difficult to target users this way on other platforms. Marketers interested in using LinkedIn to generate leads should be sure to explore the rich targeting options LinkedIn offers.
Emarketer reported that 67 percent of B2B marketers invest in social media advertising to generate leads. Of the marketers who invest in social media ads, 60 percent said that LinkedIn delivered the best ROI.
Marketers who are interested in dramatically scaling lead generation should look no further than LinkedIn lead gen forms, sponsored content, and inmail. Each ad vehicle, when setup correctly, can help to quickly scale lead gen efforts.