LinkedIn, over the last few years has come a long way from being just a job search portal to a platform for lead generation, especially for B2B and small business. The platform has globally around 500 million users and 42 million Indian users, making it an ideal platform to promote your content. However, with Facebook having a sophisticated advertising platform and ad formats, more marketers preferred Facebook for lead generation. Understand this, LinkedIn recently introduced changes to its advertising methods, making it a comprehensive platform to generate leads. Here is a look at all the changes that marketers need to know.
If you have used the Facebook Ads Manager, using the LinkedIn advertising platform will not be too difficult.
LinkedIn Lead ads
The LinkedIn lead ads are the coolest and newest update that the platform has introduced. It is also the most useful one for any B2B business. You can use the LinkedIn lead forms for your sponsored content and campaigns. It works like a regular ad but when you click on the call to action, it takes you to a pre-filled lead from within the platform, making the entire experience seamless and hassle-free for users. The form is prefilled because the form already extracts most of the information from the user’s profile. With more marketers going the mobile first route, this ad format is an excellent option to explore, especially since it does not take you to a landing page or a website, making the process much faster and easy to navigate on the mobile.
Here is a guide on how to create the lead form ad.
Step 1 – Select the Lead Forms option
Go on to the LinkedIn advert manager and select the preferred language, type the name of the campaign and choose the ad format as, “ Collect Leads Using LinkedIn.”
Step 2 – Choose the content
Choose the content that you would like to promote. You can choose from the available content that you have posted or post new content for your target audience.
Step 3 – Set up the lead form
The next step is to set up the lead form itself. Enter a form name, a headline and other information needed. Treat it as a landing page and give all the necessary information including a powerful call to action to make sure that the user fills out the form.
Step 4 – Choose the fields for the form
The next step is to create the form and you can choose up to seven fields that you want to collect from your lead form including name, email address, job title and phone number.
Step 5 – Thank you Message
You also have the option to set a thank you message and display a URL that can take the user to, once some fill out the form. This can be a landing page or website.
Step 6 – Select the target audience
Selecting the target audience is the most important step to collecting the right leads. LinkedIn gives you the option to choose from a wide range of them based on demographics, job titles, location, industry, skills, gender, etc. Once you have selected the audience, choose the budget and define your bid type from CPC or CPM and voila, your ad is now ready!
Measuring results from the Lead Forms
Apart from giving you the basic information of the cost per lead, LinkedIn also tells you how many people opened the advert, how many of them opened the form and how many submitted as well. You can also download the leads from your form and used that data for future campaigns.
LinkedIn already has detailed targeting options, which allows marketers to target potential audience by the company, job title, etc. However, the platform has now expanded and introduced a concept called matched audience. Matched audience lets you retarget website visitors and add your contact database. This option gives you the chance to target people who are familiar with your business, giving you a better chance of capturing the lead and driving sales. Using matched audience, you can target:
As the name suggests, with this feature, you can target people who visit your website. Make sure you add the LinkedIn pixel on all pages of your website, just like how you add the Facebook pixel and create a custom audience in the tools section of campaign manager.
If you have a database of your customers, with contact targeting, you can add them to your LinkedIn campaign manager and target them.
Account targeting lets you reach powerful people who call the shots within your target accounts. All you need to do is upload a list of target companies to match against the 8+ million company pages on the platform.
Sponsored InMail ads look just like a regular email and present the opportunity to marketers to send personalised messages to their target audience. The InMail ads act as an email marketing campaign, which is sent to the target audience’s LinkedIn inbox, without having to acquire their email ids. The best part about this feature is that it has 100% delivery as the emails are sent only to people who are active on the platform when it is being sent.
InMail ads are a great way to showcase your product, branded content, webinars and promote content downloads such as ebooks and infographics.
With the Sponsored InMail ads, you can target a variety of target audience relevant to your business just like the lead ads. The ads are only sent to a user once in 60 days so it eliminates the question of spam and crowd.
Best practices for creating InMail ads
- Keep the subject line catchy
- Personalise your greetings and your target audience by their first name.
- Use compelling text and visuals
- Use a powerful call to action
- Use relevant target audience
Why do LinkedIn ads work?
- Create awareness about your brand
- Reach decision makers – From CEOs of Fortune 500 companies to senior level executive, LinkedIn has all the top decision makers who can potentially see your advert.
- Increase the reputation of the brand
Who Should Advertise On LinkedIn?
With more than 500 million users and various ad formats, LinkedIn has become the go-to platform to promote content. If you are a small to medium size business and want to sell to decision makers, LinkedIn is the perfect place to be. According to data, more than 80% of the leads generated for B2B companies come through LinkedIn. From promoting relevant content to showcasing the product, B2B services can create a niche market for themselves on LinkedIn.
Although LinkedIn is synonymous with the B2B sector, we have tried it out for B2C sectors as well. It especially works well for real estate, education, finance, the publishing industry, etc. With the right targeting, a business can increase their visibility and possibly generate leads. Given below is an example of how one of our real estate clients, Mahindra Lifespaces, leveraged LinkedIn lead ads to improve the quality of sales. To promote one of their properties on GST Road, Chennai, they look to LinkedIn lead ad feature to target senior level executives. The ad opened to a lead form within the platform, giving a convenient way for potential investors to contact the buyer. With LinkedIn, Mahindra Lifespaces saw a 5x increase in leads at about 20% of the cost.
Which one of these updates are you trying out for your business? Let us know by leaving a comment.