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Lead Generation on LinkedIn, How to Do It Right

LinkedIn Leads

Advertisers agree that the top challenge businesses face is driving traffic and generating leads. Businesses exploit several different avenues in a bid to meet their need for leads. One of the most popular is LinkedIn lead generation. If you have been engaging in lead generation campaigns without including LinkedIn lead generation in your strategies, you have been missing out on a large percentage of your target audience. This article will help you see the right way to go about LinkedIn lead generation to help you get the most out of this professional network.

Take advantage of demographics

Demographics are a good way to segment and classify your target audience and leads. LinkedIn Insight Tags is one of LinkedIn’s demographic tools. It’s a JavaScript tag that helps you monitor lead conversion, retargeting, and web analytics for your lead generation campaigns.

With this tool, you can segment audience groups based on the specific pages they visited on your website.

To add the Insight Tag to your website, simply;

  1. Sign in to Campaign Manager
  2. Click on your account name
  3. Click “Website Demographics” and select “Setup Insight Tag”
  4. Then, follow the instructions to finish the setup and add the tag to your website

The LinkedIn Website Demographics is another reporting tool that can help you understand the types of prospects you are engaged with through your ads. Adding the Insight Tag to your website also gives you access to this free tool.

On the Website Demographics page for your Ads account, you can view and compare metrics about two different website audience segments at once. You can further filter the data for the website audiences using the date range dropdown and the following demographic dimensions:

  • Job title
  • Company industry
  • Job seniority
  • Job function
  • Company size
  • Location
  • Country
  • Company

Another demographic tool you should utilize is the Website Retargeting tool, which you’ll find in the Matched Audiences interface. This tool is useful for you to target prospects whom you know have an interest in purchasing your services and goods, and who have expressed that this interest is imminent. These are easier to convert to lead as long as you work quickly at it.

Using LinkedIn’s insight Tag and other demographics save you money that you would otherwise invest in purchasing analytic tools to track your LinkedIn lead generation.

Optimize your lead generation forms

Your LinkedIn lead capture forms are an essential aspect of your lead generation process. Integrating them into your LinkedIn campaigns allows you to obtain prospect’s details for later contact and further conversion. But you need to harness their potential in the right way, or there’ll be nothing to harness.

First, recognize that no one on the internet today has the patience to fill out long forms. Even prospects who are very interested in what you have to offer may get turned off if your lead capture form is too lengthy or requests for too much information. Hence, make your lead capture forms short and concise. Only request for information that is absolutely necessary for your organization to obtain from leads.  Also, make your custom field questions easy to answer for your prospects by using dropdowns instead of leaving them as free-response fields.

One of the reasons prospects on LinkedIn fill the lead capture forms is because they saw an ad with an offer of something in exchange. Therefore, develop a strong offer to go with the forms. In your form, provide additional context regarding the offer they saw in your ad. Yet, do so in a short concise paragraph (not more than 100 characters).

Publishing on LinkedIn

The LinkedIn Feed is like the newsroom of LinkedIn; it is where people go to stay informed. You could sponsor updates from your company page so that they appear in the LinkedIn Feed. This does not just put your company in front of thousands of people but also helps you to deliver value-adding contents, as well as promotions and event invitations.

Use images and videos to garner attention while formatting them so they display well across devices. if you are targeting a specific audience in your content, harness the potential of your headline by including the name of this audience as well as in your Sponsored Content copy. Do not exceed 70 characters in your headlines and 150 characters in your Sponsored Content copy. Finally, A/B test different approaches in your sponsored posts and build around the most effective ones.

Leverage various ad types

You want your ads to communicate swiftly and concisely the benefits prospects would gain from completing and submitting the lead capture forms. Thus, use bold pictures, with clear catchy text messages. You could opt to include videos too. Make sure these media are tailored to your target audience.

LinkedIn has a variety of ad types that you could take advantage of too. There are text ads, dynamic ads, programmatic ads, and dynamic ads.

There are different types of LinkedIn ads:

  • Sponsored content
  • LinkedIn Text Ads
  • Sponsored InMail
  • Video Ads
  • Display Ads
  • Dynamic Ads
  • LinkedIn Marketing Partner Ads

Text ads include a short visual and a short message (not more than 100 characters). The message ads send private messages to your message through LinkedIn’s messaging environment.

Dynamic ads include the names and profile photos of members of your target audience along with your brand image to add a personal touch to the ad.

The best LinkedIn ad types for your company depends entirely on your overall digital marketing strategy and your budget.

Oren Todoros
Oren Todoros is the CEO of BIGINTRO, a premium PR strategy agency that services emerging industries. Their core focus is set on delivering business-changing results for ambitious clients, through impactful PR outreach, content, and lead generation solutions.

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