LinkedIn is consistently ranked as one of the only channels for B2B marketers. With over 900 million users spanning greater than 200 countries worldwide, it isn’t obscure why LinkedIn’s concentrate on lead generation has helped it turn out to be a go-to platform for businesses seeking to discover and win more high-quality leads or speed up their marketing activities overall.
If you’re unfamiliar with LinkedIn’s in-channel lead generation forms, here’s a fast rundown of how they work, why they’re seemingly geared toward B2B brands, and use them to get the most out of your small business’s LinkedIn Lead Gen efforts.
LinkedIn Lead Gen Forms
LinkedIn’s lead gen forms are some of the most useful tools for advertisers seeking to generate leads inside the platform. They could be incorporated into specific posts or ads which are created inside the platform and easily put, Lead Gen forms give advertisers the opportunity to attach with leads on the social network directly, moderately than having to redirect them to an external landing page
.The forms are pre-populated with user information that’s pulled from their LinkedIn profiles. This helps increase form-completion rates by reducing the number of fields that users should enter manually. Lead gen forms also utilize a technology that’s optimized for mobile use, simplifying and enhancing accessibility and experience for users regardless of their device preferences — which is a significant advantage seeing as over half of LinkedIn’s total traffic comes from mobile users.
Benefits for B2Bs
Whether they were intentionally designed that way or not, LinkedIn lead gen forms appear to cater to the unique needs of B2B marketers specifically.
Audience Specification
LinkedIn advertisers have the option of constructing and curating targeted audiences, which could be intentionally centered around highly-specified B2B audiences. These targeting options also make it easy for B2B marketers to prioritize decision-makers by including role-specific parameters for industry type, company size, and even seniority levels for certain job titles.
Content Marketing Exposure
B2B buyers routinely seek for services or products information online before making their purchasing decisions. With content playing such a very important role in moving B2B buyers forward of their customer journey, LinkedIn’s nine billion monthly content impressions turn out to be much more invaluable for organic content creators, influencers, and of course, B2B marketers seeking to connect with key audiences inside the platform.
Qualified Lead Sources
With its impressive skilled database full of key decision-makers in B2B audiences, LinkedIn is an undeniably advantageous place to foster customer engagement and create sales opportunities. Since there are over 180 million senior-level influencers on the platform as well, it’s protected to say that focusing your lead generation efforts on LinkedIn also means increasing your brand’s visibility in front of more high-volume leads.
Higher Data Collection and Conversion Rates
The key to the success of LinkedIn’s Lead Gen forms is of their ability to gather more data and convert more leads by removing friction. Because the forms are auto-populated with user info, prospects avoid having to fill out lengthy forms filled with tedious or redundant fields. This gives advertisers the ability to ask for more information without reducing conversion rates.
Best Practices
LinkedIn Lead Gen forms do loads of the heavy lifting for his or her advertisers. That said, there are still a number of easy things B2B marketers can do to optimize their users’ experience and maximize the overall effectiveness of the forms.
1. Use strong headlines and compelling descriptions — LinkedIn Lead Gen forms are incredibly low-maintenance, with plenty of presets and pre-filled fields to pick from with not more than a number of easy clicks. However, no amount of automation can compensate for the impactfulness of clever, creative, and customised copy. The first step in making your forms effective is getting users to read them in the first place, so be sure you use direct, enticing headlines and descriptions that clearly and concisely convey either your call to motion or the advantages of the services or products your form is promoting.
2. Limit your form fields — Lead Gen forms already reduce the number of manual-entry fields by auto-populating user info that’s pulled from their profiles. But, limiting the number of any additional form fields to a minimum continues to be advisable as a way to improve user experience and increase the number of form submissions by keeping things as easy and efficient for users as possible.
3. Include a Thank You page — Aside from the incontrovertible fact that Thank You pages are almost at all times well-received by users, in addition they provide advertisers with treal estate that could be used to create double conversion opportunities. By incorporating secondary CTA’s or links into your Thank You page, you may direct converted users — who’ve already provided their email address in consequence of completing your form – to your website, where they could be nurtured further or presented with one other offer of your alternative.
Once you’ve gotten the hang of creating and incorporating Lead Gen forms into your LinkedIn promoting efforts, the next step is to begin testing and optimizing! LinkedIn’s lead generation tools offer countless ways to cater your content and your ad strategies to hyper-specific audiences, meaning there are almost at all times recent approaches or tactics you should use to get the more out of your lead gen efforts inside the platform.
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