LinkedIn is ideal for networking, but it’s also an amazing resource for prospecting and lead generation.
Let’s look at some facts about their users, courtesy of HubSpot:
LinkedIn is under the patronage of 25% of the adult users.
46% of online adults with a college degree are on the platform, and 32% of employed online adults.
Content consumption on LinkedIn increased from 21% in the last two years.
In other words, the leads on LinkedIn to have more purchasing power, higher incomes and are increasingly consuming in search of content.
Turn these users into leads is what marketing on LinkedIn is all about, and, recently, the platform created a new tool to help you: Lead generation. We will consider this new feature to see how it can work for you.
The Problem with Gated Content
If you are pursuing a content marketing strategy, then you also need to have a plan for what to do when someone is actually having an effect with your content – you need to find a way to convert this blog visits into something more usable.
One of the most common techniques is the gate your content with a strong call to action, offering your audience something of value (an article, an E-Book, a whitepaper, etc.) in exchange for a little information about you that can hopefully help warm you as the lead.
The problem is that, if you are a user who does not invest a lot in a brand and you want to just have a certain content, it is quite annoying to fill out a form. For one thing, you will perhaps not trust you to be responsible with your data. This is something that should be content and over time build trust. The more details that the form requires, the more likely a visitor is to be locked in without a brand a shot.
The other challenge has to do with where the most traffic is coming in 2017. LinkedIn is a great place for sponsored content, especially for the B2B sector, where it is the source of around 80%. However, according to LinkedIn’s own marketing metrics, 57% of all Website traffic comes from mobile devices. The input of long strings, just takes longer if you do it, the run to mobile, and the people out of patience pretty quickly.
The Lead Generation Forms, And Remove Friction
The solution to these problems is where the LinkedIn Lead generation forms can be a real life-saver. The Lead generation forms you remove the friction to a user, providing you with information about yourself.
Instead of placing a call-to-action on your page, lead Gen forms an automatically filled in form on LinkedIn, when a user clicks on sponsored content. The form is completed with details from your profile, so you can see every piece of information you give you are – but the only thing you need to do is click on “submit”. You will get the data you need, and you get the content that you are looking for.
In addition, since all of this happens at LinkedIn, you get the increased credibility of the platform. The shapes fit in the LinkedIn UI, and the familiar branding of the user is much more likely to trust you with their information.
If you are a company that tries to grow, the collection of this information is of crucial importance. You have to rely on a personal Note, and you can only draw if you are in contact with the people that are interested in you. Whether it’s a special offer to convert someone on the fence, or to focus in-store event upping your hyper-local-marketing-game, a solid mailing list is the key to offering a personal and unique experience.
Other advantages of working with LinkedIn
At the same time, with LinkedIn other advantages of the increase your success rate getting the information they need to work.
For one thing, because it is a professional network, LinkedIn users tend to keep their profiles very up-to-date. This means that you can be sure that the information you receive is accurate and actionable.
Another great feature is that LinkedIn is analysis, which you have a closer look at how all the leads your sponsored content. Do you share this data in the metrics, which helps you adapt to take advantage of what you do, what actually works, and does not fix anything.
According to the LinkedIn guide, here are some of the measurables that you should consider are:
Leads – The total number of leads collected by your campaign, which in the specified time period.
Lead form Opens – The number of clicks to open the form, including your clicks on the CTA, intro-text ad title and image.
Lead form completion Rate – the proportion Of open forms that have been submitted.
Cost per Lead – The amount you spent per lead collected.
The cost per lead metric is especially helpful for small businesses looking for the most bang for your buck, because it gives you a concrete, transparent point of view on what looks like your ROI.
Finally, all those data can plug directly into your CRM or marketing automation platform, so the Integration of these new leads into what you already have.
What Can You Do Now
LinkedIn is the perfect platform for content marketing, because the user exactly the kind of audience you want to target, and they are often on the Website specifically in search of useful content. But things become difficult when you try to users to give them information in exchange for what you have to offer. There is too much friction, especially if you are on the phone.
If they can streamline the process by presenting the user with a pre-filled form you will increase your success rate, build your mailing list and turn your content marketing into conversions.