Read Me if You Want to Drive More Leads on LinkedIn
November 22, 2020
Editor's Note: This post, co-written by LinkedIn's Mandy Bowman, is the last of a three-part series inspired by ‘Read Me’, a trilogy of essential marketer’s guides to LinkedIn, by LinkedIn. The guides are categorised by marketing objectives — to build a stronger brand, advertise better, and drive more leads on LinkedIn — and are loaded with insider insights, tips and best practices that only LinkedIn can offer.
Lead generation is a priority for many B2B marketers, given that deals are harder to close and sales cycles are often long-drawn affairs. Lead generation activity captures customer demand and filling your pipeline with a good number of high quality leads contributes to the short-term sales activation that keeps the business going. Even in difficult times, when customers are less able to buy, well-executed demand marketing can help shore up existing relationships.
If you’re like most B2B marketers, you’re already investing in lead generation on LinkedIn. And like them, you may wonder, from time to time, whether you’re getting the most out of LinkedIn as a marketing platform.
You can now save yourself the time and effort of figuring out how to build an optimal lead generation campaign by using the LinkedIn-approved five-step formula.
We go into detail about this formula in the ‘Read Me’ series, but here’s a quick look:
Step 1. Define your objectives
Objectives are essential to any marketing campaign, but more so on LinkedIn because we optimise your campaigns towards members most likely to take your desired action. We use past and predicted platform data to make that call.
Step 2. Build a compelling organic presence
The greater your organic reach, the more it can amplify your lead generation efforts on LinkedIn. Start by optimising your LinkedIn Page and adopting an always-on approach to sharing great content. This drives followers, which gives you a great base to test and optimise different types of organic content. You can then choose to repurpose the best-performing pieces for targeted paid campaigns. And remember, an integrated organic and paid strategy can significantly improve your demand marketing effectiveness on LinkedIn.
The ‘Read Me’ guide to driving more leads also includes a handy checklist to optimise your LinkedIn Page and recommended use cases for LinkedIn Live and LinkedIn Events.
Step 3. Target with precision
LinkedIn targeting is unique because members are incentivised to keep their profiles accurate and up-to-date. This means that you can reach members using a host of profile-based attributes. We find that, in most cases, using professional targeting options such as interests, member traits, skills, or functions, instead of age or gender, leads to much stronger results. After defining your audience or uploading your contact, account or website visitor list, you can also use Matched Audiences, Audience Expansion and Lookalike Audiences to quickly scale your reach before, during and after your campaign.
Step 4: Choose your ad format mix
LinkedIn ad formats are designed to work in harmony to help you achieve your objectives. In ‘Read Me’, we take a comprehensive look at all available ad formats on LinkedIn, then recommend tried-and-tested combinations that you can use to move buyers through the funnel to conversion.
Step 5: Measure, track and optimise
Because we know that measuring ad performance — and therefore the impact of your lead generation investment — is crucial, ‘Read Me’ spells out seven ways to measure and optimise your campaigns. We’ve also included tips on how you can enhance the way Campaign Manager works for you. LinkedIn generated 2 to 5 times higher ROAS (Return on Ad Spend) than other social media platforms
Finally, to wrap up, the guide ends with an overview that summarises what you need to drive more leads on LinkedIn.
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