From engagement to enrolment
“We use a wide range of LinkedIn marketing solutions and each plays a specific role. For example, to create awareness in the minds of our target audience, we would use Text Ads and Sponsored Content to drive the audience to our landing page. To generate leads, we typically combine Video Ads or Sponsored Content with Lead Gen Forms. To nurture and drive consideration, we retarget audiences by serving them with relevant content,” he explained.
According to Che Mok, LinkedIn Lead Gen Forms play a central role in FFI’s digital marketing strategy. The ability to directly generate leads from the LinkedIn newsfeed and seamlessly integrate this with its own CRM system and marketing automation program is a boon, especially for marketers managing a longer sale process. Adding to this is the fact that FFI enjoys, on average, a 46% lower cost per qualified lead from LinkedIn Lead Gen Forms compared to other sales channels.
“We typically see the highest conversion rates from retargeting, so it’s great that LinkedIn syncs with our CRM system to automatically populate our lead database. This allows us to combine our own target email list with LinkedIn leads to easily and effectively retarget our audiences,” he said.
FFI’s disciplined approach to digital marketing, which includes ongoing performance tracking, testing and optimisation, has enabled it to enjoy positive return on investment on LinkedIn.
Elaborating, Che Mok said, “In terms of results, I must add that Text Ads have been producing unexpectedly good conversion rates for us. We didn’t expect Text Ads to do much more than create awareness so it was a pleasant surprise to earn enrolments at a relatively low cost per lead and cost per sale. In fact, our average cost per lead from Text Ads is 40% lower than other channels.”
While FFI continues to enable busy professionals to benefit from lifelong learning, Che Mok, as a marketer himself, looks forward to working closely with the LinkedIn Marketing Solutions team to learn more about the platform’s capabilities and the marketing opportunities within.