Although the social media networking platform LinkedIn is mostly used as an effective tool for job hunting and building up professional connections, LinkedIn is also an equally effective tool for generating new business leads and nurturing referral relationships.
Rated by marketers as the #1 platform for lead generation, this social media site can be your business’s all-in-one advertising platform. If used properly you too can find great leads for your business by setting up ad accounts, running campaigns, and controlling your budget.
Of course, it’s easier said than done.
Without a clear advertising strategy in mind, the task of lead generation on LinkedIn can feel quite complicated and challenging.
Because it involves all the activities and strategies that are required to not only attract potential customers but also nurture and convert them into actual customers.
Also, the fact that LinkedIn’s typical audience comprises professional decision-makers with purchasing power, can be highly advantageous to marketers. Because the marketers can speak directly to the potential customers or decision makers that can become paying customers and will not have to spend time on middlemen. One of the other significant benefits is that you will be able to analyze professional demographic data that can help you reach your target audience by filtering through advanced insights such as the job title, company, industry, seniority and much more.
Below, we’ll discuss the different advertising strategies for Linkedin and how they can help convert leads. These strategies along with effective content, well-designed posters, and appealing information can play a significant role in converting effective leads.
LinkedIn lead generation adverts
(Source: LinkedIn Marketing Blog)
Lead gen forms on LinkedIn are a great way for businesses to start advertising their products or services directly to clients through targeted advertising strategies. These forms are easy to fill as they already have an auto suggestion option and this makes it much easier for potential customers to input data. And even better, they will also be provided links to your website, lead generation landing page, or any page that you include.
According to reports from LinkedIn, the average lead conversion rate for lead generation forms is 13%, which is actually 5 times higher than the conversion that businesses receive from website landing pages. Since these ad forms can be shown directly to decision makers there is a higher chance that they will enter details so that you can contact them. LinkedIn Advertising is actually quite more expensive when compared to other social media platforms such as Facebook or Twitter, but the customer targeting options and lead generation possibilities really make it worth it for marketers.
Sponsored Content
(Source: LinkedIn Marketing Blog)
Sponsored Content is also an effective LinkedIn advertising strategy that can generate potential leads. These sponsored content, also known as native ads, pop up in your audiences’ LinkedIn feed, regardless of whether they’re browsing through their mobile or desktop. These ads will have a label on top that usually reads as “promoted”, this helps viewers distinguish the poster from regular content. Sponsored Content, can be advertised in multiple ways including LinkedIn carousel ads, single image ads, or video ads.
The best part of such Sponsored Content ads is that it can not only be used to drive leads but is also highly beneficial to building brand awareness for your business. Marketers can also gain insight into whether the ads have performed well or not by measuring the performance of the native ads that are provided by LinkedIn.
Sponsored Messaging
(Source: LinkedIn business.com)
Sponsored Messaging or previously known as Sponsored InMail lets you directly send one-on-one messages as adverts to LinkedIn members right in their inbox. Your business marketing agents can frame creative and interactive LinkedIn messages that make it easy for potential customers to get the content and offers they want, when they want.
Rather than just sending messages you can also share an event registration, promote your product with clickable quick links, or simply educate them about your offerings and lead them to your website. Either way, you will be given options to convert leads on the messaging platform itself or direct them to your brand website and then convert them into your potential customers.
Just take note— To avoid spamming the current LinkedIn users, the social media platform has set a limit on how many members will receive a Sponsored Message ad per month.
Text Ads
(Source: LinkedIn business.com)
The LinkedIn Text Ads are an intuitive and easy to create advertising strategy that empowers business owners or digital marketers to seamlessly develop, manage, and optimize unique campaign advertisements. With LinkedIn Text Ads, businesses can target any type of audience they want, even premium professional audiences who are decision makers in their industry. This will help your reach out to high-quality leads because it offers marketers a wide range of
professional targeting options and filters to choose from.
You can fine-tune your target audience with the help of several targeting options including location, demographics, professional skills, business interests, and much more to achieve the best customers that can provide value for your ad investments. Parallel to the ad campaign, you can also gain meaningful insights into your advertisements with powerful data analytics and social engagement measurement tools.
Conclusion
If your business is still not using LinkedIn, then you are definitely missing out big time on potential leads and client generation. LinkedIn is one of those few social media platforms that cater to a wider professional audience who can be key decision makers for the business. It also gives you the opportunity to directly reach out to these CEOs, managers, and more to share your business success stories, engage with existing followers, post-career opportunities, and of course scale marketing to reach a wider audience.
Therefore, if you want to generate better leads and wish to encourage your audience to make contact with your business, then it’s time to not simply create a LinkedIn company page but run effective advertising strategies that are informative, error-free, and managed by experts doing website design in Toronto or digital marketing firms.
Cindy Williams is a blogger in Canada. She is working as an outreach coordinator for Web Sharx, a company offering website design in Toronto. She graduated with honors from the University of British Columbia with a dual degree in Business Administration and Creative Writing.