Every year, marketers cite lead generation as their top priority (This is also their most difficult challenge.) One of the primary functions we are measured against is filling the sales pipeline with high-quality opportunities that convert. However, in a changing business environment, the fundamentals of effective lead generation are changing.
LinkedIn is regarded as an effective source of leads by the vast majority of B2B marketers. It is the most widely used social media platform for both organic and paid B2B marketing. As a result, competition for attention and mind-share can be fierce, so finding an edge can provide a significant advantage.
LinkedIn Marketing Labs has a course designed specifically for marketers who want to take the next step.
“Using LinkedIn for Lead Generation” takes you through a series of lessons that will teach you how to use LinkedIn’s power to improve your lead generation game. Here are five of the most important takeaways from the course to get you started:
Best Five (5) Practices for Lead Generation On LinkedIn
1. Reach Relevant Audiences
One of the most significant advantages of marketing on LinkedIn is that you have access to the vast majority of potential customers in one place, all of whom are business-oriented. Keeping this in mind, you can:
- Target the best prospects for your company: LinkedIn’s extensive targeting tools enable you to deliver your content and ads to members who are more likely to act and convert into quality leads.
The course teaches you how to avoid hyper-targeting, create various campaigns and approaches, use lookalike audiences, and much more.
- Retargeting to nurture potential customers: With this feature, you can nurture potential customers by creating target audiences of existing LinkedIn members who have expressed interest in your products or services by visiting your website, registering for an event, watching a video, or filling out a Lead Gen Form.
2. Understand the Value of Your Leads – Beyond the Form Fill
To understand the true quality of the audience you are capturing, you should consider not only how much it costs to convert someone, but also the long-term value of that lead. Casting a wide net does not always ensure quality.
Before you launch your campaign, ask yourself the following six questions:
- What is your company’s definition of a sales conversion?
- How long does your sales cycle last?
- What does a high-quality lead imply to you?
- Do you make use of marketing automation tools?
- What is the lead response time of your sales team?
- How are leads developed?
After you’ve launched your campaign, you’ll need tools to assess the quality of your leads. You can use LinkedIn’s Conversion Tracking to help you understand the true quality of the audience. This gives you information that will help you understand what’s going on with your campaigns, such as:
- More Comprehensive Metrics: You’ll have access to both post-view and post-click conversions, giving you a more complete picture of your ads’ overall impact.
- When configuring your conversions, you can choose how each ad interaction is credited for a conversion across multiple campaigns. The attribution model can be applied to all campaigns or just one.
- Deeper Insights: Demographic data gives you information about the audiences that are converting, such as their jobs, titles, industries, and companies. This will assist you in improving the targeting and content alignment of your campaign.
You can learn how to nail down the basics and move toward optimizing lead generation practices by utilizing these features and others covered in the course.
3. Optimize Your Campaign
Even if you’re dealing with high engagement and low conversion rates, leads that aren’t converting into Sales Qualified Leads (SQL), or a demo that isn’t generating leads, our Lead Generation course will show you how to overcome specific challenges, boosting the effectiveness of your ad campaigns.
4. Measure and Report
You want to attract a high-quality audience that will provide long-term benefits. Take the time to measure the campaign ’s success in order to do so. Look at post-campaign metrics such as the number of sales conversions and the value of each sale in addition to campaign performance. This way, you can determine the true business value of your campaign. .
5. Tap into LinkedIn Marketing Partners to Supercharge Your Campaigns
LinkedIn partners can not only assist you in creating world-class content, but they can also assist you in reaching and nurturing the right audience. Using LinkedIn’s data integration partners allows you to create targeted audience segments for your ads. Lead form integration partners can also assist you in using your own contact lists in your CRM, making it easier to manage your pipeline and messaging consistently.
Start Generating Leads on LinkedIn Now
Leads are equivalent to gold in the eyes of marketers. The most effective marketing campaigns are built on solid lead generation strategies. You can refine and improve your lead generation campaigns by utilizing the tools, strategies, and partners provided to achieve clear and convincing results.
If you want to learn everything there is to know about LinkedIn Lead Generation, the “Using LinkedIn for Lead Generation” course from LinkedIn Marketing Labs is a good place to start.