LinkedIn is the best platform for B2B targeting in the PPC space, bar none.
In recent years, LinkedIn has become a more popular destination for users to consume content. Rather than seeing what your great aunt ate for lunch on Facebook or hearing someone yell about politics on Twitter, you can check LinkedIn to see what your contacts are up to and what topics are trending in your industry. For advertisers, the targeting options allow you to zone in on just about any part of your audience’s profile, and since the platform also has many benefits for their users, it’s in their best interest to keep their profiles up to date.
That’s why LinkedIn is the place to be if you want to generate higher quality B2B leads. But, if that’s your goal, you need to know that not all strategies are created equal.
Here, I want to talk about LinkedIn Lead Generation Ads and some best practices for you to leverage in your account. Let’s dive in!
1. Have something valuable to offer
This is the biggest issue I see with advertisers on LinkedIn. Every business thinks what they have to offer is amazing—and I’m sure your product or service absolutely is. But that doesn’t mean it’s appealing for someone to start hard selling you on their offerings without generating any type of connection with you.
I’m sorry, but a demo for your software to a cold prospecting audience likely isn’t going to do well with LinkedIn advertising.
If the content or offer you have isn’t important, no one is going to want it no matter what type of campaign you’re using. So you need to make sure you can offer something of value to your prospects.
This could be anything from an industry report to a rundown of common issues your customer base faces and how to solve them, sometimes without your product involved. Do some research and know what your market wants, and then deliver something fantastic to them for the low, low price of one lead gen form fill.
2. Integrate your CRM to follow up with leads right away
Depending on what platform you’re using, LinkedIn might allow you to directly integrate with your CRM for lead gen ads submissions.
Although you can manually export your leads, I highly recommend you integrate your CRM. It will make life so much easier for a couple reasons.
First, it saves you time of logging in and manually exporting leads on a regular basis.
Second, these B2B leads are able to start working their way into your nurture flows immediately. There’s nearly no lag time on when they user fills out the form to when they’re now part of whatever follow-up sequence any other user would be after filling out the form directly on your site.
Here is more information on how you can link your CRM and LinkedIn depending on the platform you use.
3. Give your form a useful, systematic name
I’m a stickler for naming …read more
Read more here:: B2CMarketingInsider