[Editor’s Note: This is the first post from one of the newer members of our team, Emily Hinderaker. Emily joined TopRank Marketing earlier this year as a Marketing Copywriter.]
The one item that marketers crave above everything else is information about their prospects. Often, there is even a dollar amount assigned to gaining access to a name, email or phone number. In a time where this information is highly coveted, what is one thing marketers can do to make it easy for prospects to convert?
The answer, targeted, compelling, one-click conversions.
According to Stephen Slater, Digital Advertising Manager at TopRank Marketing here’s why:
Lead generation form ads encourage the impulse buy. With one click, you can gain access to prospect information in a way that required little time or effort on their end. The beauty of this approach for advertisers is that you can show your ads to the right audience and receive one click conversions.
Paid social presents a great opportunity for one-click conversions because you’re putting yourself where you audience is already spending time. And thanks to LinkedIn’s new Lead Generation Forms the opportunity just got a lot sweeter.
LinkedIn’s Lead Generation Forms allows advertisers to get even more high-quality leads by automatically filling in customized forms with accurate profile data. You can track campaign CPL, form fill rate, and even segment audience data by profession to get a better understanding of ad performance.
This new tool makes it easier for customers to engage, and saves time by pre-filling information. With this feature, you won’t lose leads due to an exhaustive form. Another benefit is that you also have the ability to download your leads and integrate with your marketing automation or CRM software for more organized, accurate and documented lead information.
Here’s a quick video from LinkedIn showcasing the features of this tool:
If you’re ready to get started, we’ve included a helpful ten step guide below to help you create your own Lead Generation Form ad.
Depending on your business objectives, you will want to select the ad type that will help you meet your goals. Advertisers can select Sponsored Content, Text Ads or Sponsored InMail for their ads.
Enter a campaign name that’s relevant for the campaign and then select the language of your content and what you’d like to happen after someone clicks your ad. Then click “Next >” to proceed with the Lead Generation Forms.
There are a couple options to get started. Option one is to select existing content that will appear as “Sponsored Content” and will be shown in newsfeeds. or create a new post to promote. The second option is to choose “Direct Sponsored Content”, which will send customized messages to your audience segments (you’ll need Company Page Admin permission).
If you haven’t already, you’ll need to create a form template that describes your offer. Simply enter your offer headline and offer deal. Take the time to ensure that your headline and offer are compelling and speak to the needs of your target audience.
Depending on what information your team has determined is most beneficial for your campaign, select up to seven pieces of data you’d like to collect from each prospect.
You can also determine what message your prospects see after submitting their form. This is a great opportunity to redirect the user to your company website for more information.
Depending on your goal, you may want a prospect to sign up, download or request more information. Make sure that your CTA properly aligns with your ad message.
In order for an ad on LinkedIn to be effective, you must target your audience appropriately based on your message. You can select everything from locations and industries to specific job titles and even fields of study or skills.
You can choose to either pay when someone clicks on your ad, or pay based on the number of impressions. LinkedIn will also recommend a bidding strategy based on what other advertisers are doing. Typically, it will be best to start out by using LinkedIn’s recommended bid but you should optimize once you see which ads are performing best.
Keep a close eye on the performance of your ads and form completion to identify what is working best, and which ads to pause. That way you can optimize ad performance to increase results.
As you can see, LinkedIn’s new Lead Generation Forms offer a way to make it easier for targeted audiences to convert based on your offer. By removing a barrier, these one-click conversions can help fill your customer database and encourage participation from targeted audiences.
Interested in trying Lead Gen Forms? Click here to get started.
Disclosure: LinkedIn is a TopRank Marketing client.
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