Despite being the most popular social media platform for B2B marketers, LinkedIn has evolved into an efficient tool for generating B2B leads that many businesses have yet to explore. But, if used right, it can be a fantastic tool.
For one of our MedTech clients, we executed a 6-month LinkedIn lead generation campaign. We generated around 500 leads at a cost of $55 per lead on average.
What factors contributed to the campaign’s success?
Content
Your content is competing for attention with your target audience’s whole professional network, so it must be relevant, engaging and action-inspiring.
We advertised a virtual booth where clients could learn about the latest technologies and products from our MedTech client. It was an original approach for them to introduce themselves and showcase what they have to offer outside of the conference.
Targeting
A successful advertising campaign relies on targeting. Getting your targeting right leads to better engagement and, higher conversion rates.
We plan our targeting with a focus on relevant job titles and member skills. We put in place exclusions from the beginning. To guarantee that we were focusing on the most appropriate demographic. Also, we optimise the exclusion list throughout the campaign.
Lead generation form
We tend to see higher conversion rates for the campaign because the LinkedIn lead generation forms are pre-filled.
To increase form submissions, we reduced the number of fields on the form.
The entire customer journey, such as images, ad copy, lead generation form details, were consistent from beginning to end. They finished with a compelling and meaningful CTA.
Ad formats
For the greatest outcomes, we recommend to use a range of ad formats (images, videos, carousel). We ran the campaign only with single images. We learned from the previous campaigns we ran for this client.
The creatives were eye-catching, had a strong call to action, and mixed imagery of products and lifestyle. Due to that we were able to optimise the campaign during its course to maximise outcomes.
The success of this campaign demonstrates the potential of well-designed and executed LinkedIn lead generation campaigns. It also highlights the importance of continuous learning and improvement.
Have your LinkedIn lead generating efforts been successful?
