One of the most effective ways to generate leads on LinkedIn is through lead gen forms. These forms allow businesses to capture important information from potential customers in exchange for valuable content or offers. In this article, we’ll walk you through the steps of creating a lead gen form on LinkedIn and share some tips for optimizing your form for maximum results.
What is a Lead Gen Form on LinkedIn?
A lead gen form on LinkedIn is a pre-filled form that appears within an ad or sponsored content on the platform. These forms are designed to capture important information from potential customers, such as their name, job title, company, and email address, in exchange for valuable content or offers.
These forms are an effective way to generate leads because they eliminate the need for users to manually enter their information, making it easier and quicker for them to submit their details.
Why Use a Lead Gen Form on LinkedIn?
Using a lead gen form on LinkedIn offers several benefits for businesses, including:
Increased Conversion Rates
With pre-filled information, users are more likely to submit their details. This ease of use translates to higher conversion rates as compared to traditional landing pages where users may drop off before completing a form due to the time or effort required.
High-Quality Leads
LinkedIn’s user base consists primarily of professionals, which means the leads you generate are likely to be relevant and valuable for B2B businesses. These professionals are often decision-makers within their organizations, making them prime targets for your marketing efforts.
Cost-Effectiveness
LinkedIn lead gen forms are relatively inexpensive, especially when you consider the quality of leads and the potential ROI. In comparison to other lead generation methods, such as direct mail or trade shows, LinkedIn can be a more budget-friendly option.
Streamlined Lead Capture Process
Lead gen forms simplify the lead capture process, reducing friction for the user and improving the overall experience. This streamlined process can lead to better engagement rates and more effective lead generation campaigns.
How to Create a Lead Gen Form on LinkedIn
Creating a lead gen form on LinkedIn is a straightforward process. Follow these steps to get started:
Step 1: Choose Your Campaign Objective
The first step in creating a lead gen form on LinkedIn is to choose your campaign objective. This will help LinkedIn optimize your form and target the right audience. Here are some objectives you can consider:
Website Visits
This objective focuses on driving traffic to your website. It’s great for increasing brand awareness and directing users to a particular landing page.
Engagement
If your goal is to create a buzz around your content or product, the engagement objective can help increase interactions such as likes, comments, and shares.
Video Views
For businesses looking to promote video content, this objective is ideal. It can help in increasing brand recall and establishing thought leadership through informative or educational videos.
Lead Generation
The lead generation objective is specifically designed for collecting user information through lead gen forms. It’s the most direct way to gather leads for your sales funnel.
Step 2: Create Your Ad
After choosing your campaign objective, it’s time to create your ad. This is where you can customize your ad’s headline, text, and image. It’s crucial to use attention-grabbing copy and visuals to entice users to click on your ad and fill out your lead gen form.
Crafting a Compelling Headline
Your headline is the first thing users will see, so it needs to be compelling enough to capture their attention. Make it relevant to your audience and the value proposition of your offer.
Writing Persuasive Ad Copy
The ad copy should clearly communicate the benefits of your offer and prompt the user to take action. It’s important to be concise and to the point, while also being persuasive.
Selecting the Right Visuals
Visuals can make or break your ad. Choose images or graphics that are eye-catching and relevant to your message. High-quality visuals can greatly increase the chances of a user engaging with your ad.
Step 3: Choose Your Target Audience
Next, you’ll need to select your target audience. LinkedIn allows you to target specific demographics, job titles, industries, and interests, making it easier to reach your ideal audience.
Demographic Targeting
You can specify the age, gender, and location of the LinkedIn users you want to target, allowing you to reach the most relevant audience for your business.
Job Title and Industry Targeting
LinkedIn’s targeting options also include job titles, functions, seniority, and industries. This level of detail helps you get your ad in front of users who are most likely to be interested in your offer.
Interest and Behavior Targeting
You can also target users based on their interests, skills, and behaviors on the platform. This could include targeting by groups they are members of or content they interact with.
Step 4: Set Your Budget and Schedule
Now it’s time to set your budget and schedule for your ad. You can choose to have a daily budget or a total budget for your campaign. You can also set the start and end dates for your ad to run.
Setting a Daily Budget
A daily budget ensures that your spending is spread out over the course of your campaign. It’s a good way to manage spending while ensuring consistent ad delivery.
Choosing a Total Budget
If you prefer to have a cap on your overall spend, a total budget is the way to go. Once your budget is reached, your ad will stop running.
Scheduling Your Ad
Timing can be crucial for the success of your ad. Consider your audience’s behavior and schedule your ad to run during times when they are most active on LinkedIn.
Step 5: Create Your Lead Gen Form
The final step is to create your lead gen form. To do this, you’ll need to provide a headline, description, and a call-to-action for your form. You can also customize the information you want to collect from users.
Crafting a Compelling Headline and Description
Just like with your ad, the headline and description for your lead gen form need to be compelling. They should clearly communicate what the user will receive in exchange for their information.
Designing the Call-to-Action
Your call-to-action (CTA) should be clear and tell users exactly what to do next. Whether it’s downloading a whitepaper or signing up for a webinar, make sure your CTA aligns with your offer.
Selecting Form Fields
Decide on the information you need to collect from users. Stick to the essentials to keep the form short, as a lengthy form can deter users from completing it.
Make sure to keep your form short and concise, only asking for the essential information that you need. This will make it easier for users to fill out and increase your chances of getting more submissions.
Tips for Optimizing Your Lead Form on LinkedIn
Now that you know how to create a lead gen form on LinkedIn, it’s time to optimize it for maximum results. Here are some tips to help you get the most out of your lead gen form:
Use a Strong Headline and Description
Your headline and description should be attention-grabbing and clearly communicate what users will get in exchange for filling out your form. Use persuasive language and emphasize the value of your offer to entice users to submit their information.
Emphasizing Benefits Over Features
Focus on how your offer will solve a problem or improve the user’s professional life. Benefits resonate more effectively with users than a simple list of features.
Creating a Sense of Urgency
If applicable, include a sense of urgency in your headline or description. Phrases like “limited time offer” or “download now” can prompt users to act quickly.
Using Action-Oriented Language
Use verbs that inspire action, such as “get,” “discover,” “learn,” or “join.” This can make your offer more compelling and increase the likelihood of form submissions.
Keep Your Form Short
As mentioned earlier, keeping your form short and concise is key to increasing submissions. Only ask for the essential information that you need, and avoid asking for personal or sensitive information.
Limiting the Number of Fields
Each additional field can decrease the chances of a user completing the form. Limit the fields to what’s absolutely necessary for your follow-up process.
Considering User Convenience
Remember that LinkedIn pre-fills some of the information based on the user’s profile. Take advantage of this feature to minimize the effort required from the user.
Avoiding Sensitive Information
Requesting sensitive information can raise privacy concerns and deter users from completing your form. Stick to professional details that are relevant to your offer.
Use Eye-Catching Visuals
Including visuals in your ad and lead gen form can significantly increase its effectiveness. Use images or videos that are relevant to your offer and will capture users’ attention.
Choosing High-Quality Images
Make sure the images you use are of high quality and reflect the professionalism of your brand. Blurry or low-resolution images can negatively impact user perception.
Using Relevant Visual Content
Select visuals that directly relate to your offer or the benefits of completing the form. This can help users quickly understand the value proposition.
A/B Testing Visuals
Consider testing different visuals to see which ones resonate best with your target audience. This can help you refine your ad strategy and improve conversion rates.
Test Different Ad Variations
It’s always a good idea to test different variations of your ad to see which one performs the best. This could include testing different headlines, visuals, or target audiences. By testing and analyzing your results, you can continuously improve your ad’s performance.
Trying Different Headlines
Experiment with different headlines to see which ones capture the most attention and lead to higher conversion rates.
Varying the Ad Copy
Alter the phrasing and messaging in your ad copy to determine what resonates best with your audience. Sometimes, small changes can make a big difference.
Targeting Different Audiences
Don’t be afraid to test your ad with various segments of your target audience. You may find that certain demographics respond more favorably than others.
Follow Up with Leads
Once you’ve generated leads through your lead gen form, it’s essential to follow up with them in a timely manner. Use the information you’ve collected to personalize your follow-up and offer additional value to your potential customers.
Personalizing Your Follow-Up
Use the details provided by the lead to tailor your follow-up message. Personalization can significantly increase the chances of converting a lead into a customer.
Offering Additional Value
Provide leads with more than just a sales pitch. Offer additional resources, information, or incentives that relate to the initial offer they showed interest in.
Timely Response
Respond to leads as quickly as possible while their interest is still high. A prompt follow-up can make a strong impression and help move the lead further along the sales funnel.
News
LinkedIn’s recent algorithm shift towards quality over quantity is transforming the platform’s landscape. This change has elevated LinkedIn beyond a mere networking hub, particularly benefiting B2B companies. Now, emphasis is placed on authentic engagement and meaningful content, driving a surge in C-suite activity. Effective branding extends beyond influencer marketing to include leadership representation, employee advocacy, and diverse content strategies. By empowering employees with guidelines and resources, businesses can harness their expertise to amplify brand reach.
Moreover, leveraging various content formats, from articles to short-form videos, enhances audience engagement and addresses customer needs. In this evolving digital realm, LinkedIn emerges as a potent content marketing tool for B2B brands, offering unparalleled opportunities for meaningful connection and brand elevation.
Conclusion
LinkedIn lead gen forms are a powerful tool for businesses looking to generate high-quality leads. By following the steps outlined in this article and optimizing your form, you can effectively reach your target audience and increase conversions. Don’t forget to continuously monitor and analyze your results to improve your lead gen form’s performance.
