Generating demand through LinkedIn Lead Gen

Maybe you already get it. You’re not collecting leads because your form sucks. And now, you’re ready to change that, armed with antidotes to asking for too much, having a form not worth filling out, and creating a form that isn’t user-friendly.

One of our favorite ways to put these recommendations into action is through LinkedIn Lead Gen Forms. #NotAnAd… we just like this solution because it easily satisfies the guidance we frequently give to clients when they’re looking to do lead generation.

Here’s how it works.

Step 1:

As Campaign Manager for your LinkedIn Company Page, you can pay to create Sponsored Content within LinkedIn that displays as an ad in the news feed of users you target. Just like with traditional LinkedIn ads, you can determine who sees your lead gen ads by targeting users based on parameters like location, company name, company size, job title, job seniority, etc. The content basically looks like any update — with an image and copy — that you as a company or a user would share, but is only shared with the ideal users you’re hoping to get your message in front of.

Then LinkedIn Lead Gen Forms take it a couple steps further by including a call-to-action button on the ad that attaches to a custom and pre-filled form that LinkedIn helps you design. CTA options include:

  • Sign Up
  • Apply Now
  • Download
  • Get Quote
  • Learn More
  • Subscribe
  • Register

Step 2:

When a user clicks on the call-to-action button, he or she is then directed to a Lead Gen Form that automatically populates the fields you’ve selected/requested with information from the user’s LinkedIn profile, such as name, email address, company, etc. It doesn’t send them to an external page; users stay in-platform, using personal profile and contact information they’ve already authorized when they signed into LinkedIn. And the form is mobile-friendly/mobile-optimized, making it easier for them to fill in any remaining data if they’re on their phones or tablets.

Each of these characteristics seems to help eliminate some of the usual friction in filling out and submitting a form (and thereby leads to more form completions!).

Depending on the form fields, some info may have to be manually entered, so we suggest not going overboard with the number of fields you ask users to complete. In fact, LinkedIn acts as its own form police by limiting you to seven fields per form (though we still think that’s too many!). After all, who wants to type lots of information, especially on a tiny touch screen?

Step 3:

Once users do submit the form, they’ll see a “thank you” page where you can share next steps and connect them to the destination of your choice — your website, a webinar, a downloadable eBook, whatever.

What’s next?

LinkedIn stores your leads in Campaign Manager for easy download in real-time or, alternatively, can be integrated with your company’s marketing automation or CRM tool. Simultaneously, you can also track campaign performance across demographics and data that includes impressions, clicks, cost per lead, lead form fill rate, etc.

Other resources we dig:

LinkedIn Marketing Solutions: Lead Gen Forms

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Amplifying your presence at any event with social media: a three-step guide | before

Let us set the stage. Your company is hosting/sponsoring/attending an event or conference, and you’re preparing email blasts, signs, flyers, booklets, speaker bios, giveaways, meals, booth design, A/V setup, accommodations, scheduling… Ready? Not quite. If you aren’t including social media in your event strategy, you might as well forget about the rest.

It might sound extreme, but if you aren’t using social media to drive awareness and attendance, the other efforts you’re making are far less effective than they could be. [Read: you’re wasting resources and money.] Now that we’ve got your attention, we’ve got you covered with our three-part checklist, which tells you exactly what to do and what to consider before, during and after an event.


Questions to ask:

  • Is your organization hosting, sponsoring, or simply attending?
  • Is there a link to an event information or registration page?
  • Will your organization have a booth? If so:
    • What are the dates and times that your booth will be staffed?
    • Where is the booth located? What is the booth number?
    • Will you be hosting any activities, presentations or giveaways at your booth?
  • Are there any speakers, presenters or panel participants from your organization? If so:
    • Do you have their high-resolution headshots?
    • What is the title or topic of their presentation?
    • What is the date, time and location of the presentation?
  • Are there any partner relationships you want to highlight through the event? If so:
    • What are their social media account handles/names?
  • What is the most essential element of your company’s involvement with the event?
  • Who will be posting to your brand’s pages during the event?

Things to do:

  • Create shareable social images with:
    • The event name and booth details
    • Speaker headshots and presentation details
  • In advance of the event, start teasing out your company’s involvement through social media (including links, booth, presentation and speaker details).
  • If the person (or people) posting to your brand’s pages will not be on site during the event, create a WhatsApp group for those on the ground to quickly and easily share photos and information from their phones with your social team back in the office.

Up next:

Amplifying your presence at any event with social media: a three-step guide – during

Amplifying your presence at any event with social media: a three-step guide – after


Other resources we like:

Hands holding an iPad with analytics on the screen.

Three glamour metrics we hate and what to use instead

Actionable metrics are the only ones that matter to your business. Endless spreadsheets and glamour metrics will turn off stakeholders before they give your reporting a chance.

At MeetBrief, we’ve created a number of custom metrics that inform our Demand, Interest and Engagement scores to help us keep things crisp.

But when we need to dive into the weeds for a client, there are a few easy wins:

Instead of Pageviews: Engaged time

Pageviews. Do not report on them. Ever. It’s a terrible metric that should die. Instead, use something like engaged time (we use a plug-in for Google Analytics called Riveted) to give a better idea of how much time visitors are spending with your site and its content.

Instead of Open Rate: Click-Through Rate

Gauging the number of people who have opened your email is okay, but 99% of the time brands are hoping to drive some type of action or click on a specific piece of that email. Use the number of click-throughs as a better indicator of how successful your email campaigns are. Most would rather have 500 opens with 250 click-throughs than 1000 opens with only 220 click-throughs.

Instead of Social Followers: Engaged Users

As each social network gets more complicated with how their algorithm decides to serve your organic audience, fan and follower numbers become less important. Pages with 50,000 fans may only reach 500 engaged fans through a given post. Engaged users is a vastly superior metric to gauge long-term growth.


Other Great Resources:

Kissmetrics: 8 conversion metrics to track

Man working at a desk with laptop, notebook, and pen.

Four tips for breaking through writer’s block (in order to blog)

If you think blogging is just for for angsty teens, think again.

It’s a great way for you to bring exposure to your organization’s brand, while also helping to build your own credibility and reputation in your field. And if done through LinkedIn, blogging can be a relatively easy way to get your expertise and opinions out to a community of half a billion users.
Research has shown that brand messages reach 561 percent further when shared by employees versus the same messages shared through official brand social channels. And they’re shared 24 times more frequently when they come from employees versus the brand.

Bottom line? Blogging has an effect on just that — the bottom line. On average, companies with blogs produce 67 percent more leads per month. It stands to reason that individuals who blog about professional subject matter should see an uptick in leads or improved outreach.

Okay, so now you’re convinced and ready to blog. Get going… Wait! You don’t know what to write about?

We’ve got some advice to help you break through the writer’s block:

  1. Write about what you know. What does your team come to you for answers about? What do others look to you as an expert?
  2. Write about something you want to know more of so that you’re learning AND educating at the same time.
  3. Use conversations with your clients or colleagues as inspiration. If you’re regularly discussing an issue, chances are you’re not the only one. Someone else could probably benefit from the additional insights and discussion.
  4. Look to your organization for content that you can put your own spin on when you summarize or react to it. Odds are your only semi-original message will get more traction than the one distributed by your organization. Employee advocacy for the win.



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Annoying but necessary: a UTM story

In case you don’t already know, UTMs (Urchin Tracking Modules) are parameters that you can add to your campaign URLs; they provide additional insights on your campaign’s performance. Setting them up can be a bit of work, but it’s worth it.

Here’s why you should always add UTM tags

  • Find your best sources of traffic combined with the highest-performing content for those sources.
  • Tagging links with campaign parameters allows you to segment and analyze your traffic based on social channel, visitor type, or individual campaigns.
  • By default, all social network traffic is treated the same. Tagging links lets you differentiate social traffic from paid social traffic.
  • This segmentation allows you to optimize media spend and placement based on the quality of visit, rather than the quantity of clicks.
  • With tags, visitors can be segmented into “buckets” to differentiate between types, to ultimately find your best source of traffic.