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

A presenter stands in a conference room with a handful of attendees.

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

Missed the first two parts of our three-step social media guide for events? Learn what to do and what to consider before and during an event.

AFTER AN EVENT

Things to do:

  • Thank the event host — or if that’s you, thank (and tag) attendees, partners and sponsors — in social posts.
  • Share a few photos that best summarize the event, while still using any relevant hashtags.
  • Share relevant content as a call-back to the event or an #ICYMI. This could include blog posts, whitepapers, eBooks, videos or case studies tied to the theme, as well as recordings of presentations given during the event.
  • If this a recurring event that you’ll be hosting or participating in again, build on the momentum and excitement from the event that just wrapped, and encourage people to attend the next iteration.

You may have missed:

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

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

 




Other resources we like:

An iPhone photographer frames is subject on the screen.

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

Missed the first part of our three-step social media guide for events? Learn what to do and what to consider before an event.

DURING AN EVENT

Things to do:

  • Arrive early and take pre-event photos. This could include the location or setting, a registration or check-in desk, or your booth (with your organization’s logo showing).
  • Try shooting photos from different angles, and experiment with flash. Take a few test photos to find out what works best in each specific setting.
  • Take candid photos, rather than posed pictures, and get as close to the action as possible without interfering. If there’s a presentation, position yourself near the stage to take photos of the speaker, rather than the back of listeners’ heads.
  • Frame your photos. Groups of three to five people in landscape format work well. And mix the images up with full body, medium shots and headshots.
  • Identify the subjects and subject matter of your photos. Double-check spelling, and if the pictured people or organizations have social media accounts (Twitter handles, for example), tag those relevant individuals, partners, clients, etc.
  • Take a lot of photos! They don’t have to be perfect, and you don’t have to post every single one. The more photos you take, the more likely you’ll find some good images to help tell your event and company’s story.
  • Post photos directly to your personal or brand accounts, and/or share photos, live event information and speaker quotes via WhatsApp with those doing the social posting.
  • Record short behind-the-scenes videos for posting to social media. For example, a 30-second clip of an executive interview could be shared without the need for fancy editing software to make it polished.
  • If using Facebook, post and “check-in” to the exact location or specific event. If tweeting, you can also check in by selecting the location of your tweet.
  • Use hashtags in your social posts, but don’t go overboard.
    • Facebook: One or two hashtags per post
    • Twitter: Three or fewer hashtags per tweet
    • LinkedIn: No more than five hashtags per update
  • Continue to alert people of activities happening as part of the main event or conference. Share reminders the day before, day of and 15 minutes to an hour before it kicks off as a last-minute call-to-action.

You may have missed:

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

Up next:

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

 




Other resources we like:

Hands taking notes in a notebook, surrounded by other books, a coffee, a laptop, photos, and eyeglasses.

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.

BEFORE 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:

A hand holding an iPhone, with a Twitter log-in prompt on the screen.

Creating twitter cards: A (worthwhile) pain in the ass

We’ve long known that tweets which include images perform better, or receive greater engagement, than text-only tweets. In fact, research has shown that tweets with images are 150% more likely to get retweeted than tweets without images! So it’s pretty fair to say that if you’re not including images in most of your tweets, you’re leaving opportunities for engagement on the table.

But what if you could take that a step further and use images to actually help drive people to your website content? Well, you can. When a twitter user clicks on one of your tweeted photos, there are basically two options: the photo can either expand to become a larger image, or it can serve as a hyperlink that sends the user to desired content.

Here’s how to make that happen:

  • First things first: Log into your Twitter account, and go to the Home page.
  • Click on your Twitter profile photo/Profile & Settings in the top right corner to trigger the dropdown menu. Then select Twitter Ads.
  • At the top of the page (near the left), select the Creatives dropdown menu and then choose Cards.
  • Near the top right is a button with the words Create Card. Click that to trigger yet another dropdown menu and select Website Card.
  • When the ‘Create website card’ popup appears, under Media, choose Select image to insert the picture that you want to include in your tweet.
    • Use an image of 800 x 418 pixels for an aspect ratio of 1.9:1, or use an image of 800 x 800 pixels for an aspect ratio of 1:1 (max 3mb).
      Write a headline specific to your content or that page that is less than 70 characters, though we recommend 50 or fewer characters so that the title isn’t truncated.
  • Add the website URL for the content to which you want to send people.
  • Give the card a unique name. This is just for you to keep track of it; users won’t see it.
  • Click Preview (to do exactly that), and when you’re happy with the look, click Create.
  • Now that you’re back in the Cards library, hover over the image/card you want to share and select Tweet.
  • Type your message (256 characters or less), unselect the box that says Promoted Only, and then click Tweet.
  • Your tweet with the hyperlinked image is now shared!

For those who skipped reading to watch a screencast, here it is!