Linkedin offers unparalleled advertising solutions to get B2B leads, to get leads interested or potentially interested in buying services (or products) from another company. Why? Because Linkedin is the leading social network in most countries used by professionals. As Facebook has managed to impose itself as the de facto social network for the majority of the population worldwide, Linkedin has managed to impose itself as the professional social network par excellence (it is true that there are other networks such as Xing that are widely used in some countries, but in general the most used is Linkedin). And what do most of us do on Linkedin? Write our professional profile, say what studies we have, in what company we work, what position we have, the companies we have gone through. Our colleagues also endorse us “skills” (skills in English), saying this person knows about this or that. This generates a very large user base (in Spain of around 10 million users) with very accurate professional information. And this gives us tremendous opportunities toB2B advertisers to reach our ideal audience and display the desired advertising.
How does advertising on Linkedin work?
There is a very detailed article in our blog in which we explain how the publication works on Linkedin, the types of ads and the available segmentation options. I’m going to assume that you know all this, but if it’s not the case I recommend reading the article about how advertising works on Linkedin . In this article, more than explaining all the available segmentation options, I explain 4 very practical examples of how to generate leads on Linkedin .
Practical example of campaigns in Linkedin
We are going to describe a brief briefing to put in context the Linkedin campaigns that we are going to explain. Let’s imagine that we have the following advertiser:
- It is a company, a startup, that wants to grow a lot and has received a round of recent investment, so it has no problem to invest, on the contrary, we can not cope with the creation of campaigns.
- This company sells a SaaS, this is a Software As A Service; To make the subject easy we are going to assume that it is a Software that provides a financial solution for companies. Its ideal company size is 200 employees or higher.
- The profile of your ideal client (Ideal Customer Profile – ICP) is the financial director of a large company (+200 employees).
How to generate leads in Linkedin
Here I explain 5 campaigns to generate leads in Linkedin :
1) Linkedin campaign segmented by cargo (title)
Knowing that our target is the financial director, why not segment the users of Linkedin directly by their position? Well, this is the idea of this campaign: select the option of title and introduce several of the typical charges of our target: eg “finance director”, “financial director”, “finance manager”, etc.
Additionally, we would apply the restriction that the company in which this financial director works has more than 200 employees.
What ads do we show?Conceptually you may be tempted to show an ad, for example with the “sponsored update” ad format, with a very nice banner of your product, a copy that comes to be your value proposition (Value Proposition) and a call to the action (CTA) direct to the grain of the type “Ask for a demo” or “Sign up”. But remember, in marketing you have to put yourself on the user’s skin and speak for him, not for you. No matter what you want as a company, as an advertiser, it matters what your target audience cares about. Imagine the financial director who enters Linkedin, starts scrolling and suddenly sees your sponsored publication, imagine that he saw this announcement. What do you think I would do? Click quickly and ask for a demo? Maybe a little hasty, do not? Think that the user is very likely to be on top of all the “funnel” so we better start with a more “top-of-the-funnel” ad. For example, imagine that your marketing department produces an ebook about the future of FinTech. This could interest your target more, right? Well, it is about generating content that interests and promoting them.
Lead Gen Form format : to promote the previous ebook we could use the “Lead Gen Form” ad format, which allows the download of the document from the platform on Linkedin, without having to access the typical landing page (you see, so many chimeras of the marketers for doing landings and how things evolve …). This ad format works very well for downloading content, because it is very clear what is offered and facilitates the download process (the form that is displayed within Linkedin is already filled with the data that Linkedin has from the user). For more information about this type of ads you can read the article Lead Gene Form in Linkedin .
Undoubtedly, this segmentation should generate quality leads .
2) Campaign Linkedin segmenting by function (function)
So that you understand the motivation of campaigning with this segmentation, I am going to ask you the following question: Did you add the “Chief of Administration and Finance” position to the previous campaign? And did you also add the position of “Chief Financial Accountant”? It is very likely that you have escaped one of these charges. And if it turns out that the decision maker to buy software like your company’s had this charge? You see the motivation, right?
Well, to supply this handicap there is a very useful segmentation function in Linkedin Marketing Solutions that consists in indicating the function of the user’s profession. In this example, we could indicate:
How do we get to positions of command, the director of finance, the head of the department, etc. we have the option of adding the segmentation criterion based on the professional’s seniority (in English, “Seniority”, the translation I think would be better something like “level of professional control”):
The size of the company, as in point 1, we would also add it.
3) Linkedin campaign segmented by skills (Skills)
On certain occasions we can find that we know that our ideal target is the financial director but additionally we know that our ideal profile has (or can have) certain skills such as: “ERP”, “SAP”. On the platform of Linkedin Marketing Solutions there is an option to segment according to the user’s abilities:
In English this option is called “Skills”, I personally understand it better with “skills”, the translation I think would be better “skills” (more than aptitudes). But anyway, whatever it’s called is this.
In this scenario we can do 2 things:
- Segment by position (financial director) and restrict even more that you have these skills. It will be a very segmented audience, and this is good, but the handicap is that the volume of users to impact will be much lower.
- Segment mainly by “skills” (and not by charge), and apply some other filter as “seniority”, to limit the audience more. Here we leave the door more open to impact many users with these skills, some may have as charge “director of finance”, some others will have other charges, but I tell you, according to several factors (available investment, ideal target profile, etc. .) It may be convenient to also do this type of segmentation.
4) Linkedin Video Campaign + Lead Gen Form
In April 2018, the Linkedin Marketing Solutions platform released a much-awaited functionality for those of us dedicated to online advertising, the possibility of creating native video ads . Other PPC platforms such as Google Adwords or Facebook had a long time this function, but in the case of Linkedin was the pending issue, and I think it has now approved and with very good note. Why? Because it allows you to combine the power of a video with its other star functionality, the “Lead Gen Form” ad format . I mean, this means we can impact a user with an ad consisting of:
- Video : a video, for example, of our product / software (previously you have to upload the video to the platform).
- Text : a short text that accompanies the video
- CTA : a call to action (Call-To-Action, CTA), which in the case of configuring it as a “lead gen form” ad leads to an internal Linkedin form, with the user’s data already filled out.
What utilities does all this have to generate leads? As many creative ideas as you have. I’m going to give you two:
- Generate awareness for users in the “top-of-the-funnel”
- Make users progress down the “funnel”
It’s cool, is not it? I find it fascinating. If you want more details about examples of video campaigns that you could create to achieve the goals of your company, I recommend you read the article “Video ads on Linkedin” .
5) Remarketing campaign on Linkedin
Finally, let me mention our beloved remarketing campaigns. Have you ever heard that phrase that says: ” You only have one chance to make a good first impression “. Completely agree, per definition. But we do have many more opportunities to cause later impressions, to show several aspects of our brand, our value offer, to offer quality content that interests our audience, etc. And this we can do with remarketing campaigns.
Remarketing campaigns are perhaps technically the simplest to do, but at a tactical level, the most complex ones, which require a more global view of the game to define the multiple remarketing campaigns to be created and how they will interact with the user. As this is progressing through our “funnel”.
Currently Linkedin has the most common option to create remarketing lists, which consists of creating user lists (cookies) according to the browsing behavior on our website based on URLs, here I leave an image where it would be configured:
In this sense we could make for example a list called “Users who have shown interest in the product” and configure key URLs that may denote an interest on the part of the user. And then use this list in a campaign to impact with several ads.
In the future I hope that Linkedin includes more options to create remarketing lists in other types of behavior, such as users who have seen our videos, users who have opened a “lead gen form” but have not sent it, etc.
Well, I hope that these 5 campaigns make you see how you could get quality leads for your company on Linkedin.
I invite you to comment on your experiences, to ask how you could reach your ideal audience or simply to share this article.