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Using LinkedIn Lead Generation for Business Growth

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Over the past 12 months, we as an agency have run more LinkedIn campaigns than ever before.

Most of them - if not all of them – aimed to produce high quality leads for our clients. Leads they can nurture through a CRM system. Leads that are passed to sales when they are ready. Leads that have a high relevancy score. A high qualification score.

LinkedIn Lead Generation has been instrumental in driving business outcomes for our B2B clients, surpassing annual targets, and significantly improving the quality of leads into the business. We, of course, have case studies to prove it.

The campaign activity, supported by CRO improvements, increased organic search visibility and an insight-led content strategy, means results are often on a positive trajectory after just a few months of investment. And at the end of each month, we report on the leads and their quality. For some clients, it’s weekly to ensure we are reaching targets.

For me, LinkedIn has filled the gap where other channels were simply not driving enough of these outcomes. In niche industries with small prospect lists. In sectors where there are minimal monthly searches on Google.

LinkedIn Lead Generation Successes

The proof is in the results. 

  • For a software client, we have been generating an average cost per lead in one campaign that is 33% below their target. Their target CPL has only been achieved previously through real-life events.
  • The lowest CPL we have generated, this time for a fuel provider client, was just £6.88. The leads in this campaign then went on to have the highest email open rate the client has ever seen, at 0.52%.
  • Our MoM leads for one client continued for six months, dropped following ad fatigue, and spiked after optimisation and creative changes.

SG230103.007-Lead-Accuracy-Line-Graph-743x395__1_

LinkedIn Lead Generation Strategy – Our Core Three Pillars

Our three core pillars that every LinkedIn campaign strategy has are really simple. But the worst you can do is underestimate each and every one of them. They need to be done right and well for the campaign to be successful.

1. Insightful content that provides a value-exchange

Whitepapers, guides and webinars are everywhere on LinkedIn. It is a channel that individuals use to expand their knowledge and keep up to date in their sector. I know I do. If we want to generate leads through content, what we are offering needs to be exceptional. It needs to go beyond a product guide or a 2023 checklist.

Some of our content we’ve produced has been:

  • Overcoming regulations for medical devices in the face of Brexit
  • The complete guide to executing an effective omnichannel collections strategy
  • The future of education technology and what this means for schools

From guides, to whitepapers, webinars and blogs, we can produce technical content, by-lined by an expert.

2. Outstanding, eye-catching digital creative – and several variants of them!

With attention spans declining and endless scrolling, it’s becoming harder to stop a user from ignoring your ad. We have created an internal best practice that brings together our performance and creative teams to ensure each ad is as effective as possible. Every element of a LinkedIn ad has been considered and optimised.

Running multiple variants is key too, testing elements such as colourways, copy, CTAs, images and where widgets are placed. You won’t believe some of the insight this enables us to gather.

3. Using data to maximise LinkedIn audience opportunities

We’ve recently been talking about data-driven ABM strategies and the opportunities this brings [link to Sam R’s blog] to our clients. We can deploy these strategies on LinkedIn. Feeding the channel with your brand’s GDPR compliant data means we can utilise the channel’s machine learning to reach the right people, at the right time. This forms just one part of our in-depth LinkedIn audience strategy. Reaching customers and prospects seamlessly when they are browsing the channel. With striking creative and content, of course.

The targeting options available to us within the platform, such as demographic and work history, is unparalleled to any other social media channel. And this is one of the reasons why we have experienced more and more of our clients running LinkedIn advertising.

Getting Started with LinkedIn Lead Generation

If you think LinkedIn Lead Generation could be part of your growth strategy for the next 12 months,
drop us a line and we can explore the channel opportunities for you. You could soon a be part of our client base who are already driving high quality leads on the channel.

But don’t forget; being channel agnostic means we will only select the channel if it is right for you, your brand and your KPIs.

Over the past 12 months, we as an agency have run more LinkedIn campaigns than ever before.

Most of them - if not all of them – aimed to produce high quality leads for our clients. Leads they can nurture through a CRM system. Leads that are passed to sales when they are ready. Leads that have a high relevancy score. A high qualification score.

LinkedIn Lead Generation has been instrumental in driving business outcomes for our B2B clients, surpassing annual targets, and significantly improving the quality of leads into the business. We, of course, have case studies to prove it.

The campaign activity, supported by CRO improvements, increased organic search visibility and an insight-led content strategy, means results are often on a positive trajectory after just a few months of investment. And at the end of each month, we report on the leads and their quality. For some clients, it’s weekly to ensure we are reaching targets.

For me, LinkedIn has filled the gap where other channels were simply not driving enough of these outcomes. In niche industries with small prospect lists. In sectors where there are minimal monthly searches on Google.

LinkedIn Lead Generation Successes

The proof is in the results. 

  • For a software client, we have been generating an average cost per lead in one campaign that is 33% below their target. Their target CPL has only been achieved previously through real-life events.
  • The lowest CPL we have generated, this time for a fuel provider client, was just £6.88. The leads in this campaign then went on to have the highest email open rate the client has ever seen, at 0.52%.
  • Our MoM leads for one client continued for six months, dropped following ad fatigue, and spiked after optimisation and creative changes.

SG230103.007-Lead-Accuracy-Line-Graph-743x395__1_

LinkedIn Lead Generation Strategy – Our Core Three Pillars

Our three core pillars that every LinkedIn campaign strategy has are really simple. But the worst you can do is underestimate each and every one of them. They need to be done right and well for the campaign to be successful.

1. Insightful content that provides a value-exchange

Whitepapers, guides and webinars are everywhere on LinkedIn. It is a channel that individuals use to expand their knowledge and keep up to date in their sector. I know I do. If we want to generate leads through content, what we are offering needs to be exceptional. It needs to go beyond a product guide or a 2023 checklist.

Some of our content we’ve produced has been:

  • Overcoming regulations for medical devices in the face of Brexit
  • The complete guide to executing an effective omnichannel collections strategy
  • The future of education technology and what this means for schools

From guides, to whitepapers, webinars and blogs, we can produce technical content, by-lined by an expert.

2. Outstanding, eye-catching digital creative – and several variants of them!

With attention spans declining and endless scrolling, it’s becoming harder to stop a user from ignoring your ad. We have created an internal best practice that brings together our performance and creative teams to ensure each ad is as effective as possible. Every element of a LinkedIn ad has been considered and optimised.

Running multiple variants is key too, testing elements such as colourways, copy, CTAs, images and where widgets are placed. You won’t believe some of the insight this enables us to gather.

3. Using data to maximise LinkedIn audience opportunities

We’ve recently been talking about data-driven ABM strategies and the opportunities this brings [link to Sam R’s blog] to our clients. We can deploy these strategies on LinkedIn. Feeding the channel with your brand’s GDPR compliant data means we can utilise the channel’s machine learning to reach the right people, at the right time. This forms just one part of our in-depth LinkedIn audience strategy. Reaching customers and prospects seamlessly when they are browsing the channel. With striking creative and content, of course.

The targeting options available to us within the platform, such as demographic and work history, is unparalleled to any other social media channel. And this is one of the reasons why we have experienced more and more of our clients running LinkedIn advertising.

Getting Started with LinkedIn Lead Generation

If you think LinkedIn Lead Generation could be part of your growth strategy for the next 12 months,
drop us a line and we can explore the channel opportunities for you. You could soon a be part of our client base who are already driving high quality leads on the channel.

But don’t forget; being channel agnostic means we will only select the channel if it is right for you, your brand and your KPIs.

Get in touch

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