You already know that LinkedIn can be one of the best choices for reaching B2B leads for your SaaS offerings. However, creating a profitable campaign is not as easy as 1-2-3. Like any digital marketing campaign, your LinkedIn lead generation strategy must be optimized to get your audience’s attention and, ultimately, make them take action.
LinkedIn uses a bidding system much like other digital advertising platforms. You’ll get to choose your audience when setting up your campaign, and it will give you an estimated range of how much you should bid based on similar campaigns.
Like other platforms, LinkedIn also lets you control your budget with a daily budget and overall budget option. Unlike other platforms, LinkedIn gives you access to an astonishing 660 million professionals and features listings of over 30 million companies.
Take these numbers alongside various statistics, like the fact that more than half of online buyers consider LinkedIn the most influential channel when making a purchase decision, and you’ll quickly recognize the importance of advertising efficiently on this powerful platform.
When choosing your LinkedIn lead generation strategy, you need to keep in mind how to set up your campaign. For example, you can choose to run it only on LinkedIn or show your ad on partner channels as well. This article will explore the LinkedIn lead generation strategy including ad types, targeting, and how to get results with Linkedin marketing.
When building your campaign, a big factor you have to consider is the type of ad you’re going to run. Your decision will depend mainly on your product/service and end goal.
Here’s a quick breakdown:
Creating your LinkedIn lead generation strategy goes beyond choosing the right ad type. We also need to think about lead generation tactics, be it automating your marketing for better reach or nurturing leads via email for a higher close rate.
We suggest combining all of the following tactics as it will increase your chances of turning a lead/prospect into a closed/won opportunity. So, let’s explore the LinkedIn lead generation strategy and techniques as well as the metrics you should be following for your campaign.
📚Recommended reading: Mobile marketing: The key to generating new leads
The lead generation technique(s) you choose to use will impact how you collect a lead’s info to begin with and what you do with it immediately following collection.
So what happens after your target customer clicks on your ads and fills out one of your forms? You’ll want to have the right CRM in place to house each leads’ pertinent contact information, assign that lead to your sales team so that they can reach out, and most importantly, you’ll want to set up an email nurture sequence so that you can warm leads throughout your marketing funnel. There are various good CRM options such as amoCRM. Make sure to choose one that fits your needs.
Once you have collected your prospect’s info using one of these two methods, you can then consider other lead generation tactics to warm them up, these include:
📚Recommended reading: How to make money with chatbots
You should consider a mixture of these techniques to make the most of your campaign.
Metrics will play a significant role in demonstrating your campaign’s success and there are many numbers you should be looking at. For one, let’s think about your average CPL (Cost Per Lead). This number is typically higher on LinkedIn than other platforms, but leads’ quality is also higher.
Another metric you need to consider is CPA or Cost Per Action. Like your other metrics, CPA will depend on several factors (including your ad budget, competitors’ ad spend, and so on), but realize that offering a guide or eBook in your campaign will have a lower CPA than a campaign where you’re trying to get the lead to schedule a call immediately.
I roughly estimate the average CPL across platforms to be highest on LinkedIn, ranging from $40 to $350. Twitter and Reddit are often the cheapest, with an average of $7 to $60, followed by Google, YouTube, Facebook, and Instagram at $10 to $75.
One of the best things you can do for your business is acknowledgee LinkedIn marketing’s true power. Then, with the right combination of tactics, your LinkedIn lead generation strategy and campaign can indeed be a success. Just make sure you’re tracking the right metrics and setting realistic goals along the way.
✅ Ready to see how amoCRM can benefit your business? Start free trial >