Do you want to generate well-profiled leads using Linkedin using Linkedin Ads sponsored? Then you are in the right place, this article is for you.
Summary
Glossary
Below you will find the "glossary" of the main terms used in the article
What is a Lead?
This is a person who has left his/her contact details with explicit consent.
What is a Lead Ads?
What is a Lead Gen Forms
Sales leads and marketing leads
This article is about marketing lead generation: people who have decided to give their data to your company, but who in most cases are not ready to buy.
Generating marketing leads and then warming them up is less expensive than trying to generate cold sales leads.
The difference? The sales lead asks for a quote, the marketing lead downloads something, signs up for something, etc.
Lead generation through social media Lead Ads (except when using retargeting to display ads) occurs in latent demand , therefore in a high phase of the purchasing journey where there is not yet an intention to purchase.
The Cost of Leads Using Linkedin Ads
The first point to clarify: it is not true that advertising on Linkedin is super expensive, especially in Italy. The cost of an average lead in Italy is €50 using Linkedin Ads, but with the right content and tricks it is possible to obtain qualified leads even with an expense of a few Euros each.:
👆 Paying €4.70 for a person who knowingly sent their data, knowing what use you will make of it (because you say so in the submission form) I would say that it is not "expensive".
Want to learn more? Here's a case study on lead generation with Linkedin
It is certainly not a strategy based on quantity, but rather on the quality of the lead: to date, Linkedin is in fact the best platform in terms of B2B segmentation of prospects and this allows you to obtain very interesting leads.
What are Lead Ads in Linkedin Ads
As briefly explained in the glossary at the beginning of the article, Lead Ads are forms that are reached from a sponsored post and that have some (or all) data already filled in without the person having to enter it.
They are a specific type of campaign that you can find inside the Linkedin ads manager:
What you need to create a lead generation campaign
So to be able to create a Lead campaign you must have:
Open an advertising account in Linkedin Ads (it's a very simple procedure, you can find it here) and associate your company page with it.
Have in mind who you want to reach
Having something to give in return : a promotion, content, registration for an event, etc.
Having created an image that will be visible in the sponsored content (dimensions 1200 x 628 px) and thought of a line of text (no more) that calls to action and explains the benefits of what you propose.
Have a privacy policy to link to in the "Lead Gen Forms"
(Nice to have) Connect Lead Gen Forms to your CRM with Zapier to automatically find the data of people who have interacted
Fundamental : have planned a follow-up action 👇.
The follow-up
This is where many "fall down"! If you generate a contact in Linkedin Ads in exchange for content, a coupon or participation in an event, this person is not a commercial contact, but a marketing contact.
It still needs to be heated up and prepared in view of a spontaneous request or a push contact from the sales office.
For this reason, Lead Ads campaigns should be associated with:
An email automation that introduces your company and warms up the contact
A subsequent commercial contact action via message on Linkedin, email or phone call to evaluate the actual interest
An editorial calendar of newsletters that keeps the contact alive over time until they are "ready" to become a customer
The budget
How much do you have to spend? At least €10 per day, but the recommended budget is €20 per day.
The budget should be evaluated as a cost to generate contacts compared to the customer life cycle: even if it were higher than your expectations or than what is written in this article, you should evaluate the expense at the end of the sales cycle.
This marketing action should not be compared to buying email lists or cold calling, but should be seen as the beginning of a value exchange relationship with a potential customer.
Have questions? Comment below with your doubt, or book a free call with me below 👇.
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