How B-to-B Marketers Can Improve Leads with LinkedIn
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1.
Measure the right part of the acquisition funnel
LinkedIn offers less
broad-based customer targeting capabilities than some other content producers.
The right marketing strategy is to focus on a narrow target segment. By
measuring lead qualification at a lower part of the funnel, advertisers can
realize significant acquisition cost savings in leads generated per x ad
dollars spent.
2.
Build
the right post-click experience from LinkedIn
Emphasis
needs to be put into making the landing page as highly relevant and non-generic
to the target audience as possible. This is because a lot of potential leads
will get upset if they find non-specific information or a generalized product
landing page. The idea here is that the conversation started by the ad itself
needs to be continued and expanded upon in the landing page, to give the
potential customer a highly relevant and informative search experience.
3.
Make better use of the data LinkedIn provides
This specific advice is given based on
the fact that a lot of advertisers are not using the lead generation tools that
LinkedIn provides via its tools for advertisers. Hence, customer targeting isn’t
being done optimally and thus the response rate drops and acquisition costs
climb. LinkedIn already provides a lot of relevancy and segmentation controls
from information provided by members in their profiles; this information is
available via selections in the tools, but advertisers are sometimes
mis-targeting by not honing in on the appropriate customer segment.
4.
Know
what to do with the other 80%
By
optimizing the lead generation funnel, this author suggests that 20% conversion
rate is possible on LinkedIn. He also proposes a strategy for keeping the other
80% of the users that did not convert, by retargeting them on other sites they
visit and extending the conversation. By retargeting based on user behavior,
the advertiser can have additional opportunities to convert some of the 80%
that did not originally.
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