A successful lead generation campaign involves classifying prospective customers and qualifying their probability to buy.
The purpose of lead generation may vary from driving sales to increasing webinar registrations. In the end, it is the same goal to take a user and turn them into a quality lead. As a digital marketing agency, we help our clients daily on this strategy and can help you. Here are the steps for getting quality leads and creating a profitable ad campaign.
Social Media Ad Campaigns for B2B Business
LinkedIn is the best platform for business to business (B2B) targeting in the pay-per-click (PPC) arena. It is where users go for content and industry news.
When advertising, the targeting options allow you to focus in on a part of your target audience’s profile. Which is why LinkedIn is the best place to generate higher quality B2B leads.
A Valuable Offer
Every company has a valuable product or services, but you need to get it to the right person and in the right way. You need to be sure to offer something of value to your prospects. Are you hitting your prospects’ pain points and offering a solution? Do you know what your market wants?
Integrate Your CRM
Erase the added step of manually exporting your leads by integrating them with your customer relationship management (CRM) system. The CRM technology is for managing all of your company’s relationships and interactions with potential customers and customers. The goal is to improve business relationships.
These B2B leads you are generating from LinkedIn are able to start working into your nurturing campaigns immediately when it is integrated. There can be no downtime, the user fills out the form and they are part of the follow-up sequence.
Content is Important on LinkedIn
Your landing pages are based on information and content. You will want to treat the content of LinkedIn ads the same way. The user is trying to decide if they are going to give their information in exchange for what you are offering. The content will drive them.
Use the Offer Headline and Offer Details sections to tell the user what benefit they’ll get from filling out the form. There are limits for each section, so concise and clear language is needed.
Volume and Quantity
When creating an ad campaign, there becomes the question of large quantities of forms filled out or quality of leads. As a digital marketing agency, we encourage our clients to have better quality leads then just anyone. The form questions will separate the quality leads from the lesser quality users.
You will want to leverage the customer questions, requiring the user to type something in versus using autofill questions. The more questions you ask the fewer forms you will receive, however, the forms you do get will be users who need what you have.
Find the balance. While more is better, too much is not good either. It may take some trial and error to get the magic number for your prospects.
Give Users Options
Depending on what you are offering through your ads, remember that not all users are the same and they make have different intentions for when they’re going to engage with your content. This can be seen with a downloadable whitepaper, they may want to come back and read it later. Give them multiple ways to engage with your offer.
Give them the website link that will send them to the landing page URL in the confirmation after they fill out the form. Another way is to send them a follow-up email using your CRM. Even if it is a short email, thanking them and here is the report you requested. They will see your brand as an educational resource. Thus, creating an expert reputation and creating a bond that later will draw them back.
Higher Conversions Rates with Effective Ads
Lead generation when utilized can effectively increase users into leads and finally customers. Having efficient well-generated ads will get higher conversion rates. The strategy needs to be solid and well thought out so that implementation your brand will get the increase in results.
As a top digital marketing agency, we go through these steps for our clients to get them the proven results.