LinkedIn is the world's preferred platform for B2B lead generation. It has more than 875 million users spread over more than 200 countries and in recent years it has consolidated its leadership not only as a tool for achieving MQL (Marketing Qualified Leads) but it is also considered the most reliable social network among companies.
Their Lead Gen Forms tool is one of the best for spotting B2B leads. The forms in this tool use mobile-optimized technology that allows advertisers to collect their leads' data directly on LinkedIn, without redirecting them to a Landing Page.
Benefits of using LinkedIn as a B2B marketing tool
Let's look at some reasons why LinkedIn is considered one of the most powerful marketing tools for B2B lead generation:
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On LinkedIn, the profiles of decision-makers and prescribers coincide
The LinkedIn database has millions of profiles of senior professionals whose businesses can be your target. This makes it the ideal place to find your high-value leads and where to promote your products or services.
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LinkedIn is an effective Content Marketing tool
B2B buyers are constantly searching for content online before making a decision. And LinkedIn is also the social network that leads this aspect, followed by Twitter and Facebook, since its publications have managed to reach the figure of nine billion impressions each month.
It is not only the social network where professionals seek employment, it is also used to investigate the market, obtain information and read the opinions of other professionals with the ability to influence purchasing decisions. Its large database of professionals allows published content to reach a large audience.
Not surprisingly, an estimated 93% of B2B content marketers use LinkedIn to drive organic traffic.
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LinkedIn is a traffic generation tool
According to HubSpot's 2022 predictions, lead generation on LinkedIn will continue to be a top priority growing year-over-year, especially for B2B companies that are more likely to take advantage of this social network.
Additionally, 47% of all companies report using LinkedIn to increase brand awareness and authority, enhance customer experience, and build relationships rather than prioritizing sales.
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LinkedIn generates leads and sales
LinkedIn is not just a place to connect with potential customers and share content with them, but also a platform where you can convert and build business with them. This makes LinkedIn ads more effective for B2B marketers than other lead generation strategies on any other social media platform.
The benefits of LinkedIn for B2B marketing are countless. One way that companies have to generate leads on LinkedIn is through their ads. These ads allow users to link their banner to a landing page and form. Even so, this practice creates some headaches for marketers:
- The loading speed of a page influences the ability to capture visits. It is estimated that 50% of Internet users abandon a page that is loading for more than three seconds.
- More than 60% of internet traffic comes from a mobile device. If your landing pages are not 100% optimized to be seen on mobile devices, you could lose all this traffic.
- Putting too many fields on your forms reduces the chances that a lead will fill it out. According to HubSpot, forms with 5 fields are the ones that achieve the highest conversion rate. Each field you put more will reduce the results.
What are LinkedIn Lead Gen Forms?
LinkedIn Lead Gen Forms is a tool that allows advertisers to embed a specific form in their ads that is pre-populated with information from LinkedIn profiles. This makes it possible to improve the browsing experience for users and reduces the number of fields to be filled in manually in the form.
To get lead information, you can incorporate the form into your content campaigns. You can use them both in new campaigns and add them to old ones. It works with the different ads available on LinkedIn and InMail Sponsored Content, which can be accessed across desktop and mobile devices.
Advantages of using LinkedIn Lead Gen Forms
- LinkedIn Lead Gen Forms are explicitly designed for mobile use, which is very important in marketing today. 57% of LinkedIn traffic comes from mobile devices.
- LinkedIn Lead Gen Ads make it easy for users to convert into leads by removing barriers. Your potential customers are saved from filling out long forms with many fields. All they are required to do is a few clicks: click to open the ad, click on the call to action, and click to submit the information. This simple process helps generate many leads. With LinkedIn Lead Gen Forms, you can also ask users for more information without reducing conversion rates. Design the right experience to fill out the form with the data you need manually.
- Lead generation ads on LinkedIn give you a double conversion. You first get users' email when they follow your CTA, and then when they click the link on the “Thank you” page, it directs them to your website, where you have the opportunity to hit them with another offer from you.
How does LinkedIn Lead Gen Forms work?
When a user clicks on your ads, they are shown a form pre-filled with their profile information. All you need to do is confirm the information and submit. You'll then receive a report from the user, including her name, email, company name, job title, location, and any other information you've specified in LinkedIn's lead generation forms.
And finally, your potential client will see a “Thank you” page with your message and a link to your website or, if you prefer, another landing page.
These types of forms are the future of lead generation. More and more, your potential customers use mobile devices that accompany them everywhere. Skipping tedious processes like filling in forms are small details that greatly improve your marketing campaigns.
If you want to know more about how to take advantage of the full potential that LinkedIn offers you, contact one of our experts in B2B lead generation and start getting your potential customers interested in your products or services in an effective, agile and automated way.
