Proof you can generate new leads using LinkedIn and landing pages
By Tim Davies
You can generate new business to compliment networking and referrals and you can do it without sitting at your desk, attending networking functions or relying on existing clients.
Here’s some insight into how to set up LinkedIn and landing pages to act as a lead generating machine and some our own real life examples (we can’t show our clients) and stats for evidence that, when done right, it can work.
1. Get your positioning right.
Skip this step if you’ve already dived deep down into who you exist for and what you’re unique selling position is. If you haven’t, then this is the starting point.
When an ideal prospect researches your firm, and they will, it needs to be clear that you exist to solve their problems and their problems only.
The days of the full service firm are numbered. Trying to be everything to everyone will dilute your message and your appeal.
Get your positioning clear, to the point and chase only one rabbit. Here is ours as seen on our website.
2. Know your ideal prospect.
Once you’ve completed step 1 you will have a good idea of your ideal prospect. Given you’re going to be paying to put your message in front of these people (using LinkedIn ads) you want to be very targeted to increase your chances that the right people, the decision makers, are the ones seeing it.
Using LinkedIn ads, you can target very specific groups of people.
The more specific you go the smaller the size of the potential audience. This isn’t a problem, unless you’re not getting the click throughs you want.
After all, you want to spend your advertising budget as that means your ideal prospects are seeing your landing page.
3. Create a lead magnet.
A lead magnet is a piece of content not an ad, which acts as an incentive for an ideal prospect to provide their email address to you. It is a visitor taking this action which we’re referring to in this article as a lead.
When was the last time you landed on a website and decided to give them your email address for no particular reason? Never, right? If you did choose to, the website probably provided an incentive to encourage you to, or your curiosity was triggered just enough for you to willingly provide it.
Every visitor will assess ‘what’s in it for me’ before sharing their email address with you. You answer that question with a compelling piece of content.
You can produce a one page PDF with a few tips on it, or you can go to great lengths to produce an e-book or white paper.
In my experience, there is no correlation whatsoever between the amount of time your spend creating the lead magnet, and how many people subscribe to receive it.
Sure, it needs to be of value to the visitor. The process of converting those visitors to subscribers however is influenced more by the landing page than the lead magnet itself.
So don’t labour on it, perfect is the enemy of action. Get it done, and get it ready.
4. Design your landing page.
A landing page is a page on your website (or hosted for you) designed to capture leads or sell something. It is not an information only page.
It’s deliberately simple in its design and focused on one thing – your conversion goal. In our case this is getting an email address.
Your lead magnet is the tool you use on the page to incentivize visitors to provide their email address. The layout, design, copy and even button colours on the page are all influencers of how effective a landing page will be and testing variants of each component can become an almost scientific endeavour.
Internet marketing software company, Hubspot, report the average landing page conversion rate to be between 5 and 15%. For every 100 visitors, 5-15 will convert.
Seen below is one of our landing pages. This page and its variant convert at greater than 20%. They are utilised for a combination of LinkedIn ads and other sources.
As you can see from the image below, this page has been running for about 2 months and in that time this page alone has generated over 170 leads!
The better you can get at converting the traffic into the leads, the more cost effective each lead has been to acquire.
5. Set up your LinkedIn ads.
Use the LinkedIn campaign manager to set up a sponsored update to promote and link to your lead magnet landing page. This article isn’t about teaching you how to use the campaign manager, you can Google that…
Your ad should look something like this below when it arrives in your target audience’s LinkedIn feed.
Once again, your image, title and description copy are all going to influence how many interactions you achieve with the post. Consider them carefully.
Make sure the copy supports what you’re promoting on the landing page to maintain relevance and increase conversions for visiting traffic. Although a low click through rate (CTR) can be frustrating, if you’re spending your daily budget and you’re maintaining a solid conversion rate, you’re achieving your goal of generating leads.
6. Track progress.
You want to track results from two perspectives; how the ad campaigns are performing in LinkedIn and how effectively your pages are converting visitors to leads.
Logging into the LinkedIn campaign manager will provide you with some basic data regarding cost per click and click through rate.
We use www.unbounce.com to set up our lead generating landing pages, and track results using this platform and Google Analytics.
If you’re using Google Analytics tracking code on your campaigns you can get some really useful insights.
As you can see from above, each click through is costing us on average $5.60. If the page is converting at 24%, each lead (email address) acquired through LinkedIn advertising has cost us $23.
How effectively you nurture these leads and convert them into clients and lifetime value of each client will probably determine whether the cost per lead is worthwhile. For us, it is.
7. Increase your page conversion rate.
After your landing page has been set up and you’re getting semi regular traffic through a combination of LinkedIn ads and other means, you’ll be in a position to start creating variants of the ad to see how effectively they convert visitors into subscribers, in comparison to the original version.
For example, this variant (see below) of the previous landing page example is currently converting at 24%, marginally higher than the previous version at 22%.
Although its not necessary ideal to change this many variables at once, the changes we’re testing in this version are;
- Change button text from ‘Access the Report Now’ to ‘Download PDF’
- Change colour of button to red to stand out more
- Attempt to increase trust by mentioning many other professional services firms have already download this
Your goal is to test what works for your business, your audience and your specific offer. Learn from it and adjust your digital marketing actions accordingly.
Driving leads through digital marketing is a challenging and rewarding science that when done well, can propel your lead generating marketing well beyond referrals and networking alone.
What you do with those email address after you’ve captured them (lead nurturing) is another science altogether.
Get started with digital lead generation today by downloading the 11 steps to digital lead generation for yourself. You have nothing to lose, and a whole new life to gain!
Image Credit: Flickr user ‘clasesdeperiodismo’ under lincence, CC BY-SA 2.0
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