Blog Post
Social Media
Markus
Brook
published on:
09.10.2020
Leads, Leads, Leads – Targeted B2B Customer Acquisition with LinkedIn Ads
Table of Contents
Table of Contents
In this blog article about targeted B2B customer acquisition with LinkedIn Ads, Johannes Stabel, COO Johannes, explains how to generate profitable and performance-based new customers with minimal waste coverage.
It is important with LinkedIn Ads to have a healthy balance between investment, advertising budget, time, and the outcome in the form of leads.
Why exactly is LinkedIn being used as an effective lead generation tool?
LinkedIn is a very large social business platform in Germany, Austria, and Switzerland, which definitely leads the way when it comes to modern advertising measures like Lead Ads. The granular targeting options are particularly efficient
Job titles,
industries,
and company names.
Theory Lead Funnel – LinkedIn Lead Ads
First, LinkedIn Ads create awareness. This means that people come into contact with the company or brand for the first time.
Then people go through the following stages:
They become Prospect Leads. This is the first phase where a potential new customer is captured through LinkedIn, for example by redirecting from LinkedIn to the contact form on your website.
Next is the Qualified Lead phase. This means that the Prospect Lead has possibly been converted into a qualified lead. Contact details are manually filtered and sorted out. It is assessed which data could represent potential new customers through LinkedIn.
Once the Qualified Leads have been identified, the Opportunity Leads stage follows. In this phase, consultations can take place where questions about the existing contract may be clarified. If there are no further ambiguities, it ultimately leads to a conclusion – the new customer was acquired via LinkedIn.
Practical Traffic with LinkedIn Ads
Important questions or areas that need to be precisely defined in order to successfully generate new customers via LinkedIn:
Which channels are already involved in your company?
Online
Offline (Print, Trade Shows, Traditional Sales)
What goals/KPIs are currently being pursued?
Exact target group definition
The funnel from the first contact with the customer to the final closure should not be too long and should remain within a realistic framework. What do the individual phases of the funnel look like and are there already specific data that can be evaluated? A connection and coherent evaluation of the data is crucial.
A potential funnel that could be developed is the lead generation through LinkedIn Ads.
For this, we clarify the following questions:
What are valuable leads and what do we actually want to track? What is a possible objective?
How long was a customer on my site?
How many newsletter subscriptions do we have?
How many people have downloaded a PDF?
We recommend using Google Analytics because this tool can connect multiple traffic channels and recognize potential synergies.
To start the whole process and be able to track leads, a campaign group must be created on LinkedIn. A campaign is then created within the campaign group, for which we need an objective:
Website Conversion
For this, a conversion tracking on the website is needed, through which leads can be collected.
Lead Generation
No website is required here. The leads are generated through the LinkedIn lead form. The data can be saved and collected as a CSV in an Excel sheet.
It is important to clearly define the target group when creating a campaign. There is an extra attribute for this, namely the audience expansion.
However, if the target group is too small, it may happen that no traffic is generated through LinkedIn lead generation.
After defining the target group, the budget and bid type must be determined.
Automatic CPC bid: Attempts to achieve the best performance
Maximum CPM / Maximum CPC bid: This strategy always tries to get the most out of the budget
Enhanced CPC bid: Optimizing ad delivery for the number of leads
Then the ads can be written. Follow these steps:
1. Name the ad (enter a contextually relevant title)
2. Then you have some space for an introductory text that describes in a few short sentences what the ad is about
3. After that, enter the target URL
4. Furthermore, the use of an image is possible
5. As well as the use of a Call to Action button
If not using the LinkedIn lead form, it is important that the landing page looks user-friendly. For this, a detailed competitor analysis is important and a clear Call to Action.
What happens next? Which factors then lead to success?
Lead Qualification
A common data basis of all different parties (sales, marketing, and performance manager) is important here. This must be accessible and easily understandable for everyone.
The following can be noted in it:
When was the lead triggered?
From which campaign does the lead originate (This is measurable with UTM parameters attached to the target URL on LinkedIn)
The sales team can contact this lead and then assess the relevance of this lead.
If the lead converted, this can also be noted.
The campaign manager, who optimizes the LinkedIn Ads, can then use this table to track whether the leads gained actually converted or if a campaign yielded leads but no closures. In response, they can react and optimize the campaigns if necessary.
Leads with LinkedIn Ads from internetwarriors
Do you need support or advice on LinkedIn Ads and lead generation? Then contact us for a free consultation.
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AUTHOR
Markus
Brook
Markus Beck is a Senior Online Marketing Manager and team lead for the entire PPC world at Internetwarriors. With his deep understanding of search engine algorithms and his extensive experience in online marketing, he helps clients improve their online presence and increase their revenue. At the same time, he is an important point of contact for his team and passionately shares his knowledge with the agency's trainees.
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