How to Drive More Business through LinkedIn Lead Generation Forms

B2B sales get easier with LinkedIn lead generation forms.

Ever tried to fill out a long, boring web form on your mobile phone? One glance at a dozen boxes to fill out makes you want to revisit that how-to video on getting rid of carpet stains. That’s why we’re psyched about the new LinkedIn lead generation forms.

The new ad format eliminates hassles and allows your prospects to get right down to business. We have been testing campaigns for a number of Red Letter clients, and the results are promising. Here are the top 3 reasons to test out the new LinkedIn lead generation forms.

#1 B2B marketers can address the greatest hurdle to conversion: pesky lead forms.

LinkedIn’s new format drastically reduces the peskiness factor. Here’s how it works:

  1. Grab the viewers’ attention through an eye-catching visuals and a compelling headline

Linkedin Ad

 

  1. Bring them to a form that’s pre-populated with information from LinkedIn

Red Letter Marketing - Linkedin Leads

 

  1. Confirm their entry with Thank-You page, and an option to visit your website for more content

Red Letter Marketing - Linkedin Leads

Be sure to have an engaging message. Get their attention with a grabber, and move them along to conversion will be a lot smoother.

#2: Tap into LinkedIn’s vast user base to expand your reach globally.

LinkedIn’s audience is huge, and they used the platform for important decisions:

  • LinkedIn has over 500,000,000 users to date
  • LinkedIn is active in over 200 countries and territories globally
  • 4 out of 5 LinkedIn members drive business decisions

#3: Reach your best prospects and eliminate media waste through LinkedIn’s super-granular targeting options.

Here are just a few of the characteristics that we can use to focus your target:

Red Letter Marketing - Linkedin Leads Specification

Much less pesky. Much more targeted.

The new LinkedIn lead generation forms are a huge improvement. However, needless to say, you should always evaluate a new digital marketing tool in the context of your business goals and marketing strategy. If there’s a match, your business will be able to more precisely target prospects, and make it easy for them to express interest.

Social Media Branding Strategy: How to Drive Results

Brands have a lot to learn about engaging on social media.

Sprout Social recently surveyed over 1,000 Facebook, Twitter and Instagram users to learn what social media branding actions drive them away, and what entices them to become followers. The survey, called the Q3 2016 Sprout Social Index, reveals important information about brands and social media, especially how they can improve.

Surprise. They seek relevance and authenticity.

  • 58% of respondents say they dislike too many branded ads.
  • 1 in 4 respondents say they dislike when brands don’t respond to them. Since only 1 in 10 brands actually do respond, that means there are a lot of disappointed brand followers (or maybe ex-followers) out there.
  • 35% of respondents say they like brands to have a personality.
  • 38% of respondents say they dislike when brands use slang.
  • 32% of respondents say they dislike a brand tries to be funny.

In other words, a brand that is not clearly defined and authentically communicated is less likely to encourage followers.

Sprout recommends, “Instead of bombarding social feeds with stock images or forced copy, do the work: Identify your brand values, collect data, identify audiences and target your content accordingly. Additionally, pull together guidelines that steer clear of over-played phrases and stay true to your brand’s personality.”

Repeated Exposure is Important

75% of respondents purchased something because they saw it on social media. But 60% need to see a product or service 2-4 times before purchasing. So brands have to find a respectful and creative balance between promoting enough and crossing the line too much.

Is a Social Media Branding Strategy Worth the Effort?

57% of respondents are more likely to buy if they are following your brand. In today’s digital world, brands have to be present where, when and how customers want them. Having good content and carefully managed promotions in the right social media channels is one way to do that.

The Bottom Line

  • Success begins with a clear social media branding strategy and appropriate brand messaging.
  • Be prepared to commit the time and resources to create quality content.
  • Likewise, make sure you commit to responding in a timely way. Treat your followers as respectfully as you would treat your real life friends.

Two Faces for Facebook? How we Solved a Client’s Facebook Dilemma

When is it appropriate to show multiple brand personalities in social media? Learn more about Facebook branding strategy below.

A client had an interesting Facebook branding strategy question. Their events management business, based at a beautiful, unique location, hosts all kinds of events, from weddings to corporate meetings. They wanted our advice on one of two options. Should they create one Facebook page to build the brand? Or two separate pages which might not be as brand-centric, but would better serve the target audiences?

Opinions from digital marketing and brand marketing professionals varied. They generally had an immediate response, as though the answer were obvious, but their answers differed. Some said it should be one page, others said two.

The one-page argument pointed out that it puts everything in one place, is easier to manage for a team with limited time and budget to keep the page updated, and it would be easier to ensure optimal SEO. All practical considerations, especially for a small business. They also pointed out that with two pages, people might pigeonhole them as only a wedding venue, or only a business events venue. Viewers would miss the complete story.

The two-page advocates admitted that it added management complications and would demand additional, precious man-hours to keep the content fresh. That’s especially challenging in a small business where people already wear multiple hats. They weren’t as concerned that people would only get half of the brand offerings if they only saw one page. They pointed out that, for the ideal Facebook branding strategy, each page should reference the other.

Back to fundamentals: know your audience and speak their language.

The more complicated marketing gets, the more important it is to practice the fundamentals. In this case, that meant putting the target audiences first, and asking, “What’s important to our clients?”

An excited bride-to-be, searching for her dream wedding location, is not going to be inspired by a Facebook page that shows updates with pictures of pinstripe suited executives. Likewise, a business meeting planner will not be comfortable recommending a potential location to his boss if it looks like bridal bouquets will be flying through the air. Because these target audiences are so different, they demand a dedicated page for each segment.

Yes, this means more staff time invested in social media. But here’s the thing with social: it’s, well, social. Social settings demand certain appearances and behaviors. Most of us behave differently in an important business meeting than we do for a Saturday evening cookout. Likewise, companies participating in social media, especially a personal channel like Facebook (as opposed to a professional channel like LinkedIn), need to consider the situation and participate accordingly.

The best Facebook branding strategy: just as in real life, be socially appropriate for the situation.

Like real life, there is no perfect answer. Weigh your options, make a decision, and then monitor and measure. Remember, too, that you can always change it and try a different way. The beauty of online content is that you can test different tactics to learn what works best. You can discover the best Facebook branding strategy through simple trial-and-error.

Red Letter Marketing is a marketing agency based in Greensboro, N.C., specializing in web development, design, branding strategy, and more. 

Social media roundup: 5 must-read social media marketing posts

The world of social media changes fast.

Here are 5 recent social media marketing articles (and podcasts) that caught our eye, and their main takeaways.

1. A map for the minefield.

 For small business owners, social media marketing is a playing field that can result in a lot of wasted time and energy if not approached in the right manner. Common Small Business Social Media Mistakes to Avoid provides great advice addressing some of the most common missteps and how to avoid them as you begin your waltz through the social media minefield.  One of my top picks on the list is Mistake #9, Failing to Establish Social Media Metrics. It’s crucial that you have a plan in place to evaluate your social media success.

2. Does size really matter? Quality vs. quantity of followers

How Do You Measure Passion? Figuring The Value Of Social Media Followers is a short-but-insightful podcast that ponders the question of quantity versus quality when it comes to your following on social channels. The focus is now shifting from accumulating larger and larger numbers of followers. Now, it’s more important to cultivate a truly engaged and passionate audience that will help amplify your content. The podcast also discusses what does (and does not) make for a potentially valuable, influential follower. 

3. Let’s get visual: Tools for creating quick social visuals

Adding relevant custom images to your social posts can greatly boost engagement.  Content with images get 94% more views than content without images.  So, having the right resources to quickly and effectively develop visual content is critical to social media success. 20 Killer Blogging Tools for Customizing Your Content is every bit as useful for social content as it is for blogging. The piece offers a nice list of tools for quickly developing custom images to use in social posts. 

4. Tweet first, ask questions later (strike that, reverse it). 

One of the biggest issues that we see with clients dabbling in social media marketing is lack of method to the madness.  Sporadic communications with no clear target or objective won’t get you very far. Before jumping in, take an extra second to aim.  It is important to first define who you are talking to, where they are hanging out, what message you want to convey, and what action you want your audience to take. 6 Steps to Create a Bare Bones and Profitable Social Media Plan will help make sure you are asking all the right questions as you formulate your plan to infiltrate the social airwaves.

5. Numbers speak louder than words. 

If you are trying to drum up some support from decision makers to invest in social media, you may need to call for a little statistical back-up to help make your case.  The impressive stack of stats provided in Pew Research Center’s Social Media Update 2016 can help build a better understanding of the current size and opportunities available across social channels. This article covers a wide span of statistical information related to the current state of social. For example, 70% of the US population now holds at least one social networking profile!

Get social media marketing help with Red Letter Marketing

Thinking about ramping up your social efforts? Learn more about our social media services or contact us with any questions you may have about how best to tackle social media marketing for your business.