The LinkedIn Lead Generation Tool You Should Try Right Now
by MGB2B
Two big product announcements have come out of LinkedIn over the past couple of months, one of which your manufacturing company can take advantage of right now. First, the leading social media network for professionals leaked that in November 2017, “Matched Audiences” will enable LinkedIn advertisers to target users based on their web activity and email addresses. And good timing – these options are already available on Twitter, Facebook, and other social sites. Unfortunately, you still have a few months to go before trying this particular feature. But here’s one you can put to use immediately. B2B companies, rejoice: there’s a new function currently available to LinkedIn advertisers: a LinkedIn lead generation tool.
Just In Time
This roll out comes at an opportune time for LinkedIn, who is historically behind the ball when it comes to ad offerings. Twitter, the second most popular B2B social media channel for content distribution, has just sunset its lead generation ad format after several years of stagnancy. And while Facebook continues to offer a similar lead generation ad format, its use by 76% B2B organizations for content distribution pales in comparison to LinkedIn’s 89%. The professional social media network is in a rare position to lead the pack in, well, leads.
For now, the new LinkedIn lead gen ads are available on mobile devices only. And with almost 80% of social media time spent on mobile today, it’s not a bad move. (Though a desktop version will likely roll out eventually.) Thinking about getting started? Here are a few ways to use the new LinkedIn lead generation tool.
3 Ways to Use the New LinkedIn Lead Generation Tool
- White paper downloads. LinkedIn is effectively removing two steps from the traditional 3-step process of 1) advertising your white paper on LinkedIn, 2) directing users to a form fill page on your website, and 3) requiring users to fill out and submit a form to download. Now, users don’t need to leave the confines of LinkedIn to complete steps 2 and 3. And better yet, using their LinkedIn profile information, the form is largely autofilled.
- Webinar registrations. Like the example from this VentureBeat article, these lead gen ads give users a quick, easy way to sign up for online events like webinars. And LinkedIn content ads resemble regular posts – featuring social engagements right on the ad, including the ability to share. This social vote of confidence can work as extra incentive for users to sign up.
- Freebies. What if you could hand select which trade show visitors stopped by your booth for a branded lanyard? With LinkedIn ads, you can target based on demographics, down to which company users work for. And with new lead generation ads, you can offer these targeted users unique experiences and materials that will truly benefit their business, from consultations to a trial run of your product.
Most pieces of content that requires users to register for can be applied to the new LinkedIn lead generation tool. It’s important to remember, though, that until LinkedIn begins offering integrations with CRMs, you still need to download all collected leads from LinkedIn’s campaign manager. From there, they can be entered into your database and mailing list. Most importantly, into registering for whichever piece of content inspired them to click in the first place.
Can you see your company using this new LinkedIn lead generation tool? Need help getting started? Drop us a line.
Continue ReadingB2B Monday Myth: B2B Web Design is All About Pretty Pictures
by MGB2B
The Myth: Web Design is All About Pretty Pictures
The Truth: B2B Web Design Needs to Properly Guide your Audience Throughout the Site
When it comes to B2B web design, the challenge has nothing to do with the pretty pictures and crazy font. Instead, it has everything to do with the process and functionality that guides your audience through the site.
User Experience
In order to do so, there needs to be a strong focus in user experience. A good user experience has to include accurate and relevant call-to-action buttons and website functionality – this is a non-negotiable. Website functionality isn’t about pretty pictures, like many may think. A clean and focused webpage format draws attention to the site and leads users to where you want them to go.
Also included in user experience is a strong message that is portrayed throughout the site. A lack of message (or an unfocused one) confuses your audience as to what your company does. A strong company message builds trust and lets users know what your company is all about. Your B2B web design must focus on strong messaging throughout the entire site in order to give your audience a sense of understanding – which will ultimately keeps them interested.
Call-to-Action
It is important to have the right call-to-action buttons throughout a site to drive people to a contact page and capture them as a lead. In order to drive people to a contact page, your B2B web design blueprint needs to include easy access to your lead generation form. Basically, if a user has to dig for a way to contact you, the website isn’t guiding your audience. And your user has to already have intent – and patience. A better user experience on your B2B page leads users to easy-to-find contact pages, which means higher conversion results.
The more CTA buttons you have, the better your results are likely to be. Repetition is key. Instead of just having one call-to-action button on the top of the website, it is beneficial to include them on the bottom of each page as well.
Lead Generation
Once your website is designed to accurately and effectively guide users through your site, more and more visitors are able to be converted into leads. After that, you can determine whether the call-to-action buttons helped to generate a lead. Then, you can see how they interact with your brand and determine whether the lead becomes “qualified”.
While pictures are eye catching, they do not create leads. If your B2B web design accurately guides your audience throughout your site with strong functionality and properly placed call-to-action buttons, there is a very strong chance that more users will interact and become interested in filling out a contact form to learn more.
Continue ReadingB2B Monday Myth: Social Media Advertising for B2B Brands Isn’t Important
by MGB2B
The Myth: There’s No Need For My B2B Brand To Advertise On Social Media
The Truth: B2b Advertising On Social Media Has A Number Of Benefits Which Encourage Prospects To Move Through The Sales Funnel.
B2B brands have finally come on board to social media, and many boast a large posting presence. But when it comes to social media for B2B brands, this is often where the buck stops. It’s a misconception that social media advertising is a playing field for B2C brands only. Unfortunately, that type of thinking keeps new leads from getting into your prospect stream. Now more than ever, there’s compelling reasons why platforms like Facebook offer serious lead generation simply from social advertising. The number of benefits of social media advertising for B2B brands is undeniable – and we’ll break them down for you.
B2B Buyers Are On Social Media
It takes a number of touch points before a buyer is ready to make purchase decision. The more visibility your brand has, the better. These B2B buyers are absolutely present on social media. If you want to place your brand in front of your target audience, this is where you need to be.
If you ignore social media advertising, you’re missing out on a crucial chance to interact with your audience. Remember that behind every social media account is an actual human, and emotion goes much further into the B2B buying decision than you may think. While promoting business value may seem like the logical angle to take, you may find that other strategies that create a personal connection could reign supreme when reaching people on their own networks.
Targeting Options
There are robust capabilities across every social media platform that allow your brand to reach relevant audiences. The nature of social media allows us to analyze different behaviors and actions of users. Then, we can target our ads to those who do what we want. While there are different tools on each social platform, most allow you to segment your audience by age, location, gender, and occupation.With Facebook, you can even target by events, which is helpful if your brand is participating in a trade show or conference. And Twitter allows you to advertise based on intent, using interest and keyword targeting, to create meaningful campaign insights.
It’s Cheap
Social media advertising for B2B allows you to set your own budget, so you can spend exactly what and where you’d like. Whether you choose a long-game strategy or short-term bursts, you can customize your social media advertising campaign to fit exactly your budget.
Flexibility Of Message
When you release a print ad, you’re stuck with what is published. Not so with a social media advertising. Change your message as frequently as you’d like. This is especially helpful if your campaign is evolving, long-term, or if you’re unhappy with the insights produced from your original ad. Plus, with the many audiences active on social media, you are able to change your message for different targeted segments.
Social media advertising for B2B brands is just as necessary as it is for B2C. Utilizing platforms like Instagram, Facebook, and LinkedIn allows businesses to reach and segment their target audience, maintain message flexibility, and stay within budget. Not only does this build brand awareness, but also generates new prospects.
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