How to Use LinkedIn Ads to Improve Lead Quality
1. Start With Organic Content on Your LinkedIn Company Page
When you’re concentrating on sponsored strategies, it’s easy to forget about your company’s organic LinkedIn approach. In some respects, this viewpoint is correct. You may technically build a new LinkedIn company page and begin running lead generation advertising right now.
However, if you truly want your advertising to work, you must commit at least some effort to creating your company page. After all, LinkedIn advertising show the number of followers on your profile as well as the identities of any contacts who follow it. Both of these features can boost your campaign’s success by providing social evidence and eliciting a sense of trust.
Take the first step by optimizing your LinkedIn company page. Then create a simple organic approach and start posting content that your target audience will enjoy. If you plan carefully, you can plug some of your organic content into your paid strategy, which can streamline your funnel and increase your return.
2. Build the Ideal Target Audiences for Linked Lead Gen Ads
Consider which categories of LinkedIn users you should target before launching your first lead generation campaign. Here are some questions to think about:
- Who do you want to communicate with in the end?
- Will your target audience be interested in what you have to offer?
- Is it necessary to initially nurture or narrow your target audience?
- To build your audience, what kind of data (first- or third-party) do you require?
LinkedIn’s saved audiences are a fantastic place to start if you need to add people to your sales funnel or nurture a top-of-funnel audience. You can use your company’s buyer persona to create saved audiences based on users’ professional industries, job functions, job titles, seniority levels, and interests.
Open LinkedIn Campaign Manager to create or change stored audiences. You can access and build saved audiences in the campaign setup or post-boosting interface.
LinkedIn’s saved audiences are a wonderful place to start, whether you’re looking to add people to your sales funnel or nurture a top-of-funnel audience. You can save audiences based on users’ professional industries, job functions, job titles, seniority levels, and interests using your company’s buyer persona.
Open LinkedIn Campaign Manager to make changes to stored audiences. In the campaign setup or post-boosting interface, you can access and build saved audiences.
You can use first-party data like:
- Leads or companies from your CRM tool
- People who have visited specific pages on your website
Or you can use LinkedIn data like :
- LinkedIn company page visitors
- People who have RSVPed to your LinkedIn event
- Viewers of all or part of your LinkedIn video ad
- People who have interacted with your LinkedIn lead form
It’s worth noting that you have a lot of flexibility in defining these audiences. You can, for example, retarget visitors who have visited your corporate page in the last year or narrowly retarget users who have clicked on a certain web page in the previous month.