LinkedIn Lead Gen Forms, a new solution in Sponsored Content campaigns, helps marketers drive even more high-quality leads, as it removes the main barrier on mobile devices: filling a clunky contact form.
With the new Lead Gen Forms, when a user clicks an ad, their LinkedIn profile automatically populates an in-app form with the required information to submit instantly. Thus, making it easier then ever to collect leads from "nearly 500 million professionals, influencers, and business decision-makers who use LinkedIn," writes the team.
The Lead Gen Form carries information inluding:
- Person's name
- Contact info
- Company name
- Job title
- Location, and more.
After the form submission completes, advertisers can show them either an in-app "thank you" page that connects people with your content or sends them to a website.
LinkedIn says its forms are more accurate then traditional website froms, because this lead data is pulled from member's up-to-date LinkedIn profile.
Here is what you can do with Lead Gen forms:
90% of 50 customers surveyed during pilot, have said to beat their cost-per-lead (CPL) goals, as well as also sqw lower CPLs with LGMs then their standard Sponsored Content campaigns.
Measure ROI: For now, you can track key metrics like CPL, form fill rate using reporting tools in LinkedIn Campaign Manager to measure the value getting from ad spend. Later in near future, LinkedIn plans to add demographic reports to show "exact number of leads from specific audience segments."
Seamless Lead management: Advertisers can download lead lists from Campaign Manager or sync leads with any marketing automation or CRM system through Driftrock and Zapier. Soon, LinkedIn says marketers will be able to send lead data directly to Marketo, Oracle Eloqua, and Microsoft Dynamics 365 accounts.
During launch, Lead Gen Forms will only be served for Sponsored Content campaigns on LinkedIn mobile app. But, later this year, it'll expand to desktop campaigns, as well as on Sponsored InMail campaigns, for mobile and desktop, LinkedIn said.
To get started with Lead Gen Forms:
- Add a call-to-action to your Sponsored Content
- Instantly collect complete and accurate leads
- Automatically connect members with your offers and content
- Measure the impact of your lead gen campaigns
- Access your leads in Campaign Manager or your preferred third-party tools
Watch this video to see how it works, or follow this link for getting started with Lead Gen Forms: