How Your Brand Can Capitalize on LinkedIn's New 'Lead Gen' Opportunities. But, with LinkedIn, attracting prospects can actually be more do-able -- especially through content distribution.Some 80 percent of B2B leads, for example, come from LinkedIn. Recently, LinkedIn launched a new feature to help brands collect leads from their content efforts on LinkedIn. The feature, Lead Gen Forms, makes it easy for brands to drive leads by allowing users to automatically fill in forms using information from their LinkedIn profiles. Incorporating the new Lead Gen Forms shouldn’t be a huge lift, and it could drive good results for your brand. The new Lead Gen Forms make it easier to get the lead’s information. Publishing content on LinkedIn So, what if you don’t have content on LinkedIn? There’s no need for me to tout the benefits of content marketing, since it’s pretty much a given that any good marketing program needs to have content. How to drive success for your brand For any Lead Gen Form or program to work, you need to make sure your brand is first providing value. Go where your audience goes and engage with them there.
LinkedIn isn’t like other social networks. You don’t see people on it posting pictures of their food or their dogs. In fact, there are no photo albums at all — just a single profile photo. LinkedIn, as most of us know, is a professional network, patronized by 25 percent of adult internet users.
What’s important here is how the purpose and intention of those users differs from that of their peers using social networks like Facebook or Twitter.
In fact, getting through to prospects on those social networks can be difficult, since their users don’t have any buying intent. But, with LinkedIn, attracting prospects can actually be more do-able — especially through content distribution.Some 80 percent of B2B leads, for example, come from LinkedIn.
Bobby Darnell, principal of Construction Market Consultants, understands this. “Active participation on LinkedIn is the best way to say, ‘Look at me!’ without saying ‘Look at me!” he was quoted as saying on the blog Sales for Life. By sharing content, your brand isn’t blatantly selling; rather, that content is simply a good way to introduce people to your brand and move them further down the sales funnel.
Recently, LinkedIn launched a new feature to help brands collect leads from their content efforts on LinkedIn. The feature, Lead Gen Forms, makes it easy for brands to drive leads by allowing users to automatically fill in forms using information from their LinkedIn profiles. Let’s take a deeper dive into how these Lead Gen Forms work and how your brand might benefit.
How it works
Filling out a form before consuming a piece of content is no doubt a pain. Having to type in all your information and sometimes even answer a few questions takes time and energy, when all you want to do is just read the article you’ve found.
LinkedIn’s Lead Gen Forms feature simplifies this process — especially for mobile users. Think about trying to complete a form on your phone. Not fun, right? And 57 percent of LinkedIn users visit using a mobile device. So, in your own case, how many leads do you think might be lost because people didn’t want to fill out your form?
If those lost leads worry you, consider this: The Lead Gen Forms autopopulate, so there’s no need to type anything to fill them out. That’s a huge relief for anyone on a phone. In addition, says Divye Khilnani, group product manager at LinkedIn, “Because this lead data comes from the member’s up-to-date LinkedIn profile, it is typically more accurate and complete than what you’d get from traditional website forms — where people can enter false or partial information.”
Once you’ve acquired these leads, you can access and manage them from LinkedIn’s dashboard. Or, you can even download and integrate them into your own marketing automation software system.
The benefits
LinkedIn’s pilot program of the Lead Gen…
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