What is a LinkedIn Lead Gen Form?
A LinkedIn Lead Gen Form is a feature offered by LinkedIn for advertisers to collect valuable information from potential leads directly within the LinkedIn platform. This form is a powerful tool for B2B marketers to gather qualified leads directly on LinkedIn without redirecting users to external landing pages. These templated forms can be attached to various LinkedIn ad formats, such as single images, carousels, videos, messages, documents, or conversation ads.
When a member clicks on the call-to-action (CTA) button, the Lead Gen Form pops up, pre-filled with the member’s contact and profile information available on LinkedIn, including name, email address, phone number, company details, and LinkedIn profile URL. This streamlined process reduces friction and improves user experience, making it easier to collect high-quality leads from LinkedIn’s vast user base, especially on mobile devices.
Lead generation is really important in marketing campaigns because it’s how you find and attract people who might be interested in what you offer, turning them into potential customers and helping your business grow.
How LinkedIn Lead Gen Forms Work?
LinkedIn Lead Gen Forms work by capturing essential information from potential leads on the LinkedIn platform. When a user engages with a sponsored content or advertisement featuring a CTA, they are presented with a Lead Gen Form.
These forms are pre-filled with the user’s LinkedIn profile information, reducing friction and enhancing the user experience.
You can customize the form fields to gather specific information that aligns with your campaign objectives. Once a user submits the form, the information is instantly captured and delivered to you enabling prompt follow-up and lead nurturing.
LinkedIn Lead Gen Forms also integrate with marketing automation tools, allowing for automated lead nurturing workflows and efficient campaign tracking.
This combination of streamlined data capture, pre-filled information, customization options, and integration with marketing automation tools makes LinkedIn Lead Gen Forms a valuable tool for businesses to generate and nurture leads effectively on the LinkedIn platform.
Benefits of LinkedIn Lead Gen Forms
LinkedIn Lead Gen Forms offer several benefits to businesses, including:
Higher Conversion Rates
With LinkedIn Lead Gen Forms, the conversion rates tend to be higher compared to traditional website forms. For example, a marketing agency running a LinkedIn ad campaign for a free consultation might see a higher conversion rate when users can easily submit their contact information without the hassle of manual form filling.
High-Quality Leads
LinkedIn’s professional user base ensures that the leads captured through Lead Gen Forms are often of high quality. For instance, a software company targeting IT professionals can use Lead Gen Forms to collect contact details from users interested in their cybersecurity solution, resulting in leads that are more likely to convert into paying customers.
Increased Lead Volume
LinkedIn’s vast network of professionals across various industries allows businesses to generate a significant volume of leads through Lead Gen Forms. A B2B service provider offering HR solutions can leverage LinkedIn’s extensive reach to capture leads from diverse organizations and industries, expanding their potential customer base.
More Time Saved
LinkedIn Lead Gen Forms save time for both businesses and prospects. By pre-filling the form with users’ LinkedIn profile information, the submission process becomes quick and effortless. For instance, a software company running a Lead Gen Form for a free software trial can enable prospects to request access with just a couple of clicks, saving them time and increasing the likelihood of engagement.
How to create a LinkedIn Lead Gen Form?
Creating a LinkedIn Lead Gen Form involves several steps and guidelines to ensure an effective and successful campaign. Here is a breakdown of the process:
Step 1: Choose your Campaign Objective
Identify the specific goal of your campaign, such as generating leads, driving website traffic, or increasing brand awareness. Select the “Lead Generation” objective to create a campaign focused on collecting lead information through LinkedIn Lead Gen Forms.
Step 2: Set Up your Campaign Details
Provide the necessary campaign details, including the campaign name, language, and ad account information. Define your campaign budget and schedule to align with your marketing goals and target audience.
Step 3: Select your targeting options
Use LinkedIn’s targeting options to reach the desired audience for your campaign. Narrow down your audience based on factors like job titles, industries, locations, or company sizes. This targeting ensures your Lead Gen Form reaches relevant professionals who are more likely to be interested in your offerings.
Step 4: Design your ad content
Create compelling ad content that attracts attention and effectively communicates your message. Use attention-grabbing headlines, clear imagery, and concise ad copy to entice users to engage with your Lead Gen Form.
Step 5: Enable Lead Gen Forms
Within the campaign setup, enable the Lead Gen Forms feature to incorporate a form directly within your LinkedIn ads campaign. This feature streamlines the lead capture process by removing the need for users to leave the platform or manually fill out forms.
Step 6: Customize your Lead Gen Form
Customize the fields within your Lead Gen Form to gather the specific information you require from potential leads. Tailor the form to align with your campaign objectives and target audience. Consider including fields like name, email address, job title, company name, or any other relevant data points.
Step 7: Craft a compelling call to action
Create a clear and compelling CTA that encourages users to engage with your Lead Gen Form. Use action-oriented language and emphasize the value or benefits they will receive by completing the form.
Step 8: Set up tracking and conversion tracking
Implement tracking mechanisms to monitor the performance of your campaign and measure the effectiveness of your Lead Gen Form. Set up LinkedIn Insight Tag or integrate with third-party tracking tools to capture data and analyze conversions.
Step 9: Review and launch your campaign
Finally, review all campaign settings, ad content, targeting options, and Lead Gen Form details. Double-check that everything is accurate and aligned with your campaign goals. Once you are satisfied, launch your campaign and monitor its performance regularly to make any necessary adjustments and optimizations.
How to Test LinkedIn Lead Gen Forms?
When it comes to testing the effectiveness of your LinkedIn Lead Gen Forms, you can use A/B testing and multivariate testing. Conducting these tests help you gain valuable insights into what elements of your LinkedIn Lead Gen Forms are most effective in capturing leads.
Here’s how you can perform each of these tests:
A/B Testing
A/B testing involves creating different versions of your form with slight variations and comparing their performance.
For instance, you can test two different headlines for your Lead Gen Form, like “Unlock Exclusive Industry Insights” versus “Supercharge Your Business with Actionable Tips.” By randomly showing these versions to different groups of users and measuring the conversion rates, you can determine which headline resonates better with your audience.
Multivariate Testing
Multivariate testing allows you to test multiple elements simultaneously. Let’s say you want to test the headline, form fields, and call-to-action button. You can create different combinations, such as “Unlock Exclusive Industry Insights” with a shorter form and a blue call-to-action button, versus “Supercharge Your Business with Actionable Tips” with a longer form and a green call-to-action button.
By assigning these combinations to different user groups and tracking the performance metrics, you can discover the winning combination that yields the highest conversion rates and fine-tune your Lead Gen Form accordingly.