TL;DR: LinkedIn Lead Generation Forms help advertisers get high-quality leads using pre-filled forms with LinkedIn account data. In this article, we will cover what these forms are and how to use them effectively for lead generation.
Most sales reps are tired of looking for prospects who may or may not be interested in their offer. Wouldn’t it be nice if people who might potentially need your product just provided their contact information?
Well, there is a way to attract potential customers AND encourage them to share their contact details with you. Launching an ad campaign on LinkedIn with incorporated Lead Gen Forms will do the trick.
Not familiar with LinkedIn Lead Gen Forms? Don’t worry! Keep reading, and you’ll be able to collect qualified leads from social media in no time.
Key points:
What are Lead Generation Forms on LinkedIn?
You have probably already come across lead gen forms while browsing the Internet. Most digital marketers use them on their websites or in ads across multiple platforms.
Lead Gen Forms are templates you can attach to ads – whether it’s an image, video, carousel, message, or document. When someone clicks a call-to-action button on the ad, the Form pops up, enabling you to easily collect prospects’ info.
For a better understanding, take a look at the form example below.
This tactic benefits both the company and its potential customers. The prospects receive valuable information to broaden their outreach. In turn, you gather contact details from people who are already interested in your product.
Lead Gen Forms are usually implemented in sponsored content and message ads on LinkedIn. When users click on an ad, the form autofills their LinkedIn profile information, such as name, email, and job title, making it easy for them to submit details without leaving the platform.
Why generate leads on LinkedIn?
LinkedIn is a gold mine for B2B lead generation as opposed to other social media like Instagram or TikTok. That’s because this networking platform is large and oriented towards businesses. Thus, its users are more predisposed to receiving marketing and sales-related messages than on any other social media website.
It’s not surprising that 40% of B2B marketers report LinkedIn to be the most effective lead generation channel. What’s more, posting ads on this platform usually results in a double or triple increase of brand visibility, which results in a 33% increase in purchase intent.
As you can see, LinkedIn offers impressive lead generation opportunities. So, if you are not already utilizing this platform, it’s time to start.
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Why use LinkedIn Lead Gen Forms for lead generation?
So why do brands choose to include LinkedIn Lead Gen Forms in their ads? Can’t they just redirect users to a similar form on their websites? Well, they can and often do. But LinkedIn Lead Gen Forms have some significant advantages:
- They are easy to use. LinkedIn Lead Gen Forms are already pre-filled, requiring less effort to complete than a form on the company website. Thus, users are more likely to submit them.
- They are trustworthy. Many users don’t like the idea of being led to a website they don’t necessarily trust. LinkedIn is a major platform with an established reputation, so people feel more comfortable sharing their information there.
In addition, LinkedIn Lead Gen Forms offer other benefits for lead gen specialists and marketers:
- They are integration-friendly. You can sync Lead Gen Forms with your CRM to simplify and enhance lead management transparency.
- They provide valuable insights. LinkedIn Lead Gen Forms are connected to the Campaign Manager. This feature allows you to review metrics essential to analyzing the success of your LinkedIn lead gen campaigns.
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🔎 Pro tip: Looking for more ways to collect leads and guide them through the sales funnel? Then, automated LinkedIn prospecting is the answer. This way, you will be able to collect your leads’ contact information from LinkedIn and other sites and grow your network organically with automated LinkedIn actions like follows, post views, and personalized connection requests. Our clients’ data safety and reputation are our top priority. Rest assured that with our software, you will:
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How to use LinkedIn Lead Gen Forms?
LinkedIn Lead Gen Forms are available to all users regardless of their account type. The only requirement is that you must have a LinkedIn company page. Without it, you won’t be able to post ads.
Employing LinkedIn Lead Gen Forms is actually very easy:
1. Go to your Campaign Manager and then to your Ad Account. Your advertisement account is linked to your business page.
2. Create a new campaign in the Campaign Manager. Select “Lead Generation” as your objective while creating this campaign.
3. Create an ad for your campaign or choose from your existing content. At this point, you’ll be able to attach a LinkedIn Lead Gen Form to this ad. Just select the “Create New” option in the Form drop-down menu.
4. Complete the sections you’d like to include in your Form and click “Create.” You’ll be able to manage the created Lead Gen Forms in the Assets section of your Campaign Manager.
5. Launch your ad campaign. When users engage with your ad, they’ll be offered to complete a Form that is already pre-populated with their LinkedIn data.
6. Contact information from leads who have submitted the Form is stored in the Campaign Manager. You can download their details or view them in your CRM if you’ve already integrated it with your LinkedIn account.
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💡Pro-tip: Utilize the integration capabilities of your LinkedIn automation tool to avoid manually transferring the leads from the Campaign Manager to CRM. This way, you’ll avoid mistakes, save time, and keep track of all of your deals from start to finish. For example, the Snov.io CRM allows you to view all actions taken and planned regarding the deal. This way, you’ll never miss an important milestone or let the deal slip away.
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Best practices for creating LinkedIn Lead Generation Forms
It’s easy to attach a Lead Gen Form to the ad. Getting prospects to actually fill it out is a different story. Stick to the following best practices to create a form that converts instead of one that gets ignored:
- Create a strong offer
- Focus on essential information
- Offer real value
- Implement images and videos
- Write strong CTAs
- Include a clear privacy notice
- Clarify the next steps.
Let’s talk about each one in more detail.
1. Create a strong offer
To get people to leave their details on your Form, you’ll have to stir their interest. Attract users’ attention with a concise headline that urges them to click on the ad to learn more.
Our marketing experts recommend writing the headline in the form of a short (up to 120 symbols) question. It should relate both to your prospects’ pain points and the solution you can offer.
2. Focus on essential information
When creating your Lead Gen Form, aim to keep it as concise as possible. Three to four form fields are perfectly enough. Also, limit the number of fields that require manual input. Avoid them altogether, if possible.
According to LinkedIn, even one free-form question can result in a 3-4% drop in submission rate.
3. Offer real value
Provide a strong incentive for users to complete the form. For example, offer a practical expert guide, an ebook, a webinar, or a trial version of your product. Make sure that whatever you give away will benefit your target audience. Otherwise, you risk damaging your prospects’ trust, making it harder to convert them.
4. Implement images and videos
Implement an image of the product or service you’re asking prospects to sign up for. For example, you can use an image of the ebook that you promote or show the app interface to communicate your offer clearly.
Videos can be helpful in increasing engagement and incentivizing users to watch them until the end. We recommend keeping it under 1 minute, since the average attention span is about 47 seconds or less.
5. Write strong CTAs
Make sure your CTAs entice your audience to take action. Use short phrases and action-oriented language, such as “Download now”,” Request demo,” or “Get started.”
6. Include a clear privacy notice.
Make sure your prospects are aware of how you’ll use their data. This will help you establish trust with them, and providing a clear notice is a legal requirement for many regions.
7. Clarify the next steps
Another way to build a good rapport with leads is to let them know about the next steps right away. Explain what kind of communication your prospects can expect after they submit their details.
How to implement LinkedIn Lead Gen Forms more effectively
Forms are an effective approach to lead generation on LinkedIn if used correctly. Launching a one-off campaign without a clear goal and then forgetting about it won’t get you far. Use the following tips from our experts to increase the efficiency of your lead generation:
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- Set goals. Before launching a lead gen campaign, clearly define the campaign’s objectives and set KPIs to monitor its success. Some appropriate KPIs to set for such campaigns would be cost per lead (CPL) and lead quality.
- A/B test. Launch different versions of the same campaign to compare the results and optimize future campaigns for improved performance. Experiment with various images and text in the ads, headlines, and CTAs to find what resonates with your audience.
- Employ analytics. Monitor key metrics, such as click-through and form completion rates, to assess the performance of your campaigns.
- Segment your audience and launch targeted ad campaigns. It’s not viable to attract all kinds of prospective clients with one type of ad. Divide your audience into groups to craft ads that are highly relevant to each one.
- Retarget Leads. Launch retargeting ad campaigns to capture prospects who interacted with your ad but didn’t complete the form or got lost at any other point of communication.
We recommend implementing other methods of acquiring viable prospects from LinkedIn into your advertising campaigns. Learn more Lead generation hacks by watching the video below:
Another way to build a good rapport with leads is to let them know about the next steps right away. Explain what kind of communication your prospects can expect after they submit their details.
Your next steps
Now that you understand the power of LinkedIn Lead Gen Forms, it’s time to put this knowledge into action. Just like with any marketing campaign, start by getting to know your target audience. Understand your potential customers’ pain points, goals, and online behavior. With the help of this intel, craft a compelling ad with a simple, easy-to-complete Lead Gen Form.
Aggregate details captured by LinkedIn Forms in your CRM to utilize them in your further outreach campaigns. All the tools you need to facilitate your marketing and sales efforts are waiting for you in the Snov.io account.
Remember that ads and Forms are just a part of a social selling strategy. There isn’t a single “best way” to reach your sales quota. A holistic approach that includes growing your network and employing multiple lead gen tactics will yield the best results.
Learn to incorporate LinkedIn successfully into your sales strategy with a short free course from Snov.io Academy!
