LinkedIn is one of the most successful channels for B2B. It boasts a target-rich environment of over 57 million companies, with a high concentration of corporate leaders in business mode. It is an especially good source for lead generation. In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). In LinkedIn’s own words “Do business where business is done.”
At Toolbox Studios, we leverage the power of LinkedIn through omni-channel marketing campaigns, display ads, InMail, and content generation. We are currently working with a client on a drip/nurture brand awareness campaign that drives landing page traffic. It’s a six-month campaign that builds with detailed content pieces and case studies across four segments. The objective of the campaign is to be top-of-mind… first call.
We aren’t expecting to convert leads at the precise moment they are making a buying decision. But we are expanding brand awareness for when they are ready to make that call. And LinkedIn’s sophisticated targeting ensures we’re gaining awareness with the right people. Filters include:
- Company name
- Company industry
- Company size
- Job title
- Job function
- Job seniority
- Member schools
- Field of study
- Member skills
- Member groups
- Member demographics
- Member location
Retargeting on LinkedIn is a valuable step to qualifying a lead. Using Insight Tag, we serve up ads to people who have visited a specific landing page or website. Statistics show that the average click-through rate on retargeted ads is 10 times higher than a standard display ad. The reinforcing nature of retargeting accelerates the buyer’s journey.
By leveraging LinkedIn, we are cultivating a positive impression of our client’s brand, building authority with their thought leadership, and presenting memorable takeaways of their capabilities.
If this sounds like a good strategy for your business, give us a call. We’re ready to work for you.