Tuesday, March 10, 2015

Are You Optimizing LinkedIn's B2B Lead Power?

If you're a business-to-business marketer frustrated with results from LinkedIn, you're not alone. Using social media to generate qualified leads and measurable ROI is a challenge. So take a look at a recent online article for Advertising Age magazine by Sebastian Jespersen, president and CEO of Vertic Inc., a digital ad agency. Jespersen offers four tips for B2B marketers on how to optimize LinkedIn promotional investment, taking a cue from the lead-gen success of client firms like Microsoft, GE and Siemens. Tip No. 1: Measure the right part of the funnel. Understand that LinkedIn pours in fewer leads at the top but can have higher conversion rates than other channels at the bottom. Therefore, measure cost per lead or cost per conversion rather than cost per click or impression. Tip No. 2: To get conversion, create the right post-click experience. Don't send qualified traffic to a generic web page; build multiple customized pieces of content on-site and direct users to relevant messages. Tip No. 3 is a no-brainer: Use the data LinkedIn provides to target! Tip No. 4: Retarget. Successful LinkedIn campaigns get a 20% conversion rate, but that doesn't mean throwing away the other 80% of leads. Tap user behavior to retarget qualified responders on other relevant sites and get a second chance at conversion. For the complete article, go to http://adage.com/article/btob/b-b-marketers-improve-leads-linkedin/297386/

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