Start capturing leads from LinkedIn sponsored content campaigns with their new lead forms

April 12, 2017 – By Aaron Hockel for AltaVista Strategic Partners

What are LinkedIn lead generation forms

After a 50 company beta test, LinkedIn is debuting mobile lead generation forms for their sponsored content ads. These ads will only appear on the mobile app (at first) and will feature 6 different calls to action underneath the content or ad image. The difference with the lead generation ads, compared to the old sponsored update ads, is that clicking on them will launch an inbound lead form. Here is an example of how a sponsored lead ad will look on the mobile platform:
 

 

How do the LinkedIn lead forms work?

Clicking on the “Learn More” call to action on the above ad will prompt the user with a form that can be auto-filled using their current LinkedIn information. Advertisers can select up to 21 required fields covering everything from the basics like contact information and job title to education level and company size. After completing the form, users can click through to a landing page, or simply return to their LinkedIn news feed. Here is an example contact form:

Why does this matter to social marketers?

Successful LinkedIn sponsored content ads previously required a combination of the right audience targeting, compelling ads that generated clicks, and a great landing page experience to convert traffic. Another challenge in the process was that 80% of sponsored content engagements took place on the LinkedIn mobile app. The transfer from mobile app to mobile browser is not always the smoothest, so clicks on content did not always result in high conversion rates.

By keeping users inside the mobile app, lead forms are eliminating the requirement of a great landing page while streamlining the mobile lead capture process along the way. Users who want follow up from an advertiser just click the call to action and auto-fill their information. This is why 90% of the 50 companies in the beta test of lead forms beat their cost per lead goals.

Have questions about LinkedIn sponsored lead ads or your social media marketing strategy as a whole? The team at AltaVista works with all types of residential and commercial contractors to help them build and execute growth oriented marketing plans. Schedule a free consultation today by filling out the contact form on this page, calling us at 1-800-313-2168, or by sending us an email.

Aaron Hockel

Aaron Hockel is a Partner and the VP of Digital Marketing at AltaVista Strategic Partners. A University of Maryland, Baltimore County (UMBC) alumnus, Aaron expertly crafts digital marketing strategies that drive success for clients, leveraging his deep industry knowledge and innovative approach.