Download as PDF, PPTX
Uploaded byLinkedIn
Mastering Lead Gen Forms for Higher Education
The document discusses effective lead generation strategies for higher education marketers using LinkedIn, highlighting the importance of targeting the right audience and utilizing lead gen forms for better conversion rates. It presents data on LinkedIn's superior advertising effectiveness compared to other platforms and offers tips on creating and managing successful campaigns. Measurement and optimization strategies are also outlined to enhance lead quality and return on investment.
More Related Content
Similar to Mastering Lead Gen Forms for Higher Education
![Masterclass: Exceed Your Demand Generation Goals [Chicago]](https://cdn.slidesharecdn.com/ss_thumbnails/chicagoversionexceedyourdemandgengoals8-170817182716-thumbnail.jpg?width=640&height=640&fit=bounds)
![LinkedIn - What’s [in] It for You](https://cdn.slidesharecdn.com/ss_thumbnails/linkedin-200211211156-thumbnail.jpg?width=640&height=640&fit=bounds)
![Making the Case for B2B Marketing on LinkedIn [Infographic]](https://cdn.slidesharecdn.com/ss_thumbnails/proof-infographic-v01-181008214626-thumbnail.jpg?width=640&height=640&fit=bounds)
Mastering Lead Gen Forms for Higher Education
- 1. Mastering Lead Gen Formsfor Higher Education LinkedIn EDU Webinar Series
- 2. Beth Hoffman Client SolutionsManager Education Vertical Ira Amilhussin Group Manager Education Vertical 2 Jarrod Butler Sr. Client Solutions Manager Education Vertical
- 3. Agenda Why LinkedIn? Lead GenStrategies Implementing Lead Gen Forms Measurement and Optimization Q&A 3
- 4.
- 5. Generating quality leads & provingvalue are the greatest challenges marketers face Source: 2017, DemandWave 56% 16% Deliver quality leads & prove ROI Generating enough leads Producing quality content Securing staff & budget Not sure Other 14% 8% 5%1% What is your biggest digital marketing challenge? 5
- 6. Better conversion rates on LinkedInvs. Facebook Universities are seeing 5x Source:ConvergeConsulting,2016 6
- 7. According to admissions, thebest candidates are found on LinkedIn The best candidates are found on which networks? 88% 35% 24% CarringtonCrisp, a higher education research and consulting firm, surveyed 173 admissions staff globally to find out how they use social media. 7
- 8. LinkedIn advertising lift LinkedInadvertising lift: non-degree graduate programs Increase People who click on LinkedIn ads are more qualified, activated and interested than the average person who submits a lead somewhere. Not exposed but on LinkedIn Exposed to LinkedIn ad Clicked on LinkedIn ad 58% 58% Inquiry-to-startrates 4.6% 4.1% 7.1%
- 9. 12% 17% 17% LinkedIn liftby inquiry source: Google LinkedIn advertising lift: prospects attributed to Google at one institution Inquiry-to-startrates Not exposed but on LinkedIn Exposed to LinkedIn ad Clicked on LinkedIn ad 42% Increase 42% Google + LinkedIn is more valuable than Google alone.
- 10. 2018 Business InsiderDigital Trust Report Trust on LinkedIn translates to ad relevance LinkedIn ranked #1 in five out of six pillars of digital trust including: • Ad Relevance • User Experience • Community • Legitimacy • Security Overall Rank 1 2 3 4 5 6 2017 2018 10
- 11.
- 12. 1. Target broadlyto discover your real audience Source: LinkedIn Internal Data Blinded Case Study 45% better cost-per-enrollment for broad targeting in A/B test vs. BROAD AUDIENCE TARGET NARROW AUDIENCE TARGET 12
- 13. Demographic data fromthe LinkedIn profile *Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience Email contact targeting Website retargeting Account targeting Data integrations Our data + your data: Target the people most likely to become qualified leads 13
- 14. 2. Stay topof mind with high-frequency messaging Source: LinkedIn Internal Data Blinded Case Study R E A C HI M P R E S S I O N V O L U M E 786K + INDIVIDUALS (Audience Size 100M+) I M P R E S S I O N S E N G A G E M E N T S C O N V E R S I O N S 463K (60%) 63K (8%) 3K (20%) 5K (33%) 462 (16%) 1304 (50%) 1 - 2 3 - 9 1 0 + of conversions driven by 8% of reach 50% ( W I T H F R E Q U E N C Y O F 1 0 + ) 14
- 15. 0% 50% 100% 150% 200% 250% 0% 80% 160% 240% 320% 400% Jul Aug SepOct Nov Dec Jan Feb Mar Apr May Jun CostPerLead(Vs.1st Month) Spend(vs.1st Month) Spend vs. Initial Month Cost Per Lead vs. Initial Month 3. Be always-on and capitalize on the efficiencies CPL declines over time with increased brand awareness, campaign optimizations, and improved ad relevance scores generating cheaper bids Source: LinkedIn Internal Data Blinded Case Study CPL vs. Spend Over Time 15
- 16. 4. Mix brandwith DR to get the best ROI 2x Lift in Lead Submission Rate 1,335 Leads604 Leads At 0.2% submission rate of exposed audience SINGLE DR CREATIVE MULTIPLE DR + BRAND CREATIVES At 0.4% submission rate of exposed audience DISPLAY ADS DYNAMIC ADS SPONSORED INMAIL SPONSORED CONTENT DISPLAY ADS Source: Blinded Case Study 16
- 17. 5. Leverage allthe tools in your toolkit 24x Source: LinkedIn Internal Data Increase in enrollment rate when running Sponsored Content + Text Ads + InMail vs. only Text Ads Native ads that appear in the LinkedIn feed Sponsored Content Sponsored InMail Text Ads Personalized, targeted LinkedIn messages Simple PPC or CPM desktop ads 17
- 18. Engage your prospectswith relevant content in the world’s only professional feed and in premium placements beyondSponsored Content Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet. 18
- 19. Sponsored InMail Sendtimely, convenient, and relevant private messages to the people that matter most to your business 19
- 20. Text Ads Generatequality leads with an easy PPC solution 20
- 21.
- 22. Lead Gen FormsCapture quality leads using forms that are pre-filled with LinkedIn profile data Lead Gen Forms can get up to 3X better conversion rates than Sponsored Content Measure your ROI, including the specific audience segments you’re converting into leads Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system 22
- 23. After running leadgen forms for six months, an online school experienced a 65% decrease in cost per lead compared to the previous six months with the same investment level. Blinded University Case Study $435 $152 $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 H1 H2 CY18 Cost Per Lead 65%
- 24. To get started,click “Create campaign” 14
- 25. Select “Sponsored Content”or “Sponsored InMail” to create a new campaign 15
- 26. Select the optionto “Collect leads using LinkedIn Lead Gen Forms” 16
- 27. Lead Gen Form Offer Headline (40characters) Offer detail (2 lines of text, ~70 characters) Privacy Policy URL (required) Sponsored Content Image (1200 x 627px) Introductory Text (150 Characters) Assets needed to begin 1 2 Thank you page “Thank You” message (160 characters) & URL for members to visit after submission 3 27
- 28. Know how members canfill out the form FIELDS THAT A MEMBER CAN EDIT BEFORE SUBMITTING Email Work Email Phone Number Work Phone Number Gender Any field not filled out from their profile Custom questions If a field besides email, phone number, and gender is pre-populated from your LI profile, it will not be editable. A MEMBER CANNOT SUBMIT A FORM WITH AN EMPTY SECTION 28
- 29. Questions can haveup to 5 custom multiple choice answers in a drop down Questions can have free-form answers AND/OR CUSTOM QUESTIONS Advertisers can create up to 3 in one form Quick tip #2 With the drop down option, the first answer is auto selected by default. Have that answer read “Select 1” or similar to ensure data is clean & accurate Quick tip #1 Use the free-form answer option as a workaround to selecting “work email” as this will cause the member to manually input an answer.
- 30. Content & FormCreation PART 1 DO NOT ASK FOR TOO MUCH INFORMATION Less is more. 3-4 fields is a good best practice. If opens are high but leads are low, it could be that you have too many fields. Put yourself in the member’s shoes. TRY NOT TO INCLUDE FIELDS REQUIRING MANUAL INPUT Phone number and gender, or fields that may not be listed on a member’s profile already, require the member to manually type the information in before submitting. Members cannot submit form with blank fields. CONTENT AND FORMS CANNOT BE EDITED AFTER THEY ARE SAVED If you need to make changes to the content or form, turn them off and re-create. You can duplicate a form, make edits to it, and then save the new form template. 30
- 31. Content & FormCreation PART 2 MAKE SURE IMAGES AND COPY ARE RELEVANT THROUGHOUT As a member clicks from the update through the form, make sure the messaging is consistent. Test different forms and find what works best for you BE DIRECT. MAKE SURE MESSAGING MATCHES THE CTA. Keep in mind lead forms are bottom funnel. Be upfront with the value the member is getting by giving their information. ROTATE 3-4 ADS EVENLY Share same SC frequency cap so having 3-4 variations is ideal. Start by rotating evenly before optimizing for CTR. 31
- 32. Previewing your adand form Note that forms will go through “review” in the same way that Sponsored Content does today. Under the “Ads” tab, click “Lead Gen Forms”. Click through to see the creative, the form, and “Thank You” message. 32
- 33.
- 34. All Lead Metricscan be found in the leads tab of the campaign manager dashboard Leads Lead form opens Total Spent Reporting Lead form completion rate Cost per Lead Attributing leads to a specific update or campaign Click into the individual campaign in the CM tool and break down the lead data by update Download a report by ad performance or campaign performance per month.
- 35. Reporting Leads are includedin the drop down to show leads by day
- 36. Reporting COMPARING COST PERCONVERSION VS. COST PER LEAD If testing the success of the lead form campaign versus conversions on your landing page, run conversion tracking on a regular Sponsored Content campaign at the same time. Compare costs and quality.
- 37. Download your leadsdirectly from Campaign Manager
- 38. Or pass yourleads to your CRM or marketing automation system 38
- 39. CONVERSION TRACKING VS.LEAD GEN FORMS When should you use them? *Can track conversions on thank-you page on Lead Gen Forms Conversion Tracking Lead Gen Forms Use Case Wants to get conversions on website Wants to get leads on LinkedIn* Conversion Type Multiple Types (Purchase, Add to Cart) One Type (Leads) Ad Formats All Only SC & InMail Delivery Mobile & Desktop Mobile & Desktop Needs Insight Tag? ✓ - Demographic Reporting ✓ -
- 40.
- 41. TARGET CONVERT MEASURE 1 2 3 4 5 6 Reach out toyour account team with any questions about how Lead Gen Forms can fit into your overall LinkedIn marketing strategy. Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors. Be sure to follow creative best practices, such as headlines that create a sense of urgency, ie. “Apply by Deadline” Majority of conversions happen after 10+ impressions, so focus on your target audience with increased frequency. Measure lead quality, return on ad spend, conversion rates, new site visitors acquired, and more using built-in campaign lead reporting and conversion tracking. Use campaign and website analytics to optimize your results for even greater impact Iterate and Improve 41
- 42.
- 43.