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The New Stuff


[Editor’s Note: This is the first post from one of the newer members of our team, Emily Hinderaker. Emily joined TopRank Marketing earlier this year as a Marketing Copywriter.]

The one item that marketers crave above everything else is information about their prospects. Often, there is even a dollar amount assigned to gaining access to a name, email or phone number. In a time where this information is highly coveted, what is one thing marketers can do to make it easy for prospects to convert?

The answer, targeted, compelling, one-click conversions.

According to Stephen Slater, Digital Advertising Manager at TopRank Marketing here’s why:

Lead generation form ads encourage the impulse buy. With one click, you can gain access to prospect information in a way that required little time or effort on their end. The beauty of this approach for advertisers is that you can show your ads to the right audience and receive one click conversions.

Paid social presents a great opportunity for one-click conversions because you’re putting yourself where you audience is already spending time. And thanks to LinkedIn’s new Lead Generation Forms the opportunity just got a lot sweeter.

LinkedIn’s Lead Generation Forms allows advertisers to get even more high-quality leads by automatically filling in customized forms with accurate profile data. You can track campaign CPL, form fill rate, and even segment audience data by profession to get a better understanding of ad performance.

This new tool makes it easier for customers to engage, and saves time by pre-filling information. With this feature, you won’t lose leads due to an exhaustive form. Another benefit is that you also have the ability to download your leads and integrate with your marketing automation or CRM software for more organized, accurate and documented lead information.

Here’s a quick video from LinkedIn showcasing the features of this tool:

If you’re ready to get started, we’ve included a helpful ten step guide below to help you create your own Lead Generation Form ad.

#1 – Choose The Ad Type

Depending on your business objectives, you will want to select the ad type that will help you meet your goals. Advertisers can select Sponsored Content, Text Ads or Sponsored InMail for their ads.

#2 – Select Your Language & Preferences

Enter a campaign name that’s relevant for the campaign and then select the language of your content and what you’d like to happen after someone clicks your ad. Then click “Next >” to proceed with the Lead Generation Forms.

 

#3 – Choose Update(s) You’d Like to Sponsor

There are a couple options to get started. Option one is to select existing content that will appear as “Sponsored Content” and will be shown in newsfeeds.  or create a new post to promote. The second option is to choose “Direct Sponsored Content”, which will send customized messages to your audience segments (you’ll need Company Page Admin permission).

 

#4 – Create New Form Template

If you haven’t already, you’ll need to create a form template that describes your offer. Simply enter your offer headline and offer deal. Take the time to ensure that your headline and offer are compelling and speak to the needs of your target audience.

#5 – Identify What User Information You Want

Depending on what information your team has determined is most beneficial for your campaign, select up to seven pieces of data you’d like to collect from each prospect.

 

#6 – Create A Customized Thank You Message

You can also determine what message your prospects see after submitting their form. This is a great opportunity to redirect the user to your company website for more information.

#7 – Define the Call-To-Action

Depending on your goal, you may want a prospect to sign up, download or request more information. Make sure that your CTA properly aligns with your ad message.

#8 – Choose Audience Targeting

In order for an ad on LinkedIn to be effective, you must target your audience appropriately based on your message. You can select everything from locations and industries to specific job titles and even fields of study or skills.

 

#9 – Choose Your Budget and Start Date

You can choose to either pay when someone clicks on your ad, or pay based on the number of impressions. LinkedIn will also recommend a bidding strategy based on what other advertisers are doing. Typically, it will be best to start out by using LinkedIn’s recommended bid but you should optimize once you see which ads are performing best.

#10 – Review & Optimize

Keep a close eye on the performance of your ads and form completion to identify what is working best, and which ads to pause. That way you can optimize ad performance to increase results.

Test LinkedIn’s New Lead Generation Features

As you can see, LinkedIn’s new Lead Generation Forms offer a way to make it easier for targeted audiences to convert based on your offer. By removing a barrier, these one-click conversions can help fill your customer database and encourage participation from targeted audiences.

Interested in trying Lead Gen Forms? Click here to get started.

Disclosure: LinkedIn is a TopRank Marketing client. 


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© Online Marketing Blog - TopRank®, 2017. | Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps | http://ift.tt/faSbAI

The post Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps appeared first on Online Marketing Blog - TopRank®.

Emily Hinderaker

Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps



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Content Marketing Stats: The State of Content Marketing in 2017 [Infographic]
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Twitter is Offering Advertisers More Tools to Engage Consumers With Direct Messages
Twitter’s new Direct Message Cards that can include as many as four CTA buttons that will send users to specific content. The cards can also be used in organic tweets and are designed to encourage one-on-one conversations, making it easier for brands to connect with their audience. (AdWeek)

Hello Google Attribution, Goodbye Last-Click
Marketers around the world are rejoicing after the announcement of the new Google Attribution tool. While the tool is still in beta, marketers will soon be able to measure performance across devices and channels all in one place, for no additional cost. That means that marketers will soon have a better understanding of what marketing tactics are most effective at moving prospects through the customer journey. (Google Adwords Blog)

Introducing Location and Hashtag Stories on Explore
For users interested in what’s going on around them, Instagram now displays stories happening based on your location. Additionally, users can also search interest based hashtags to find groups of stories related to that specific topic. (Instagram Blog)

Snapchat Adds Collaborative Stories, Which Could Help Boost Exposure Through the App
Story collaboration on Snapchat just got a whole lot easier. Snapchat’s new custom stories features lets users invite other people to contribute to a story without having to host a takeover.  The stories will remain on the Stories page until no one has added for 24 hours, or the creator deletes it. (Social Media Today)

Bing Launches Bots for Local Businesses
Microsoft has started integrating chatbots into search results to make search more interactive. For now, this feature is only available to restaurants but Microsoft envisions rolling these bots out broadly in the future. The bots will answer common customer questions, be available across multiple channels and requires virtually no technical requirements from business owners.  (Search Engine Land)

Promoted Video Gets Even Better on Pinterest
Pinterest introduced promoted videos less than a year ago, and are already releasing three big enhancements. They have added an autoplay feature, better accessibility to video content (search and feeds) and improved reporting through a new partnership. (Pinterest Business Blog)

Google is Speeding Up Search Ads With AMP Technology
Google is speeding up AMP (Accelerated Mobile Pages) for search in two different ways: a new beta where advertisers can use AMP pages as landing pages and the entire Google Display Network is getting hit with AMP technology. (Search Engine Journal)

What Were Your Favorite News Stories This Week?

Thanks for watching and reading our weekly news roundup. Please feel free to share your favorite stories of the week in the comments below or send us a message on Twitter to @toprank.


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog - TopRank®, 2017. | Digital Marketing News: State of Content, Direct Ads on Twitter & Google Attribution | http://ift.tt/faSbAI

The post Digital Marketing News: State of Content, Direct Ads on Twitter & Google Attribution appeared first on Online Marketing Blog - TopRank®.

Ashley Zeckman

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