For many marketers, collecting quality leads is hard. On mobile, it’s even harder. That’s because most people don’t want to complete a form on a brand’s mobile website to access a piece of content.
To resolve this issue, LinkedIn just launched LinkedIn Lead Gen Forms that aims to drive even more high-quality leads from Sponsored Content campaigns by removing the main barrier to mobile conversion, which is making someone complete a clunky contact form on a smartphone.
Given that 80% of member engagement with Sponsored Content happens on smartphones, LinkedIn is confident that a mobile-first approach to Lead Gen Forms will offer advertisers the best results. Hence, at launch, Sponsored Content campaigns running with Lead Gen Forms will only be served on the LinkedIn mobile app, and only in the coming months be expanded to desktop campaigns.
Lead Gen Forms make it easy to collect leads from the nearly 500 million professionals, influencers, and business decision-makers who use LinkedIn. When members click on one of your ads, their LinkedIn profile information automatically populates an in-app form that they can submit instantly, without having to type in their info by hand.
With Lead Gen forms, you can:
- Exceed your demand gen objectives and lower your cost-per-lead (CPL) compared to standard Sponsored Content campaigns. That’s because LinkedIn’s professional audience and accurate profile data help them collect leads that are more likely to convert into qualified prospects or sales opportunities.
- Measure your ROI with LinkedIn’s reporting tools, LinkedIn’s Campaign Manager tracks key metrics like CPL, form fill rate and other important data points, to measure the value you're getting from your ad spend. The company will also include demographic reports that show the exact number of leads you're getting from specific audience segments soon.
- Easily manage your leads seamlessly. You can download lead lists from Campaign Manager or sync leads with the marketing automation or CRM system of your choice - through LinkedIn partners like Driftrock and Zapier. Soon, marketers will also be able to send their lead data directly to their Marketo, Oracle Eloqua, and Microsoft Dynamics 365 accounts.
“Lead Gen Forms provide a frictionless way to reach out to customers. Within a matter of minutes, you can create a campaign and start generating quality leads,” Fareed Raja, digital channel manager at Jack Welch Management Institute, a leading online education institution, said. “We've received great feedback from our admissions team as well as the prospects themselves”, he confirmed.