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Step 1: Leveraging LinkedIn Audience Insights
The first step was to fully understand our audience through LinkedIn's comprehensive audience insights. We focused on:
- Job Titles and Seniority Levels: Insights showed that senior management had the highest click-through rates on content ads. This was our cue to target this group more strategically.
- Engagement Patterns: We noticed different engagement levels across various job functions, which helped us tailor our messaging.
- Industry Behavior: Understanding common industry-wide challenges and objectives allowed us to align our form’s language with the big-picture issues that resonated with our audience.
Step 2: Optimizing Form Copy
With these insights in hand, we optimized the copy of our lead gen forms to better engage senior management:
- Headline and Description: We crafted the headline and description to focus on strategic insights, industry-wide trends, and portfolio growth—topics that we knew would catch the eye of senior leaders.
- Relevance and Value: The copy was designed to immediately convey the value of our offering, emphasizing how it addresses the broader strategic concerns and opportunities within the industry.
Step 3: Continuous Refinement
Optimization is an ongoing process, and here’s how we ensured our forms stayed effective:
- A/B Testing: We constantly tested variations of our headline and description to refine our approach based on real-time feedback and engagement metrics.
- Feedback Analysis: By analyzing the responses and feedback from the forms, we continued to align our messaging even more closely with the needs and interests of senior management.
The Results: Improved Lead Quality
The changes we made based on LinkedIn audience insights led to a significant improvement in the quality of leads. Speaking directly to the interests and needs of senior management made our lead gen forms more compelling and effective.
Why This Approach Works
Using LinkedIn insights to optimize lead gen form copy allowed us to engage an audience in a conversation they care about. This approach leads to higher engagement rates and, ultimately, higher conversion rates.
Wrap-Up: Is It Time to Refine Your Lead Gen Strategy?
If you’re looking to make your LinkedIn lead gen forms work harder for you, dive deeper into LinkedIn audience insights. Tailor your form's copy to reflect the strategic needs and interests of your most valuable prospects.
By Alla Elfimova
Director of Marketing. Ex-Publicis, Ex-Millward Brown. 10+ years of experience in Retail, Technology, Telecom, Media & Entertainment industry verticals, driving growth for the brands like Samsung, Verizon, Kohl’s, Twitter and Coca-Cola.