How to drive leads through sponsored LinkedIn updates

  • linkedin_logos.jpg

    LinkedIn is one of the best platforms for generating leads. It might not have the same number of users as Facebook and Twitter, but for bringing in leads, it’s one of the best, especially for B2B.

    One of the biggest reasons for this is the personal information LinkedIn stores on users. It requires anybody who registers on LinkedIn to enter information including age, job, the company they work for and much more.

    This means that sponsoring your content through LinkedIn’s Direct Sponsored Content ads (sponsored update) can be a real winner. But, how do you take the next step and make sure you convert these people into leads?

    Here’s a few ways you can make it happen:

    Content specific to target

    With the ability to drill down into your target audience, an avenue is opened to drive more leads. The content you produce must be specific to the industry you’re looking to target. The tendency and quick fix, if you’re pushed for time, is to create one broad campaign and target multiple sectors. This can work and may well drive leads, but you can drive even more leads, by making your content specific to each sector. For example, if your company offers business loans which are available to multiple industry sectors, then split these industry sectors into their own individual campaigns, and use words that resonate with people in those industries.

    Dedicated graphic

    The image you use could be the difference between someone scrolling past your sponsored LinkedIn update in their news feed, to registering on your site. Make sure you use an image that is relevant to your target audience and the message you’re trying to convey.

    Dedicated landing page

    The content produced for the sponsored LinkedIn update must be reflected in the website page that you’re directing traffic to. A dedicated landing page, which is created specifically for the sponsored LinkedIn update in question, will do this. If the recipient clicks on a link and it doesn’t clearly display what they thought they were going to see, they will quickly drop off your site. A tailored web page will keep them engaged.

    Tip: Also, don’t forget to add a registration form to your landing page, this will immediately increase lead conversions as the registration form is easily accessible.

    Monitor your campaign regularly

    You must regularly check the progress of your campaign – it’s really important. ‘Will increasing my cost per click drive more registrations?’ ‘Do I need to alter the criteria of my target audience?’ All these questions can be answered in the Campaign Manager of your LinkedIn Ad dashboard.

    Tip: If your Google Analytics is set up correctly, you can track the number of registrations from your sponsored update. You must create a trackable URL in order to do this.


    Any promotion is subject to the Advertising Standards Authorities guidelines. You need to check you comply, but as a guiding principle, as long as your update is true, fair, not misleading and unlikely to cause offence, you should be OK. If you’re a financial services company, the content you produce is also likely to be regulated by the FCA guidelines on financial promotions in social media. More on that here.

    Dedicated to success

    The constant theme here is ‘dedicated’, everything you do around the creation of your sponsored LinkedIn update must be dedicated. The landing page, the graphic, the LinkedIn update itself; all dedicated to the target audience you’re looking to attract. There is no doubt, that to do this takes time, but you WILL generate more leads as a result and enhance your brand credibility in the process.

    If you need help creating a sponsored LinkedIn ad, or any social media promoted activity, please get in touch.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617


Our offices

Full details of our offices in London and Uckfield more

Request a call