How to drive leads through sponsored LinkedIn updates

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    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.

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