Lead Generation Forms on LinkedIn: Do's and Don'ts
Ale Rincon
Summary: LinkedIn Lead Gen Forms streamline the lead acquisition process and offer excellent results for B2B campaigns by simplifying form submission, but to maximise effectiveness, it is crucial to follow best practices such as keeping forms concise, personalising content, providing value, ensuring data transparency, and continually testing and analysing results.
Lead Gen Forms are a LinkedIn campaign type that generates excellent results for our B2B clients.
The obvious benefit of this type of campaign is that it removes steps in the lead acquisition journey. Users can submit their information directly from LinkedIn rather than navigating to a landing page or actively filling out form details. Lead Gen Forms offer a seamless user experience with customisable forms pre-filled by the user’s LinkedIn profile information.
However, to maximize results, it is very important to follow best practices to ensure we get as many leads as possible. Here are the key dos and don'ts from our experience when using Lead Gen Forms on LinkedIn.
Dos
- Keep it simple
We recommend keeping your form as short as possible: name, work email, company, and job title should be a good start. - Personalisation
Increasing content relevancy for your audience will translate into higher conversion rates. - Always add value
There are multiple ways to add value to your audience: unique offers, webinars, valuable information, etc. Your audience will be more likely to share their details if you provide value to them. - Test, test, test
Experimenting with copy, assets, and form details will be key to determining what works best and therefore increasing your conversion rate. - Follow up on your leads
A quick, personalised response can increase the chances of engaging with those leads and converting them into customers.
Don’ts
- Too many questions
Increasing the number of fields raises the chances of users being reluctant to complete the form. Instead, collect key details initially and ask for more information in later stages of your engagement. - Generalisation
Avoid a generic message. Split your audiences into different campaigns if necessary to tailor the message to their unique needs. - Lack of transparency on data collection
It is essential to be transparent about how you use the data collected. Including a privacy policy is a must, but also ensure compliance with other data protection regulations such as GDPR. - Don’t forget to analyse results
Review the data collected and try to find the most useful patterns or insights to inform your future campaigns. - Avoid spamming users
Building a relationship can take time, so we recommend avoiding sales pitches and too many follow-up emails.
Bonus Tip! Combine Lead Gen Forms with Document Ads to boost engagement. We’re currently running a Document Ad + Lead Gen Form campaign where we have increased leads by 290% compared to a similar Single Image + Lead Gen Form campaign we ran last year for the same audience. We will make sure to write a separate article on this at the end of the campaign!
In conclusion, LinkedIn Lead Gen Forms can be a very valuable way to capture leads if used correctly and tested regularly. Make sure to follow best practices and test multiple versions to see what works best for your audience. And as always, let us know if you need any help increasing leads for your business!