Through a lengthy and expensive process, many businesses come to realize that it is vital to run multi-channel marketing campaigns that rely on search and social media. Advanced targeting capabilities of Facebook and LinkedIn allow marketers to narrow down promotion to right audience and run more test campaigns. However, we still find that many organizations rely on the organic traffic from social channels and are not using tools available in Facebook and LinkedIn to run effective lead generation campaigns. Even when the tools are used, lead forms are not used efficiently, which leads to poor campaign results.
Here are common mistakes that happen when lead generation campaign is not optimized.
In order to optimize marketing spending, it is important to improve obvious inefficiencies. Let’s review how these complications can be fixed in order to take full advantage of tools available.
Using lead gen forms in Facebook is a very effective way to generate leads with assets such as a free guide, free report, etc. Valuable and free assets will convert best on Facebook. With this, however, marketers must be cautious to create proper qualification criteria in order to ensure the quality of leads over quantity. Lead generation in Facebook is as good as the ad, message, creativity and the audience. Defining the right audience is critical, because the quality of leads can decline if it is not done carefully. To create the best audience, use demographic tools available in audience creation, or upload your own list to match up against available Facebook users.
Effectiveness of lead generation campaign in Facebook differs greatly depending on the geographic region, as does the cost per lead. With time, the cost per lead will increase and become very high, as the selected audience has already seen the message and will no longer be interested in the same content. Therefore, in order to maximize response from your audience, it is important to maintain a wide content library and switch promoted assets as costs per conversion start to grow.
Maintaining such asset libraries means investing in development of digital assets, which can include infographics, reports, how-to guides, case studies, white papers, videos, webinars, and other downloadable materials.
Unlike with Facebook, LinkedIn targeting produces a very different audience. Depending on the type of product or service, it may work in big advantage for marketers, despite seemingly higher costs for promotion. We find that B2B customers in many fields generate much higher quality leads from LinkedIn advertising. While it is more oriented towards organizational needs, LinkedIn allows many of the same options Facebook does, only with huge advantages of organization/industry/position filtering.
In Facebook, many users also do not share personal information and attribution to specific industry or organization. LinkedIn does not have such issues in most cases, and lead gen forms still produce lowest cost per lead, although higher than in Facebook.
In other words, Linked In is better at presenting marketing messages to the right people, if the goal is to sell B2B products or services.
In both channels, the use of built-in lead forms is the most efficient method of lead generation, as the LinkedIn process can be limited to only a few clicks.
Are you interested in trying either of the campaigns? LightMix is a Washington DC and Northern Virginia marketing agency with extensive experience creating, optimizing and managing lead generation campaigns. Give us a call at 703.963.3690 or contact us to discuss your strategy, digital assets and goals.