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Mastering Lead Gen Forms for Higher Education


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Lead Gen Forms are one of the most impactful performance marketing products for universities looking to drive quality students on LinkedIn. To make sure you’re getting the most out of your campaigns, we’ve developed valuable best practices after working with successful universities on our platform.

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Mastering Lead Gen Forms for Higher Education

  1. 1. Mastering Lead Gen Forms for Higher Education LinkedIn EDU Webinar Series
  2. 2. Beth Hoffman Client Solutions Manager Education Vertical Ira Amilhussin Group Manager Education Vertical 2 Jarrod Butler Sr. Client Solutions Manager Education Vertical
  3. 3. Agenda Why LinkedIn? Lead Gen Strategies Implementing Lead Gen Forms Measurement and Optimization Q&A 3
  4. 4. Why LinkedIn?
  5. 5. Generating quality leads & proving value are the greatest challenges marketers face Source: 2017, DemandWave 56% 16% Deliver quality leads & prove ROI Generating enough leads Producing quality content Securing staff & budget Not sure Other 14% 8% 5%1% What is your biggest digital marketing challenge? 5
  6. 6. Better conversion rates on LinkedIn vs. Facebook Universities are seeing 5x Source:ConvergeConsulting,2016 6
  7. 7. According to admissions, the best candidates are found on LinkedIn The best candidates are found on which networks? 88% 35% 24% CarringtonCrisp, a higher education research and consulting firm, surveyed 173 admissions staff globally to find out how they use social media. 7
  8. 8. LinkedIn advertising lift LinkedIn advertising lift: non-degree graduate programs Increase People who click on LinkedIn ads are more qualified, activated and interested than the average person who submits a lead somewhere. Not exposed but on LinkedIn Exposed to LinkedIn ad Clicked on LinkedIn ad 58% 58% Inquiry-to-startrates 4.6% 4.1% 7.1%
  9. 9. 12% 17% 17% LinkedIn lift by inquiry source: Google LinkedIn advertising lift: prospects attributed to Google at one institution Inquiry-to-startrates Not exposed but on LinkedIn Exposed to LinkedIn ad Clicked on LinkedIn ad 42% Increase 42% Google + LinkedIn is more valuable than Google alone.
  10. 10. 2018 Business Insider Digital Trust Report Trust on LinkedIn translates to ad relevance LinkedIn ranked #1 in five out of six pillars of digital trust including: • Ad Relevance • User Experience • Community • Legitimacy • Security Overall Rank 1 2 3 4 5 6 2017 2018 10
  11. 11. Lead Gen Strategies
  12. 12. 1. Target broadly to discover your real audience Source: LinkedIn Internal Data Blinded Case Study 45% better cost-per-enrollment for broad targeting in A/B test vs. BROAD AUDIENCE TARGET NARROW AUDIENCE TARGET 12
  13. 13. Demographic data from the LinkedIn profile *Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience Email contact targeting Website retargeting Account targeting Data integrations Our data + your data: Target the people most likely to become qualified leads 13
  14. 14. 2. Stay top of mind with high-frequency messaging Source: LinkedIn Internal Data Blinded Case Study R E A C HI M P R E S S I O N V O L U M E 786K + INDIVIDUALS (Audience Size 100M+) I M P R E S S I O N S E N G A G E M E N T S C O N V E R S I O N S 463K (60%) 63K (8%) 3K (20%) 5K (33%) 462 (16%) 1304 (50%) 1 - 2 3 - 9 1 0 + of conversions driven by 8% of reach 50% ( W I T H F R E Q U E N C Y O F 1 0 + ) 14
  15. 15. 0% 50% 100% 150% 200% 250% 0% 80% 160% 240% 320% 400% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun CostPerLead(Vs.1st Month) Spend(vs.1st Month) Spend vs. Initial Month Cost Per Lead vs. Initial Month 3. Be always-on and capitalize on the efficiencies CPL declines over time with increased brand awareness, campaign optimizations, and improved ad relevance scores generating cheaper bids Source: LinkedIn Internal Data Blinded Case Study CPL vs. Spend Over Time 15
  16. 16. 4. Mix brand with DR to get the best ROI 2x Lift in Lead Submission Rate 1,335 Leads604 Leads At 0.2% submission rate of exposed audience SINGLE DR CREATIVE MULTIPLE DR + BRAND CREATIVES At 0.4% submission rate of exposed audience DISPLAY ADS DYNAMIC ADS SPONSORED INMAIL SPONSORED CONTENT DISPLAY ADS Source: Blinded Case Study 16
  17. 17. 5. Leverage all the tools in your toolkit 24x Source: LinkedIn Internal Data Increase in enrollment rate when running Sponsored Content + Text Ads + InMail vs. only Text Ads Native ads that appear in the LinkedIn feed Sponsored Content Sponsored InMail Text Ads Personalized, targeted LinkedIn messages Simple PPC or CPM desktop ads 17
  18. 18. Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyondSponsored Content Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet. 18
  19. 19. Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business 19
  20. 20. Text Ads Generate quality leads with an easy PPC solution 20
  21. 21. Implementing Lead Gen Forms
  22. 22. Lead Gen Forms Capture quality leads using forms that are pre-filled with LinkedIn profile data Lead Gen Forms can get up to 3X better conversion rates than Sponsored Content Measure your ROI, including the specific audience segments you’re converting into leads Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system 22
  23. 23. After running lead gen forms for six months, an online school experienced a 65% decrease in cost per lead compared to the previous six months with the same investment level. Blinded University Case Study $435 $152 $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 H1 H2 CY18 Cost Per Lead 65%
  24. 24. To get started, click “Create campaign” 14
  25. 25. Select “Sponsored Content” or “Sponsored InMail” to create a new campaign 15
  26. 26. Select the option to “Collect leads using LinkedIn Lead Gen Forms” 16
  27. 27. Lead Gen Form Offer Headline (40 characters) Offer detail (2 lines of text, ~70 characters) Privacy Policy URL (required) Sponsored Content Image (1200 x 627px) Introductory Text (150 Characters) Assets needed to begin 1 2 Thank you page “Thank You” message (160 characters) & URL for members to visit after submission 3 27
  28. 28. Know how members can fill out the form FIELDS THAT A MEMBER CAN EDIT BEFORE SUBMITTING Email Work Email Phone Number Work Phone Number Gender Any field not filled out from their profile Custom questions If a field besides email, phone number, and gender is pre-populated from your LI profile, it will not be editable. A MEMBER CANNOT SUBMIT A FORM WITH AN EMPTY SECTION 28
  29. 29. Questions can have up to 5 custom multiple choice answers in a drop down Questions can have free-form answers AND/OR CUSTOM QUESTIONS Advertisers can create up to 3 in one form Quick tip #2 With the drop down option, the first answer is auto selected by default. Have that answer read “Select 1” or similar to ensure data is clean & accurate Quick tip #1 Use the free-form answer option as a workaround to selecting “work email” as this will cause the member to manually input an answer.
  30. 30. Content & Form Creation PART 1 DO NOT ASK FOR TOO MUCH INFORMATION Less is more. 3-4 fields is a good best practice. If opens are high but leads are low, it could be that you have too many fields. Put yourself in the member’s shoes. TRY NOT TO INCLUDE FIELDS REQUIRING MANUAL INPUT Phone number and gender, or fields that may not be listed on a member’s profile already, require the member to manually type the information in before submitting. Members cannot submit form with blank fields. CONTENT AND FORMS CANNOT BE EDITED AFTER THEY ARE SAVED If you need to make changes to the content or form, turn them off and re-create. You can duplicate a form, make edits to it, and then save the new form template. 30
  31. 31. Content & Form Creation PART 2 MAKE SURE IMAGES AND COPY ARE RELEVANT THROUGHOUT As a member clicks from the update through the form, make sure the messaging is consistent. Test different forms and find what works best for you BE DIRECT. MAKE SURE MESSAGING MATCHES THE CTA. Keep in mind lead forms are bottom funnel. Be upfront with the value the member is getting by giving their information. ROTATE 3-4 ADS EVENLY Share same SC frequency cap so having 3-4 variations is ideal. Start by rotating evenly before optimizing for CTR. 31
  32. 32. Previewing your ad and form Note that forms will go through “review” in the same way that Sponsored Content does today. Under the “Ads” tab, click “Lead Gen Forms”. Click through to see the creative, the form, and “Thank You” message. 32
  33. 33. Measurement & Optimization
  34. 34. All Lead Metrics can be found in the leads tab of the campaign manager dashboard Leads Lead form opens Total Spent Reporting Lead form completion rate Cost per Lead Attributing leads to a specific update or campaign Click into the individual campaign in the CM tool and break down the lead data by update Download a report by ad performance or campaign performance per month.
  35. 35. Reporting Leads are included in the drop down to show leads by day
  36. 36. Reporting COMPARING COST PER CONVERSION VS. COST PER LEAD If testing the success of the lead form campaign versus conversions on your landing page, run conversion tracking on a regular Sponsored Content campaign at the same time. Compare costs and quality.
  37. 37. Download your leads directly from Campaign Manager
  38. 38. Or pass your leads to your CRM or marketing automation system 38
  39. 39. CONVERSION TRACKING VS. LEAD GEN FORMS When should you use them? *Can track conversions on thank-you page on Lead Gen Forms Conversion Tracking Lead Gen Forms Use Case Wants to get conversions on website Wants to get leads on LinkedIn* Conversion Type Multiple Types (Purchase, Add to Cart) One Type (Leads) Ad Formats All Only SC & InMail Delivery Mobile & Desktop Mobile & Desktop Needs Insight Tag? ✓ - Demographic Reporting ✓ -
  40. 40. 13 Putting it all together
  41. 41. TARGET CONVERT MEASURE 1 2 3 4 5 6 Reach out to your account team with any questions about how Lead Gen Forms can fit into your overall LinkedIn marketing strategy. Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors. Be sure to follow creative best practices, such as headlines that create a sense of urgency, ie. “Apply by Deadline” Majority of conversions happen after 10+ impressions, so focus on your target audience with increased frequency. Measure lead quality, return on ad spend, conversion rates, new site visitors acquired, and more using built-in campaign lead reporting and conversion tracking. Use campaign and website analytics to optimize your results for even greater impact Iterate and Improve 41
  42. 42. Q&A
  43. 43. Thank you!