SlideShare a Scribd company logo
Mastering Lead Gen
Forms for Higher
Education
LinkedIn EDU Webinar Series
Beth Hoffman
Client Solutions Manager
Education Vertical
Ira Amilhussin
Group Manager
Education Vertical
2
Jarrod Butler
Sr. Client Solutions Manager
Education Vertical
Agenda
Why LinkedIn?
Lead Gen Strategies
Implementing Lead Gen Forms
Measurement and Optimization
Q&A
3
Why LinkedIn?
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
Better conversion
rates on
LinkedIn vs.
Facebook
Universities are
seeing
5x
Source:ConvergeConsulting,2016
6
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
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%
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.
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
Lead Gen Strategies
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
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
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
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
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
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
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
Sponsored InMail Send timely, convenient, and relevant private messages
to the people that matter most to your business
19
Text Ads Generate quality leads with an
easy PPC solution
20
Implementing
Lead Gen Forms
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
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%
To get started, click “Create campaign”
14
Select “Sponsored Content” or “Sponsored InMail” to create a new campaign
15
Select the option to “Collect leads using LinkedIn Lead Gen Forms”
16
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
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
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.
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
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
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
Measurement &
Optimization
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.
Reporting
Leads are included in the drop down
to show leads by day
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.
Download your leads directly from Campaign Manager
Or pass your leads to your CRM or
marketing automation system
38
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
✓ -
13
Putting it all
together
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
Q&A
Thank you!

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Mastering Lead Gen Forms for Higher Education

  • 1. Mastering Lead Gen Forms for Higher Education LinkedIn EDU Webinar Series
  • 2. Beth Hoffman Client Solutions Manager Education Vertical Ira Amilhussin Group Manager Education Vertical 2 Jarrod Butler Sr. Client Solutions Manager Education Vertical
  • 3. Agenda Why LinkedIn? Lead Gen Strategies Implementing Lead Gen Forms Measurement and Optimization Q&A 3
  • 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. Better conversion rates on LinkedIn vs. Facebook Universities are seeing 5x Source:ConvergeConsulting,2016 6
  • 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. 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. 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. 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
  • 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. 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. 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. 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. 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. 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. 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. Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business 19
  • 20. Text Ads Generate quality leads with an easy PPC solution 20
  • 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. 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. To get started, click “Create campaign” 14
  • 25. Select “Sponsored Content” or “Sponsored InMail” to create a new campaign 15
  • 26. Select the option to “Collect leads using LinkedIn Lead Gen Forms” 16
  • 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. 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. 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. 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. 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. 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
  • 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. Reporting Leads are included in the drop down to show leads by day
  • 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. Download your leads directly from Campaign Manager
  • 38. Or pass your leads to your CRM or marketing automation system 38
  • 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 ✓ -
  • 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. Q&A