Table of contents:
- What is a Lead Generating LinkedIn Campaign?
- What’s a Dedicated Linkedin Campaign Manager?
- What does Outsourced Lead Generation Offer?
- Outreachly as a No-Risk Lead Generation Outsourcer for Your Lead Generation Projects
LinkedIn’s unique strength lies in its vast network of over 850 million professionals, a goldmine of potential customers for your business. Leveraging this network through ads is a powerful strategy. In this context, LinkedIn’s Campaign Manager emerges as an indispensable tool for every B2B marketer. With its comprehensive LinkedIn advertising options, you gain precise control over your ad’s audience and budget, opening up a world of possibilities for lead generation.
Undoubtedly, the demands of setting up a campaign, creating compelling content, finding new leads, and driving them to your website can be overwhelming for many B2B marketers. In such situations, the expertise of dedicated campaign managers becomes a beacon of hope. These professionals, who specialise in this type of work, can be a reliable solution. However, in some cases, companies opt for outsourced lead generation agencies, which bring their experience, tools, and skilled expertise to the table.
When it comes to lead generation, the choice between a dedicated ad campaign manager and a dedicated lead generator can be a crucial one. Understanding the roles and responsibilities of each can empower you to make an informed decision. And who knows, you might even find that having both is the winning strategy for your business.
In this article, we’ll examine the differences between campaign managers and lead generators and the in-house versus outsourced teams for B2B sales prospecting.
What is a Lead Generating LinkedIn Campaign?
A lead-generating LinkedIn campaign is a digital marketing campaign that promotes your business via LinkedIn to attract new leads. LinkedIn is a gold mine for marketing professionals, with over 180M senior-level influencers and over 63M decision-makers.
That’s a lot of potential customers! A lead-generating LinkedIn campaign may involve the following:
- Promoting your business or product.
- Hosting or participating in group discussions.
- Posting and sharing content.
- Inviting people to events.
When done well with LinkedIn’s built-in ad management tools, these activities can generate more conversions and leads than other social media ad campaigns. As it stands:
- 80% of B2B leads come from LinkedIn
- 6.73% come from Facebook
- 12.73% come from Twitter
Source: LinkedIn Pulse
Stages of LinkedIn Lead Generation Campaign
You must use the LinkedIn Campaign Manager in your lead gen efforts to take advantage of many opportunities. LinkedIn’s campaign manager offers well-structured ad management tools that promise to deliver your ads and messages to the most qualified prospects in its network.
LinkedIn has broken down its campaign manager into the following stages:
- Choose an objective
Here, the marketer specifies the main objective of the campaign. Is it brand awareness or the conversion of a new customer? Each objective is marked by a unique set of metrics, such as increased leads for a conversion objective.
2. Choose a target audience
The target audience is the people who will receive your ad at the end of the day. It is important to note that LinkedIn does not push the ad to its entire network. Only to the people who are most suited to your offering. LinkedIn advertising options allow you to split your target audience by company size, industry, skills, job title, etc.
3. Choose a suitable ad format
The LinkedIn Campaign Manager offers four ad formats: text ads, message ads, dynamic ads, and sponsored content. Text ads are simple PPC ads that target a broad audience of professionals. Message ads spark conversations directly from the recipient’s LinkedIn inbox. Dynamic ads tap into the audience’s demographics and other closely related information, including company name and job title. Sponsored content lands on your target audience’s LinkedIn feed.
4. Set your budget
There are three pricing strategies for the LinkedIn Campaign Manager service: the CPM (Cost per impression) model, which aims to create awareness; the CPC (Cost per click) model, which is designed for lead-generation campaigns; and the CPS (Cost Per Send) model, which charges for successfully delivered message ads
5. Create and launch your ad creative
The ad creative is the actual advert that goes out to your audience. It could be a video or image followed by your message/offer. LinkedIn offers a media library that helps campaign managers set up and manage their ad creatives.
It is vital to track the results after every ad campaign. Some key pointers include the number of new leads generated, additional website traffic, click-through rate, and the number of booked meetings from your ad management tools. Based on your findings, brainstorm new campaign ideas and set goals for the next campaign.