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
What makes LinkedIn special is the platform’s network of over 850 million professionals, who would be the perfect potential customers for your business. One of the ways to reach them is via ads. In this respect, LinkedIn’s Campaign Manager is a must-have tool for every B2B marketer. With its built-in LinkedIn advertising options, you get access to granular control over who sees your ad and how much you spend on each campaign.
Unfortunately, not every B2B marketer has the time to set up a campaign, create awesome content, find new leads, and drive them to their website. It’s hard to manage all of these things at once. Hiring dedicated campaign managers who specialize in this type of work would be the obvious way to go, although sometimes, companies turn to outsourced lead generation agencies that have the experience, tools, and skilled expertise to handle the task.
So how do you choose between a dedicated ad campaign manager versus a dedicated lead generator? Or should you have both?
In this article, we’ll dive into 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 with the goal of attracting new leads. For marketing professionals, LinkedIn is a gold mine with more than 180M senior-level influencers and over 63M decision makers.
That’s a lot of potential customers! A lead-generating LinkedIn campaign may activities such as promoting your business or product, hosting or participating in group discussions, posting and sharing content, or 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
If you’re not using the LinkedIn Campaign Manager in your lead gen efforts, you’re missing out on 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 from 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.
- 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, and so on.
- Choose a suitable ad format
The LinkedIn Campaign Manager offers four types of 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.
- Set your budget
There are three pricing strategies for the LinkedIn Campaign Manager service: the CPM (Cost per impression) aimed at creating awareness. The CPC (Cost per click) model is designed for lead-generation campaigns. The (CPS) Cost Per Send is charged for successfully delivered message ads.
- 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 a single image followed by your message/offer. LinkedIn offers a media library that helps campaign managers set up and manage their ad creatives.
It is important 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.