Take advantage of LinkedIn’s newest tool for Insurance lead generation
LinkedIn continues to be a great source for organic leads, but paid marketing on LinkedIn isn’t always as profitable. Cost per click is much higher on LinkedIn, compared to other social media platforms, but is the traffic better?
A recent study by HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate (2.74%) almost three times higher than both Twitter and Facebook. LinkedIn also topped social media leads overall, which included traffic that came to business’ website from all social media other than LinkedIn.
LinkedIn for Insurance Leads
LinkedIn is a great tool for B2B marketers, because people join the social network to showcase their career, work expertise, and find content and information to make their lives better. That makes it the perfect place to target other businesses.
While LinkedIn is a great source for networking and reaching companies where you can sell employer benefits, health insurance, etc. generating insurance leads through paid efforts can be challenging.
LinkedIn has been working to improve ROI for B2B and lead generation marketers for years. Their most recent effort is called LinkedIn Lead Gen Forms. But will these forms work for insurance lead generation?
What are LinkedIn Lead Gen Forms?
If you haven’t run a Sponsored Content campaign on LinkedIn, it’s a way for businesses to promote posts and content. Similar to Facebook post boosting, with a LinkedIn Sponsored Content campaign you can set a target audience, and ensure that audience sees your posts by putting budget behind it. Unlike Facebook where a budget of $5 can get you a decent amount of engagement, the cost per engagement is much higher on LinkedIn.
To help marketers generate leads, and encourage marketers to increase sponsored content budgets, LinkedIn has found a way to make lead generation easier.
With LinkedIn Lead Gen Forms, you can create a custom form that includes the fields you require for conversion. You must first post to your company page, then select which posts you wish to sponsor/promote. After you’ve selected your posts, you’ll have the ability to add a form. You can customize your form with your logo, custom fields, short description, and Thank You page with a URL.
According to Divye Khilnani, who works on product management for LinkedIn, the professional network found that 80% of engagement comes from mobile devices, where lead generation is challenging. To make it easier for visitors to complete a form, LinkedIn prepopulates fields using up-to-date information from the user’s LinkedIn profile. LinkedIn Lead Forms are only served on the mobile app currently, but will be expanding to desktop later this year.
According to feedback from a LinkedIn survey of 50 B2B marketers, 90 percent beat their cost-per-lead goals with the new lead gen forms. They also saw a lower cost per lead with lead gen forms than with the standard Sponsored Content campaign.