Creating a successful LinkedIn lead gen campaign is a bit like making a delicious dish. It needs the right ingredients, a well-thought-out method, and a dash of testing and measurement. This guide is your step-by-step recipe for a bootstrap, self-launched campaign. Let’s cook up something amazing!
What You’ll Need
Your Targeted Buyer Persona
Before you dive into the LinkedIn advertising kitchen, get to know your ideal customer. Who are they? What challenges are they facing? Think of your buyer’s persona as your target recipe: the more specific it is, the better (and more qualified) your leads will be.
Targeted Email List or Audience
Whether you’re growing your own list or purchasing one, make sure it’s as carefully picked as your grandma’s secret meatball ingredients. Do your due diligence.
Ingredients
1 Compelling Case Study
Be smart about who you feature. Choose a client who’s most similar to your ideal buyer’s persona and tailor the case study to address their specific pain points. This puts the right appetizer in front of the right people.
2 Client Testimonial Videos
Showcase real people with relatable stories. Highlight the challenges they faced and how your product or service became the solution. Client testimonials are like having your friend vouch for your cooking skills, adding a human touch while helping you build trust.
2-3 Blog Posts
Create posts around topics your audience is hungry for. Optimize them with relevant keywords to bring in organic traffic, leads, and rank high on search engines and platforms.
Optional: Whitepaper (Lead Magnet)
Offer a detailed white paper as a downloadable treat in exchange for contact info.
Step 1: Cook up Engagement
Start by sharing your case study through targeted document ad campaigns on LinkedIn. At this point, it will be clever to show the campaign to a relatively wide audience within your target demographic.
Then, run A/B tests with your client testimonial videos to see which one resonates better with your target audience and push it to the same wide audience.
Step 2: Focus on the Main Dish
Now that you know who interacted with your case study or videos, refocus your efforts. Retarget this audience with blog posts to keep them engaged and moving down your sales funnel.
Step 3: Serve the Main Course
It’s money time! Launch lead generation campaigns targeting your retargeted audience. You have two serving options for your main course:
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The Straightforward Approach: Demo Request Ads
Invite prospects to book a demo – a live, interactive experience that gives them a taste of your solution in action. -
The Immersive Approach: Gated Whitepaper
If you don’t want to bet on immediate engagement (e.g. demo), you can offer your white paper in exchange for contact info. It may lengthen the pipeline, but it’s a safer, softer, and depper introduction to your brand and offering.
