If your LinkedIn lead gen strategy doesn’t involve a well-thought-out and effective lead magnet, your software/SaaS isn’t going to get that many sales.
Why? Because everyone jumps into LinkedIn Ads believing that it’ll be highly effective for B2B SaaS (and it is). The problem is, they use static images or poorly made lead magnets that just don’t perform well. This leads them to think that LinkedIn isn’t ideal for lead gen which simply isn’t true.
So, in this blog post, we’re going to show you how to maximize your efforts so that you can get more value out of your investment into LinkedIn Ads.
Tip #1 - Provide REAL Actionable Value
This is definitely one of the most important things when it comes to LinkedIn lead gen. If you want people to hand over their details – even if it’s “only” their email – you have to provide them with real value.
You can do this by using static images that show parts of your eBook, by offering a free webinar, or our favorite which is to use a video ad. Video ads are perfect for conveying a lot of information, not to mention they get more attention than static ads.
To add to this, LinkedIn recently rolled out video retargeting. This means you can retarget people who had watched a percentage of your video and show them another video ad – in other words, you’re using sequential ads.
Making your LinkedIn video ads perfect isn’t easy, but they don’t have to be perfect. If you’re not a professional video editor and can’t afford to pay one, there are plenty of free tools out there that can be used to produce simple videos.
Remember, you want to offer real value, so how can we do this? The mistake everyone makes is to go straight for the sale. Don’t start by trying to convince users to buy your software or sign up for a free trial. Instead, nurture them before heading for sales.
Now for the actual lead magnet. Don’t waste time drafting four or five average-quality lead magnets; invest your time into one high-quality lead magnet that’s so valuable people would be willing to pay you for it. In this case, though, you’re going to give it away for free in return for their email address.
Tip #2 - Create a FREE Ultimate Guide
The second way you can improve your LinkedIn lead gen ads is by creating an ultimate guide for free. Again, you need to be offering some value in this guide. Something along the lines of how your audience can get more inbound sales and increase their return on investment, and throw in some case studies to demonstrate your strategies.
Promote your guide using LinkedIn Ads. Even better: use LinkedIn Video Ads and feature the first half of your guide. Then, at the end of the video, say, “Hey if you want to see the rest of my tips and get more in-depth advice, download my free ultimate guide!”, with a link in the description.
Why do this? First, you’re getting some valuable data from users watching your videos. With LinkedIn’s video retargeting, you can run retargeted ads to those who have watched most of your video. These are the people who are most interested in what you have to say.
Second, when users click the link to get your guide, you’ll be including a content upgrade for them to opt in to with their email. From then on, you can nurture them through an email marketing sequence while also retargeting them with ads on LinkedIn.
This might seem like a more complex approach and it will require more effort on your part, but it’s a lot more effective than the standard, “Here’s my software, get a free trial, sign up now!”, ads that we see.
#3 - Promote an Article (feat. SaaS Updates)
We all know retargeting is great, but it gets even better when you use it at the right times. For instance, a lot of potential customers will fall through the cracks of your sales funnel. With SaaS in particular, this can be because your software is missing features that are important to them.
How do we counter this? Every time that you release a software update, publish an article detailing the changes you made and then promote that article on LinkedIn. In addition, write your key changes in the ad (or any changes that you think are important to your audience).
Following that, retarget people who you previously lost along the way – those people who were close to becoming customers but fell out of the funnel. Not only is there a chance that you’ve added features they need (thus enticing them to try your software out), but it shows you’re actively improving your SaaS.
As a minor lead magnet, you could even include a link to a suggestions page. There, users can submit features they want to see along with their email address. Not only can you add their email to your email list for newsletters and such, but you can email them if the feature they suggested is added – this is as close to a guaranteed customer as you’ll get.
LinkedIn Lead Gen Ads Done Right
Hopefully, with these tips, you’ll have an easier time creating high-quality lead magnets and pushing out effective LinkedIn lead gen ads. At the very least you’ll have a better understanding of how to get the most out of your ads by enhancing their performance.
But what if you don’t see a change in your results? What if your lead magnet still isn’t getting you any leads? Don’t worry, we can point you in the right direction. At KonvertLab we specialize in various platforms including LinkedIn Ads. We’ve got a highly experienced team of marketers who can take one look at a campaign and identify it’s weaknesses.
Need some assistance? Let’s hop on a call and discuss your business’s needs and goals, and see how our skills can be used reach those goals.