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Lead Generation Forms on LinkedIn

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Digital Marketing - Study Notes:

What are lead generation forms?

Lead generation or lead gen forms allow you to capture data from your ads on LinkedIn with seamless pre-filled forms. When members click on one of your ads, their LinkedIn profile information automatically populates an in-app form that they can then submit instantly without having to type in their info. Once someone submits a lead gen form, you'll get a lead record that can include that person's name and contact information, the company name, seniority, job title, location, and more.

Because this lead data comes from the members' up-to-date LinkedIn profile, it is typically more accurate and complete than what you'd get from a traditional website form where people can sometimes enter false or partial information.

Benefits of lead generation forms

This brings a number of benefits:

  • You can capture high-quality leads.
  • You can measure the ROI of your lead generation campaigns.
  • You can access and manage your leads with ease through the LinkedIn platform.

You can add lead gen forms to your sponsored content and Message Ads/Sponsored InMail campaigns to maximize their return.

Lead gen forms allow you to customize your privacy policy options to suit any specific requirements you may have. You can add up to 12 informational fields and up to 3 customer questions to enable follow-up and help qualify leads. Best practice is to limit the number of these fields to 3 or 4 (email address, first name, last name, what is your top business priority? for example) as too many can be off-putting to potential leads.

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Luan Wise

Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing (FCIM) with over 20 years’ experience in agency, client-side and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development and more.

A specialist in social media, Luan has trained thousands of business professionals across the world via open social media training courses and in-house programmes. She is a course instructor for LinkedIn Learning and an accredited lead trainer for Facebook and Instagram.

Luan is author of the award-winning book ‘Relax! It’s Only Social Media’ (published 2016), best-selling book, ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals (published 2023). Luan is currently working on a new title for Bloomsbury Business to be published in September 2024.

Luan Wise

ABOUT THIS DIGITAL MARKETING MODULE

LinkedIn
Luan Wise Luan Wise
Presenter

This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You’ll learn how to use LinkedIn-specific features, such as Company, Affiliate, Showcase, and Career pages, to build your company presence on the platform. You’ll also learn how to set up and manage LinkedIn Groups. The module then outlines best practices for advertising on the platform, discusses the different ad formats available, and explains the benefits of leaf generation forms. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.

This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You’ll learn how to use LinkedIn-specific features, such as Company, Affiliate, Showcase, and Career pages, to build your company presence on the platform. You’ll also learn how to set up and manage LinkedIn Groups. The module then outlines best practices for advertising on the platform, discusses the different ad formats available, and explains the benefits of leaf generation forms. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.