Turning LinkedIn into a Lead Gen Goldmine!

TESTIMONIAL

“Wolfgang Digital’s innovative suggestions have helped us from day one and have yielded outstanding results. The team has demonstrated a strong strategic approach and provided hands-on support during implementation and optimisation. Thanks to them, we’ve achieved significant results in our product campaigns for various target groups. We highly recommend Wolfgang Digital to anyone seeking remarkable results.“

Krisztian Kolesar, Digital Marketing Project Manager, FANUC Europe Corporation

WOLFGANG DIGEST

FANUC, a leading B2B provider of factory automation, had been struggling with high costs per lead on LinkedIn. Wolfgang adopted an innovative approach in using LinkedIn’s latest products to achieve remarkable results by reducing LinkedIn CPL without sacrificing their quality.

CHANNELS

BUSINESS GROWTH

LinkedIn Leads: +286%

THE CHALLENGE

LinkedIn’s unique targeting capabilities allows businesses to reach professionals, executives, and decision-makers in their industry.

However, the challenge for advertisers is that LinkedIn is far more expensive in comparison to other social media platforms.

Was it possible to create a new strategy that could allow us to reduce the LinkedIn cost per lead without sacrificing the quality?

OUR STRATEGY

Two key areas were key to our strategy:

1. Improving Quality through Enhanced Targeting Capabilities

We knew that we would need advanced targeting to reach FANUC's very niche, B2B audience. Unlocking advanced custom audience intelligence and using Linkedin’s custom segments would allow us to target people who previously engaged with organic or paid automotive posts, and reach highly relevant prospects.

2. Reducing Costs with Innovative Solutions

We know that LinkedIn favours engagement that allows audiences to remain in the app as opposed to linking off site. With this in mind we test all new ad formats immediately as they became available to quickly find the best and most cost effective B2B lead generation solutions. One such solution was Document Ads.

INNOVATION USED

1. Custom Segments:

We worked closely with our LinkedIn rep to unlock the custom segments feature and gain access to more advanced audience intelligence. We identified new audiences which were uploaded to LinkedIn as Saved Audiences for retargeting.

Some of these segments were:

Affinity for Automotive brand - Members who follow or engaged with Paid or Organic posts from the Automotive industry
CEO Network - 1st Degree connections of CEO
Upwardly Mobile - Members who were recently promoted to a higher seniority

2. Document Ads:

In-App Lead Generation is more favourable to Linkedin as users don’t leave the app. Document Ads are a new offering that allow us to drive in-app leads, by offering previews of high value content such as reports/e-books/brochures, with the option to continue reading in exchange for user information such as a work email address (First Party Data).

BUSINESS GROWTH

By leveraging these innovations, LinkedIn CPL declined 69%, total LinkedIn leads increased 286% and form completion rates jumped 128%.

Our next steps are to tap into LinkedIn profile targeting on Bing.

Bing is very exciting for B2Bs as its search engine allows you to target potential customers based on their LinkedIn profile information such as industry, job title and company. While the volume of Bing users is smaller, early results are showing increases of 106% in CTR and 73% in conversion rate. Watch this space!