Goal:

Successfully create a LinkedIn lead generation form that captures high-quality leads directly from your LinkedIn ad campaigns.

Ideal Outcome:

You will have a fully functional LinkedIn lead generation form ready to be integrated into your sponsored content or message ads, helping you attract and capture valuable leads with ease.

Prerequisites or Requirements:

Before you begin, ensure you have access to a LinkedIn ad account and that your ad account is associated with a LinkedIn Page. If you don't have either, refer to:

●     Set Up a LinkedIn Company Page

●     Create a LinkedIn Ads Account

Why This Is Important:

A lead generation form is crucial if you aim to collect leads through LinkedIn ad campaigns. These forms allow you to gather quality leads with pre-filled forms, reducing friction for users and increasing conversion rates.

Where This Is Done:

LinkedIn Campaign Manager.

When This Is Done:

Before running a lead generation campaign.

Who Does This:

The person responsible for media buying or digital marketing.

Introduction: Why Use LinkedIn for Lead Generation?

LinkedIn has become the go-to platform for B2B marketers looking to generate high-quality leads. With its vast network of professionals, LinkedIn offers a unique opportunity to connect with decision-makers, influencers, and other key stakeholders in your industry. Unlike other social media platforms, LinkedIn users are typically in a business mindset, making them more receptive to marketing messages and offers.

Lead generation on LinkedIn is particularly effective because of its advanced targeting capabilities. You can target specific job titles, industries, company sizes, and even groups, ensuring your ads reach the most relevant audience. When paired with a well-crafted lead generation form, LinkedIn becomes a powerful tool for capturing and nurturing leads.

Understanding LinkedIn Lead Generation Forms

What Is a LinkedIn Lead Generation Form?

A LinkedIn lead generation form is a type of form integrated into LinkedIn ads, allowing you to collect lead information directly within the LinkedIn platform. These forms are designed to be seamless, automatically populating fields with a user's LinkedIn profile data, which reduces the effort required from the user and increases the likelihood of form submissions.

Types of Information Collected

LinkedIn lead generation forms allow you to collect various types of information, which can be broadly categorized into three groups:

1. Profile Information: This includes basic user details such as first name, last name, email address, phone number, job title, and company name. These fields are typically auto-filled based on the user’s LinkedIn profile, making it easier for them to submit the form.

2. Custom Questions: These are specific questions you want to ask your leads. They can be multiple-choice or open-ended, depending on the type of information you need. For example, you might ask, “What is your biggest marketing challenge?” or “How soon are you looking to purchase?”

3. Custom Checkbox: This allows you to add a checkbox for user consent or opt-in agreements, such as agreeing to receive newsletters or accepting terms and conditions.

Why Lead Generation Forms Are Effective

Lead generation forms on LinkedIn are effective for several reasons:

●     Reduced Friction: The forms auto-fill with the user’s LinkedIn data, reducing the time and effort required to complete the form, which increases conversion rates.

●     High-Quality Leads: Since LinkedIn is a professional network, the leads generated through these forms are often of higher quality compared to other platforms.

●     Better Targeting: LinkedIn’s advanced targeting options ensure that your forms are seen by the most relevant audience, improving the chances of capturing qualified leads.

Step-by-Step Guide to Setting Up a LinkedIn Lead Generation Form

Step 1: Sign in to LinkedIn Campaign Manager

Start by signing in to LinkedIn Campaign Manager. This is where you’ll manage all your LinkedIn ads and lead generation forms. Ensure you’re signed into the correct account associated with your LinkedIn Page.

Step 2: Select Your Ad Account

Once inside the Campaign Manager, select the ad account where you want to create your lead generation form. If you don’t have an ad account set up yet, refer to Create a LinkedIn Ads Account.

Step 3: Navigate to Lead Gen Forms

In the Campaign Manager, click on the “Account Assets” dropdown menu, and select “Lead Gen Forms.” This will take you to the Lead Gen Forms dashboard, where you can manage all your forms.

Step 4: Create a New Form

Click the “Create form” button on the Lead Gen Forms dashboard. You’ll be redirected to the form details page where you can start setting up your new lead generation form.

Completing the Form Details

The form details section is where you’ll customize your lead generation form to match your campaign’s goals and branding. This section consists of several key fields that need to be filled out:

Form Name

Choose a name for your lead generation form. This name is for internal use only, so make it something descriptive that will help you easily identify the form later.

Language

Select the default language for your form. LinkedIn supports multiple languages, so choose the one that best matches your target audience.

Offer Headline (Max 60 Characters)

The headline is one of the most important elements of your form. It should be short, compelling, and clearly communicate the value of your offer. For example, “Download Our Free Marketing E-Book” or “Get a Personalized Demo Today.”

Offer Details (Max 160 Characters)

This is where you provide a brief description of what the user will receive by completing the form. Keep it concise and focused on the benefits. For example, “Sign up to receive a comprehensive guide on B2B marketing strategies.”

Privacy Policy URL (Required)

You must include a link to your company’s privacy policy. This is a requirement on LinkedIn and ensures that users understand how their information will be used.

Privacy Policy Text (Optional)

This optional field allows you to add a short text snippet under the privacy policy URL, providing additional context on how you will use the collected information. For example, “We respect your privacy. Your information will not be shared.”

Choosing the Information to Collect

After completing the form details, the next step is to decide what information you want to collect from your leads. LinkedIn provides a range of options, which you can customize based on your campaign’s objectives.

Profile Information

This section allows you to collect basic profile information from the user, which is typically auto-filled from their LinkedIn profile. Common fields include:

●     First Name

●     Last Name

●     Email Address

●     Phone Number

●     Job Title

●     Company Name

●     Company Size

Tip: Only ask for the information you truly need. The more fields you require, the higher the potential drop-off rate. Keep your form simple to maximize submissions.

Custom Questions

Custom questions allow you to gather more specific information from your leads. You can create questions that are multiple-choice, single-choice, or open-ended. Here are a few examples:

●     Multiple-Choice: “Which of the following best describes your company’s industry?” [Options: Technology, Finance, Healthcare, etc.]

●     Open-Ended: “What is your biggest challenge in digital marketing?”

These questions can help you qualify leads further by understanding their needs and interests.

Custom Checkbox

The custom checkbox is useful for obtaining explicit consent from users or allowing them to opt into additional offers, such as subscribing to a newsletter or agreeing to receive marketing communications.

Crafting the Confirmation Message and Call to Action

Confirmation Message

Once a user submits the form, they will see a confirmation message. This message is a great opportunity to thank them and provide next steps. For example:

“Thank you for signing up! Your e-book is on its way to your inbox. In the meantime, feel free to explore our blog for more marketing insights.”

Call to Action Button

You can also include a call to action (CTA) button in the confirmation message. This button can direct users to a specific landing page, website, or another resource. Some examples of CTAs include:

●     “Visit Our Website”

●     “Schedule a Free Consultation”

●     “Explore Our Products”

Adding Tracking Parameters (Optional)

In the final section of the form setup, you have the option to add additional fields for tracking purposes. These fields are not visible to the user but can be incredibly useful for internal tracking and analytics.

Examples of Tracking Fields:

●     Campaign Source: This field can help you track which specific campaign is generating the most leads.

●     Promo Code: If you’re running a promotional offer, you can track the effectiveness by including a promo code field.

These tracking parameters allow you to better analyze the performance of your lead generation campaigns and make data-driven decisions.

Review and Finalize Your LinkedIn Lead Generation Form

After completing all the sections, review the information you’ve entered. Make sure everything is accurate and aligns with your campaign objectives. If you’re satisfied, click “Agree & Create.”

Your LinkedIn lead generation form is now ready to be used in your campaigns. You can integrate this form into sponsored content ads or message ads within LinkedIn Campaign Manager.

Best Practices for LinkedIn Lead Generation Forms

Creating a lead generation form is just the first step. To maximize its effectiveness, consider the following best practices:

1. Keep It Simple

Simplicity is key when creating lead generation forms. The fewer fields you include, the higher the chances of form completion. Focus on collecting only the most essential information and avoid overwhelming users with too many questions.

2. Use Compelling Headlines

Your form’s headline should be attention-grabbing and clearly communicate the value of your offer. A strong headline can significantly increase the number of submissions.

3. Offer Something of Value

Users are more likely to provide their information if they feel they’re getting something valuable in return. Whether it’s an e-book, a free consultation, or access to exclusive content, make sure your offer is enticing.

4. Test and Optimize

Don’t be afraid to experiment with different form configurations. A/B testing different headlines, CTAs, and form lengths can provide valuable insights into what resonates best with your audience.

5. Ensure Mobile Compatibility

A significant portion of LinkedIn users access the platform via mobile devices. Ensure that your lead generation form is optimized for mobile to capture leads on the go.

The Importance and Benefits of LinkedIn Lead Generation Forms

1. High-Quality Leads

LinkedIn lead generation forms typically yield higher-quality leads compared to other platforms. The professional nature of LinkedIn’s user base, combined with advanced targeting options, ensures that your ads are seen by individuals who are more likely to convert.

2. Streamlined Lead Capture

With LinkedIn’s auto-fill feature, users can submit their information with just a few clicks. This streamlined process reduces the barriers to entry and increases form submission rates.

3. Enhanced Targeting

LinkedIn’s robust targeting options allow you to reach specific audiences based on job title, company size, industry, and more. This precision targeting ensures that your lead generation forms are seen by the right people, increasing the likelihood of capturing valuable leads.

4. Seamless Integration with CRM Systems

LinkedIn lead generation forms can be seamlessly integrated with your CRM system, allowing for efficient lead management and follow-up. This integration ensures that your sales team can quickly act on new leads, improving the chances of conversion.

5. Data-Driven Decision Making

The data collected from LinkedIn lead generation forms provides valuable insights into your audience. This data can be used to refine your targeting, optimize your campaigns, and make informed decisions that drive better results.

Conclusion: Start Generating Quality Leads with LinkedIn Today

Setting up a LinkedIn lead generation form is a critical step in capturing high-quality leads for your business. By following the steps outlined in this guide and adhering to best practices, you’ll be well-equipped to create forms that not only attract leads but also drive significant business growth.

LinkedIn’s professional user base, combined with its advanced targeting capabilities, makes it the ideal platform for B2B lead generation. Start building your lead generation form today and take the first step towards connecting with valuable prospects on LinkedIn.

Ready to Get Started?

Sign in to LinkedIn Campaign Manager now and create your first lead generation form. For further reading and in-depth tips, explore our LinkedIn Ads Guide. Happy lead capturing!