LinkedIn Lead Generation
The Brief
OK, legally we can’t mention who this team is. But trust us, they’re a pretty big deal in London… That’s as much as we can say. The results were just too good to not share.
As a part of our Premium Memberships campaign for this particular club, we were tasked with finding leads through LinkedIn to support our pure conversion campaign that ran on Meta. Through the use of supplied video and static content we were asked to provide as many leads as possible at the cheapest cost.
The primary metrics we focused on were leads, CPL and cost per click. Impressions were a secondary focus. We were also asked to keep the CPL at or below £30 per lead for the duration of this campaign.
Our LinkedIn strategy relied on our audiences being as effective as possible. While the club were not releasing the remaining premium memberships until all existing members had had a chance to renew, creating a waitlist so that the existing members that did opt out was an important part of the season-long strategy. We focused on retargeting audiences for this campaign as we felt that this was where we could achieve the best results. We started by setting up a website visitors audience, targeting everyone who had visited various premium pages on the club’s website.
Those who had engaged with our content in the past were also retargeted, as were the club’s page followers. Finally, we created a prospecting audience based on a couple of the demographics listed in the brief. LinkedIn targeting is very different from many other social platforms, so rather than targeting interests, we looked at relevant industries and job senioritis based on data collected on past membership purchases.
The Results
174
Leads
£19.76
CPL
£1.27
CPC