Generating Leads With HubSpot's LinkedIn Add-On

OTime to complete: 2 hours over 1 Week

Please note, this HubSpot Project requires the HubSpot Ads Add-on. Click here to activate your free trial.

This project will walk you through using HubSpot's LinkedIn Add-On to generate leads. 

Completing these steps will allow you to:

  • Create a Sponsored Update Campaign for LinkedIn
  • Expand your social media reach.
  • Generate qualified new leads using LinkedIn.

You can find some additional materials are LinkedIn Sponsored Content here:

Step 1: Start your LinkedIn Campaign
Learn how

To-do

  1. This Project requires the HubSpot Ads Add-on. Click here to activate your free trial.
  2. Navigate to your Ads Dashboard.
  3. In the left navigation menu select, Paid Campaigns.
  4. In the upper righthand corner, click on Create LinkedIn Campaign.
  5. Create a LinkedIn Ad Campaign Name.
  6. Select the Company page that your Ad Campaign will publish from.
  7. Select a language preference.

Example

Pro Tip

Consider using a naming convention that is easy to search. This will be helpful when you need to review your ad campaign or would like to show your excellent work to your colleagues. For example, “Content Offer Name-Month/Date”

Step 2: Choose Content to Sponsor
Learn how

To-do

  1. When creating an Ad Campaign to generate leads on LinkedIn, it is very important to use content that has performed well in the past. You may decide that the best-performing piece of content may be an offer that has received the most clicks on social or has generated the most form submissions.With this in mind, select the Company Update that has performed the best overall and use this as your first piece of content to sponsor. 
  2. If you would like to create a new piece of content, click on the button labeled “Create Direct Sponsored Content” Direct Sponsored Content is best used to promote new content without it showing on your company page. To drive the most leads use a content offer landing page as the destination from the ad. (It may take a second to appear in your direct content tab). For conversion tracking to work - the destination of the ad must have the HubSpot cookie.

Example

Pro Tip

Create multiple direct sponsored update ads during this stage. We recommend at least four. This will allow you A/B test the ads and see which content drives the most conversions. You can then optimize for the content that performed the best by moving budget and creating an organic LinkedIn Post with the content.

 
Need to know the difference between a sponsored update and direct sponsored content?
Read more about LinkedIn here!
Step 3: Target the Right Audience for Your Campaign
Learn how

To-do

  1. Targeting on LinkedIn is a dream come true for B2B marketers. With LinkedIn you can easily reach the right industry, company and people inside of an organization with your message. When you have an offer that’s working especially well for one of your buyer personas - use LinkedIn to amplify that offer to more of the same people who you normally wouldn’t reach. 

    The audience that you choose for your campaign should be based on the Buyer Persona(s) that your Ad is expected to impact. 

  2. Target by the Location(s): Target your most valuable regions or areas that will have the most impact. This can greatly increase or reduce your audience size. So, be specific. 
  3. Target by Company: Start by excluding companies you don’t want to advertise to. Such as your own or competitors. Here you can also choose by category (targeting an entire industry) or specific companies. If you use industry targeting narrow things down by adjusting the size of the business you want to reach.
  4. Target by Job Title(s): Who inside the organizations you're targeting do you want to reach? It pays to be specific. Also, you can reduce your CPC by excluding job titles of people you don’t want to reach.
  5. Target by Skills: This can be a creative way to target customers with specific skills listed on LinkedIn. Be careful here you don’t want to over-target.
  6. Target by Groups: Are you customer’s part of certain groups or clubs? Use Groups in order to target the groups your persona may be a member of, but remember not to over-target.

Example

Pro Tip

You want a target audience much higher than 50k people but try not to exceed 300k. If your audience is below 300k it’s important to change ad content weekly to maintain engagement.

Step 4: Select a Payment Method
Learn how

To-do

  1. Before you select your payment method, you will need to identify the goals of your campaign. If your goal is to drive leads, select Pay for Clicks (CPC). You will pay each time that someone clicks on your ad. If your goal is to increase brand awareness select Pay for Impressions (CPM). You will pay for every 1,000 people who view your ad.

Example

Pro Tip

Brand awareness campaigns are best used to attract new audience members and provide them with new information about your brand.

Step 5: Set Your Bid
Learn how

To-do

  1. Set your bid amount. If you have selected to pay for clicks, your bid amount will be the maximum cost of each person who clicks on your piece of content. For example: Bid Amount = $5.22, each person who clicks on my ad will cost me no more than $5.22, but could cost less. If you have selected to pay for impressions, your bid amount is the amount that you are willing to pay for 1,000 impressions and so if you win the bid, this becomes the cost for 1,000 impressions.

Example

Pro Tip

Bid at the high end or above the suggested bid range. Bidding below the suggested range does not result in low CPCs, but rather low performance and delivery. For example, if the current suggested range is $6 - $9.50, consider bidding $8 - $11 when launching the campaign – note this does not mean $8 - $11 is paid for every click – bids function as a ceiling of what you are willing to pay.

Need some help setting a bid on LinkedIn?
Read about how to change the target bid on LinkedIn here.
Step 6: Set Your Budget
Learn how

To-do

  1. Decide on the amount that you would like to dedicate towards paid ads. Be sure to select a budget that works best for your business, however, LinkedIn recommends that Ads users allocate a minimum of $200 USD a day towards their daily budget in order to maximize ad run-time and results. 

  2. Next decide your timeline. How long do you want to run ads? 2-4 weeks is often a good timeline to support one campaign. 

  3. When you know your timeline and your budget divide your budget by the number of days you want the campaign to run. Set this as your daily budget. LinkedIn will show your ads as often as possible until this amount runs out per day.

  4. Make sure to set an end date for you campaign. 

Example

Pro Tip

Please note that there may be a short period of time after your budget is reached when your ads continue to display. You will be charged for clicks or impressions that are delivered during that time up to 20% beyond your daily budget, so multiply your daily set budget by 1.2 in order to account for this. 

Need help with you LinkedIn ads campaign budget?
Check out this LinkedIn resource!
Step 7: Launch Your Campaign
Learn how

To-do

  1. Select the button that says "Launch Campaign." 
  2. You've done it! Now, monitor your new LinkedIn Ad campaign as it begins to generate new leads. 

Example

Pro Tip

Once you've launched your LinkedIn campaign be sure to check your results on a daily basis in order to ensure quality results.

Step 8: Optimize Your LinkedIn Campaign For Conversions
Learn how

To-do

  1. Once you launch your ads you need to capture some quality data before optimizing. If you’ve created multiple ads and have garnered at least 5k impressions during that time, you should have started to get enough data to optimize.
  2.  Always optimize for conversions. Which ad or targeting method has driven the most conversions? If you have an ad that’s significantly better at generating leads or customers after a week. Stop running your other ads and move the budget to that ad. Consider building similar variations of that high-performing ad. 
  3. If you aren’t getting conversions after a week that's ok. You may want to adjust your strategy. However, you can also use clicks and click-thru rate to optimize your ads. This ratio tells you how often someone who sees your ad divided by the people who view and click is a strong signal of a good ad.
  4. Overall, don’t be afraid to adjust your ads after they launch. There's no need to adjust your ads every day. Keep in mind, only make changes based on data and always consider your ads a continual work in progress.

Example

Pro Tip

Over time if the same people keep seeing the same ad or offer they may start to ignore it. Keep your ads fresh by swapping up the content, offer or audience at least once a week.

Need some help analyzing your paid LinkedIn Campaign?
Read more about how to analyze paid campaigns here.
Finished this project? Schedule a call with your CSM to review!