Want better leads on LinkedIn? Focus on your content

Good gated content that converts at 15% or higher will give you scalable traffic with more people to nurture.

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Contributor and SMX speaker, AJ Wilcox, explains why this is the year to be working hand-in-hand with your sales team to track leads with your LinkedIn Ads.

Below is the video transcript:

All right, marketers. So in 2020 here’s what you’re going to want to make sure that you are doing with your LinkedIn ads.

Now I know your boss told you that they want more demo requests from your social media, But, let’s be honest. People are more likely to be swimming with sharks then they are to want to hop on the phone with your sales rep before they get to know, like and trust you. So what you’re going to need to do is approach them with really interesting, valuable gated content in order to get their information. If you go right for the kill, if you get any leads at all, they’ll be crazy expensive, and they’ll convert it like one and half to 4%. Crazy low.

Instead, what you want to do is make sure that you release good gated content that converts at 15% or higher. What that will do is it will give you real scalable traffic where you can get 10 names in the database rather than just one. And at the same time, you’re paying 1/10 of that. So you end up with more people to nurture.

You’re going to be working with sales to make sure that they can convert 10 to 20% of those to people on the phone with them. So that’s the right way to do it.

Gone are the days where marketers can really just toss that lead over the fence into sales, wash their hands of it and say: ‘Hey, I’ve done my job.’ You’re going to be working hand-in-hand with your sales team this year, tracking that lead at every stage through making sure that you are helping your sales team understand what to do with that lead and you’re attributing all the way down. And you know what your costs-per are at every one of those stages. So make sure you’re adapting. Take advantage of all the technology that we have for all of these efforts in 2020.

I’m AJ. Wilcox on the founder of B2Linked.com, and we are the LinkedIn ads agency. I’m cheering you on. Happy advertising!

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

AJ Wilcox
AJ Wilcox is a LinkedIn Ads pro who founded B2Linked.com, a LinkedIn Ads-specific ad agency, in 2014. He's an official LinkedIn partner, host of the LinkedIn Ads Show podcast, and has managed among the world’s largest LinkedIn Ads accounts worldwide. He's a ginger and triathlete. He and his wife live in Utah, with their 4 kids, and his company car is a wicked-fast gokart.

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