The feature is called LinkedIn Lead Gen Forms, and it’s aim is to “drive even more high-quality leads from your Sponsored Content campaigns by removing the main barrier to mobile conversion: making someone complete a clunky contact form on a smartphone.”
It works like this: When a LinkedIn user clicks on your sponsored content, they’re presented with a pre-populated form that they can easily submit. This eliminates the need to fill out a form with all of their contact information.
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Then, according to the platform, the information is sent to you:
Once someone submits a Lead Gen Form, you’ll get a comprehensive lead record that can include that person’s name and contact info, company name, seniority, job title, location, and more.
LinkedIn showed off the new tool in the following video:
For brand managers, the feature can help better measure social media marketing efforts on LinkedIn. It can also help you connect with interested consumers and make the process of gathering consumer information and following up with pitches more efficient.
The mobile-first feature will eventually be available on desktop as well, and can be accessed through the platform’s Campaign Manager. You can find more on Lead Gen Forms here.
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