Yes, you can create landing pages on LinkedIn. LinkedIn offers several options for creating customized pages to promote your business, products, services, content, events, and more.
With over 722 million members worldwide, LinkedIn is the largest professional social media platform and a prime venue for lead generation. Creating a landing page allows you to capture leads and drive traffic to your website from LinkedIn’s massive user base.
Some key benefits of creating landing pages on LinkedIn include:
– Access to LinkedIn’s member base – Reach your target B2B audience with precision.
– Increased visibility – Get your brand/content in front of more potential customers.
– Lead generation – Collect contact info from interested prospects for follow up.
– Brand awareness – Promote your business effectively on a professional platform.
– Thought leadership – Showcase your expertise to establish trust and credibility.
– Event promotion – Drive registrations and build buzz for your upcoming events.
What is a Landing Page?
A landing page, also known as a lead capture page, is a standalone web page focused on a single call-to-action. Unlike your home page, a landing page has one goal: to convert visitors.
Landing pages help you:
– Promote a product or service
– Generate leads
– Drive event sign-ups
– Collect contact information from interested prospects
– Showcase content offers like whitepapers, ebooks, tip sheets
– Promote contests and sweepstakes
Well-designed landing pages feature persuasive headlines, impactful images/video, and a prominent call-to-action button or form to guide the visitor to convert. Minimal distractions help keep the visitor focused on converting.
Types of LinkedIn Landing Pages
There are several options for creating customized landing pages on LinkedIn to match different goals:
– LinkedIn Pages – Create a Company Page and use the customizable tabs to add landing pages.
– LinkedIn Showcase Pages – Build standalone marketing pages separate from your Company Page.
– LinkedIn Elevate – Publish landing pages behind a gated form visitors must fill out to access the content.
– Third-Party Apps – Use tools like Leadpages, Instapage, Unbounce, etc. to create landing pages and promote them on LinkedIn.
Next, let’s look at each of these LinkedIn landing page options in more detail.
LinkedIn Company Pages
LinkedIn Company Pages have customizable tabs you can use to create simple landing pages. For example, add a “Contact Us” tab with a lead gen form, or a “Register Now” tab to promote events and collect registrations.
To create landing pages on your LinkedIn Company Page:
1. Go to your Company Page
2. Click “Add a tab”
3. Select one of the customizable tab options: Contact Us, Products, Collateral, Jobs, or Custom tab
4. Use the tab editor to add custom content, images, video, forms, buttons, etc.
5. Publish the tab
All visitors who land on your Company Page will see these tabs alongside your homepage tab.
LinkedIn Showcase Pages
For more flexibility, LinkedIn Showcase Pages allow you to create completely standalone landing pages outside your Company Page.
You can use Showcase Pages to:
– Promote content offers (ebooks, whitepapers, tip sheets)
– Host contests and sweepstakes
– Advertise events, conferences, and webinars
– Spotlight products, services, or business divisions
Showcase Pages have customizable layouts, themes, and designs for an on-brand landing page. You can embed media, add lead gen forms, create navigation menus, and add other customizations.
To create a Showcase Page:
1. Go to LinkedIn Campaign Manager
2. Click “Create Showcase Page”
3. Choose a template or start from scratch
4. Customize with your messaging, brand assets, calls-to-action, and design elements
5. Launch and promote your Showcase Page
LinkedIn Elevate
LinkedIn Elevate allows you to easily create gated landing pages to distribute your premium branded content. Visitors must fill out a form with their LinkedIn profile information to access your gated content.
To create gated landing pages with LinkedIn Elevate:
1. In Campaign Manager, click “Content Marketing”
2. Choose “LinkedIn Elevate”
3. Select the gated content you want to promote
4. Customize the page with your branding
5. Add a lead gen form to gate access
6. Activate and promote your Elevate page
You can host any content on Elevate landing pages – whitepapers, ebooks, toolkits, templates, infographics, videos, etc. The gated format helps capture leads from those interested in your content.
Third-Party Landing Page Builders
For advanced custom landing pages, many marketers use third-party landing page builder tools like Leadpages, Instapage, Unbounce, Wishpond, GetResponse, ConvertFlow, etc.
These tools provide robust options for creating high-converting landing pages including:
– Hundreds of templates and themes
– Drag and drop builders and A/B testing
– Dynamic content and personalization
– Advanced forms and lead capture
– Integrations with marketing automation platforms
– Hosting and publishing
Once your landing page is built, you can drive traffic to it by promoting the URL on LinkedIn through updates, ads, Showcase Pages, etc. The landing page can then capture leads and traffic data to track performance.
Best Practices for LinkedIn Landing Pages
To maximize conversions on your LinkedIn landing pages, keep these best practices in mind:
– Offer something valuable – like a content upgrade or coupon – in exchange for an email address. Don’t simply ask for contact info without providing value.
– Focus your messaging on what the offer means to the prospect and how they will benefit. Avoid overly promotional copy.
– Personalize the page with the visitor’s name and LinkedIn profile info using dynamic content and LinkedIn’s member data.
– Make all buttons and calls-to-action prominent with high contrast colors. Reduce friction and clicks needed to convert.
– Test different headlines, images, copy, and designs using A/B testing. Optimize based on data.
– Minimize distractions and avoid cluttering the page. Remove navigational links and focus only on the conversion goal.
– Thank the visitor after converting and provide relevant next steps to continue the relationship. Send converted leads to a dedicated thank you/welcome page.
Promoting Your LinkedIn Landing Pages
Once your landing page is ready, the next step is driving traffic to it from LinkedIn. Here are some top promotion tactics:
– Share your landing page URL through your personal LinkedIn profile and Company Page with a compelling post that gives visitors a reason to click.
– Run LinkedIn Sponsored Content campaigns targeting your ideal audience segments and promoting your landing page offer.
– Communicate your landing page through email marketing to your existing subscriber list – before, during and after a campaign.
– Promote your landing page in your LinkedIn profile using the “Featured” section.
– Link to your landing page in the summary section of your LinkedIn profile.
– Share landing page links when commenting on LinkedIn Groups and posts.
Analyzing Performance
To improve your landing pages over time, be sure to closely analyze performance and conversion metrics including:
– Page views – How many visitors landed on your page?
– Conversion rate – What percentage of visitors converted into leads?
– Click-through-rate on calls-to-action – How many clicked your CTAs?
– Form completion rate – When using gated content, how many submitted a form?
– Bounce rate – What percentage left immediately vs. staying on the page?
– Sales attributed to the landing page – How many prospects turned into customers?
Many landing page builder tools will provide reports on these metrics. You can also integrate Google Analytics for deeper data analysis.
Reviewing performance data regularly allows you to continuously optimize your landing pages for higher conversion rates. Testing different elements like copy, visuals and offers will reveal what resonates best with your audience.
Conclusion
In summary, LinkedIn provides a variety of effective options for creating customized landing pages – from Company Page tabs to Showcase Pages and Elevate.
With LinkedIn’s uniquely professional audience, it’s a highly targeted platform for lead generation and content promotion. Well-designed landing pages help capture interested prospects and turn them into leads and customers.
Be sure to follow best practices for conversion-focused design and optimize based on performance data. With the right strategy, LinkedIn landing pages can become a valuable source of quality leads and pipeline for your business.