How do I fill out a lead gen form on LinkedIn?

LinkedIn lead gen forms are a great way to generate leads and build your network on LinkedIn. They allow you to collect contact information from LinkedIn members who are interested in your products or services. Here is a step-by-step guide on how to create and optimize a lead gen form on LinkedIn.

What is a LinkedIn Lead Gen Form?

A LinkedIn lead gen form is an interactive form that you can add to your LinkedIn Company Page, Sponsored Content ads, or LinkedIn Messages. It allows visitors to easily submit their contact information and opt into your mailing list or sales funnel. Some key things to know about LinkedIn lead gen forms:

• Lead gen forms enable you to collect contact info like name, email, phone number, company, job title, etc. directly on LinkedIn.
• Form submissions are sent to you as notifications and can be exported as CSV files.
• Lead gen forms can generate high-quality leads by targeting your ideal audience.
• You can offer an incentive like a coupon or content upgrade in exchange for form submissions.
• Detailed analytics help optimize your forms for better conversion rates.

Step 1 – Create Your LinkedIn Lead Gen Form

Here are the steps to create a lead gen form on LinkedIn:

1. Go to your LinkedIn Company Page and click on “More” in the top right.
2. Select “Create Lead Gen Form”. You can also create forms from Campaign Manager.
3. Choose a template or click “Build From Scratch” to customize your form.
4. Add and customize form fields like name, email, phone, company, etc.
5. Use toggles to make fields required or optional as needed.
6. Choose a call-to-action like “Request a Demo” or “Download Ebook”.
7. Preview how your form will look on desktop and mobile.
8. Click “Create” to finish building your form.

Form Field Tips

• Include around 5-8 fields in your form. Avoid making it too long.
• Prioritize key fields like name, email, and company to qualify leads.
• Add phone number and job title if relevant to your business.
• Use optional fields for demographic info you’d like but don’t require.
• Order fields from more to less important for completion rate.

Step 2 – Embed Your Lead Gen Form

Once you’ve created your LinkedIn lead gen form, you can embed it in multiple places to maximize exposure. Here’s how to embed it:

Company Page

1. Go to your Company Page and click “Edit Page”.
2. Drag the Lead Gen Form widget onto your page.
3. Select the form you want to embed.
4. Preview and publish your changes.

Sponsored Content

1. Create a new Sponsored Content campaign in Campaign Manager.
2. Design your ad creative with an eye-catching image/video.
3. Insert your lead gen form under the main copy.
4. Target your campaign to your ideal audience.

LinkedIn Messages

1. Craft a compelling messaging sequence or InMail campaign.
2. Insert your lead gen form in the final message of the sequence.
3. Send targeted messages to high-value prospects.

Step 3 – Promote Your Form to Generate Leads

Once your form is created and embedded, it’s time to promote it to start generating quality leads. Here are some best practices:

• Highlight your form in your Company Page cover image or description.
• Run Sponsored Content ads targeting your ideal customer demographics and interests.
• Send InMail messages to engage prospective leads one-on-one. Personalize each message.
• Share your form link on other channels like email, social media, websites, and webinars.
• Offer an irresistible incentive for filling out your form like a coupon, content upgrade, or free consultation.
• Send reminder messages to people who have not submitted your form.

Step 4 – Optimize Your Form for Better Conversion Rates

Analyze the performance of your LinkedIn lead gen form and make ongoing optimization to improve its conversion rate. Some tips:

• Review form analytics – See total submissions, fields completed, and drop-off rates.
• Experiment with different CTAs – Try “Submit” vs “Send” vs “Download Now” etc.
• Reorder your fields – Put the most essential fields first.
• Try different incentives – See which freebie, coupon or offer performs best.
• Refine form targeting – Target by seniority, company size, job function, etc.
• Shorten your form – Remove any unnecessary or redundant fields.

Conclusion

By following these steps, you can create optimized lead gen forms on LinkedIn that attract your ideal prospects and convert them into sales opportunities. Remember to continually A/B test different elements of your form and promotion strategy.

Lead gen forms are very powerful but underutilized tools for generating leads on LinkedIn. Use them to grow your LinkedIn network and pipeline with qualified prospects who have already expressed interest in your business.