Get over Facebook, Twitter or Instagram folks, LinkedIn is silently becoming the most favoured child of social media today!

Yes, while there’s no doubt that other platforms still hold a good share of popularity amongst marketers, the steady rise of this platform cannot be contested. If numbers are to be believed, as much as 40% of the respondents indicate at the popularity of this platform in network creation for B2B marketers.

Does it ring in something?

Yes, the vaster the business network, the more capable you are of generating effective leads for your business. Moreover, in this context, it beats other platforms by a wide margin.  Like, Twitter falls a whopping 25% below its capability and Facebook at 3% below this. Other platforms don’t even come close and are entirely dwarfed by its outreach.

Not to mention, the recent campaigning and other productive strategies have made LinkedIn the most effective platform for lead generation. So, why should any business stay behind when it carries unmatched useful lead generation capabilities?

Here’s another data to prove its prominence – As much as 23% more social media managers who are experienced favour using this social platform than the beginners for lead generation.

Now, when its pre-eminence is already established, let’s have a detailed look at how this platform can give your business active leads.

Ad campaigning for a cut-through effect

Campaigns have been a useful tool so far for reaching out to the target audience on this social media platform. While campaigning has been effective in garnering new viewers and attracting new leads, LinkedIn takes it a step further. It offers advanced tools that help get the most out of a business’ campaigning strategy.

Two of the most popular campaigning strategies that have brought in a good number of effective leads are –

• Sponsoring

With the help of Sponsored Updates, you get a channel to reach out to the feeds of people your business targets. These people are the most likely to find the content valuable.

Here’s how the best performing sponsoring campaigns have been doing it so far!

• They create content that bears the closest possible relevance for their target audience.
• These sponsored ads are integrated with enticing images for thumbnails to attract the reader’s attention.
• These ads also accompany a captivating headline that straightaway answers the question – What does it bring for the customers?
• Businesses then ask the most valuable contacts in their network to share the content and tap this lead generation potential.

Quite clearly, sponsored ad campaigning is winning businesses more and more effective leads over time.

It’s all in the network, you see!

• Personalisation

Circumventing the sponsorship strategy of lead generation, personalisation is another effective method for the same. Businesses add the personalisation element when distributing the various types of advertisements on this social platform.

It is well-known that more personalised ads leave a stronger message for readers or viewers, thus, reverberating the business’ idea and purpose in their mind. It also establishes more relevance for the viewers, making them an effective lead for the company.

Another factor that plays in when adding a touch of personalisation to these ads is that they address a business’ marketing goals that are more specific and diversified.

With personalised ads, you can make your marketing strategy more diversified, thereby, reaching out to more specific sections of the target audience. It increases the chances of generating effective lead to the manifold on LinkedIn.

As per one of the research results, ads on this platform resulted in a conversion of as much as 11.3% of available leads. The good news is that the cost businesses incurred per lead on this platform reduced a remarkable 68% as against through other social media platforms.

Types of ads

The social media platform also allows one to leverage the existing reach of a business with the help of two specific types of ad campaigns –

• Text Ads