Read this case study to know how a Backend-as-a-Service (BaaS) provider used LinkedIn Sponsored Content to generate 38% more leads at 65% lower cost.
LinkedIn Sponsored Content
38% more leads @ 65% lower cost
The Brand & the Story
A Backend-as-a-Service (BaaS) provider, Kinvey intends to make the building of enterprise-grade mobile apps more efficient. The brand generally makes use of content for attracting and nurturing high-quality leads across different markets. The main challenge before the brand was to generate leads from two niche audiences that would not respond to the same types of content. However, for achieving its goals, Kinvey turned to LinkedIn Sponsored Content that helped the brand reach their specific audiences with the help of engaging content to generate quality leads.
Kinvey’s objective behind using LinkedIn Sponsored Content
Kinvey was hunting for a new source of high-quality leads that could fill its sales funnel
however the two key audiences it had, mobile-focused enterprise IT specialists and businesses that would quickly deploy mobile apps, were not easy to be found. On top of it, both the niche audiences had different taste for content and most likely would not have responded to same types of content. So, the brand needed to target their eBooks, guides, and presentations in such a way that the right prospects see the right content.
Kinvey’s strategy for using LinkedIn Sponsored Content
Kinvey made effective use of LinkedIn Sponsored Content that is celebrated for offering unique targeting capabilities and could easily reach its niche audiences with the right messages. Moreover, the brand could also drive qualified traffic into its lead nurture program by maximizing the reach of its eBooks and other materials as Sponsored Content appears in LinkedIn feeds across desktop, tablet and smartphone.
“We strive to create content that’s useful to businesses involved in mobile app development, and we want to bring that content directly to the people who will benefit most from it,” says Lauren Pedigo, digital marketing manager at Kinvey. “LinkedIn Sponsored Content is a natural fit for us because members are looking to expand their knowledge base—and because we could provide each of our target audiences with the content that addresses their unique business needs.”
Accelerating the lead generation @ a lower cost
The powerful LinkedIn targeting capabilities along with delivering the content directly into LinkedIn members’ feeds helped Kinvey generate 38% more leads at a 65% lower cost per lead in comparison to other social channels.
“We slowly tested and grew our investment each month, and the results speak for themselves,” says Pedigo.
- 38% more leads than other social channels
- 65% lower cost per lead than other social Channels
How to generate leads using LinkedIn Sponsored Content: Suggestions by Lauren Pedigo, Digital Marketing Manager at Kinvey
Suggestion#1: Understand your goals!
“Decide what action you value as a conversion,” Pedigo says. “In our case, it’s a content offer sign up. We focus on that specific action and aim to maximize results for our budget. Measurement is imperative: If you don’t collect data on what you’re doing, you’ll never know if it’s working.”
Suggestion#2: Maximize the value of your leads with a nurture program!
“As a B2B company, we know that people don’t become a lead and then buy a product the next day,” she explains. “We educate and nurture our leads so when they’re ready to buy, our brand is top of mind. We use marketing automation software to run nurture email campaigns, score leads, and then forward qualified leads to our sales team. Nurturing gives us the maximum benefit of the leads we acquire through LinkedIn’s Sponsored Content. If we didn’t nurture our leads, we’d miss out on the vast majority of people who are interested in learning about our product and purchasing at a later time.”
Suggestion#3: Match your content to your audience!
“We serve specific content to targeted audiences and organize LinkedIn advertising campaigns around those audiences,” Pedigo says. “Customizing copy and artwork around audiences is a high priority. If we’re serving eBook content around mobile strategy best practices, we’ll use different art and copy that resonates with a CMO versus a CTO.”
Suggestion#4: Test multiple targeting facets and creatives!
“We’re running 20 to 50 campaigns weekly and continuously A/B testing different copy and artwork,” Pedigo says. “We make adjustments in real time. For example, we discovered that using cool colors such as green, blue, and purple in ad artwork improved our CTR by 25 percent. We compare CTR diligently because we know that LinkedIn, like every social platform, optimizes for CTR and shows content less often when engagement drops. That’s why we prioritize refreshing art and copy for Sponsored Content every week.”
Suggestion#5: Seek campaign ideas from across your company!
“We get ideas for content from both our sales and engineering teams,” says Pedigo. “The marketing team is perpetually talking with sales about the types of questions they receive from leads. We also talk with engineering about topics that are emerging in the mobile space. In terms of process, we have an outsourced writer interview our developers about a topic we choose and then they place the content of the interview into an eBook. We have an in-house graphic designer that does the creative for all eBooks.”