Paid Social LinkedIn Lead Generation

Used LinkedIn's targeting capabilities to find high-value budget holders with a paid social media lead generation campaign

REQUIREMENT: Bibby Financial Services wanted to target export finance decision makers with a paid social campaign. As it is a very niche audience, Samantha and the Teamspirit agency created a LinkedIn lead generation campaign using two pieces of content, an infographic and an exclusive report, based on Bibby’s researched insights into the export industry. These were then promoted in two phases to create a warm audience which could more easily be converted into leads. 

RESULTS: The phase 1 infographic creative and targeting criteria reached our high expectations for impressions and clicks within our very niche target audience. Phase 2’s exclusive report lead-gen forms resulted in uncovering the best combination to find qualified leads through optimising the types of creative (carousels vs statics) and three audiences (retargeted, email list, original targeting criteria) used to find the best cost per lead. 

Phase 1: Reach our niche audience and build a warm audience. Define targeting audience with key terms in LinkedIn and create social ads to call out to this audience, driving clicks to the website. 

As the client of agency Teamspirit, their studio created a specialist infographic using Bibby’s owned content. Samantha worked with the studio to create social assets from the infographic that worked as a visual cue to call out to the target audience. The audience definition was key to the campaign, both in targeting criteria within LinkedIn as well as in the copy and creative. 

This first round of creative messaging was made live to our refined target audience as a consideration campaign to drive traffic to a landing page hosting the full infographic.

Phase 2: Retarget the warm audience and continue with the current targeting. Offer access to an exclusive and industry relevant insights report to drive form fills with in-platform lead generation form ads. 

Step two was to build a retargeting pool of those who showed interest in the infographic while continuing to target our defined and email audiences. These key audiences would see an ad in their LinkedIn feed with an exclusive piece of export industry content gated behind an auto-fill LinkedIn lead-gen form. The best performing creative from Phase 1 was recycled with new graphics overlaid. 

Here creative was split initially into carousels and static images for testing, and then across our retargeted audience, the original defined audience, and an email list to find the best cost per lead. This ended up being the email list followed by the retargeted group. 

Phase 1: Creative and copy that called out to our niche target audience

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Phase 2: Reusing the most successful creative and directly speaking to the retargeted audience

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Fundamentally, a great person to work with. A level of expertise and dedication that was refreshing - picked up the detail quickly and not afraid to challenge the established thinking. She managed our paid campaigns with enthusiasm and was able to cut through the noise to make specific and decisive recommendations to deliver fantastic results.
Richard White
Head of UK Marketing, Bibby Financial Services

Samantha Silye

Global Social Media and Content Manager, and Co-Founder at ZHS Orchards. Aussie born, citizen of Europe.

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