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How to Generate LinkedIn Leads with GreenRope
Do you want to turn social media followers and likes into actual revenue? Well, with GreenRope, it’s simple. In just a few easy-to-follow steps, you can start to generate leads and build your top of funnel.
Let’s get right to it.
My ‘Aha’ Moment
Over the past six months, I noticed our LinkedIn campaign ID popping up more frequently in our conversion tracking. This made me think, “What is the most effective way to leverage our engagement and traffic, and turn it into real leads for our sales team?”
Since beginning our LinkedIn lead generation strategy, we have increased our top of funnel efforts and generated a better ROI from our social strategy.
Lead generation from social media is nothing new, but without the proper tools and strategy in place, it can become hard to keep track and properly manage these new contacts. Luckily, with tools like Zapier, it’s easier than ever to give consistent experiences to leads coming from social as those coming from other sources.
To get started, I needed a good strategy to make the most of our social advertising budget.
Setting Your Goals
Not all social advertising efforts are created equal. You need to set a goal and map out a detailed plan to reach that goal. For example, are you collecting leads via gated content or are you asking them to signup for a demo or a trial of your product? Each of these goals requires a different strategy. A person downloading an ebook may not be as qualified as a person looking for a demo and will therefore typically require more lead nurturing. A contact asking for a demo needs an immediate sales follow up, as they are more likely further in the buyer’s journey.
In our case, we wanted to get people to sign up for a live demo of the platform. This means that these leads need to be dropped into a sales follow-up right away.
Define your process
Figuring out your process is critical. You need to define a clear path from the moment the lead comes in from social. To get started, ask yourself the following questions:
Establishing this ahead of time allows you to create your content, the appropriate journeys, and workflows.
Here is the flow that we came up with for our LinkedIn leads:
Step 1: Signs up on LinkedIn Lead Gen Form
Step 2: Add as a contact to GreenRope Leads (via Zapier)
Step 3: Activate Social Media Leads workflow (via Zapier)
> This workflow gives them a conversion code - LinkedInLeadGen
> This workflow also starts them on our new stage 0 lead journey that looks something like this.
Step 4: The journey guides them down a personalized path based on specific data points. For example, we don’t want any current users to be dropped into a leads group. We also want to make sure that the correct workflow is triggered for the right salesperson.
As you can see, the contact goes through several steps and filters to make sure they receive the right messaging and are being properly followed up with.
A few suggestions:
Depending on the goal of your advertising, you will need to change up your strategy to meet the contact’s expectations.
Setup your Groups, journeys, workflows in GreenRope
Next, you need to create and build out your process. You will use the following tools:
Social Setup (LinkedIn):
Next, we need to set up our workflows and journeys in GreenRope. You have to do this before you set up the connector since Zapier needs to know what actions to trigger. If they are not already set up, they have nothing to trigger.
Click here for more information on setting up your workflows.
Best practices for setting up social lead generation workflows:
Once you have set up your workflow, save your work before moving on to the next step!
To send new leads on a custom journey, trigger it by using a simple workflow.
Once you are on the screen to edit your Zap, follow these directions:
You have now completed the first step in setting up your Zap! Congrats! Next, we will define what happens once that contact moves from LinkedIn to GreenRope!
After the Add Contact test is successful, you will move onto part three of your Zap setup.
Pro tip: Do not create two different Zaps for this process. For example, do not create one ‘Add Contact’ Zap and one ‘Trigger Workflow’ Zap. These must be triggered within the same Zap to ensure consistency in your process.
You are now one step closer to finalizing your Zap! The final step is triggering your workflow in GreenRope.
Well done! You have now successfully set up your Zap! It’s time to make it live! To do so, just toggle the button so that it shows the green side.
Once your Zap is on, you are ready to go.
The last and final step is to launch your LinkedIn campaign and start bringing in the leads.
Analyzing the Process
Just because you’ve launched your campaign, doesn’t mean it all ends there. You need to make sure that the processes you’ve set up are executing seamlessly. Are your leads being added to the right group? Are they starting on the right journey and receiving the right content?
As your leads from Linkedin come in, pull up their contact record to verify that everything is happening in order and not conflicting with any other workflows or other processes.
If everything looks like it’s working correctly, it’s time to monitor the leads coming in and see how they’re converting. Depending on the quality and conversion rates, you may want to reassess your strategy and change up your content, follow-ups, etc.
To finish off, we want to share the best practices we have learned throughout this process.
Are you ready to start generating leads from social media? Yes, you are! Use this helpful guide and start setting up your connectors so you can drive traffic, generate new leads, and increase your ROI.
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