Summary
Low friction content
If you follow me or know me, you know that I am a huge fan of LinkedIn Ads and lead generation campaigns on Linkedin, especially using low-friction content such as checklists or sample requests (where possible).
The usual strategy I propose is to create a checklist , show it through a campaign with the objective of " lead generation " in Linkedin Ads to a well-profiled audience, and collect highly qualified marketing leads at affordable costs.
By affordable costs I mean from €3 to €15 per lead, which is very little compared to the Italian average of €50 per lead. (Source Linkedin).
Why can I get leads at this "low" cost on a platform that is considered expensive? Because I use interesting, but fast, non-demanding content. The checklist 👇
If you are interested in understanding better how a checklist is structured, you can download it here like this, at uffa 👇
More and more native experience
But let's get back to us: all social media when it comes to lead generation are moving in the direction of "native" advertising that does not interfere with navigation and that allows people to remain on the platform.
The pre-filled forms of the lead generation campaigns on Linkedin are already like this, however to download a checklist or an e-book you must first send the form and then click again to download the content.
If we want some friction, there is.
The "Document Announcement" format
Here is Linkedin's proposal, a new advertising format called "Document Ad":
What is it? It is a campaign that gives you the opportunity to have a document read directly in your readers' feed , choosing between pdf, ppt, pptx, doc or docx formats.
If you set your campaign objective to “brand awareness” or “interest,” people can scroll through it.
If you set the objective as "lead generation" you can set a specific number of pages that the person sees "in plain text" and if he wants to finish reading the document (downloading it) he must leave you his contact details:
One limitation is that this campaign is currently limited to mobile distribution, so it won't show up to people using Linkedin on desktop.
Also the CTA is currently only "Unlock entire document", although it's actually pretty clear 🤓.
I will definitely test it in several accounts, it seems like a great way to distribute content that is "heavier than a checklist" (from the point of view of educational value) while making the reader curious.
And what do you think? Have you used them yet? Write it in the comments👇
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