Transcript
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Welcome back to BEDB growth. I'm
Dan Sanchez and I'm here with Anthony Blatner.
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He's the advertising director of modern media. Anthony, how's it going today?
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Man, Hey, Dan, going
to be here. So before we
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jump into like your current expertise and
the reason to be on the show for
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Linkedin advertising, I wanted you to
tell us a little bit about what you
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and the team at modern media or
up to these days. Yes, these
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days we are so, so awesome. Our media or a hundred percent focus
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on Linkedin as a marketing platform and
using linkedin ads. For that or the
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last few weeks, for when this
recording is there's been a lot of the
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coronavirus stuff. So a lot of
our work has been helping companies transition from
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maybe traditional marketing methods or offline marketing
methods to being them online, doing the
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musing linkedin for those B companies.
So, Anthony, I have to admit
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when I saw your proposal to come
on the show, I was I was
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shocked. I was surprised because I
haven't heard of anybody killing it with Linkedin
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ads and as a PPC marketer myself, running Google and Facebook, I was
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just intrigued. So you got to
tell us, man, like what is
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working on Linkedin ads currently? Yeah, so, you know the Grand Scheme
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of advertising. There's a lot of
options out there for different platforms that you
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can use depending on who your audience
is. Where linkedin really shines is when
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you need to are getting niche decisionmaker
at scale. Linkedin's pretty much the only
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place where you can do that at
scale. So a lot of times our
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campaigns are using industry, company size, job titles to get very specific on
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who we're looking at target. There's
a lot, a lot of options up
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there for advertising. FACEBOOK's got a
lot of good stuff for like betc advertising,
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and Google's got good stuff for,
you know, search advertising. But
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when you're looking to target a niche
decisionmaker by who that person is at scale,
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linked in the best place to do
that, man. And are there
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any specific industries you're finding it's working
better than others? Yeah, so in
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general I'd say it's the tech sphere
of like software services and then just like
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companies that are more digitally focused,
tended just because those people tend to be
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online more. We find that those
are kind of like that's kind of like
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our biggest sphere of work. But
as far as like linkedin goes to the
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platform, the break down, the
way the breakdown kind of runs, started
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with with it as like that's a
whole big cloud in itself, and then
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getting into the marketing and advertising industry, HR staffing, recruiting and that computer
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software, and then some then financial
services and education after that. So there's
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a lot of you know, there's
a lot of people on Linkedin and you
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can get super specific and who you're
looking at target, even even if that's
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a pretty narrow segment of people.
You know, if you're targeting us,
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why, there's probably a pretty good
sized audience for you to get in front
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of there. So when you say
it's working for like tech, for example,
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you saying it's working for tech to
advertise on Linkedin or to target tech
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companies on Linkedin as a service provider
who promote services tech. Both. The
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good thing about linkedin advertising, or
kind of any advertising, of the scalability
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of it. So when you're advertising
a software platform that you're looking for maybe
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user acquisition to get more people to
sign up for your maybe you have a
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software service that you're selling, getting
more people to sign up for that service,
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linkedin's a good option to to sell
your enterprise software on on Linkedin,
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but then also targeting people in the
text base. I think people in techobodies
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just tend to be tend to be
online mores, more digitally, more online.
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So we find big audience segments for
those people and makes sense. So
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what kind of campaign goals are working
for you? Are you pushing people right
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to product pages, lead magnets,
white papers like? What kinds of goals
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are you are you driving results with? Yes, Lincoln is best for top
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a fontal lead generation. And when
you do compare different platforms, linkedin is
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a more tend to be more of
expensive platform to use. Just when it
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comes down to the cost per clicker
usually paying, it's usually a bit higher
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than, say, facebook. So
you want to use it to acquire traffic.
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Use linkedin for the great targeting options
that has there. So start top
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of funnel, get trafficking your funnel. May acquire leads that way and then
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as you as you get people in
your funnel using Linkedin, then nurture them
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through other means so that you know
that might be just direct email if you're
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doing lead generation, but then also
retargeting people on other platforms. So linkedin
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the grip for tap of funnel,
getting that niche segment in your funnel and
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then, once they're in your funnel, retarget them and nurture them through the
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okay, so top of the funnel
you driving them to blog posts? You're
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probably not. Maybe sometimes you're getting
an email. You generally trying to capture
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some kind of information when you drive
them off for Linkedin. Yeah, so
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most most common, most common campaign
overall is using linkedin's lead forms. So
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usually we're doing a lead generation campaign
on linkedin using their lead for forms.
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Most of our campaigns use a lead
magnet focused approach, so we're offering some
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asset of value, something that's interesting
to so many of your target audience.
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Or if you a PDF guide or
a checklist, they're going to sign up
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via the lead form to receive that
and then after they sign up on Linkedin.
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The Nice thing about linkedin lead forms
is so, on to facebook's,
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it will auto populate with the users
Info and that Info on Linkedin you can
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you can be auto populating job title, company, named, profile Url.
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Pretty useful information for a lot of
companies. Were capturing the lead on Linkedin
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and then allowing the person to click
through to receive that asset and then continue
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on the next option there. There
in the assets you find get more traction
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and others on Linkedin is that usually
like to look longer form content, shorter
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form like what's what's working? Yeah, good question. So usually shorter form
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contents does the best. So the
strategy and position of the lead magnet is
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what is the pain player prospects having
and then how is your solution solve that?
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You want to position it as a
solution to their problem. You want
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to title it and focus the subject
on their problem. But usually short checklists
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are great because Linkedin has to be
a platform or someone's going to be down
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there to do a specific action.
Maybe they're going to go look up somebody
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they about to have a meeting with. Maybe they want to send a specific
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message somebody. Maybe they got a
message from somebody they want to check.
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You know, facebook, the platform
where people like hang out more, like
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watch videos and stuff. So on
facebook longer videos tend to do better,
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but we find on linkedin shorter content
as better because you can be a lot
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more direct because you know who that
specific person is that you're getting in front
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of. So being directing to the
point tensing better on Linkedin. So short
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assets generally, you say one of
the three pages for like a PDF generally
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best. You want something that somebody
can opt into easily and then receive digest
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quickly and then you headle the conversation
from there. We find like really long
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ebooks. You know, somebody just
saying ebook. You're like, Oh,
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I have to go read this afterwards. Or like webinars. You know you,
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as you see, obed are.
You're like, okay, I have
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to I register for this and then
I have to show up for it at
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some point in time later. So
it's a couple steps. You kind of
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like that. You have your prospect
has in their mind. So those we
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just you converge rate being lower on
those. So generally short pdf do the
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best. Okay, so you're doing
stuff that's highly targeted and creating short form
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pieces that are really valuable. So
an example that might be creating a pre
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website launch checklist for marketing managers of
midsize digital marketing agencies. Yeah, exactly.
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would be like the type of content
that went okay, that's good at
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now. And do you find that
there's like a certain mix of creative that
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you're using to get attention, as
most of our campaigns are using image ads,
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so the sponsored content, image ads
in news feeds. Those are the
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highest quality add units the Linkedin has. You can pack the most INFO in
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there. We usually start with image
ads and then, as we figure out
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what are the best angles and best
creatives and best audiences, then usually a
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second round of ads or a later
run of ads. We you might try
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video ads. The good thing about
video ads is that you can convey a
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lot more info in the video,
so they can be better for more complicated
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products where you need to conveilable more
info to get somebody to understand where you're
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advertising, but also images. The
problem with videos is on Linkedin you're usually
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paying, caught paying each time somebody
clicks. So CPC videos can also tend
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to be almost too attractive sometimes,
where m grab some of these attention and
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they click because it's like an eye
catching video and without really knowing what you're
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advertising and when you're paying for your
click, you want to be careful to
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eliminate any unqualified clickture people who are
interested in what you have to offer.
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So on that end we actually usually
find that for the most part, images
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do the best. Once we find
angles and audiences that work well, we
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will roll out videos later, especially
for more complicated products, but for the
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most part image outs I make so
much sense. I've noticed in my facebook
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advertising is as a lot of attention
in facebook is actually moved to instagram stories.
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It's been a lot different. Right, you're having to use video to
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try to communicate value in the images. Yeah, they just don't they they're
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faster and communicating what's going on,
but they don't quite work on stories as
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well. So that's been that's been
a fun challenge. Is Linkedin is just
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releasing linkedin stories. Really okay?
I think they just got I think they're
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alive and Brazil right now. It's
like their test batch, but we know
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they're coming. You know, fate. Linkedin does tend to follow facebook and
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a lot of different ways, from
like linkedin lives that have come out recently,
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to transition the movement towards more video
content overall, when you see linked
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in tends to follow in the facebook
direction. So stories are coming out soon.
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Not surprised to see that. It
is going to make video advertising much
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more interesting to that's news to me. I I guess I haven't been made
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in attention to what's going on,
but I'm I'm stoked for that. I'm
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like, I'm ready. I've not
that. I mean they of course it's
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coming, like of course. I
mean instagram's been killing it with a youtube
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just added it. Like it's coming
to Linkedin. Linkedin's been kind of a
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slow player, but it's it's been
good. Are you using Linkedin adds?
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is part of like a larger campaign
with other tools or add platforms? You've
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kind of mentioned that you're retargeting people
once they hit a page, but are
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you creating some sophisticated follow up campaigns
in order to extract the most value out
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of it? Already find you can
close people pretty quickly after they've kind of
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raised their handed download to the content. Yeah, so linkedin's very focused on
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being at top a funnel strategy.
We generally help people, help our clients
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build out a lead generation funnel.
So we'll help build out the lead capture
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and then the next kind of step
from there. It is still, overall,
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a very top of funnel strategy.
So because these assets, you know,
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they're quick and easy downloadables. They
can bay a little bit of information
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to your prospect they can introduce your
brand to a prospect, they start the
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conversation. So a lot of times
you're going to want to have a follow
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up sequence in place after that and
a lot you know a lot of bdb
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companies, their products might be higher
price points, have a little more consideration
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in the buying process. So we
do see that BEDB buying cycles tend to
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be a little bit longer. So
it's not likely that someone's going to be
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closing immediately after downloading your lead Bagnet, but it's a great way to start
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the conversation with that high value niche
audience they're trying to get in front of.
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So we will help build the start
of the funnel as far as capturing
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the lead and then and then delivering
the lead magnet and then offering that person
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the next step after that. Best
practice is to also have a nurturre email
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sequence that's going to keep you top
of mine with this prospect and having a
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sales team or self outreach effort to
reach out to these people who've opted in
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near lead magnet. Usually that's connecting
with them on Linkedin. There the conversation
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started on Linkedin, so conect with
them on Linkedin and then maybe calling out
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to them, checking you with them
and then continue the conversation. It's good
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to know, as a top of
fun a lead generation platform, that you
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really have to have kind of a
solid funnel already built in order to start
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really leveraging what linkedin has to offer. You have to be able to get
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people from new mql to s ql
to be able to pull them down the
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pipeline effectively. So it's good to
know before you get started. Can you
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give us some examples of like case
studies of people who have been doing who've
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been doing well with Linkedin adds that
you know of? Yeah, I can
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give you a back a couple years
ago, the way, I'll never feel
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like the very first account that like
really raised my awareness like how much more
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effective linkedin is for certain companies was
a company that they are a big data
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platform and and higher price point product
plays in the data science world. So
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they they analyze a lot of data
that companies have on their servers and give
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them insights in reporting on it.
They were doing the straditional advertising on Google
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and facebook and just finding that a
lot of the people that were coming in
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via Google were often looking for like
research or on data science or looking for
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jobs or they were students and they
would do their best to get the key
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words as focused as possible. Have
negatives, but you still get those people
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coming through your fall even with the
best efforts, and not on facebook and
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be people cooking through because they thought
it was a, you know, cute
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picture or something that they were using. So a lot of the leads that
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were coming in the sales team was
just a lot of those leads. They
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were saying, we're not qualified and
it made sense. And then when we
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transition them over to Linkedin or as
we started with that, we took them
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on Linkedin and targeted bigger tech companies
of bigger sizes and that that specific data
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person at some of these companies based
on job titles and just like immediately out
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of the gates, like their leads
were just so much higher quality and their
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team is just like this is like
night and day difference between these different platforms.
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So that's kind of just example of
the how linkedin's niche charging capabilities are
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super useful, but so their case
studies. Right now it is about it's
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about right nounds, about the industries
that serve into the online space. Given
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all the coronavirus and quarantines and everything
in person being canceled. We're finding a
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lot of companies that might have traditionally
sold in person or or truly gone to
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like trade shows and events to sell
are not moving all the marketing online because
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they have to. And then the
best products and services are the ones that
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maybe sell a solution to some problem
given the corona quarantines, or are helping
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other company helping their clients get online. So there's a couple HR companies that
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we're working with that have different platforms
for offering some services that but it's seriously
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been in person in your office or
new services that are needed for employees these
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companies to help them as the whole
company transitions online. And this time.
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HR inachus always a hot category for
Linkedin just because one of the biggest uses
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of Linkedin is job searching and and
hiring. So those HR managers are very
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active on Linkedin. So Hr's a
good category. And then and then,
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as I mentioned, kind of like
this the broader it and tech bubble.
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Those people have always been on Linkedin
and now are even more so on Linkedin.
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We got a graphic from whatever our
linkedin reps of like linkedin engagement over
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the last like couple months and it
like you can like the hockey stick.
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The hockey stick growth of this curve
just matches, essentially matches the coronavirus curve.
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As that you know. It's not
funny, but like just how everyone's
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pushed on mine. You see that
activity spike in linkedin traffic because that's what
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the articles forced to go right now, like it's been good lately. What
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would you say like if my company? How would you know? How would
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I know if Linkedin's not a good
platform for me or what kinds of things
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would I really need to be like, I need to have this in place
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before I pursue Linkedin as an advertising
platform or even go to test it.
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Yeah, you kind of. You
want to have a proven offer, you
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want to have your product market fit
figured out, you want to know who
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you're going to target and you want
to have that follow up process in place.
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You want to have at your selles
process in place. It's not good
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for new companies who might still just
be testing their audiences and while you can
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use it to touch your audiences,
you're going to spend a lot of money
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to do that. It's not good
for it's harder for companies that have a
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lower price point to their offering because
linkedin is a more expensive channel to advertise
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on. You want to have that
higher price point to have the Roy makes
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sense of advertising on Linkedin. So
it's not it's not good for the brand
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new company. It's not good for
the company. It's not good for the
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company who expects people to convert right
away off of an offer, because it
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is top of all strategy. You
know, you gotta you're going to be
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acquiring traffic, acquiring interest people on
Linkedin and then you need to follow up
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with them the sales process afterwards.
So generally you want to have a higher
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price point product. You want to
already have a good idea of who you
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want to target and then linkedns great
for you. Man like paints a pretty
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good picture. So you saw a
mid market to enterprise people who have,
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yeah, some money to spend because
you got a high price point product and
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you're signing. Usually do a specific
individual then like crows a mid marketer enterprise,
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you know. So that makes a
lot of sense. Do you have
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any other tips for the audience as
far as utilizing linkedin adds? It's a
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it's a free platform to try out
as far as like. You can create
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an account for free. You can
get in there, play around with the
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targeting. You don't need to pay
anything to create an account. So if
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you're thinking about it, it's you
know, a good for st exercise is
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get into the ads platform, see
the targeting options are on there and then
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the first couple steps you might take. It might be the very easiest way
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is to just sponsor a post from
our company page. That's probably not going
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to get much but you can see
how the the mechanics of they had a
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platform. A good first campaign to
try out for most companies is a simple
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lead magnet campaign using the linkedin lead
forms. Have a have an ad around
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some checklist that you have or some
God that you have and then put that
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out as an add provide a lead
form for somebody to sign up there and
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then send it to them afterwards.
And if you're not quite ready for advertising
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on Linkedin yet, linkedin still also
has a lot of good organic options as
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well. As far as using sales
navigator and start getting a feel for the
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audience out there. Maybe get comfortable
with organic content on Linkedin and posting and
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engaging people there and then, as
you get comfortable with Linkedin, then advertising
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throwing fuel on the fire after that. So you get started, play around
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with it and and then, yeah, these adds a throw fuel on the
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fire. Are Two. Maybe to
other tips I can give you is,
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as you create that free out account, the linkedin insight tag comes with creating
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an ad account. Again, it's
free. You don't have to run ADS
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to get that. Put that piece
of code on your website. It's just
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like the facebook Pixel and insight tag
will report, based on people who visit
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your site, the job titles the
industries that they're coming from. But even
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more important is it'll report company names
of the most frequented visitors to your site.
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So kind of a free source of
data there, which useful to know
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to analyze your own traffic and then, every month, pick off the top
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companies to who are visiting your website
and then reach our to them and start
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your conversation because they're already on your
website. Secondly, is produce of research.
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You can go see the ads that
are being run by any company page
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out there. Just go to that
Linkedin company page on the left hand bar
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on desktop. There's little add the
button, go scope out what adds other
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companies are running, just to get
a feel for, you know, what
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other people are doing out there.
Man, I love some of those tips
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you gave in order to get essentially
free data that people are leaving on the
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table because they don't put the Pixel
on their website and don't go check their
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competitors ads if they are running ads
on Linkedin. So it's a golden any
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even though they had that that adds
button on the pages, but it makes
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sense if they're copying facebook. How
can people connect with you if they want
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to learn more, anthony? Where
can they find you? Yeah, so
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easiest way is in is go find
me on Linkedin names Anthony Watner. Think
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about only one out there. Feel
free to email me. Emails Anthony at
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modern MEDIATO. And then our website
is modern media dio. And then we
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have some different guides and content on
there that's useful if you're just looking into
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linkedin ads. We have our modern
guide to Lee generation and which talks all
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about our kind of formal approach process. Then we have a linkedin adds swipe
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file and then several blog post about
bust practicers store and adds fantastic. Thank
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you so much for joining me on
the show. Thanks for having me.
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Hey, everybody logan with sweet fish
here. If you're a regular listener of
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BB growth, you know that I'm
one of the cohosts of this show,
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but you may not know that I
also head up the sales team here at
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sweetfish. So for those of you
in sales or sales offs, I wanted
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00:20:45.089 --> 00:20:48.009
to take a second to share something
that's made us insanely more efficient lately.
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00:20:48.410 --> 00:20:52.319
Our team has been using lead Iq
for the past few months and what used
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to take us four hours gathering contact
data now takes us only one. We're
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00:20:57.079 --> 00:21:02.920
seventy five percent more efficient. We're
able to move faster without bound prospecting and
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00:21:03.119 --> 00:21:07.109
organizing our campaigns is so much easier
than before. I'd highly suggest you guys
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00:21:07.190 --> 00:21:11.549
check out lead Iq as well.
You can check them out at lead iqcom.
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That's Elle a d iqcom.