June 16, 2020

1279: How B2B Brands Can Win With Linkedin Ads w/ Anthony Blatner

In this episode we talk to Anthony Blatner, Advertising Director at Modern Media.

If you like this episode, you'll probably also love:

The 3 Keys to Success with LinkedIn Ads with AJ Wilcox

5 Ways to Generate More B2B Leads on LinkedIn with Harry Whelchel

How LinkedIn Supports B2B Enterprise Tech Solutions with Jason Carriere


The Sweet Fish team has been using LeadIQ for the past few months & what used to take us 4 hours in gathering contact data now takes us only 1!

If you're looking for greater efficiency in your sales development & prospecting efforts, check out LeadIQ: leadiq.com


Are you getting every B2B Growth episode in your favorite podcast player?

If not, you can easily subscribe & search past episodes here.

You can also find us on Apple Podcasts or Spotify.

Tired of just hearing our voices?

Now you can watch every episode of B2B Growth on YouTube.

Transcript
WEBVTT 1 00:00:06.080 --> 00:00:10.470 Welcome back to BEDB growth. I'm Dan Sanchez and I'm here with Anthony Blatner. 2 00:00:10.910 --> 00:00:14.910 He's the advertising director of modern media. Anthony, how's it going today? 3 00:00:14.949 --> 00:00:17.429 Man, Hey, Dan, going to be here. So before we 4 00:00:17.469 --> 00:00:21.149 jump into like your current expertise and the reason to be on the show for 5 00:00:21.309 --> 00:00:24.820 Linkedin advertising, I wanted you to tell us a little bit about what you 6 00:00:25.019 --> 00:00:28.339 and the team at modern media or up to these days. Yes, these 7 00:00:28.339 --> 00:00:32.740 days we are so, so awesome. Our media or a hundred percent focus 8 00:00:32.820 --> 00:00:37.490 on Linkedin as a marketing platform and using linkedin ads. For that or the 9 00:00:37.530 --> 00:00:41.530 last few weeks, for when this recording is there's been a lot of the 10 00:00:41.890 --> 00:00:45.609 coronavirus stuff. So a lot of our work has been helping companies transition from 11 00:00:45.689 --> 00:00:50.679 maybe traditional marketing methods or offline marketing methods to being them online, doing the 12 00:00:50.719 --> 00:00:54.640 musing linkedin for those B companies. So, Anthony, I have to admit 13 00:00:54.719 --> 00:00:58.119 when I saw your proposal to come on the show, I was I was 14 00:00:58.240 --> 00:01:00.759 shocked. I was surprised because I haven't heard of anybody killing it with Linkedin 15 00:01:00.799 --> 00:01:06.030 ads and as a PPC marketer myself, running Google and Facebook, I was 16 00:01:06.109 --> 00:01:08.390 just intrigued. So you got to tell us, man, like what is 17 00:01:08.590 --> 00:01:14.590 working on Linkedin ads currently? Yeah, so, you know the Grand Scheme 18 00:01:14.750 --> 00:01:18.109 of advertising. There's a lot of options out there for different platforms that you 19 00:01:18.189 --> 00:01:23.980 can use depending on who your audience is. Where linkedin really shines is when 20 00:01:23.060 --> 00:01:29.500 you need to are getting niche decisionmaker at scale. Linkedin's pretty much the only 21 00:01:29.540 --> 00:01:33.930 place where you can do that at scale. So a lot of times our 22 00:01:34.010 --> 00:01:38.090 campaigns are using industry, company size, job titles to get very specific on 23 00:01:38.129 --> 00:01:42.890 who we're looking at target. There's a lot, a lot of options up 24 00:01:42.890 --> 00:01:47.680 there for advertising. FACEBOOK's got a lot of good stuff for like betc advertising, 25 00:01:47.920 --> 00:01:51.079 and Google's got good stuff for, you know, search advertising. But 26 00:01:51.239 --> 00:01:55.439 when you're looking to target a niche decisionmaker by who that person is at scale, 27 00:01:55.560 --> 00:01:57.079 linked in the best place to do that, man. And are there 28 00:01:57.120 --> 00:02:02.069 any specific industries you're finding it's working better than others? Yeah, so in 29 00:02:02.310 --> 00:02:12.229 general I'd say it's the tech sphere of like software services and then just like 30 00:02:12.389 --> 00:02:15.819 companies that are more digitally focused, tended just because those people tend to be 31 00:02:15.900 --> 00:02:19.900 online more. We find that those are kind of like that's kind of like 32 00:02:20.020 --> 00:02:23.500 our biggest sphere of work. But as far as like linkedin goes to the 33 00:02:23.539 --> 00:02:25.060 platform, the break down, the way the breakdown kind of runs, started 34 00:02:25.099 --> 00:02:30.129 with with it as like that's a whole big cloud in itself, and then 35 00:02:30.210 --> 00:02:35.050 getting into the marketing and advertising industry, HR staffing, recruiting and that computer 36 00:02:35.169 --> 00:02:39.930 software, and then some then financial services and education after that. So there's 37 00:02:39.930 --> 00:02:45.199 a lot of you know, there's a lot of people on Linkedin and you 38 00:02:45.280 --> 00:02:47.759 can get super specific and who you're looking at target, even even if that's 39 00:02:47.759 --> 00:02:51.879 a pretty narrow segment of people. You know, if you're targeting us, 40 00:02:52.000 --> 00:02:53.879 why, there's probably a pretty good sized audience for you to get in front 41 00:02:53.879 --> 00:02:59.069 of there. So when you say it's working for like tech, for example, 42 00:02:59.229 --> 00:03:02.229 you saying it's working for tech to advertise on Linkedin or to target tech 43 00:03:02.349 --> 00:03:08.750 companies on Linkedin as a service provider who promote services tech. Both. The 44 00:03:08.830 --> 00:03:14.219 good thing about linkedin advertising, or kind of any advertising, of the scalability 45 00:03:14.259 --> 00:03:17.419 of it. So when you're advertising a software platform that you're looking for maybe 46 00:03:17.419 --> 00:03:22.780 user acquisition to get more people to sign up for your maybe you have a 47 00:03:22.860 --> 00:03:25.099 software service that you're selling, getting more people to sign up for that service, 48 00:03:25.259 --> 00:03:30.370 linkedin's a good option to to sell your enterprise software on on Linkedin, 49 00:03:30.849 --> 00:03:36.530 but then also targeting people in the text base. I think people in techobodies 50 00:03:36.569 --> 00:03:39.129 just tend to be tend to be online mores, more digitally, more online. 51 00:03:39.289 --> 00:03:44.680 So we find big audience segments for those people and makes sense. So 52 00:03:44.919 --> 00:03:46.800 what kind of campaign goals are working for you? Are you pushing people right 53 00:03:46.840 --> 00:03:53.000 to product pages, lead magnets, white papers like? What kinds of goals 54 00:03:53.039 --> 00:03:55.590 are you are you driving results with? Yes, Lincoln is best for top 55 00:03:55.629 --> 00:04:00.990 a fontal lead generation. And when you do compare different platforms, linkedin is 56 00:04:00.110 --> 00:04:03.550 a more tend to be more of expensive platform to use. Just when it 57 00:04:03.590 --> 00:04:06.909 comes down to the cost per clicker usually paying, it's usually a bit higher 58 00:04:06.949 --> 00:04:12.180 than, say, facebook. So you want to use it to acquire traffic. 59 00:04:12.659 --> 00:04:15.939 Use linkedin for the great targeting options that has there. So start top 60 00:04:15.939 --> 00:04:19.980 of funnel, get trafficking your funnel. May acquire leads that way and then 61 00:04:20.620 --> 00:04:25.129 as you as you get people in your funnel using Linkedin, then nurture them 62 00:04:25.250 --> 00:04:28.209 through other means so that you know that might be just direct email if you're 63 00:04:28.209 --> 00:04:31.930 doing lead generation, but then also retargeting people on other platforms. So linkedin 64 00:04:31.970 --> 00:04:35.529 the grip for tap of funnel, getting that niche segment in your funnel and 65 00:04:35.569 --> 00:04:39.680 then, once they're in your funnel, retarget them and nurture them through the 66 00:04:40.839 --> 00:04:44.120 okay, so top of the funnel you driving them to blog posts? You're 67 00:04:44.120 --> 00:04:46.480 probably not. Maybe sometimes you're getting an email. You generally trying to capture 68 00:04:46.560 --> 00:04:49.720 some kind of information when you drive them off for Linkedin. Yeah, so 69 00:04:49.839 --> 00:04:55.550 most most common, most common campaign overall is using linkedin's lead forms. So 70 00:04:55.790 --> 00:05:00.069 usually we're doing a lead generation campaign on linkedin using their lead for forms. 71 00:05:00.629 --> 00:05:03.709 Most of our campaigns use a lead magnet focused approach, so we're offering some 72 00:05:03.829 --> 00:05:08.060 asset of value, something that's interesting to so many of your target audience. 73 00:05:08.100 --> 00:05:11.939 Or if you a PDF guide or a checklist, they're going to sign up 74 00:05:11.980 --> 00:05:15.980 via the lead form to receive that and then after they sign up on Linkedin. 75 00:05:15.060 --> 00:05:17.699 The Nice thing about linkedin lead forms is so, on to facebook's, 76 00:05:17.699 --> 00:05:23.689 it will auto populate with the users Info and that Info on Linkedin you can 77 00:05:23.769 --> 00:05:27.329 you can be auto populating job title, company, named, profile Url. 78 00:05:28.250 --> 00:05:31.449 Pretty useful information for a lot of companies. Were capturing the lead on Linkedin 79 00:05:31.569 --> 00:05:35.399 and then allowing the person to click through to receive that asset and then continue 80 00:05:35.439 --> 00:05:39.600 on the next option there. There in the assets you find get more traction 81 00:05:39.680 --> 00:05:43.360 and others on Linkedin is that usually like to look longer form content, shorter 82 00:05:43.480 --> 00:05:47.560 form like what's what's working? Yeah, good question. So usually shorter form 83 00:05:47.680 --> 00:05:53.870 contents does the best. So the strategy and position of the lead magnet is 84 00:05:54.629 --> 00:05:59.509 what is the pain player prospects having and then how is your solution solve that? 85 00:05:59.990 --> 00:06:02.389 You want to position it as a solution to their problem. You want 86 00:06:02.430 --> 00:06:08.579 to title it and focus the subject on their problem. But usually short checklists 87 00:06:08.620 --> 00:06:11.660 are great because Linkedin has to be a platform or someone's going to be down 88 00:06:11.660 --> 00:06:14.220 there to do a specific action. Maybe they're going to go look up somebody 89 00:06:14.220 --> 00:06:15.459 they about to have a meeting with. Maybe they want to send a specific 90 00:06:15.500 --> 00:06:18.370 message somebody. Maybe they got a message from somebody they want to check. 91 00:06:18.769 --> 00:06:21.170 You know, facebook, the platform where people like hang out more, like 92 00:06:21.250 --> 00:06:26.410 watch videos and stuff. So on facebook longer videos tend to do better, 93 00:06:26.449 --> 00:06:30.730 but we find on linkedin shorter content as better because you can be a lot 94 00:06:30.769 --> 00:06:32.759 more direct because you know who that specific person is that you're getting in front 95 00:06:32.800 --> 00:06:36.800 of. So being directing to the point tensing better on Linkedin. So short 96 00:06:38.319 --> 00:06:42.639 assets generally, you say one of the three pages for like a PDF generally 97 00:06:42.680 --> 00:06:47.509 best. You want something that somebody can opt into easily and then receive digest 98 00:06:47.589 --> 00:06:53.149 quickly and then you headle the conversation from there. We find like really long 99 00:06:53.269 --> 00:06:57.269 ebooks. You know, somebody just saying ebook. You're like, Oh, 100 00:06:57.269 --> 00:07:00.269 I have to go read this afterwards. Or like webinars. You know you, 101 00:07:00.899 --> 00:07:03.500 as you see, obed are. You're like, okay, I have 102 00:07:03.579 --> 00:07:06.100 to I register for this and then I have to show up for it at 103 00:07:06.139 --> 00:07:09.259 some point in time later. So it's a couple steps. You kind of 104 00:07:09.259 --> 00:07:13.139 like that. You have your prospect has in their mind. So those we 105 00:07:13.259 --> 00:07:15.689 just you converge rate being lower on those. So generally short pdf do the 106 00:07:15.730 --> 00:07:20.129 best. Okay, so you're doing stuff that's highly targeted and creating short form 107 00:07:20.209 --> 00:07:25.889 pieces that are really valuable. So an example that might be creating a pre 108 00:07:26.170 --> 00:07:31.560 website launch checklist for marketing managers of midsize digital marketing agencies. Yeah, exactly. 109 00:07:31.639 --> 00:07:34.160 would be like the type of content that went okay, that's good at 110 00:07:34.199 --> 00:07:38.399 now. And do you find that there's like a certain mix of creative that 111 00:07:38.480 --> 00:07:44.040 you're using to get attention, as most of our campaigns are using image ads, 112 00:07:44.389 --> 00:07:47.589 so the sponsored content, image ads in news feeds. Those are the 113 00:07:47.670 --> 00:07:51.269 highest quality add units the Linkedin has. You can pack the most INFO in 114 00:07:51.350 --> 00:07:56.310 there. We usually start with image ads and then, as we figure out 115 00:07:56.389 --> 00:08:01.819 what are the best angles and best creatives and best audiences, then usually a 116 00:08:01.060 --> 00:08:05.180 second round of ads or a later run of ads. We you might try 117 00:08:05.579 --> 00:08:09.699 video ads. The good thing about video ads is that you can convey a 118 00:08:09.779 --> 00:08:13.449 lot more info in the video, so they can be better for more complicated 119 00:08:13.529 --> 00:08:18.610 products where you need to conveilable more info to get somebody to understand where you're 120 00:08:18.610 --> 00:08:26.089 advertising, but also images. The problem with videos is on Linkedin you're usually 121 00:08:26.129 --> 00:08:31.560 paying, caught paying each time somebody clicks. So CPC videos can also tend 122 00:08:31.680 --> 00:08:35.320 to be almost too attractive sometimes, where m grab some of these attention and 123 00:08:35.360 --> 00:08:39.759 they click because it's like an eye catching video and without really knowing what you're 124 00:08:39.759 --> 00:08:41.669 advertising and when you're paying for your click, you want to be careful to 125 00:08:43.190 --> 00:08:46.470 eliminate any unqualified clickture people who are interested in what you have to offer. 126 00:08:46.669 --> 00:08:50.710 So on that end we actually usually find that for the most part, images 127 00:08:52.350 --> 00:08:54.820 do the best. Once we find angles and audiences that work well, we 128 00:08:56.019 --> 00:08:58.980 will roll out videos later, especially for more complicated products, but for the 129 00:09:00.059 --> 00:09:03.779 most part image outs I make so much sense. I've noticed in my facebook 130 00:09:03.779 --> 00:09:07.940 advertising is as a lot of attention in facebook is actually moved to instagram stories. 131 00:09:09.539 --> 00:09:11.330 It's been a lot different. Right, you're having to use video to 132 00:09:11.409 --> 00:09:16.009 try to communicate value in the images. Yeah, they just don't they they're 133 00:09:16.049 --> 00:09:20.570 faster and communicating what's going on, but they don't quite work on stories as 134 00:09:20.610 --> 00:09:24.000 well. So that's been that's been a fun challenge. Is Linkedin is just 135 00:09:24.279 --> 00:09:30.120 releasing linkedin stories. Really okay? I think they just got I think they're 136 00:09:30.120 --> 00:09:33.720 alive and Brazil right now. It's like their test batch, but we know 137 00:09:33.799 --> 00:09:37.629 they're coming. You know, fate. Linkedin does tend to follow facebook and 138 00:09:37.629 --> 00:09:41.029 a lot of different ways, from like linkedin lives that have come out recently, 139 00:09:41.870 --> 00:09:46.470 to transition the movement towards more video content overall, when you see linked 140 00:09:46.509 --> 00:09:50.669 in tends to follow in the facebook direction. So stories are coming out soon. 141 00:09:50.830 --> 00:09:54.059 Not surprised to see that. It is going to make video advertising much 142 00:09:54.059 --> 00:09:56.659 more interesting to that's news to me. I I guess I haven't been made 143 00:09:56.700 --> 00:10:00.259 in attention to what's going on, but I'm I'm stoked for that. I'm 144 00:10:00.259 --> 00:10:01.980 like, I'm ready. I've not that. I mean they of course it's 145 00:10:03.019 --> 00:10:05.419 coming, like of course. I mean instagram's been killing it with a youtube 146 00:10:05.500 --> 00:10:09.210 just added it. Like it's coming to Linkedin. Linkedin's been kind of a 147 00:10:09.250 --> 00:10:13.570 slow player, but it's it's been good. Are you using Linkedin adds? 148 00:10:13.610 --> 00:10:18.169 is part of like a larger campaign with other tools or add platforms? You've 149 00:10:18.169 --> 00:10:20.970 kind of mentioned that you're retargeting people once they hit a page, but are 150 00:10:20.009 --> 00:10:24.879 you creating some sophisticated follow up campaigns in order to extract the most value out 151 00:10:24.919 --> 00:10:28.320 of it? Already find you can close people pretty quickly after they've kind of 152 00:10:28.360 --> 00:10:31.240 raised their handed download to the content. Yeah, so linkedin's very focused on 153 00:10:31.320 --> 00:10:35.470 being at top a funnel strategy. We generally help people, help our clients 154 00:10:35.509 --> 00:10:39.870 build out a lead generation funnel. So we'll help build out the lead capture 155 00:10:39.909 --> 00:10:43.509 and then the next kind of step from there. It is still, overall, 156 00:10:43.549 --> 00:10:48.350 a very top of funnel strategy. So because these assets, you know, 157 00:10:48.389 --> 00:10:50.539 they're quick and easy downloadables. They can bay a little bit of information 158 00:10:50.659 --> 00:10:54.419 to your prospect they can introduce your brand to a prospect, they start the 159 00:10:54.460 --> 00:10:58.940 conversation. So a lot of times you're going to want to have a follow 160 00:10:58.940 --> 00:11:03.500 up sequence in place after that and a lot you know a lot of bdb 161 00:11:03.580 --> 00:11:07.450 companies, their products might be higher price points, have a little more consideration 162 00:11:07.529 --> 00:11:11.769 in the buying process. So we do see that BEDB buying cycles tend to 163 00:11:11.809 --> 00:11:13.850 be a little bit longer. So it's not likely that someone's going to be 164 00:11:13.929 --> 00:11:20.000 closing immediately after downloading your lead Bagnet, but it's a great way to start 165 00:11:20.039 --> 00:11:24.480 the conversation with that high value niche audience they're trying to get in front of. 166 00:11:24.679 --> 00:11:30.000 So we will help build the start of the funnel as far as capturing 167 00:11:30.000 --> 00:11:33.509 the lead and then and then delivering the lead magnet and then offering that person 168 00:11:33.590 --> 00:11:39.429 the next step after that. Best practice is to also have a nurturre email 169 00:11:39.470 --> 00:11:43.549 sequence that's going to keep you top of mine with this prospect and having a 170 00:11:43.350 --> 00:11:48.820 sales team or self outreach effort to reach out to these people who've opted in 171 00:11:48.899 --> 00:11:52.659 near lead magnet. Usually that's connecting with them on Linkedin. There the conversation 172 00:11:52.740 --> 00:11:56.539 started on Linkedin, so conect with them on Linkedin and then maybe calling out 173 00:11:56.539 --> 00:12:01.019 to them, checking you with them and then continue the conversation. It's good 174 00:12:01.059 --> 00:12:03.850 to know, as a top of fun a lead generation platform, that you 175 00:12:03.929 --> 00:12:07.529 really have to have kind of a solid funnel already built in order to start 176 00:12:07.370 --> 00:12:11.129 really leveraging what linkedin has to offer. You have to be able to get 177 00:12:11.250 --> 00:12:16.039 people from new mql to s ql to be able to pull them down the 178 00:12:16.159 --> 00:12:20.960 pipeline effectively. So it's good to know before you get started. Can you 179 00:12:20.000 --> 00:12:24.279 give us some examples of like case studies of people who have been doing who've 180 00:12:24.320 --> 00:12:30.149 been doing well with Linkedin adds that you know of? Yeah, I can 181 00:12:30.230 --> 00:12:33.629 give you a back a couple years ago, the way, I'll never feel 182 00:12:33.629 --> 00:12:39.789 like the very first account that like really raised my awareness like how much more 183 00:12:39.789 --> 00:12:46.220 effective linkedin is for certain companies was a company that they are a big data 184 00:12:46.259 --> 00:12:50.379 platform and and higher price point product plays in the data science world. So 185 00:12:50.460 --> 00:12:54.139 they they analyze a lot of data that companies have on their servers and give 186 00:12:54.139 --> 00:12:58.129 them insights in reporting on it. They were doing the straditional advertising on Google 187 00:12:58.169 --> 00:13:01.970 and facebook and just finding that a lot of the people that were coming in 188 00:13:01.129 --> 00:13:07.250 via Google were often looking for like research or on data science or looking for 189 00:13:07.330 --> 00:13:11.850 jobs or they were students and they would do their best to get the key 190 00:13:11.889 --> 00:13:13.759 words as focused as possible. Have negatives, but you still get those people 191 00:13:13.879 --> 00:13:16.559 coming through your fall even with the best efforts, and not on facebook and 192 00:13:16.679 --> 00:13:20.000 be people cooking through because they thought it was a, you know, cute 193 00:13:20.039 --> 00:13:22.480 picture or something that they were using. So a lot of the leads that 194 00:13:22.519 --> 00:13:26.710 were coming in the sales team was just a lot of those leads. They 195 00:13:26.750 --> 00:13:30.830 were saying, we're not qualified and it made sense. And then when we 196 00:13:30.909 --> 00:13:33.350 transition them over to Linkedin or as we started with that, we took them 197 00:13:33.389 --> 00:13:39.950 on Linkedin and targeted bigger tech companies of bigger sizes and that that specific data 198 00:13:39.990 --> 00:13:43.500 person at some of these companies based on job titles and just like immediately out 199 00:13:43.500 --> 00:13:46.419 of the gates, like their leads were just so much higher quality and their 200 00:13:46.460 --> 00:13:50.940 team is just like this is like night and day difference between these different platforms. 201 00:13:50.419 --> 00:13:54.809 So that's kind of just example of the how linkedin's niche charging capabilities are 202 00:13:54.889 --> 00:14:01.970 super useful, but so their case studies. Right now it is about it's 203 00:14:01.970 --> 00:14:05.809 about right nounds, about the industries that serve into the online space. Given 204 00:14:05.850 --> 00:14:11.039 all the coronavirus and quarantines and everything in person being canceled. We're finding a 205 00:14:11.039 --> 00:14:15.440 lot of companies that might have traditionally sold in person or or truly gone to 206 00:14:15.600 --> 00:14:18.519 like trade shows and events to sell are not moving all the marketing online because 207 00:14:18.519 --> 00:14:22.600 they have to. And then the best products and services are the ones that 208 00:14:22.039 --> 00:14:28.710 maybe sell a solution to some problem given the corona quarantines, or are helping 209 00:14:28.750 --> 00:14:33.710 other company helping their clients get online. So there's a couple HR companies that 210 00:14:33.750 --> 00:14:39.500 we're working with that have different platforms for offering some services that but it's seriously 211 00:14:39.539 --> 00:14:43.899 been in person in your office or new services that are needed for employees these 212 00:14:43.899 --> 00:14:48.220 companies to help them as the whole company transitions online. And this time. 213 00:14:48.620 --> 00:14:52.090 HR inachus always a hot category for Linkedin just because one of the biggest uses 214 00:14:52.169 --> 00:14:58.889 of Linkedin is job searching and and hiring. So those HR managers are very 215 00:14:58.929 --> 00:15:03.330 active on Linkedin. So Hr's a good category. And then and then, 216 00:15:03.330 --> 00:15:05.610 as I mentioned, kind of like this the broader it and tech bubble. 217 00:15:07.240 --> 00:15:09.840 Those people have always been on Linkedin and now are even more so on Linkedin. 218 00:15:11.360 --> 00:15:13.840 We got a graphic from whatever our linkedin reps of like linkedin engagement over 219 00:15:13.879 --> 00:15:18.240 the last like couple months and it like you can like the hockey stick. 220 00:15:18.039 --> 00:15:24.230 The hockey stick growth of this curve just matches, essentially matches the coronavirus curve. 221 00:15:24.549 --> 00:15:26.269 As that you know. It's not funny, but like just how everyone's 222 00:15:26.309 --> 00:15:31.110 pushed on mine. You see that activity spike in linkedin traffic because that's what 223 00:15:31.190 --> 00:15:35.940 the articles forced to go right now, like it's been good lately. What 224 00:15:35.059 --> 00:15:39.580 would you say like if my company? How would you know? How would 225 00:15:39.580 --> 00:15:41.700 I know if Linkedin's not a good platform for me or what kinds of things 226 00:15:41.740 --> 00:15:45.019 would I really need to be like, I need to have this in place 227 00:15:45.100 --> 00:15:48.379 before I pursue Linkedin as an advertising platform or even go to test it. 228 00:15:48.059 --> 00:15:52.690 Yeah, you kind of. You want to have a proven offer, you 229 00:15:52.929 --> 00:15:56.289 want to have your product market fit figured out, you want to know who 230 00:15:56.289 --> 00:16:00.009 you're going to target and you want to have that follow up process in place. 231 00:16:00.049 --> 00:16:03.730 You want to have at your selles process in place. It's not good 232 00:16:03.929 --> 00:16:08.559 for new companies who might still just be testing their audiences and while you can 233 00:16:08.559 --> 00:16:11.519 use it to touch your audiences, you're going to spend a lot of money 234 00:16:11.559 --> 00:16:15.279 to do that. It's not good for it's harder for companies that have a 235 00:16:15.440 --> 00:16:21.509 lower price point to their offering because linkedin is a more expensive channel to advertise 236 00:16:21.629 --> 00:16:26.590 on. You want to have that higher price point to have the Roy makes 237 00:16:26.629 --> 00:16:30.870 sense of advertising on Linkedin. So it's not it's not good for the brand 238 00:16:30.950 --> 00:16:34.299 new company. It's not good for the company. It's not good for the 239 00:16:36.139 --> 00:16:41.620 company who expects people to convert right away off of an offer, because it 240 00:16:41.740 --> 00:16:45.460 is top of all strategy. You know, you gotta you're going to be 241 00:16:45.500 --> 00:16:48.529 acquiring traffic, acquiring interest people on Linkedin and then you need to follow up 242 00:16:48.529 --> 00:16:52.009 with them the sales process afterwards. So generally you want to have a higher 243 00:16:52.009 --> 00:16:56.370 price point product. You want to already have a good idea of who you 244 00:16:56.409 --> 00:17:00.169 want to target and then linkedns great for you. Man like paints a pretty 245 00:17:00.169 --> 00:17:03.320 good picture. So you saw a mid market to enterprise people who have, 246 00:17:03.039 --> 00:17:06.759 yeah, some money to spend because you got a high price point product and 247 00:17:06.799 --> 00:17:11.480 you're signing. Usually do a specific individual then like crows a mid marketer enterprise, 248 00:17:11.599 --> 00:17:14.960 you know. So that makes a lot of sense. Do you have 249 00:17:15.039 --> 00:17:18.829 any other tips for the audience as far as utilizing linkedin adds? It's a 250 00:17:19.670 --> 00:17:25.190 it's a free platform to try out as far as like. You can create 251 00:17:25.230 --> 00:17:26.750 an account for free. You can get in there, play around with the 252 00:17:26.829 --> 00:17:30.660 targeting. You don't need to pay anything to create an account. So if 253 00:17:30.700 --> 00:17:33.619 you're thinking about it, it's you know, a good for st exercise is 254 00:17:33.619 --> 00:17:37.700 get into the ads platform, see the targeting options are on there and then 255 00:17:37.740 --> 00:17:42.059 the first couple steps you might take. It might be the very easiest way 256 00:17:42.259 --> 00:17:45.089 is to just sponsor a post from our company page. That's probably not going 257 00:17:45.130 --> 00:17:48.809 to get much but you can see how the the mechanics of they had a 258 00:17:48.849 --> 00:17:52.930 platform. A good first campaign to try out for most companies is a simple 259 00:17:52.970 --> 00:17:56.289 lead magnet campaign using the linkedin lead forms. Have a have an ad around 260 00:17:56.329 --> 00:17:59.680 some checklist that you have or some God that you have and then put that 261 00:17:59.799 --> 00:18:02.759 out as an add provide a lead form for somebody to sign up there and 262 00:18:02.759 --> 00:18:06.000 then send it to them afterwards. And if you're not quite ready for advertising 263 00:18:06.000 --> 00:18:08.480 on Linkedin yet, linkedin still also has a lot of good organic options as 264 00:18:08.519 --> 00:18:11.990 well. As far as using sales navigator and start getting a feel for the 265 00:18:12.029 --> 00:18:17.269 audience out there. Maybe get comfortable with organic content on Linkedin and posting and 266 00:18:17.589 --> 00:18:21.630 engaging people there and then, as you get comfortable with Linkedin, then advertising 267 00:18:21.710 --> 00:18:25.069 throwing fuel on the fire after that. So you get started, play around 268 00:18:25.069 --> 00:18:27.140 with it and and then, yeah, these adds a throw fuel on the 269 00:18:27.180 --> 00:18:32.019 fire. Are Two. Maybe to other tips I can give you is, 270 00:18:32.299 --> 00:18:37.099 as you create that free out account, the linkedin insight tag comes with creating 271 00:18:37.099 --> 00:18:38.619 an ad account. Again, it's free. You don't have to run ADS 272 00:18:38.660 --> 00:18:41.690 to get that. Put that piece of code on your website. It's just 273 00:18:41.730 --> 00:18:47.329 like the facebook Pixel and insight tag will report, based on people who visit 274 00:18:47.369 --> 00:18:52.490 your site, the job titles the industries that they're coming from. But even 275 00:18:52.529 --> 00:18:57.359 more important is it'll report company names of the most frequented visitors to your site. 276 00:18:57.799 --> 00:19:02.400 So kind of a free source of data there, which useful to know 277 00:19:02.599 --> 00:19:04.880 to analyze your own traffic and then, every month, pick off the top 278 00:19:06.519 --> 00:19:08.640 companies to who are visiting your website and then reach our to them and start 279 00:19:08.680 --> 00:19:14.230 your conversation because they're already on your website. Secondly, is produce of research. 280 00:19:14.829 --> 00:19:18.390 You can go see the ads that are being run by any company page 281 00:19:18.390 --> 00:19:21.829 out there. Just go to that Linkedin company page on the left hand bar 282 00:19:22.109 --> 00:19:25.380 on desktop. There's little add the button, go scope out what adds other 283 00:19:25.380 --> 00:19:26.700 companies are running, just to get a feel for, you know, what 284 00:19:26.779 --> 00:19:30.339 other people are doing out there. Man, I love some of those tips 285 00:19:30.380 --> 00:19:33.420 you gave in order to get essentially free data that people are leaving on the 286 00:19:33.460 --> 00:19:37.539 table because they don't put the Pixel on their website and don't go check their 287 00:19:37.740 --> 00:19:41.289 competitors ads if they are running ads on Linkedin. So it's a golden any 288 00:19:41.289 --> 00:19:44.890 even though they had that that adds button on the pages, but it makes 289 00:19:44.890 --> 00:19:48.329 sense if they're copying facebook. How can people connect with you if they want 290 00:19:48.329 --> 00:19:52.289 to learn more, anthony? Where can they find you? Yeah, so 291 00:19:52.490 --> 00:19:56.480 easiest way is in is go find me on Linkedin names Anthony Watner. Think 292 00:19:56.519 --> 00:20:00.400 about only one out there. Feel free to email me. Emails Anthony at 293 00:20:00.799 --> 00:20:04.599 modern MEDIATO. And then our website is modern media dio. And then we 294 00:20:04.680 --> 00:20:11.509 have some different guides and content on there that's useful if you're just looking into 295 00:20:11.670 --> 00:20:15.549 linkedin ads. We have our modern guide to Lee generation and which talks all 296 00:20:15.589 --> 00:20:18.750 about our kind of formal approach process. Then we have a linkedin adds swipe 297 00:20:18.829 --> 00:20:23.539 file and then several blog post about bust practicers store and adds fantastic. Thank 298 00:20:23.539 --> 00:20:26.660 you so much for joining me on the show. Thanks for having me. 299 00:20:30.660 --> 00:20:33.579 Hey, everybody logan with sweet fish here. If you're a regular listener of 300 00:20:33.700 --> 00:20:37.650 BB growth, you know that I'm one of the cohosts of this show, 301 00:20:37.970 --> 00:20:41.089 but you may not know that I also head up the sales team here at 302 00:20:41.130 --> 00:20:45.049 sweetfish. So for those of you in sales or sales offs, I wanted 303 00:20:45.089 --> 00:20:48.009 to take a second to share something that's made us insanely more efficient lately. 304 00:20:48.410 --> 00:20:52.319 Our team has been using lead Iq for the past few months and what used 305 00:20:52.319 --> 00:20:57.000 to take us four hours gathering contact data now takes us only one. We're 306 00:20:57.079 --> 00:21:02.920 seventy five percent more efficient. We're able to move faster without bound prospecting and 307 00:21:03.119 --> 00:21:07.109 organizing our campaigns is so much easier than before. I'd highly suggest you guys 308 00:21:07.190 --> 00:21:11.549 check out lead Iq as well. You can check them out at lead iqcom. 309 00:21:11.950 --> 00:21:15.349 That's Elle a d iqcom.