LinkedIn is the number-one b2b social
media platform for content distribution
making it invaluable as a b2b ad
platform we know that social media ads
are the most effective when a business
specifically targets where their buyers
are already ad online for over 600
million professionals that's LinkedIn
whether you've dabbled in LinkedIn ads
before or not it's easy to see the value
of boosting your own content and
creating targeted promotions to reach a
specific audience of LinkedIn members in
this video we're going to give you some
tips and tricks to help you prepare to
run successful LinkedIn ads including
optimizing your business page how to
think about your buyer persona how to
use LinkedIn audience targeting how to
use your LinkedIn campaign manager
account how to build a campaign and how
to develop a targeting strategy you'll
also hear tips from Ty Heath from
linkedin's b2b Institute on how to reach
the right members at the right time with
the right content before we get started
make sure you like and subscribe so you
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YouTube ready to dive in okay before you
start creating ads you need to establish
your brand presence on LinkedIn one of
the most important steps to get started
as a small business on LinkedIn is to
invest in yourself by making sure you
have a strong LinkedIn profile when
people are looking for you after they've
met you or they're looking for your
products and services oftentimes your
name is the first thing that will show
up in the search results so you want to
make sure that it's fully optimized and
you're telling them about yourself and
the business services that you offer and
I call that the conversation before the
conversation and it's an opportunity for
them to get to know more about you big
businesses need to make sure they have a
well optimized business page too because
Google ranks LinkedIn pages in search
engines
optimizing your LinkedIn page should be
a key piece of your marketing strategy
both for developing a paid strategy and
for your overall marketing efforts
according to LinkedIn pages with
complete information received 30% more
views than those that are incomplete
additionally having
LinkedIn page is required if you want to
set up ad campaigns make sure yours is
well optimized before you create your
first ad meaning your page has the right
logo and company overview and that
you've filled out your organization
information for checklist on optimizing
your LinkedIn page check the comments
section for the link before we move on
to ads let's talk content so as you're
building your presence on LinkedIn off
of the foundation of your company page
there are a couple different types of
content that you can share to inspire
your audience one of them is corporate
content so people want to know what
you're doing behind the scenes this is
where you have an opportunity to share
the winds to share what's going on with
your employees so make sure you make the
connection and feature some of them the
other thing is thought leadership so you
want to think about what is the vision
of your company and how are you helping
your customers navigate those complex
challenges then have experts within your
business including you sharing about
those solutions and then finally the
last piece you want to share are having
other people talk about you so it's not
just you say how amazing you are
it's also about having your customers
having people that have worked with you
say how awesome it was to work with you
so those are three things that you can
share to start to build your presence on
your company page the other thing is
thought leadership so you want to think
about what is the vision of your company
and how are you helping your customers
navigate those complex challenges then
have experts within your business
including you sharing about those
solutions and finally the last piece you
want to share is having other people
talk about you
so it's not just you saying how amazing
you are it's also about having your
customers having people that worked with
you say how awesome it was to work with
you those are three things that you can
share to start to build your presence on
your company page ties definitely onto
something the LinkedIn and edelman 2020
b2b thought leadership impact studies
showed that 88% of decision-makers
believe that thought leadership improves
their perception of a company and 86%
feel that leadership affects
how much they trust an organization okay
next let's learn how to create a target
audience and build your organic
following when it comes to generating
leads from your LinkedIn ads and
developing a LinkedIn strategy overall
it helps to have an idea who your target
audience is the first step is figuring
out who your buyer persona is a
fictionalized generalized representation
of your ideal customer if you haven't
created a buyer persona before check out
the links in the video description for
resources including the HubSpot buyer
persona creation tool which is free
pointing in on your target audience will
help you tailor your content strategy
towards the right people using LinkedIn
targeting features which we'll talk more
about later in order to build a
following and effectively get users to
engage and be interested in your content
on LinkedIn you have to provide users
with new relevant helpful content and
change up the formats which means adding
variety to the content that's being
promoted but building a following
doesn't happen overnight if you're just
starting out on LinkedIn consider
holding off on ads like sponsored
content until you're completed and
satisfied with your company page once
your posts resonate with your audience
you can leverage your best performing
organic content for paid ads if your
LinkedIn page or showcase page doesn't
have as much content or followers and a
member visits your page after seeing one
of your ads they're less likely to trust
your brand so sometimes businesses are
looking for a magic bullet on LinkedIn
but when it comes down let me keep it
real with you folks there are some
really basic things that I think
business owners could be doing that
we're not doing enough one of those
things is just posting just posting on
LinkedIn more often sharing a little bit
more about what's going on your thought
leadership what's happening within your
company making sure that you're using
hashtags to amplify those things making
sure you're tagging people appropriately
it's not just about getting likes on
that content it's about driving a
conversation the other place to invest
is to write an article so many people
don't know this but there is a blog
engine inside of LinkedIn that you can
leverage so that conference you spoke at
that book that you're planning to write
that paper you
already wrote that is a great place for
you to start to express your expertise
when people again search for your name
they can then dive into that article and
learn more deeply about your credibility
and about your expertise and then and
know confidently that you can solve
their problems but they can't get that
unless you're in conversation with them
and sharing that information if you're
just starting out and need some tips on
how to build your organic LinkedIn
following check out the checklist
provided in this video's description
it's also important preparation to think
carefully about who you're advertising
too and how you can maximize the budget
that you have when you do create your
first ad you'll have to set up your
target audience a bit so it's a good
thing to have a handle on what those are
and what to choose the first step is to
create or log into your campaign manager
account when creating LinkedIn ads
you'll use the LinkedIn marketing
solutions platform which is separate
from the LinkedIn account you use
day-to-day if it's your first time using
the ad platform you'll need to create a
campaign manager account using campaign
manager you can set up ad accounts
managed and run campaigns control your
ad budget monitor your ad performance
then determine a campaign objective you
can choose from three objective based
campaigns for your LinkedIn ad awareness
consideration and conversion one user
reported that his new objective based
campaigns generated 300% more
convergence in standard bidding these
objective based campaigns only bill you
based on the desired objective for
example if you are running a conversion
campaign you'll only be charged for
clicks not impressions let's walk
through these types of campaigns
awareness brand awareness these
campaigns charge by impressions cost per
thousand or CPM these are ideal for high
level brand building and prospecting
consideration website visits engagement
and video views these campaigns are
straightforward and will be priced based
on desired action these are helpful for
clicks to your website engagement with
content
social sharing getting more company
followers for getting folks to watch a
promotional video conversion lead
generation website conversions and job
applicants the conversion objective
takes it one step further and optimizes
for an action on your website these
campaigns are ideal for generating leads
and offer lead gen forms getting
downloads of content like white papers
or templates on your website or driving
applicants to a job posting next you
need to develop a targeting strategy
LinkedIn is incredibly valuable for lead
generation mostly because it's a
professional network making it easy for
b2b marketers to leverage professional
targeting to their advantage
that's why 80% of b2b leads generate
from social media come from LinkedIn
since LinkedIn is designed to help
people network there's a lot of
information and data already built into
the tool this helps you target a
specific niche saving you money on ads
by only sending them to the right people
identifying a target audience for
LinkedIn ads when you first sit down to
create a target audience for your ads
think first of your buyer persona who is
your ideal customer and where do they
live online what types of content do
they read LinkedIn allows you to create
your own specific audience use an
audience template for groups like
doctors event planners or college
graduates or use linkedin's audience
expansion look-alike audience or match
the audience tools to expand your
audience based on your own list let's go
over this when creating your own
LinkedIn ad audience you can choose from
several targeting options including
location company information
demographics education job experience
and interests hone in on an audience by
combining targeting features to
effectively target your content
steer clear promoting content to every
marketer or every other job function
worldwide instead make sure you're
combining targeting features such as
geographic region company size and
seniority level or geography industry
and job title to maximize the results
using LinkedIn ads to generate leads is
both a short-term and long-term game in
the short term using ads helps you cast
a wide net and gets your content in
front of new
but in the long-term it takes testing
analysis and new content to figure out
how to consistently reach new audiences
and generate leads make sure you're
always monitoring and analyzing every
piece of content or test you run to
continue improving your lead-in ad
strategy in the future one last thing
before we dive into creating LinkedIn
ads let's review how budgeting and
bidding only didn't work and how to make
the most out of your LinkedIn ads budget
the ways you can pay for LinkedIn ads
are cost per click CPC pay when someone
clicks on your ad cost per thousand
impressions or CPM you pay when your
target audience sees your ad cost per
send or CPS pay when message ads are
delivered successfully LinkedIn
sponsored content ads work on a second
price auction system this means that
when you set up a campaign you set a bid
for how much you're willing to pay to
show an ad to users LinkedIn decides
who's ad to place based on the highest
bid and pass campaign performance
meaning if you advertise with LinkedIn
before it takes your campaign
performance into account once LinkedIn
decides who wins the bed you only pay
the amount needed to beat the second
highest bidder specific target audiences
cost more or less depending on the
popularity of the criteria you've
selected so optimizing your bidding
strategy is key luckily LinkedIn has
some tips for creating a stellar
budgeting strategy that gets the results
you need limit your targeting feature to
the ones you need if you have a lower
budget zero in on your targeting
criteria to get a smaller pool of users
so the competitive bid bid ambitiously
at the high end of the suggested range
in your ads interface to improve your
chances of winning at auction and
delivering your budget don't set your
budget caps below $150 when you set a
bid you also set how much budget you're
willing to pay for the ads set a
generous daily budget to start doing so
will help you reach more of your
audience ditch the daily budget if
you're having trouble delivering
impressions avoid capping your budget a
certain dollar amount each day try
setting us total budget they could spent
over time this will maximize
the reach of your ads won't help
deciding how much to spend on your ads
check out the link to the free ad
calculator in the video description now
you are ready to start creating ads and
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