Linkedin Course Episode four

Heey there,

Today is the 4th edition of our 6(+) week, Linkedin Ads Junior Academy newsletter version. 

Today we'll be learning about the blueprint of winning campaigns.

On a quick note:
We'll be in Valencia from the 24th of July (3 days from now) until the 30th...
so if someone is up for a chat, let us know!

However, if you find these insights valuable, the best way to support our work is by inviting your friends to become Dot Connecters and learn more about Connecting The Dots between marketing activities and financial goals.

Topic Of Today

• ✅Selecting The Right Target Audience

• 📝 Crafting Effective Ads
  

• 🚀 The F.O.M.A method

• 📌 Actionable Tips

• 📚 Homework

• 💡 Pro Tip

🎉 Week 3: The Blueprint of a Winning Campaign 🎉

✅ Selecting The Right Target Audience

Defining your Ideal Customer Profile (ICP) is the first step in audience targeting. LinkedIn offers a variety of targeting options that you can use to reach your ICP. These include job titles, skills, industries, and more. You can also leverage your personal connections for warm introductions and engage with an ecosystem on LinkedIn that includes Buyers, Engagers, Industry Influencers, Partner Brands, and Niche Media.

When selecting your audience, it's important to consider the trade-offs between segmentation, accuracy, volume, and expense. Here's a breakdown of different targeting options and their associated levels of accuracy, volume, and expense:

For example, targeting by job title and custom segmentation can be very precise, but it often results in a lower volume of targets and is more expensive. On the other hand, targeting by job function and custom segmentation will result in broader targeting, however, it can reach a higher volume of targets at a lower cost.

The key is to find the right balance that will allow you to reach your target audience effectively while staying within your budget. Remember, the more precise your targeting, the higher the cost is likely to be. But with more precise targeting, you're also more likely to reach the people who are most likely to be interested in your product or service.

2. 📝 Crafting Effective Ads

Creating engaging ads is a crucial part of your LinkedIn campaign. Here are some tips to help you craft effective ads:

• Align ad content with campaign objectives & with target LP: Your ad content should be directly related to your campaign objectives. If your objective is to generate leads, your ad should clearly communicate this to your audience.

• Use eye-catching visuals and concise text: Visuals can significantly increase engagement with your ads. Use high-quality images or videos that are relevant to your ad content. Keep your text concise and straightforward to quickly communicate your message.

• Include a clear call-to-action (CTA): Your CTA should tell your audience exactly what you want them to do. Whether it's to sign up for a newsletter, download a whitepaper, or request a demo, make sure your CTA is clear and compelling.

• Leverage LinkedIn Lead Gen Forms: Lead Gen Forms can be used with sponsored content, InMails, carousels, and conversation ads. They have higher conversion rates compared to websites because they use prefilled information, reducing the effort required by the user. When creating a Lead Gen Form, consider setting up form details, offer details, privacy statements, and custom questions. Hidden fields can be used to pass extra information to your CRM system that isn't filled in by the user. This can be useful for segmenting leads based on factors like language or country.

3. 🚀 F.O.M.A: The Method To Run Successful LinkedIn Ads

The Right Audience: Define and segment your audience clearly. This is crucial as it cannot be changed later.

The Right Message: Consists of three parts 👇

Creatives: What visuals are people seeing in your ads?Copy: What text are you using to persuade them of your offer?Angles: Social angles should define your copy and the creative (images/videos) you’ll be using.

The Right Offer: Define the exact value people will get when they move forward in your funnel. This is crucial for the success of LinkedIn Ads.

The Level of Friction: Understand how hard it is for your audience to receive or act on your offering. Minimise friction by making it easy for them to take action.

5. 📌 Actionable Tips

• Leverage LinkedIn's Detailed Targeting Options: Use LinkedIn's detailed targeting options to reach your ideal audience. This includes job titles, skills, industries, and more. Remember, the more precise your targeting, the higher the cost is likely to be. But with more precise targeting, you're also more likely to reach the people who are most likely to be interested in your product or service.

• Craft Engaging Ads: Your ads should be engaging and relevant to your audience. Use high-quality visuals and keep your text concise and straightforward. Include a clear call-to-action (CTA) that tells your audience exactly what you want them to do.

• Use LinkedIn Lead Gen Forms: Lead Gen Forms can significantly increase your conversion rates. When creating a Lead Gen Form, consider setting up form details, offer details, privacy statement, and custom questions. Hidden fields can be used to pass extra information to your CRM system that isn't filled in by the user.

• Optimise for Performance: By default, your campaign setting is on "optimise for performance," which means even if you have multiple ads in the campaign, LinkedIn will likely just show the top-performing ads. Consider switching to "rotate ads evenly" to give all your ads equal exposure.

• Monitor & Adjust Your Campaigns: Regularly review your campaign performance and make necessary adjustments. This could mean changing your targeting, adjusting your ad content, or modifying your budget.

6. 📚 Homework:

Create a Mockup of Your Ad: Use the tips provided to create a mockup of your ad. This includes selecting your target audience, crafting your message, and defining your offer.Set Up a LinkedIn Lead Gen Form: Practice setting up a LinkedIn Lead Gen Form. Include form details, offer details, privacy statement, and custom questions. Consider how you could use hidden fields to pass extra information to your CRM system.Plan Your Ad Rotation Strategy: Consider how you could use the "rotate ads evenly" setting to give all your ads equal exposure. Plan out a rotation strategy that will keep your content fresh and engaging for your audience.

7. 💡 Pro Tip:

• Know the Difference Between Demand Generation & Demand Capturing Channels: LinkedIn is primarily a demand generation channel, where people might not be actively looking for a solution. This means you need to craft your ads in a way that generates interest and demand for your product or service.

• Consider the Role of Frequency in Your Campaigns: Just like a good gardener knows how much moisture in the soil is too little or too much to promote healthy growth, a master marketer knows frequency is exactly the same. Too little frequency and your audience won't know you exist. Too high frequency, and you risk pestering your prospects and wasting your budget. Aim for a frequency that keeps your brand top of mind without overwhelming your audience.

• Don't Forget About Retargeting: LinkedIn allows you to retarget users who have opened your Lead Gen Form, whether or not they converted. This can be a powerful way to stay in front of interested prospects and encourage them to take the next step.

• Blend Automation with Human Interaction: While automation can save time and increase efficiency, it can't replace the value of human interaction. Consider how you can incorporate manual relationship-building activities into your LinkedIn strategy. This could be as simple as spending a few minutes each day engaging with your audience from your company page.

That’s a wrap for Week 3.

We’ve had week 1 & week 1 part 2, week 2 and week 3 today, so the 6-week course will likely extend by 1-2 weeks.

Stay tuned for next week, when we will talk about Monitoring and optimising your Ad Campaigns.

Keep learning and growing! 🚀 ❤️

New episodes of Connecting The Dots & Business Companion are coming out each week, so stay tuned.

Subscribe to our podcast and keep an eye on your inbox for the next edition of our newsletter as well.

LinkedIn posts worth reading this week:


1. Measuring ROI On Each Content Piece

...and why it makes 0 sense to (try to) do that.

2. Who Should Own Retention Metrics?

A quick breakdown of who and why should own customer retention.

3. Common Mistakes In Lead Nurturing

...and how to avoid them.