The Fastest Linkedin Advertising MasterClass

If you are still looking to test out or run LinkedIn advertising right, this newsletter is for you.

Today, we'll be covering the following topics:

- If running LinkedIn ads makes sense for your B2B company 📊
- The type of content you'll need to start running LinkedIn ads to avoid burning money💸
- The framework to implement when running your ads 🔮

Should every B2B company run LinkedIn ads?

Absolutely not.❌

Here are my 3 criteria to check before even getting started.

 1. If your Customer’s Life Time Value is higher than 10.000€. ✅

  2. You know your persona by heart and you know they are active on LinkedIn ✅

 3. You have a proper Marketing Automation or sales process setup ready to nurture leads down the line. ✅

I love how Gery Slov added another one to my criteria list.

“Do they have enough skin to start spending money on LinkedIn ads?”

Let’s break that question down.

You see, most Marketing Managers or CEOs who allocate budget towards this channel have false expectations.

In my experience, this is primarily due to not knowing the difference between demand generation & demand capturing channels.

Demand capturing channels = where people are looking for a solution/help because they know they have a problem to be fixed
  - Google, Quora, Bing, Capterra, G2,… » also referred to as intent-based

Demand generation channels = where people are not looking for a solution/help since they might not even be aware of the solution or problem.
  - LinkedIn, Facebook, Tik Tok, Instagram, Twitter,…

So what happens is this:

  1. They look at their conversion ratios and cost per demo/trial started on demand capturing channels

  2. Make assumptions with the same conversion ratios towards demand generation channels (such as LinkedIn)

  3. Expect the same results from their demand generation channels as their demand capturing channels.

And on top of that, not even realize that their demand-generation channels are actually supporting their demand-capturing channels to perform even better.


So what does "enough skin in the game" mean? 👀 »

If you want to make a demand generation channel work (such as LinkedIn), you need to be willing to invest a budget for the long term. 💸

This is mainly because you are targeting people who might not even be fully aware of their problem and thus not need your solution right now. 🧐

Only later when they become fully aware of the problem will you become top-of-mind as they need to solve it, and thus will you be able to capture their demand. 👋

What Type of content do I need when running LinkedIn ads?

When it comes to running social ads, you’ll notice that most companies are running the wrong type of content towards what is called ‘cold audiences’.

People who aren’t aware of your solution or even the problem they are facing.

To better understand which ads to run on Linkedin, you’ll need to have a look at the content friction funnel.

This simple graph shows the difference between 3 different audiences:

  1. TOFU (Top of The Funnel) Audience:
People who are not aware of the problem you are solving and are not aware of your solution.

  2. MOFU (Middle of The Funnel) Audience:
People who are aware of the problem you are solving but are not aware of your solution.

  3. BOFU (Bottom of The Funnel) Audience:
People who are aware of the problem you are solving and are aware of your solution.

The mistake I see when running audits is not taking a funnel-based approach to your ads.

Marketers think that running LinkedIn ads with 'Book A Demo' makes sense every time.

If you really want to nail your campaigns, focus on TOFU or MOFU Content.

The Framework To Run Successful LinkedIn Ads

The hardest part of running a social campaign is NOT:

- Setting up analytics.
- Setting up the campaigns.
- Setting up naming conventions.
- Picking or creating assets or visuals.
- Making the Landing pages.
- Writing the copy.

The hardest part of running a social campaign IS defining and tweaking your F.O.M.A. based on data.

This is why if something went wrong, it’ll mostly be an element of the F.O.M.A. which isn’t right.

You see anybody with some brains and a laptop can run a LinkedIn ads campaign.

Yet not a lot of people actually know how to create a well-crafted F.O.M.A. campaign.

Running successful LinkedIn ad campaigns start way before setting up analytics or setting up the campaign in a proper way.

A great LinkedIn ads campaign consists of 4 elements:

1. The right Audience (A)
This is where you define and segment clearly what audience you are going to target on LinkedIn.

This is most often the first step you take when building out a campaign since this is not something you can change.

2. The right Message (M)

This part consists of 3 big parts:

• Creatives: What visuals are people seeing when watching your ads?

• Copy: What copy are you writing to persuade them of your offer?

• Angles: A part which often gets confused with the copy part. Yet, it is one of the most powerful things to change within your message. Social Angles should define your copy and the creative (images/videos) you’ll be using.

3. The right offer (O)

What is the exact value people will get when they move forward in your funnel?

This relates to the content friction funnel above.

If you don't get this right, you'll end up with the 87% of Marketers who fail with LinkedIn Ads.

4. Friction (F)

How hard it is for your audience to receive or act on your offering.

Do people need to give you their underwear size or can they read your case study without an opt-in?

LinkedIn posts worth reading this week:

1. A GTM compass from a PLG expert. ABCDEFG...
As much as it sounds like I'm drowning in my alphabet pasta... This is a comprehensive guide on how not to burn your money when venturing into a new market (or introducing a new product).

2. An easy-to-follow, creative summary on using ChatGPT for content creation
LinkedIn has been flooded with advice and remarks on using ChatGPT. This little guide however goes beyond the usual "should you, or should you not use ChatGPT" arguments.

3. Chris Walker's advice on best and worst-performing content
It is easy to optimise your content, right? Just do more of the ones that "do well" and stop the ones that "don't"... perhaps not👆.

The 1 best tools of the week:

Let's try and focus on just one tool this week.

1. ChatGPT - It's all that the 'kids' are talking about nowadays...

Check out the 2nd LinkedIn post above👆, and give it a spin!

You might find some value in it for your content creation efforts.