How does LinkedIn Ads compare with other ad platforms? With Anthony Blatner from Speedwork Social

Full transcript:

David Bain
Digital Marketing Radio Episode 251. How does LinkedIn ads compare with other ad platforms?

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Digital Marketing Radio with David Bain

David Bain
Hi, I’m David Bain. And this is Digital Marketing Radio, the show for in-house agency and entrepreneurial marketers who wants to stay on top that is tools, tactics and trends, as shared by today’s modern marketing masters. Have you tried LinkedIn ads yet? And if you have tried LinkedIn ads, are you still actively using the platform? If not, and you’re spending money on ads elsewhere? Why? Do you think that LinkedIn ads are more expensive? Did you even use LinkedIn ads correctly? On today’s episode of Digital Marketing Radio, we’re going to be exploring what’s different about LinkedIn ads compared with other ad platforms, how you need to adapt your campaigns, so they’re better suited to LinkedIn, and what kind of results you should be expecting by advertising on LinkedIn. Joining me to discuss that is a former ecommerce consultant for IBM. He’s now the chief advertising officer officer for LinkedIn advertising agencies speed work, social. Welcome to DMR. Anthony Blatner.

Anthony Blatner
Hey, thanks for having me, David.

David Bain
Well, you can find Anthony over speedwork, social calm. Great to have you on the show, Anthony.

Anthony Blatner
So Anthony, how different is LinkedIn advertising compared with, say, Facebook ads or Google ads? Yeah, so it’s very different in a lot of ways, but it’s also very similar in a lot of ways. So depending on who you are, as an organisation. All those questions you asked in the beginning are like very common questions we we get as somebody as as a as somebody would approach them the platform, a lot of times, we hear either LinkedIn ads, and they didn’t work, or I tried LinkedIn ads, and they were just way too expensive. And most people approach LinkedIn, and maybe they’ve done some Facebook and Google advertising and kind of have an idea of what they’ve run there before. And they just take that campaign and try to import it into LinkedIn. And that usually doesn’t do great because there’s a few things you’ll want to do differently. So LinkedIn ads as a platform is an extremely effective platform for the right organisation. So LinkedIn offers some of the best targeting options for B2B being able to target we always say it’s, you know, being able to target niche professionals at scale. When you when your product or service serves a very specific target decision maker and a very specific type of company, that’s when you want to use a platform like LinkedIn, if you’re selling to every business owner out there, then maybe Facebook is going to be a cheaper platform for you, because Facebook has some more broad targeting like that. But when you need to get very niche into who you’re targeting, say you want to target HR directors at large financial companies, you know, you can pop in those job titles and those company industries and sizes and target that type of person directly, whereas a lot of other platforms just pop or just don’t have those options there. So as people are pushed the platform, you know, there are a lot of differences, as you as you get into it, we do see very often somebody will kind of like say who they have had their audience on Facebook, and then kind of use that and try to create a campaign on LinkedIn. And there’s a few differences there. Whereas on Facebook, kind of how these different platforms work. Facebook relies a lot on its algorithm to go optimise for conversions for you. So Facebook back best practices is given a big audience, let the algorithm go find the best person who’s most likely to convert, based on the targeting that you set initially, on LinkedIn, we kind of did opposite because on LinkedIn, LinkedIn is a more expensive channel to use on, you know, just on a pure CPC basis that you’re going to pay. So because LinkedIn is more expensive, and because we have very specific targeting options available there, we want to be as specific as possible as to who we’re targeting, and kind of reduce the chance of any of any not good clicks. Because when you’re paying eight to 12 bucks or more per click, you don’t you know, you want to eliminate as many of those as possible. So on Facebook, usually give it a giant audience and let the algorithm do the work for you on LinkedIn, we’re very specific on who you want to target. Because we don’t we don’t we all eliminate the chance of any unintentional clicks.

David Bain
So what would you say is the biggest mistake that people actually making LinkedIn ads?

Anthony Blatner
I’d say it starts with the audience that they target. So I would I would say it is that where a lot of times when I’m reviewing an account, or Yeah, when I’m reviewing an account, usually you get in there and they’ve typed in, you know, tonnes of industries and tonnes of job titles and are like, okay, we serve all these customers, and here’s everyone we can serve. And then your audiences into the millions. And you know, before you know it, you might be looking at the leads coming in or even just the report that’s coming back to you saying, Who are these ads actually, in front of, you can look at that and be like, you know, I think a lot of these people aren’t actually good fits. So you’re spending a lot of money on a lot of cliques of people who are not actually a good fit for you. So be as specific as possible on LinkedIn. And who you want to target? I would say that is the number one issue we see.

David Bain
So what kind of what size of audiences is a good size of audience? Because obviously, you can be very, very specific not having enough people to advertise to. So how many people do you want to start start a campaign with?

Anthony Blatner
Yeah, so depends on the size of your budget, you know, the smaller the budget, the more targeting you can be, because you’re not going to be able to reach all those people, the larger your budget, the more you’ll need to expand your audience to have a sizable audience to reach for a general rule of thumb is, as you’re creating maybe your campaigns and split testing your audiences, you want each one to be generally in between 30 to 80,000, we find is a nice sweet spot. If If your budget is a lot higher, and you’re looking to push a lot more traffic, then you might expand that audience. Or you might look at other audience segments that you can line up side by side with them and then run multiple campaigns,

David Bain
is it an effective way to get started by actually uploading your own list, if you’ve got a decent sized email list, and then targeting those people or are you generally get a better off getting started targeting people that aren’t necessarily aware of you at the moment

Anthony Blatner
depends on what you’re trying to do. But if you have an email list, I you know, Facebook is going to be a cheaper channel for you just to upload those emails to Facebook and do a match there. You know, where Lincoln shines is having that cold targeting options where you know, you don’t have someone’s email, but you know, you want to target specific industry, LinkedIn lets you do that, you know, email matches available on Facebook, and that they are cheaper per impression. So if you just have a list of you want to target them, I’d probably say start with Facebook, you know, that is not to say, if that audience doesn’t tend to be you know, maybe it’s an older audience? Or maybe, maybe it’s an executive audience where they aren’t likely to use Facebook, then you can, you know, then you would be you would do well to upload that to LinkedIn, and then target them while they’re on LinkedIn.

David Bain
Okay, great. So LinkedIn ads, good for cold outreach, maybe you should, you should expect to pay for what $8 a click, so something like that.

Anthony Blatner
For a mid level manager, somebody in the US mid level manager, it’s usually gonna be about eight to 12 bucks per click, the higher up in the chain, you go. If you want to target like CEOs, those clicks are a little more expensive. And then as you go international, would you say clicks are? are cheaper? internationally?

David Bain
Got you. Okay? And how do you get best value for your money. So what is best practice in terms of ad copy and call to action?

Anthony Blatner
Yeah, so to get the best bang for your buck on LinkedIn, we usually see that LinkedIn fits the best as in the in the top of funnel for for a business, where, like we said, LinkedIn has with targeting options that just aren’t available a lot of platforms. So when you want to target a specific type of decision maker at a specific type of company, you know, the only way you can fill your funnel with those people is by targeting them on LinkedIn and bringing them into your funnel there. Because LinkedIn is a more expensive channel, use LinkedIn for top of funnel, you know, acquire that traffic, get them to your site, capture the lead, and then once they’re a lead, or at least been pixeled, then you can retarget them on other cheaper platforms. You know, the easiest way to follow up with people is via email, once they submit a lead form or something, or download something. And then once they’re a lead, you can also have your sales team call them, you can retarget them on Facebook and Google. So it kind of fits in the ecosystem there. But where we see LinkedIn have the biggest bang for the buck is using it for top of funnel lead generation, and then having your sales and marketing funnel built out afterwards.

David Bain
Got you. Okay, so does that mean that to use them to be able to retarget people using another platform, then you have to drive people to your website to begin with? And that may be LinkedIn leads directly just from their websites? Does not actually work for that. So did you actually actually have to drive people to your website, in order to actually be able to retarget people using another platform

Anthony Blatner
to be able to retarget people, you either need to capture their lead through a lead form on LinkedIn, or you need to send them to your website to be able to pixel them?

David Bain
Okay, I’m just wondering if it’s possible to pixel them to Facebook and to get the Google Ads platform, if they don’t visit your website? If they all they do is they throw in a lead form on LinkedIn,

Anthony Blatner
not not through pixeling, you’d have to have an email address mapped over an automated into one of those other platforms.

David Bain
Understood. Okay, Brian, thank you. So what about ads type, then? Do you find that video ads tend to be more effective? Is there a lot of images that have to go in ads or what what copy works best on LinkedIn?

Anthony Blatner
Yeah, so as far as copy goes, we usually recommend being short and to the point, the way that most people use LinkedIn is to get down there to do a specific task. Maybe they’re maybe they’re looking at somebody they’re about to have a meeting with. Maybe they’re updating their profile or making a post, but we don’t see, you know, as a platform goes, people don’t use LinkedIn as leisurely as they do as like Facebook, or as on Facebook, you’re scrolling around, you’re watching videos, it’s okay to, you’re likely to sit around and watch a video and maybe read a long post but on LinkedIn, usually hopping on to do something specific and then get off the platform. So for that reason, we See that short and direct copy works best, you know, convey a short point tell somebody why they should download something or click through and then let them take that action and go on with their day. As far as ad units, LinkedIn has several different ad unit types that they have, you know, similar to how Facebook has many ad units. Most people start with sponsored content in the newsfeed that’s Lincoln’s highest quality ad unit, you can fit the most information in there. They also have sponsored in mail, which are great for one on one type of invites to people. We see actually recruiting posts, recruiting campaigns do very well by messaging people one on one, they’re more comfortable, kind of requesting more information or applying through a one on one type of invite. So most people start with sponsored content, the newsfeed and then short and direct copy works best. As far as videos go, we actually find videos can be hit or miss. Most of the time people start with we start people with image ads. Because on LinkedIn, when you’re paying for every click videos have a tendency or chance to be almost too flashy, and somebody will often click before they’ve seen the whole video and really know what it is that your video is conveying. So you want to reduce the chance of those clicks. Or like, you know, when somebody clicks, they don’t ever watch the whole video, they don’t really know what you’re promoting, or who you’re talking to. So some of those clicks might be unintentional, or untargeted. So video could be hit or miss, you can convey a lot more information in a video than you can an image. So they can work for complex prod products. Or they can work for like retargeting ads or brand awareness ads. But for direct response conversion type of ads, we actually see image ads work better, because somebody can just view it, understand, you know, immediately digest that image, and then take that action from there. Videos inherently have to call to actions where one is watch this video. And then two is click. So sometimes people just watch it and keep scrolling. Or sometimes people just click without watching. So there’s kind of a, you know, a mismatch there. So usually we recommend start with image ads. Once you’ve had that refined, you know what, copy what audiences performing best, then try rolling out video as to the audience.

David Bain
Okay, brilliant advice. And you mentioned sponsored content is one of the first ad types there. I also saw LinkedIn promoting sponsored content quite heavily there as well. So what options are available within sponsored content? And how does that work? Is it a case of publishing a post on your LinkedIn page, and then promoting that? Or is there some other way that works with it?

Anthony Blatner
Yes, you can definitely post make a post on your company page. ads always come from a company page, not from a personal profile. So you can make a post on a company page. And then you can boost that post. Just like how Facebook has a boosted post option. LinkedIn has their own sponsored, sponsored content button that you can hit and boosted easily. And then you can also just grab that post ID and put it into a LinkedIn ad campaign from your company page. So that’s one thing you can do. Most campaigns that we build out, you know, boosting posts is is nice and easy for when you just want to get your posts in front of more people, maybe promote an announcement or news that your company has. But for most, most ad campaigns that you’ll create, we recommend designing your ads and creating them in the ad ads manager. Just first sponsored content goes there’s a few different options you have there. You know, most people start with image ads, yoson, those video ads, and then there’s carousel ad options there where you could have different slides where somebody might scroll through to click on different things, you can have those slides go to different links. So if you maybe are promoting several different services, or maybe if for example, there was one that was like an event that they were promoting, and they had several different speakers, so we use different speaker headshots there because people would scroll through them, and there’d be a certain speaker that grabbed their attention the most, they would click on that one and go to the website. So those do those do well. And then also for the sponsor content ones, you can also attach a lead form to those if you want to. And lead forms we do find are pretty effective for just maximising your conversion rate if you’re just purely trying to capture a lead. And that lead forms little form that opens up on LinkedIn auto fills with profile information, and somebody can submit it right there.

David Bain
And what percentage completion rate for a lead form. So you’re looking for I assume that you’re not talking about a $10, CPA for completed completion of the lead form,

Anthony Blatner
right. So for lead forms on LinkedIn for content type of offers, we usually see or we usually shoot for at least 10%. And you know, 10 to 20%, is the average range there. If you’re above that, awesome. If you’re below that, then you need to work on your offer. If it’s a free demo, or free consultation offer, those tend to be lower, those might be about three to 5%. So your best cost per lead is going to come from having a content offer. We call it a lead magnet or promoting your campaign. So yeah, so for content offers, we recommend, you know, shoot for 10 to 20% or more. For free demo free consultation offers those who have a lower conversion rate, you might be between three to 5%. Okay,

David Bain
I’m sorry, by 10% conversion rates and in terms of costs, do you mean that it would be effectively 10 times More than an average 10 to $10 per per click throughs. You’re talking about $100, roughly per lead. Yeah,

Anthony Blatner
we see most campaigns will start between 50 to 100 bucks per lead is a common Ranger most will start, you know, after you launch that campaign, you want to set up several audience split split test, couple offers potassium ad split test, and then ideally get that home down to 50 or below after the first month. But most people do start in that 50 to 100 range.

David Bain
Great stuff. And is it possible to isolate mobile and desktop users? And if so, do you see much difference in terms of conversion rate There are so

Anthony Blatner
it is, there’s a couple of ways you can do that. And we do see some differences. This is an interesting point. So on LinkedIn, you’re not able to directly say, you know, whoever’s on this device at this time, show them that they do have an option for mobile preference or desktop preference. And that’s just LinkedIn saying, this user uses the device desktop device more often than a mobile device, or they use a mobile device more often than a desktop device. They do also have like operating system that you’re using. So if you’re selling specific software for an operating system that could be useful. So they have that in the targeting. And then as far as other things you can do, there’s a couple ad units on LinkedIn that are desktop only, those are gonna be the text ads, and then dynamic ads. These are relatively small ad units that show up in the very top of your newsfeed or on the right hand column. They’re kind of small, they don’t get a tonne of clicks. But if you for some reason want to only target desktop users, you will use one of those ad units. As far as targeting mobile only. If your ad creative, if your video or your image is taller than a square image or video, then it will only show on mobile. So this is something that I guess not, not a lot of people are aware of. But on LinkedIn, if their standard side is the standard size used to be like this banner size. And now you can put any size in there pretty much. And it’ll it’ll use that size in your ad. But it’ll it’ll show it on both platforms, if it’s banner to square size at being mobile and desktop, and then if it’s taller than square, then it will only show on mobile. So that is one thing to be careful of is if you have a tall image or a tall video, that’s only gonna be short on mobile. And where that impacts your campaign, we’ve seen a couple campaigns that have a very low mobile conversion rate for whatever reason, maybe it’s a website that takes longer to load on a mobile device, or it’s asking for more information that, you know, it’s just harder to type on a mobile device. I think you know, in a lot of our campaigns, we do see desktop does tend to convert higher just for those reasons. But it is also important to be aware that most of Lincoln’s traffic is mobile. So if you do limit it to desktop, only, you’re gonna really cut down your audience. So there’s kind of a lot of considerations in there that I just mentioned. But we do usually see desktop as a higher conversion rate. But be aware most of the traffic is mobile, you can use the different ad units to be desktop only. Or you can use this creative size to be mobile home. It’s

David Bain
already saying that the ideal image size or video size is actually a square

Anthony Blatner
Yes, that’s what we find, because that’s going to take up the most screen screen real estate and then while still showing on both devices.

David Bain
Yeah, I like that as well. Because I think a vertical rectangle tends to mean that the user doesn’t actually see the text at the bottom or the top of the piece of creative which obviously means that they don’t see the context there as well. So I like that size for mobile social media and I was doing a little bit of research into YouTube stories which is completely different platform obviously. But to be considered to have your video feature on YouTube stories you’ve actually got to make sure that your video was either square or vertical so square does qualify to see you know YouTube story so appears that square appears to be the the optimal format and in most scenarios for for social media. So that’s that’s good to hear that you’re you’re concurring with that particular theory of mine.

Anthony Blatner
Yeah, absolutely.

David Bain
Good stuff. Okay. Well, let’s segue to part two of our discussion so it’s nighttime France and he starts in the state of digital marketing today. So starting off with SECRET SOFTWARE, so Anthony share a lesser-known martech tool that’s bringing a lot of value the moment and why that tools important for you.

Anthony Blatner
lesser known but but I’ve seen a lot of people using it Reese they’re getting on the platform recently is a tool called go high level. It is a marketing platform. It’s almost like a HubSpot meant for marketing agencies, or for for marketers in general where it has a lot of different marketing options in the platform. You know, email, we do a lot of email follow ups that we’ll put in there and then we do we can build funnels and landing pages in there. So it kind of replaces the need for a clickfunnels replaces the need for mail, a MailChimp tool, and then it does have lots of other options in there. You know, there’s lots of companies that do Review management or they’ll do other types of social media marketing or SMS marketing. It has those options about we primarily use it for funnels and landing pages and emails. And just the rate that they’ve been releasing new features has been amazing to kind of watch. I think it’s a really great platform and for the for the value, you can have unlimited sub accounts for your clients. So for an agency, it makes a lot of sense.

David Bain
Great. Okay, well, I don’t believe I’ve heard of that one before. It’s just go pi level.com appears to be the website address. So yeah, very easy to find there as well. So moving on from something that you currently use to something that you’re going to use. So that is an NEXT ON THE LIST. So what’s one marketing activity or tool that you haven’t tried yet, but you want to test him as

Anthony Blatner
funny to say, but I have not created my own LinkedIn events yet. That is going to be something we’re planning to release a series of webinars and just talks on best practices for LinkedIn ads. And we’re going to use LinkedIn events to promote those LinkedIn events is a relatively new feature for them within like the last year or so it’s been rolled out on the platform. So you can create an event, you can invite people, you can promote that event, and all done within the LinkedIn platform. So as we get ready to promote roll out this, this talk, a series of talks, we’re going to use LinkedIn to do so.

David Bain
Yeah, I mean, I’ve tried it a few months ago, and I got a few people to sign up to attend the event. But I didn’t find the show up rate to be great. So I’m not sure if that’s my fault, or the fact that maybe LinkedIn doesn’t do a wonderful job about reminding people or I’m giving people the option of adding events to calendars and things like that to actually attend the event itself. But it’s certainly a very quickly evolving area. And something I guess, that I shouldn’t drop and should perhaps experiment with as well.

Anthony Blatner
Yeah, it’s interesting to see how the event will get promoted through your network, where that’s where I’ve seen it be useful for other campaigns that we’ve worked on. But it is a new feature for LinkedIn. So I’m sure there’s plenty of things that they need to, you know, fix up to make it more effective, such as reminders like that.

David Bain
They’re doing a lot at the moment. I mean, I hear that LinkedIn, audio rooms are going to be launching really soon as well. Have you been on something like clubhouse in the past day? Are you looking forward to audio only on LinkedIn,

Anthony Blatner
I have, I’ve been on clubhouse a little bit. I feel like every platform has now announced having an audio version of those. So it’ll be interesting to see, you know, when clubhouse was the only one that was that’s where critical mass was, and like everyone was on there and using it, that’s where it had the most value. I’ve seen how Facebook’s planning to work it into like groups where you can create an audio room and your group, I think that’s really valuable. You know, I’m sure LinkedIn probably will do something similar to that. But you know, I’ve seen Twitter’s doing them. Spotify is doing them so I’m sure each platform will do it its own way. And I you should have been value for you know, for the case i groups or or even events, you know, creating an event and then being able to host your own audio room, or or just whole live event maybe at some point through that. I think that’s where it’ll be interesting.

David Bain
I think there’s definitely value in it. I think that the majority of users complaints about audio only rooms at the moment is that first of all the contents not around forever, obviously, you have to be there alive to consume the content. And secondly, there maybe is quite a bit of rambling that goes on. And it takes people quite a while to get to the point and people have to be in there for hours to get to get value from it. I did a little bit of experimenting with clubhouse. And I ended up broadcasting a few podcast episodes that I recorded live on clubhouse, and getting some people to listen. And then using the hardware that I’ve got bringing people a few a couple of people in as part of the episode to discuss their opinion of what had been discussed with the main guest. And that seemed potentially valuable. But it was I don’t know, if it’s something at this stage until it’s native to the platforms that I’m using that I’d run ahead with. But there’s interesting developments with with audio happening at the moment. Certainly,

Anthony Blatner
yeah, I think it’s going to be like, you know, kind of how like Facebook Live and LinkedIn live, the ways that those are valuable to people, I think the audio version only is going to be similar to that because it’s kind of like it kind of makes it like a radio show. Versus you know, I totally agree with your point of like, a lot of people you know, you have to show up to be there to get it but then a lot of that time is wasted by people kind of getting themselves organised or thinking the presenter for having them that day and of the presenter giving an intro and then that back and forth just seem to take a long time and so audio rooms that I was I was in and I was like my gonna sit through this, you know, send me the recording afterwards. That’s when you know, I feel like a lot of it would become more useful.

David Bain
I know the thing I like about it is the fact that I think many more people are willing to, to join in and to to watch live simply because of the fact that they don’t have to turn on a camera. You know, many people are conscious of turning on a camera. So it’s an makes them more likely to engage in kotlin. And that’s certainly a good thing.

Anthony Blatner
Yeah, absolutely.

David Bain
Okay, so let’s move on to the this or that route. So this is the quick response round. 10 quick questions, Just 2 rules here. Try not to think about the answer too much. And you’re only allowed to see the word both on one occasion, so use it wisely. Are you ready?

Anthony Blatner
Yes, let’s do it.

David Bain
Tick Tock or Twitter, Twitter, Facebook or LinkedIn,

Anthony Blatner
LinkedIn, obviously.

David Bain
YouTube or podcast, podcasts, traffic or leads, leads, paid search or SEO, paid search, ads or influencers, ads, Google ads or Facebook ads,

Anthony Blatner
Facebook ads,

David Bain
email marketing, or chat marketing,

Anthony Blatner
email marketing,

David Bain
more tech stack or all in one platform. More tech stack, and one to one or scale scale. Too easy. You don’t use your booth or anything there. LinkedIn was the was one of the choice there as well. You gave an Uber for email marketing or chat marketing. Was that right?

Anthony Blatner
Me? stack i think but also, I would put an Uber for email or chat. Because we do a lot of email. But also we find that LinkedIn direct messages are very effective for following up for leads. So I’d say maybe I should use should I use my both there.

David Bain
Okay, so does that. Are you talking about when you’ve actually received the lead through LinkedIn? Or are you talking about any lead that comes through your website, you try and follow up using LinkedIn direct message?

Anthony Blatner
Yeah, I’d say for any lead, but specifically for LinkedIn leads as as your campaign captures, leads, you know, that person is coming off of LinkedIn to submit a lead, whether it’s through a lead form or through your website. So that means they have a LinkedIn profile, going back and looking them up, and then sending them a direct message there, it’s a great way to take that lead to the next step. You know, whether whether we recommend both send them a connection request, and then they’re in your network, then we’re looking to see updates from you. And you can then send the messages and that if they don’t accept or just to get them a message faster, use email to send them a direct message without needing to wait for that connection. We find LinkedIn messages have a higher response rate than email. And that’s, you know, even more useful for when you’re following up with leads.

David Bain
And if someone doesn’t respond to your direct message and LinkedIn, do you follow up again? Or will that just annoy them?

Anthony Blatner
You know, I wouldn’t say it’s exactly like an email campaign. But it may be similar, where you would probably want to drip out some content and mix in call to actions over a period of time, being careful that Schatz does feel like a little bit more of a pushy channel. So you’d want to be careful as to do that in a tasteful way. Maybe you share an update or a blog post every once in a while. And then every once in a while you you kind of follow up and say, Hey, I saw you downloaded our guide here, you know, the next step most people take is by signing up for getting a free assessment with one of our advisors, are you interested, you know, and then you know, maybe they’ll take a bite on one of those but you know, calling an email campaign, maybe you would start that interact interaction and then slowly back off, if you didn’t hear a response, people check within a different intervals. So you know, don’t take it as a not interested if they don’t respond right away. Because sometimes people just don’t haven’t check LinkedIn in a few days. And maybe you need to wait, you know, a week or so until they get back on the platform and then respond your message then. But overall, we see, you know, email deals with deliverability, spam filters, all these other tabs that Gmail stuff has, but LinkedIn direct message, you know, very often also shows up as a ping on somebody’s phone as a notification. So we find, you know, we find LinkedIn messages get a very high response rate.

David Bain
Is there any third party software that you can use to automate? I guess the, the full process of sending a direct message and actually replying to responses of LinkedIn messaging, I’m thinking like, mobile monkey or mini chat or something like that. So they obviously integrate with with Facebook quite quite closely. And you can use their platform to be able to manage that. Is it possible to use another platform to do that kind of thing?

Anthony Blatner
There are automation tools out there, I don’t think many chat or mobile monkey inner work with LinkedIn currently hoping to at some point, but LinkedIn doesn’t like all of those automation tools. So I’d be careful to to advise anybody to use those. But, you know, having a salesperson who’s kind of receiving that stream of leads and they can reach out via Sales Navigator is what most companies do. There are automation tools out there, if you search for him. I’m sure there’s probably a way to connect that.

David Bain
Okay, let’s move on to the $10,000 question. If I were to give you $10,000 and you had to spend over the next few days in a single thing. to grow your business, what would you spend on on how would you measure success I would

Anthony Blatner
put into LinkedIn ads campaign and targets. You know, we end up working with a lot of, I’d say software and professional services team to seem to be our most common bubble, you know, industries we work with, those are big categories, but targeting all marketing directors, VPS of marketing at big software companies, and maybe not big but mid range for who usually work with and, you know, promoting case studies and recordings, webinars and guides to them. You know, if they’re using LinkedIn, they’re going to bite on that and be interested to hear some more best practices on how they can get more out of their campaigns. So if it was me, I would dump it into like the ads campaign and target my audience there.

David Bain
Okay. And ideally, would you get people to sign up on your websites or using LinkedIn, LinkedIn leads form,

Anthony Blatner
um, depends what the offer is, we we use a good mix about where a lot, you know, lead forms, you’re going to see a much higher conversion rate, but it’s a little bit less sticky, because it’s a very easy interaction for somebody to submit that right away. sending somebody to a landing page kind of depends on what you’re offering, we have seen many cases when the landing page does convert better, you know, a lead form does save the loading time and does do a lot of autofill. That causes drop off on a landing page. But for certain things like event signup, well, certain events or conferences that someone’s going to go physically attend, we do see that often that does better on a landing page, because there’s a lot more info that somebody needs to know for them to be ready to submit that there. So for stuff like that we use the landing pages often do better in their landing pages, if it’s like an application type of form, often, you know, on a landing page, because if they just submitted through LinkedIn, sometimes people are like, Where’s my information is going. You know, there’s a lot of trust on LinkedIn platform, but people do have that thought. So if it’s applying for a job, sometimes people are more likely to submit that through a company’s website, because they know the company that’s gonna be receiving that. So it kind of depends on what the offer is. But I’d say we need to do a healthy mix of both lengthly forms landing pages.

David Bain
So to finish off, let’s shift the focus to someone else who deserves it. So that is a MAGICAL MARKETER. So who’s an up-and coming marketer that you’d like to give a shout out to? What can we learn from them? And where can we find them?

Anthony Blatner
I was thinking about this and I’ve seen somebody that I’ve seen pop up a lot recently, I haven’t looked into their stuff yet, but it’s on my to do list is a guy named Alex or Elric ad outreach. He specialises in YouTube ads. And overall being, you know, me being on LinkedIn all day, I am interested in video. I think we’ve seen video work well, in some cases, not well, in some other cases, but I think video youtube is a huge channel. This guy’s retargeted me forever. So I’ve seen so much of this stuff that I’m like, Alright, you know, at some point, I’ll look into his content. And he seems like he’s doing some good stuff, and up and coming.

David Bain
Right. Okay, I did a quick Google search there and the name appears to be alaric heck does that name ring a bell? Yeah. Okay, brilliant stuff. Okay, let’s copy and paste that into my document there as well, just to make sure that we can share that with the audience as part of the show notes there as well. So there we go. That was Episode 241 of Digital Marketing Radio where Anthony blattner from speedwork social shared great specific tips on LinkedIn advertising, including target around 50,000 80,000 people expect around $10 a click retarget to other platforms. So LinkedIn top of funnel retarget once you receive the email address, or people on your website using Facebook ads or Google Ads after that as well and then start with an image rather than a video as well use one to one as your resolution of your image in your video there as well. Your SECRET SOFTWARE it was go high level you can find that over at go high level calm, and your MAGICAL MARKETER it was alaric Heck, everything Anthony mentioned in today’s show and more will be listed in the podcast show notes at Digital Marketing. radio.com. Anthony, what’s the best social platform for someone to follow you and to say Hi.

Anthony Blatner
Definitely LinkedIn and find me there.

David Bain
There we go. I get gave you the easy answer there as well. So superb stuff. Thanks so much for coming on. I’ve been your host David Bain. You can also find me producing podcasts and video shows for B2B brands over at Casting cred.com until we meet again, stay hungry, stay foolish and stay subscribed aloa

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