Strategically utilize paid social media advertising to expand reach beyond organic efforts and directly target ideal customer profiles. This phase involves investing budget into paid social media campaigns. Careful targeting and performance monitoring is crucial.
- LI Organic Content Boosting
- Increase the visibility of high-performing organic content on LinkedIn to reach a wider audience.
- Identify top-performing organic posts.
- Allocate a budget to boost these posts to relevant target audiences.
- Monitor the performance of boosted posts (reach, engagement, website clicks).
- Success is increased reach and engagement on key organic LinkedIn content.
- People Targeted LinkedIn & Meta Ads
- Target audience based on known list of specific contacts with proven affinity for relevant content
- The key thing is that we’re only marketing to SPECIFIC, KNOWN people that we are confident we can provide compelling content to
- Promoting our content to everyone on LinkedIn or Meta is a fools errand – and a great way to burn lots of money
- Instead, we’re focused on a specific, known set of people we’re marketing to
- Develop compelling ad creatives and copy.
- Set up and manage campaigns.
- Track campaign performance (impressions, clicks, conversions).
- Success is targeted lead generation and brand awareness campaigns on LinkedIn.
- Target audience based on known list of specific contacts with proven affinity for relevant content
- For each platform (Meta, LinkedIn, Google, AdRoll, Bing), implement:
- Creative optimization: Test different ad formats, images, and copy
- Budget allocation: Assign budget based on performance data
- Targeting refinement: Continuously optimize audience parameters
- Bidding strategies: Adjust based on conversion data and cost metrics
The whole point of this step is to surround a narrow, well known audience with our brand in lots of mediums. Since we’re using a specific list of people we can concisely target them on many ad networks and do that at a fraction of the cost of targeting them on LI. So while LI is the best it’s also the most expensive. Another way to think about that: our audience is just spending time on LinkedIn they do spend time on Facebook and other platforms. If we can get our ads in front of them there we have the potential to reach them at a materially lower cost.