Director of Marketing Content at GRIN
How to Maximize Your Efforts on LinkedIn for Your Paid Social Media Strategy
In this episode:
Founder of Speedwork Social
Anthony Blatner is a tech entrepreneur and ex-IBMer, now the founder of Speedwork Social, a LinkedIn Advertising agency. After watching many startups fail even after launching an amazing product or service, Anthony decided to do something about it.
In nearly every case, he observed that quality marketing made the biggest difference between growth and decline. Anthony launched Speedwork in 2016 to help B2B companies unlock their marketing potential. By blending his experience in technology with marketing, he has been able to help businesses reach key decision makers consistently and at scale using LinkedIn Ads.
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Full episode details
Why LinkedIn’s Higher Cost Per Click Does NOT Mean That It is Too Expensive
“People assume that [LinkedIn Ads] are too expensive. But for the right company, it makes sense. So if you sell a high-ticket offer, and you need to sell to a niche decision maker at scale, that’s where LinkedIn is going to be best for you. Yes, it is more expensive, but when you need that type of granularity, that’s where LinkedIn is going to be best for you.” – Anthony Blatner, Speedwork Social
It’s true that LinkedIn charges a higher rate per click than other paid social platforms. However, no other platform helps advertisers target people holding specific company roles, as well as employer industry and workforce size.
These audience targeting factors – industry, company size, role, etc. – are some of the most critical pieces of data that B2B brands need to maximize their paid social ROI. As such, brands can actually significantly increase their return on ad spend by taking advantage of LinkedIn’s targeting features.
Leveraging LinkedIn for Social Media Marketing
Breakdown of the GRIN Gets Real Podcast Episode 25
Anthony Blatner understands LinkedIn posts – both sponsored and paid. Unlike other social channels (like Facebook), LinkedIn is not in the business of using algorithms to limit post volume in newsfeeds. In fact, LinkedIn is a great place for B2B marketers to create viral content.
In this episode, Katya Allison and Anthony discuss what sets LinkedIn apart from the rest. Listeners will learn a variety of best practices and tips for their social media marketing strategy on LinkedIn.
“The easiest place to start is ads in the newsfeed (sponsored posts). It’s your standard ad unit. And then you can use LinkedIn lead forms so that someone can see your ad, click on the ad, fill out the form, submit it right there, and then they’re enrolled. Once someone is opted-in, then retargeting them through all those other means – all those other ad units are good.” – Anthony Blatner, Speedwork Social
When it comes to paid ads, LinkedIn helps marketers go straight to the decision makers within the right industry. Anthony notes that you can get remarkably specific in your ad targeting.
Facebook and Twitter do not record granular employer data, such as a person’s role or company size. And that’s why it’s difficult to connect with decision makers on those channels. But LinkedIn keeps track of all that information. In fact, the entire platform is optimized for business networking and lead generation.
Additionally, listeners will learn:
- What are the common pitfalls when executing a paid LinkedIn strategy
- Where LinkedIn prospects fall within the marketing funnel
- What kinds of content perform best in LinkedIn ads
- How to leverage other social channels for more affordable retargeting
- What is the best budget for various LinkedIn campaigns
- How to incorporate influencers into paid and organic strategies
- Ways to gain the most post engagement based on LinkedIn algorithms
- What marketers can anticipate for the future of LinkedIn marketing
Like any social channel, LinkedIn provides a unique experience for marketers. Its distinct targeting features present opportunities that B2B brands can’t get anywhere else. To find out from a LinkedIn expert how it works, we invite you to tune in to this podcast episode.
Quotes from This Episode
“So the best content for a LinkedIn campaign are lead magnets. They can be a guide or PDF. I’d recommend a shorter version [of an exhaustive guide]… What we see do best are checklists and case studies… The best assets are short downloadables, usually 1-3 pages.”
“After somebody signs up for a lead magnet and becomes a lead, you’ll need to have sales and marketing follow up with them to nurture them, book a call, and then complete a purchase. Most B2B companies say that that [sales process] runs between 3-6 months or so.”
“Paid and organic do work together, just like they do on Facebook. When you’re running ads, you want to make sure that you have activity on your profile page to support that ad, because people are going to do their research.”
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