Setting up LinkedIn ads strategy for Fullfunnel.io with Justin Rowe
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LinkedIn ads suck for many B2B companies because of 2 reasons:
1. Focus on demand capturing only from cold accounts
2. Promoting gated content and transferring leads to sales
RESULTS
Extremely high CPC and CPL
Miserable "leads to opportunity" conversion
B2B BUYING PROCESS IS COMPLETELY OPPOSITE TO B2C.
B2B buyers don’t open LinkedIn because they want to see an ad promoting a new product.
They won't take immediately a card from their wallet and purchase 5-figure product.
B2B buyers open LinkedIn to see updates from their peers, learn from the thought leaders and engage with the community.
They come for content and entertainment.
Here is the truth.
In most markets, there is no demand for your product. People simply don't understand they have a problem your product solves.
You can’t create demand with direct conversion ads and cold outreach ONLY.
Banner blindness is real. CPC is drastically increasing.
But you can create demand when consistently talking about:
the challenges your target buyers have,
solutions & ideas they can apply,
practical advice and market insights
HERE IS HOW WE PLAN TO LAUNCH FULL-FUNNEL LINKEDIN ADS STRATEGY.
Repurpose our best-performing organic content and promote it to our target accounts that engaged either with our content, visited our website, or signed up recently for the event.
Use short clips from podcast episodes with the thought leaders and show them to their followers that fit our ICP. Later, retarget them with the content from step 1.
Retarget accounts that visited our service page with case studies and short customer testimonials.
Collect engagement insights, manually connect and engage with accounts that hit our engagement threshold.
We are not going to capture the demand but:
Create awareness of our target market
Warm up target accounts and source our ABM programs with engaged accounts.