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Contenido proporcionado por AJ Wilcox. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente AJ Wilcox o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
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Create a LinkedIn Ads Funnel - Ep 154

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Manage episode 454176775 series 2892255
Contenido proporcionado por AJ Wilcox. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente AJ Wilcox o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Show Resources:

Here were the resources we covered in the episode:

Evergreen LinkedIn Ads Account Benefits

Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections!

A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features.

Key Discussion Points:

  1. Why Cold Audiences Need Nurturing:

    • Most cold audiences (95%) aren’t ready to engage with sales reps or bottom-of-funnel offers.
    • Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action.
  2. Building a Multi-Stage Funnel:

    • Stage 1 (Cold Traffic): Use LinkedIn’s native audience targeting to reach cold audiences who align with your ideal customer profile.
    • Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience.
    • Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls.
  3. Best Practices for Funnel Organization:

    • Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they’re sorted alphabetically.
    • Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel.
  4. Retargeting Audience Management:

    • Create retargeting audiences based on specific engagements (e.g., video views, document interactions).
    • Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve.
  5. Budget Considerations:

    • A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times.
  6. Testing and Optimization:

    • Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness.
    • If Stage 3 doesn’t yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction.
  7. Recent LinkedIn Updates:

    • LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes.
    • Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns.
  8. Pro Tips:

    • Take advantage of seasonal or holiday-themed campaigns for better engagement.
    • Use organic posts from company representatives to complement paid ads, especially during events.

Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show.

Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at podcast@B2Linked.com. Submit a voice recording to be featured in a future episode.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 154

  continue reading

139 episodios

Artwork
iconCompartir
 
Manage episode 454176775 series 2892255
Contenido proporcionado por AJ Wilcox. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente AJ Wilcox o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Show Resources:

Here were the resources we covered in the episode:

Evergreen LinkedIn Ads Account Benefits

Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections!

A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features.

Key Discussion Points:

  1. Why Cold Audiences Need Nurturing:

    • Most cold audiences (95%) aren’t ready to engage with sales reps or bottom-of-funnel offers.
    • Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action.
  2. Building a Multi-Stage Funnel:

    • Stage 1 (Cold Traffic): Use LinkedIn’s native audience targeting to reach cold audiences who align with your ideal customer profile.
    • Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience.
    • Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls.
  3. Best Practices for Funnel Organization:

    • Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they’re sorted alphabetically.
    • Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel.
  4. Retargeting Audience Management:

    • Create retargeting audiences based on specific engagements (e.g., video views, document interactions).
    • Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve.
  5. Budget Considerations:

    • A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times.
  6. Testing and Optimization:

    • Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness.
    • If Stage 3 doesn’t yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction.
  7. Recent LinkedIn Updates:

    • LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes.
    • Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns.
  8. Pro Tips:

    • Take advantage of seasonal or holiday-themed campaigns for better engagement.
    • Use organic posts from company representatives to complement paid ads, especially during events.

Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show.

Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at podcast@B2Linked.com. Submit a voice recording to be featured in a future episode.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 154

  continue reading

139 episodios

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