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Dec 6, 2024

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.

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Show Transcript: