Apr 7, 2020
Welcome to the LinkedIn Ads Show.
Show resources:
- Conversation Ads Release
- Content Friction Funnel Slide
- Listables checklists – Listables.com
- Hushly – Hushly.com
- Chris Dayley – CRO consultant
- LinkedIn Learning course about LinkedIn Ads by AJ Wilcox: LinkedIn Advertising Course
Contact us at Podcast@B2Linked.com with ideas for what you’d like AJ to cover.
Transcript:
Absolutely positively the most important element in your LinkedIn Ads. We’re talking about it today.
0:12
Welcome to the LinkedIn Ads Show. Here’s your host, AJ Wilcox.
0:19
Hey there LinkedIn Ads fanatics, the most important part of your
whole LinkedIn Ad strategy is your offer. Now the offer is whatever
you’re asking your target audience to do. Sometimes advertisers
will ask prospects to do things like “hey, read a blog post”, or
“download a piece of content” or “buy something now”, or even “hop
on the call with a sales rep”. So let’s dive deep into what offers
work on LinkedIn Ads, and which don’t. Let’s hit it. As for the
news, LinkedIn announced a new ad format called conversation ads.
Now because this episode airs a few weeks after it’s recording, it
should be available to everyone listening. These use the same
inventory as message ads, what they just rebranded as from
sponsored in mail, and it’s much more versatile. It feels like a
conversation a lot more than message ads, which feel like cold
outreach. So check out the link in the show notes for a little bit
more about the release, we had really good success with these, we
were part of the the early pilot with one of our clients, and it
ended up going really, really well. We’re really happy with it. So
definitely check out that ad format as you get a chance if there’s
a good use for it. Okay, so here’s the rub on offers. You can buy
ad space anywhere, and you can ask anyone to do anything, but it
certainly doesn’t mean that they’re likely to do it. You could ask
people to buy your teleportation machine from your new storefront
on Mars, but you’ll definitely have a zero percent conversion rate,
which would be actually good because if someone did buy you
wouldn’t have anything to give them. So there are all kinds of
different things you can ask someone to do from an offer. I’ve seen
a lot of companies ask for a buy now or talk to sales, or take a
trial of certain kind of software, download a piece of content,
come to an in-person event, read a blog post, listen to a podcast
episode even. And what influences someone as to whether they’ll be
actually interested in converting on whatever you’re asking them to
do from your offer totally depends on their mindset and your
relationship with them. So if someone is actively searching for
something, let’s say they’re searching on Google, or they came to
your website to fill out a contact form, then they’re definitely
ready to buy and you really can cut right to the chase. They’re
asking you for something and you can just give that to them. And
then we have these audiences that we call warm audiences where the
audience already knows, likes, and trusts them. Maybe they’ve been
subscribed to your newsletter for a long time or they regularly
consume your content. That means that anything you ask, they’re
probably going to be receptive to it, and they’ll give you the
benefit of doubt. They will oftentimes be willing to take an action
that a cold audience would not. And that’s simply because you’ve
built up goodwill with them. But then when you have an audience
that doesn’t know who you are, we call them a cold audience, you
still have to earn their trust. And this is where LinkedIn usually
sits. I picture that every impression from my LinkedIn ads go out
to someone who has never heard of me before. This is the first time
a member has ever heard of my client or heard of my company before.
So if you have a cold audience, you really do have to lead with
something that’s either going to increase their know like and trust
factor, or you have to lead with something that is so incredibly
attractive to them, that they are willing to jump to the middle of
your funnel, rather than the top to get to know you to consume this
information. If you happen to already have a strong brand, let’s
say it’s your one of the Fortune 500 then the majority of your
audience already knows who you are and you can cheat a little bit,
you can ask more from people than they would normally give from a
cold audience because you’ve already built up goodwill and name
recognition with them over the years. So 95% of the time, if you go
and put out a demo request ad, or a free trial, or a Buy Now, in
your LinkedIn ads, it will fail. We’ve found about 95% of the time,
it totally falls flat. What that failure means is we will see low
click through rates that turned into really high costs per click.
And then the clicks that we do get turn out to have really low
conversion rates, oftentimes between about one and a half to 4%. It
will feel like pulling teeth trying to get LinkedIn to give you
traffic, and therefore you’ve got this inability to scale. That
means that you could spend all of your budget now which is great,
but if in two months, your boss comes to you and says let’s double
down. Let’s spend more this channels work in great, you won’t be
able to scale because LinkedIn just won’t give you the traffic,
you’re not earning it. I say 95% of the time that fails, but the
other 5% of the time. The exception here is that when you’re
offering something that’s so Earth shatteringly disruptive that
people have been waiting for it, they’re chomping at the bit. I’ve
got an example from a client who ran a helicopter taxi service. And
it was so funny, I was sure that this was just going to fail
miserably. But asking people to sign up for like a lift ride, but
in a helicopter, that was really expensive. We had from a hard
offer asking people to immediately book a helicopter taxi ride, we
had 17% conversion rates, which were incredible. These are what I
would consider bottom of the funnel purchase behavior that we were
getting at the rate of like downloading a white paper or something.
It was incredible. So sure, I am totally floored and surprised 5%
of the time when this works, but so 95% of the time I’m just
predicting, yep, when I asked too much too soon, it’s probably
going to fail. So when you choose to force it, you choose to force
people who don’t know who you are, you don’t have a relationship
with them to go immediately to the bottom of the funnel, we
regularly see $400 to $1,000 per lead, which is incredible, because
I’m amazed that anyone would pay that much for a lead. But
certainly if it’s working, that’s great. I wish them well. But when
you have the right offer for your audience, magic happens. LinkedIn
Ads sits in this really interesting place in the market, where it’s
priced like it’s the bottom of the funnel, kind of ad traffic, but
it’s traffic that acts like it’s top of funnel. And if you move
forward to an audience and you give them something of real value,
they are willing to jump from the top of the funnel to the middle
of the funnel, and they will give you their contact info. LinkedIn
is so good at getting in front of your exact target audience. These
are the most highly valuable people that you could get your
business message in front of. So what you want to do is give them
an offer that they are so incredibly excited about. It’s something
that adds a ton of value. And what they will do, then this is your
ideal target audience. By the way, they will click on your ads at a
much higher than average rate, which results in tons of volume at
lower costs than LinkedIn is normally going to give you traffic.
It’s not uncommon for us to be able to pay below LinkedIn’s floor
price, when we have excellent content offers. They also convert at
15% or higher, which results in really low costs per opt in. Some
of our better ones are between $25 to $40 per opt in. And that’s
awesome, especially when you compare that to companies who are
paying $400 to $1,000 per bottom of funnel lead when you’re not
leading with value first. So the economics here, the way that this
works out, you’re willing to pay $25 to $40 per opt in. And that
means for the same price that you paid for one lead, one phone call
when you were trying to force people to the bottom of the funnel
for 400 to $1,000, you now have 20 plus contacts, who are your most
valuable target audience, and they are ready to be nurtured by
email, ready to be reached out to by sales, ready to be nurtured
with other retargeting ads. They’ve also consumed your content and
interface somewhat with your brand. So they’re starting to know,
like, and trust you, which is exactly what we need to take a cold
audience and turn it into a warm one. What we found is usually
about 10% to 20% of these opt ins will be open to hopping on a call
with sales. So if you follow the math, would you rather have a
single demo request for $400? Or would you have rather have one to
four demos booked along with 10 to 20 names in your database, all
with goodwill pointing towards you. That’s exactly why gated offers
works so well on LinkedIn and why I recommend everyone use them. I
built a model that I call the offer friction funnel, and it shows
the relative friction of each type of offer each type of ask that
you could give someone. And I’m actually putting a link to this in
the show notes. So definitely open it up wherever you are. And I
want you to take a look at it because it’s a little hard to
describe a visual just over audio here, but I’ll try. It’s shaped
like a funnel where the top is wide and the bottom is narrow, which
we’re used to with funnel imagery. And the top tend to be offers
that are lower in friction, meaning that more people are willing to
do them especially cold audiences. And at the bottom, we see offers
that are much higher in friction that people are less likely or
willing to do. Now your conversion rate will generally follow the
level of friction so low friction offers at the top will tend to
convert at a higher rate and higher friction offers at the bottom
will tend to convert lower. Totally make sense. The one exception
here is that the very top of the funnel, you’ll see is like blog
posts and infographics. And those are very low friction, because
you’re asking, “Hey, come and read this blog post”. And there’s
very little risk for your visitor in doing that. If they get to
your blog post, and they read a paragraph or two and decide they
don’t want to be there anymore, they can just leave the page and
all they sacrificed was a little bit of their time. But those blog
posts and infographics, they very naturally have a very weak call
to action, meaning that if you’re actually measuring a conversion
rate from that content, it will be very, very low or maybe even non
existent. So that’s why we talk about friction being from low to
high instead of just talking about conversion rates, because at the
very top of the funnel, you won’t have a conversion rate. But as
soon as you gate something as soon as you start asking for
someone’s information. That’s when you start to see conversions. I
get asked all the time, what is the content? What is the style of
content, the medium that gets the highest conversion rates?
Essentially these companies asking what should I build? Well, I’ll
let you know, the real value is not what the content is, it’s the
promise of what they’ll be able to do once they’ve consumed it.
I’ll repeat that, again. Because it’s really important. It’s the
promise of what someone will be able to do once they’ve consumed
your content that makes them more or less likely to convert. To
prove this, we did a study where we took the same report from one
of our clients, and we broke it into a one page checklist, a seven
page guide, and a 30 page ebook, and we advertised all of them to
the same audiences. And what was so interesting to us time and time
again, when we’ve done these studies, we noticed that they all have
relatively similar conversion rates. So regardless of the medium
that someone chose, it was just as valuable because we weren’t
advertising, you know, this one’s a guide because of that you
should get it. There’s probably some of that built in. But it was
the promise, here’s what you’re going to be able to do, Here’s the
value that you’re going to get out of this offer, once you consume
it. And if it happens to be a 30 page ebook, there will be some
people who love reading, and they will be willing to download it
because of that. There will be certain people in your audience who
go, I don’t have time to read an ebook, and so they’ll forego, but
it’ll average out all about the same. So the goal here then, is to
go out and build your content around something that your audience
would find extremely valuable. Don’t go and build an ebook just
because someone told you to go build an ebook, build it for a
purpose to actually provide value. Okay, here’s a quick sponsored
break. And then we’re going to jump into the different types of
offers and what we’ve seen work and not
12:59
The LinkedIn Ad show is proudly brought to you by B2Linked.com, the
LinkedIn Ads experts
13:08
B2Linked is the LinkedIn Ads focused agency. We manage many of
LinkedIn’s largest accounts worldwide, and we are official LinkedIn
partners. So contact us on B2Linked.com to get in touch, and our
team will help you enact these and other strategies to get you the
best performance for your money. All right, let’s jump into the
different types of offers.
13:30
We’ve talked about what happens when you go too deep into the
funnel too soon. When you’re asking for a demo, asking for a trial,
or asking for a purchase, those things to a cold audience just are
very, very rare when they work. But you have these gated offers
that are kind of in between where you’re giving value first, and
all you’re asking them for is some of their personal information to
be able to follow up with them, to be able to nurture them. So
let’s go through each type of gated offer and from my experience
what I’ve found to be a pro and con of each and what works and what
doesn’t work. So very first off checklists, I love checklists. They
work really well with advanced professionals, as well as beginners.
Because advanced, people want to know if they’ve missed any of the
checklist items. So something like “hey, the 11 things that every
LinkedIn ads account needs”. If you’re a total LinkedIn Pro, you’re
probably still willing to download that asset, just to see like,
Oh, yeah, I probably know 10 of them. But it’s probably worth my
time to figure out that 11. And, of course, if you’re a total
beginner, you’re going to look at that and say that sounds like a
resource I’ll want to learn, because I really should know all 11
items that LinkedIn advertisers need to know. And of course, this
is just an example I don’t actually have a piece of content called
the 11 items that every LinkedIn advertiser needs to know, but
maybe I’ll look to create something like that. A checklist also
feels really easy to consume. So it feels low risk to a prospect.
You could very quickly look over it, find the one or two items that
you need, and then move on, it didn’t take 30 minutes from your
day. I also really like this idea of interactive checklists,
meaning that people will keep it around digitally. And they love to
check things off. So there’s a company out there called
listables.com that does this and I’ll throw a link in the
resources, where people will keep an interactive checklist around,
just so people will continue to stay top of mind digitally, and
their prospects will want to come back and tick things off as they
complete them. All right, the next one is a cheat sheet. And think
of this like a resource that people will hang up in their offices
or cubicles with your branding on it. The best example for this was
early on in my career, I followed a company called Moz,
religiously, moz.com. And this was when I was really into search
engine optimization or SEO. They had the SEO developers cheat sheet
or something like that. And I remember it was a pretty PDF, I
printed it off, and I kept it up in my cubicle for like five years,
I had something Moz related always up in my office or cubicle. And
it felt really high value to me. And it was really easy for me to
consume to use as a resource. And of course, that built a lot of
goodwill with me. Then you’ve got resources like guides, and the
feeling you get with a guide is I’m going to hold your hand and
walk you through something that you don’t already know how to do.
And so it feels highly educational, it feels helpful, and it feels
pretty simple to consume because you’re going to walk them through
step by step. Then there’s white papers and white papers. This is a
pretty old term. And think of them like long form content designed
to promote the products or services from a specific company. I
pulled that definition from investopedia. I didn’t come up with
that one on my own. But I think white papers really depend on the
promise because if this is essentially a product brochure, no one
is willing to give you their email address. And first name last
name in exchange for a company brochure. That’s the kind of stuff
that should be made free. So make sure if you are really designing
a white paper to be a white paper, make sure you’re leading with
the value to them. Then you have ebooks. I think as a not great
reader myself, I just get so bored when I’m reading books. And so
that’s why I love podcasts and audiobooks so much. But I perceive
when someone is pitching me an ebook that it’s going to take me a
lot of time to consume, and that might turn people like me off, it
might make it less likely to get consumed. So certainly try an
ebook. But you might also take exactly the same content and package
it up as a guide and see if that increases your conversion rates
because people might see it being a little bit less friction or a
little less difficult to consume. Then webinars. Oh man, I still
love webinars for years. I’ve wondered when people are going to
stop signing up for it and consuming webinars, but they just keep
going. Webinars are so interesting. Of all of the different gated
content I’m telling you about, webinars are the one thing that
really stands out to be really nuanced. If you want to follow
someone who is brilliant about webinars, go and follow Daniel Wass,
his last name is spelled Waas. He’s German. He has some of the best
content about webinars I’ve ever seen. He spoke at the Inbound
conference back in 2019 about it, and I took so many notes during
his his presentation, I felt like my hand was gonna fall off. So
anyone doing webinars, make sure to go and consume his content. But
here’s what’s so interesting to me about webinars, about 50% of the
people who sign up won’t attend, but at some point, they put their
name on the list because you are offering to solve a problem that
they need solved. So even though only 50% will show up. The other
50% are definitely still marketable. So don’t write them off,
continue to market to them. Now the 50%, who do show up, now they
know like and trust you more than if they’d read five white papers
of yours. They have heard you speak, they’ve gotten the goodwill
from you sharing content that’s helpful to them, as long as the
webinar was good and helpful. And now they’re going to have a much
higher likelihood of closing in your sales cycle. Many signups will
expect to just watch the replay so they don’t have an intent of
actually showing up live. But when you do a live webinar, you can
really stoke this, this FOMO this fear of missing out and this
urgency that the fact that because it’s live, they’re going to miss
it if they don’t put it on their calendar. I’ve seen a lot of
advertisers try to use on demand webinars just because they take so
many fewer resources. And what I found is your conversion rate
drops on signup and your attendance rate is also much lower as
well. So certainly you saved the time of yours to create content.
But people see right through it, it loses that fear of missing out,
it loses the urgency, because they know that they can consume it
anytime. And it spurs them to inaction. So my recommendation, if
you are currently using on demand, or you’re trying to use an on
demand type of webinar, try just performing it live, give yourself
a good three weeks ramp period to advertise it on LinkedIn, and see
if you can have better results pushing towards a live webinar.
Obviously, it’s more work. But if it turns out that you’re getting
a much lower cost per lead, and you have a higher attendance rate
of people willing to come and talk to your sales team, then it’ll
be well worth your time. I found that free in-person events tend to
work really well as well. And there’s a ton of urgency and FOMO on
the side of the prospect here as well, because they know that
there’s going to be some event that they’re not going to be a part
of if they forget to put it on their calendar, and they’ll miss it.
Oftentimes, there’s opportunities to network with their peers, get
drinks, have food, get educated on a topic that they may care
about. So I’d realize this is a ton of work to put together an in
person event. But these work very well as an offer on LinkedIn.
They feel very VIP. People feel really special. And so this will
work especially well with message ads, with conversation ads, and
with sponsored content. It’ll feel special. I get asked a lot about
case studies as well. Case studies to me are surprisingly bottom of
funnel even though it is something like gated content, or might be
viewed by your marketing department as gated content. But to a
prospect, you’re most likely not willing to download a case study
and even care about the contents until you’re already considering
working with that company. So if you’re not already in this
consideration, phase of working with someone, meaning you would be
a warm audience anyway, you’re probably not going to be interested
in a case study. So what we found is to a cold audience, a case
study may have a really low conversion rate. And you might get high
costs, like it’s a bottom of the funnel type of asset, even though
it really is content. So I don’t generally like to lead with case
studies, that might be a good retargeting type of asset.
22:23
Similar to in person events, online summits can work quite well,
especially because it’s the ability to run an in person event, but
be able to get many, many more people because everyone’s virtual
and technology is cheap. So getting someone into a big online
summit with LinkedIn Ads, as a cold audience would probably be just
as simple as trying to book them onto a webinar. So then you’ve got
the things that are a little bit lower in the funnel, like a demo
request, people expect a sales pitch, and so they’re not going to
do a demo request until they’re getting pretty serious. So that’s
pretty bottom of funnel. You might be able to get a few people to
do it, but without that know like and trust factor built up, it’s
probably going to be a very small percentage of the population
leading to high costs per, and then really low conversion
rates.
23:14
Free trials are pretty similar, unfortunately, because people know
that there’s a big time investment into trying out a product.
There’s also a huge pain in the rip and replace of a software
solution. And so people dread it, they don’t want to get involved
in a new trial. Doesn’t matter how attractive the trial is, or how
“easy” it’s going to be for them to try. It’s a lot of work up
front, meaning that this likely won’t convert with a cold audience
very well. Although it might do better than a demo request, you
might get a slightly higher conversion rate. And of course, asking
someone directly for a purchase, this is really difficult to a cold
audience and this just isn’t for LinkedIn. This is for any cold
audience. Asking someone for a purchase if they are a previous
customer or an existing warm audience who already has that know,
like, and trust factor, those can work, okay. But this is too much
to ask from a cold audience. And whether you’re selling a product
that costs $2 or $2,000. Both are really problematic on LinkedIn.
Because if you’re asking for something that’s cheap, let’s say it’s
$2, you’ll never be able to overcome LinkedIn’s high costs to make
a return on that investment. And if the cost is high, if it’s
$2,000, then maybe you can recoup the cost from LinkedIn. But
because it’s expensive conversion rates going to be really low and
unlikely you’ll get enough people who actually will do the action.
So that’s a walkthrough of pretty much all of the offers that I see
regularly being used on LinkedIn. And my biggest recommendation
here is to call the offer whatever you want, because as soon as
everyone starts using a tactic, it ceases to work. You probably
remember 20 years ago when people started offering, every company
had a free consultation, and it probably worked really well back
then. But now because everyone does it, it doesn’t feel special
anymore. And it’s hard to actually spur someone to action with an
offer that feels like everyone else is doing this too. So maybe try
calling it something like a free Strategy Session or a free Power
Hour. Change things up a little bit and make it feel a little bit
more special. Okay, so you’re sold on this, you know that coming up
with a really valuable offer is the best thing that you can do for
your LinkedIn Ads program. So now you need to come up with this
content offer because this hasn’t occurred to you before. My
recommendation is to go and meet with people in your team who
interface with customers all the time. Oftentimes, this is sales.
And you go and sit down with them and find out what are the most
frequently asked questions that are keeping customers up at night.
What’s in the news and relevant to them that they would get excited
about. An interesting example here is we ran a programmatic
advertising guide to a whole bunch of marketers for one of our
clients and it was so interesting. We had these crazy high
conversion rates with VPS and CMOS. And we wonder why in the world
was that. And it turned out that people who were, let’s say,
Manager, Director level, and even individual contributors, they
already knew what programmatic advertising was and they were
consuming it, trying to decide if it was right for them. But you
had these VPS and CMOS, these high level marketers that were
expected to know what programmatic advertising was, but they didn’t
kno. They were looking for someone to educate them, so that when
they got asked about it, they didn’t look stupid. So think about
things that will solve the pain point for someone that it’s keeping
them up at night. And maybe it’s in the news and relevant to them.
I think this content is so well produced within a company because
you guys know your own customer and you know your own product and
industry very well. But one outsource approach I found I’ve got a
friend who it’s a husband and wife team and she’s a journalist, and
he’s a writer, and they go and interview customers, prospective
customers leads that didn’t close, and they go and find interesting
subjects and pain points. And then they write it up in this pretty
package of, you know, here’s the content from the research. And it
just goes to show that when you actually solve the problem, people
will beat down your door to get it because that content always
performs super super well.
27:24
So the gist here is you go and solve a real problem for them or
satisfy a real curiosity. And you really can do no wrong. You could
do things like have a misspelling in your ad, or insult their
intelligence or have a crappy landing page, and you’ll still see
15% or higher conversion rates, you’ll get endless scale with your
audience, and you’ll have super low cost access to your ideal
target audience. It will be brilliant and it will feel like magic
and the only difference is the piece of content. A good example of
this is we had a client who was offering five different content
assets and we went through and did super hyper testing on all of
these assets, we could not get our cost per conversion under like
$129. And we’ve been working with this client for four months, and
I was absolutely certain they were going to fire us because there’s
just no way that downloading a guide or a white paper is worth
$129. Then one day they came out with a new piece of content. It
was titled The Definitive Guide to Onboarding and it was an HR
offer to companies HR, who were constantly onboarding new employees
and trying to give them a better experience. And overnight, that
piece of content totally changed our entire initiative, the entire
program. Click through rates tripled, and conversion rates doubled.
We ended up with cost per conversion under $29, which was a total
change and allowed us to scale way up. So that was a great example
to me of same audience. We’re using the same tactic to get in front
of them, but the content made 100% of the difference. We’ve got a
client called Xant.ai. That’s the letter Xant.ai. And they have a
product that connects salespeople to the buyers better. They have a
dialer solution so they’ve done tons and tons of outbound sales and
they have all the data around it. And we put out this offer that
was like, “Here’s the best time of day to contact people”. “Here’s
the best cadence to follow up”. “Here’s the best number of times to
do each kind of outreach to result in the best success”. And this
converted super super well. We also had a client who was partnering
with Google to do a breakfast at Google’s headquarters for
marketers. And the landing page wasn’t special, the targeting
wasn’t special, the ad copy wasn’t special. The offer was.
Marketers were so excited to go and have breakfast at Google and
learn about these things. So it had a 55% conversion rate, which
was Incredible. We did exactly the same thing with Microsoft and
Bing, a couple months later, and it didn’t have nearly the same
conversion rate. So remember, these things are very special, and
they are in the offer itself. So turn all of your guns towards
creating the right content that people will kill for. And you will
see the results in your LinkedIn Ads. There are some people who are
doing really cool things in the space for increasing your
conversion rates. There’s a company called Hushly, I think it’s
Hushly, who will take all of the traffic on your website who are
looking at a piece of content. And using exit intent, they will pop
something up and try to get that user to then re-engage and give
you their information. So these are only the people who are going
to leave anyway and then they charge you on a per lead basis of the
people who they got to convert that wouldn’t have converted
already. Really cool solution. Really not expensive. And then I
mentioned listables.com earlier. That was like a dynamic checklist
that someone would not only want to give their information to
download, but they’ll want to keep it around so they can always
check back with it and check things off. I’ve got a friend named
Chris Dayley, D-A-Y-L-E-Y, who runs Smart-CRO.com. And he’s a
conversion optimization consultant. And he helps companies who have
a lot of traffic, do a lot of AB testing to figure out what people
will convert on better and what they won’t. And so those are three
of the cool things or people I’ve seen who are working wonders in
this space to try to increase conversion rates on top of whatever
offer it is you’re looking for. Okay, I’ve got some cool episode
resources coming right up, so stick around.
31:58
Okay, as promised, here are the resources that we talked about this
week, there is the link to conversation ads release that LinkedIn
just came out with a week of recording. So definitely check that
link out in the show notes. There’s also a link to the content
friction funnel that we talked about. This is a slide that I
regularly use when I do public speaking and teaching and training
about LinkedIn ads. So check that one out. It’s just a link to a
JPEG of my slide, where you can visualize and see what types of
content work at different areas of friction in the funnel. Then we
also talked about listables.com, they’re the interactive checklists
that you can subscribe to get for your company or your clients.
There’s hushly.com, the company who takes with exit intent and
charges you by the lead only for those that you would have lost
anyway. And there’s Chris Daley from smart CRO, who’s a consultant
that anyone who wants to check out and hire someone to help them do
AB testing better, learn about their audience. He’s a great
resource that I know I use quite regularly. You’ll also see the
link to the LinkedIn Ads Course on LinkedIn Learning that I did.
This is a great one if you’re just getting into LinkedIn Ads. It’s
a very cheap course, that goes into a lot of depth. Like I’ve said
in previous episodes, it covers usually about the first hour and a
half of my training that I’ll give one on one, and I charge $500 an
hour for that, you can get the course for 25 bucks, not a bad deal.
Also on whatever podcast player you are listening, please do
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You know, this is Episode 10 so far, and so there’s a lot more
coming out. And I’ve got a lot of ideas, but certainly love your
impact as well. Okay, see you back here next week and I’m cheering
you on in your LinkedIn Ads initiatives.