Getting the Most from Paid Ads on LinkedIn

Lesson 3/6 - Master LinkedIn Marketing Tools


Getting the Most from Paid Ads on LinkedIn


Lesson Info

Master LinkedIn Marketing Tools

Marketing is a juggernaut. This is going to be like, 'cause you're sitting here, and by now, you're looking at their profile, and you're like, okay that's me, I pretty much kinda got that. Like I get that there are, like I'm pretty optimized, maybe I can do a few more things with those recommendations, but you're kind of sitting there right now, and if you're at home, you're sitting there right now going, okay, that's me, now I need to figure out, do I really want to put money into this platform? Do I want to spend money? Do I need to do marketing? And what kind of tools do I have at my disposal? So that's where I'm going to help. So this is what we're going to go over. Company pages, because a lot of people have so many questions about company page verse the profile page. What's the difference? Should I do that? Should I have something on my personal? What is the advantage of having a business page? How do I set it up? We're going through all of it. This is going to be one of those mo...

ments where you go, (blows raspberry), right? Because it is, it's going to be like a, my mind has so much information in it, that I need a drink and it's three o'clock in the afternoon. That's how it's going to feel, and I'm totally, I'm on board with you. Advertising, we're going to get into some self server ads. I'm not getting into the crazy, like hey, I run a traffic campaign, this isn't for you. Like if you run traffic for a big company, are you running dynamic ads all over the site, that's not what I'm going through today. I want you to go through like hey, I've been optimized and now I'm thinking of spending money, let's do a massive national traffic campaign of ads, like that's not what we're going to do today. Sponsored content is what we're going to go over, that's what, these are the areas of advertising. Sponsored InMails, okay? Sponsored InMail messages. Text ads, so what do the actual text ads look like on the site, and then we're going to talk about, how do you measure the success of the ad campaign? Alright, that's what we're going to focus on. Doesn't sound like a lot, right? You're wrong, alright, let's get going. Company page, this is Digital Marketer's revised page, it's beautiful, like I said before, gorgeous, and here is the best practices with business page. Complete your profile. Complete your profile, share engaging content. Share engaging content, and this is not just your like, this is for the business. See how the business and the personal sound? People can get kind of confused here, because it's complete your profile, got it. Share compelling content, got it? Same thing, so what's going to be different? Analyze the data. The data's going to tell you everything. Your business page is so different because the actual data that you're going to get access to is far beyond the personal use of LinkedIn, okay? Target and sponsor your content. There's unbelievable targeting. Like the targeting for the marketing part of it, which I'll show you, you're going to see all this by the way, this is just a quick like, best practice. You want to target it, sponsor it, your content, and then you want to get your team on board, okay? So you want to make sure your team is on board with all of this. Like they actually have optimized profile pages, that they're doing all of it, because when people come to your company page, they're going to look at those people, and if those people look jacked up, they're going to think your brand is jacked up, alright? That is my using my Ohio slang right there, alright? So here's your company page. So a couple of things to keep in mind. When you're looking to create a company page, you're going to go over to the top, when you're on your home page at LinkedIn, you're going to go over to the work section, and when you drop that down at the very bottom, is create company page, pretty simple. When you get to the company page, what you're going to see is let's set up your company page, what's your company name, here's your LinkedIn URL, they're doing it for you right now, and then they allow you to verify that that is your official representative of the company. So clicking that box makes you legally responsible that you are a representative of that company. (sighs) I hate lawyers. So, no sorry, I love lawyers, I don't like engaging with them when I'm in the wrong. Okay? And this is very much something I don't want you to overlook because this part right here is what I really want you to focus on. You got to put your name in there. Get your name, get started, it's pretty simple. And then the next thing they're going to do, is go welcome to your company page. Let's make it look good, and they will do everything in their power to make sure that you follow step by step to explore all the different amazing things you can do with it, and then when you hit get started, the party starts, and this is what you end up with. A blank ugly canvas of a page. So you saw my page before, right? So now you're thinking like, I guess it's kind of beautiful compared to the alternative, which is nothing, right? So they give you a lot that you can optimize, and so one, you can add photos here, you can change and update your name, it gives you some basic header photos, and it is, you want to make your logo in that box, and you want to do the actual banner like your personal page, company description, you can add your specialties, things that you focus on. You can also make sure that your website URL in there, company size, industry, how many different locations you have, this is all important in terms of search, okay? Because people who are looking for business pages are looking for businesses on LinkedIn, can actually narrow their search down by you populating this information on the page. So you want to make sure this is fully optimized, but the big things that you focus on is actually going step by step once you created this page, to make sure that this is all optimized, and what you're going to be looking for is the banner. Oh, they're all going to bounce around and do little stuff, like I just want to make sure. I'm warning you, because some of it's stupid. And then you want to make sure you have your company logo or image, and I swear this is going to happen for the about us section. But you're also going to be optimized for search. The about section of this, just like your summary page on your profile, is going to be optimized for search. So SEO friendly, super SEO friendly. Now don't go do weird stuff. Don't put like sales 40 times. And then like try to put a bunch of white words in there and be all black hat about this thing, okay? Write really good content, make sure that your addressing what your company can do in the description. That's really what you want to do and focus on, because people do shady stuff, people are shady, that's like life, but I'm trying to make sure you're set for success. Google reviews 156 characters. They're going to look at the first 156 characters, that's what Google looks at, and that's where they're pulling. So if you look for your company page, that's where you're going to see it rank really high in Google, and you see your LinkedIn page come up, it's because they're looking at those first 156, got to know that, especially if you're going to try and optimize for SEO. Lead with powerful copy. Lead with powerful copy, so 156 characters, and then you want to make sure that that first paragraph is incredibly powerful and has, so what I said is don't put like photography 24 times. Like don't do that. That would be 156 characters roughly, okay? And so don't do that, but make sure that people know that you're a photographer, that you're in this area, that you specialize in these things. Like I don't do seniors, I do weddings, like make sure that you are being very specific. I know that's specific to photographers, but I'm just using that as an example. Members can search by keywords. So people on the site, if I start going up to the search bar and I start typing in your business, or what you do for your business, those are all searchable terms, and that comes right from your summary. Sound good? And then expertise and industry focus. So you want to make sure that people know in your summary when they're writing your summary about your business, that you're an expert in X, something, and that you also have an industry focus, like it is 100% everything about it is consistent with the industry that you're trying to put forward. So it has to be consistent with your business. Don't write about stuff that your business doesn't offer, just to try and get more in the search. So that's like the stuff I'm telling you is a waste of time, it's not going to help you at all. Alright, so, optimize. So here we go. In the About Us section, one of the things that you can absolutely optimize in here, is this gives you a description. Now like I've been, and I've harped on this from the beginning is that narrative wins. Narrative wins to tell the story of your business. Love marketing, hate boring, you belong here. I guess I do because I'm not boring, right? It's leading with something that's a statement of like, this is our mission, this is who we are, you should absolutely do that with yours as well, because we didn't start, Digital Marketer is there to double the size of 10,000 businesses, but that's not what we did, we try to identify who you are. We try to identify who you are, and so when you think about it, when you're writing these, try to identify who the actual client avatar your trying to attract is, because if you know your ideal client, or the ideal client avatar, or somebody that you're trying to attract, you will write that summary to them. Don't write about your business, write about the people who want to engage with your business. That's who's going to read this, and who's going to at least start to engage with it. So, they also give you an opportunity to be able to do recent updates. So, like in this section here, if you put this, in this section will be your most recent update. So like whatever your most recent post is, will show up right here in your about section. So for us it was like a quote I think from someone, and it said, when someone tells you that you can't do something, you go out there and prove them wrong, you betcha, right? But it's great, because now that you have media, they're trying to insert more personality, more media, get people like more robust image in there, so also think about your last post was. If you're a business, now they're trying to tell you, doesn't it look so much better when it's an image? Or media, then if you like wrote something as a business, that's this long narrative piece that you just put out like this big article? That will also show up there, and it just looks like a small little thing of words you can't read, right? So just think about the stuff that you're putting out there and what people want to engage with, and they usually look like this. A lot of the times, they are images or they're video, or they're going to be like these really great graphics with words that are actually speaking to your target market. Like our target market are a bunch of small business owners and business owners out there who are like, people probably told them they couldn't do something. Guess what? The best way to go and overcome that is just to prove them wrong, exactly. People are going to relate to that. That's not me writing about hey, marketing's great. I'm not doing that, I'm talking to the people that I know that are going consumer our information. That is going to be people that are business owners. Okay, so here's the content best practices for your actual business page. So you want the share daily, here daily, kind of the same thing with the personal page. Share daily, alright? You have company news, so these are the different types of things that you want to share. You want to share company news, when something breaks. We launched this new product, so and so got a promotion, you know, we got a new building, like whatever. Share those things. Or if you're a solopreneur in here, think about when there's different phases of your business. Hey, we launched a new website. We have a new business page on LinkedIn, no, don't do that, that's a redundant thing to post. That's really weird. Industry articles. So industry articles that are specific to your industry. You can be able to contribute those. And then also understand that the reason why you're putting industry articles out there, is because other people that are customers, I always think about this. Are we posting for our customer and our client, or are we posting for our competitor or peer? There's two different things there, these are completely two different things, and I usually default to, I like to be in business, and I need customers to be in business. So I'm trying to put out as much content as I can to attract the right type of client, and to attract that attention from them. Thought leadership. So your company can absolutely be positioned. Remember, there's personal thought leadership, and then there's company thought leadership. It's actually really a lot easier to be a company that's a thought leader, because you can actually position your company as an expert and authority way easier than you can do for yourself, right? Your company can be really good at something, and you don't have to be, and it's okay, because I think that's where we need to make sure that your thought leadership is important in putting that out into the world, and then prompt followers to weight in. So every single person in every single post, you should be asking questions. CTAs on these posts, right? Especially on the content that you're putting out there on the world, and making sure that people are engaging. Like that person right there, you knew that we were speaking to somebody that had to overcome obstacles, or people have told you that you can't do it. In fact, most people who go start companies by the way, everybody will tell you you're not going to do well because of that 95%, but it feels really good to be in the five it really does, I'm telling ya, it's like addicting to be in that 5% of businesses that made it. So prompt the weigh ins. Also, optimize your headlines. So you want to make sure that you're optimizing your headlines, so you want to be concise in your intro for your headline, and make sure that it's compelling, but also you want to have it snappy. 1922, they want their word back, but I like it. Snappy. So you want to have something that kind of sticks out. Something that's like a little bit fun. My post, like what I said about the ginger ale piece on the personal side, that's also the same way that I write on the actual business side too. And I always tell people, it's like, when is it going to catch someone's attention? Best sales question of all time. You think you want to see it? I mean I kind of want to see it. Would you see that? The only one thing you need to do in marketing. What? The one thing? No, there's four thousand things, but that's going to get somebody to read it, right? So you're trying to think of like ways that are going to do it, and then ask thoughtful questions. Thoughtfulness wins all the time, and if you know your audience, it gets easier to be thoughtful. So if you're asking thoughtful questions, like let me say this, the difference between a thoughtful question and a thoughtless question. Thoughtless questions are very much about you. And then when people are thoughtful, they actually care about other people and they ask more about them. The best communicators, the best people I ever met in business, all of them were very concerned with the other person. They rarely talk. The best sales people barely talk at all, and actually they're mostly introverted, so when you think about the bubbly, kind of over the top people, and they're like that person should be in sales. No they shouldn't. They're going to talk way more than they should, and in fact, they're probably going to talk to a tree or whatever too, so clear call to action with a link, okay? In these, so you want to have a clear call to action in these, and you want to make sure that there's a link embedded. You want to make sure that the link is in there, because somebody has to go somewhere. You can't have a call to action and just like go, hey, here, this or this. You want to make sure that they have some place to go. That's a really important part of a call to action, to make sure that you're sending them somewhere, your website, your page, a landing page or a video, etc., make sure that they're going somewhere that's actionable. Alright, content best practices, visually appealing is always a good one. Make sure that that's a part of it. Stand out in the news feed, so make sure that you have good graphics on there which I just showed you. Rich media, video, like all that is just a recap. Images are 98% higher on the comment side. So if you actually post images, 98% higher on the comment side, pretty amazing. LinkedIn YouTube videos play in feed. That's great, that was a new addition. So if you're scrolling through and you put up a LinkedIn video, that's going to play right now, it won't take you out of the platform. And then video is a 70% higher share rate. 75% higher share rate on videos. So sharing is huge because of the organic algorithm of LinkedIn. So as we saw before, that basically 40,000 people will engage with something, even though you only have 4,000 followers. Well, because you have 4,000 followers, the right people looked at it, and then those people looked at it, and then those people looked at it, and so forth and so on, and so shareable parts are the videos on content. People share videos like crazy on the business pages. Helpful, not salesy. Feels like a no-brainer, right? But you don't want to be overly salesy in these. So not overly promotional. You benefit, it's a very big benefit to the followers, so why would they want to come to your page? Because they're getting great information, not that they're buying all your crap all the time, right? They're coming there to get really good information, and they see that you sell stuff, they're going to go to your website. Start conversations, right? I don't know how many times, this seems so simple, but you should be starting conversations, and that should be always a goal in your mind. How can I have more conversations with people, the right kind of conversations. And then also analyze all this data. They give you so much data, and inside of the business page, they will give you weekly, daily, monthly, it will be right in the middle of your business page. So as your scrolling down your business page, in the middle of it for you when you're logged into it, will give you all of this great data to analyze, and something you should be paying attention to there, is defining the ideal client profile, which is really, really important. You need to pay attention to the engagement when you're looking at your data. Because if you know the ideal profile, then you know exactly what you're looking for in your data to make sure that it's backing up the fact that you have that profile dialed in, but also pay attention to the engagement, so who is engaging with what? Or, look at that and be like man, I love that image, it was so good about overcoming and all that stuff, it was so good, it got one click. I'm not going to make another one like that. It's telling you a story, okay? So pay attention, learn about your followers. That's what data really does. And now that Microsoft owns LinkedIn, it's always big data, it's all about data. They have data on all of us. It's like, I laughed actually when I saw that Apple like has my face data now. It's like, they just got like the most face data on the planet. Before they had your thumbprint, so scary. Adjust content based on engagement, and then the next part of this is sponsored content. So I want to tell you, like once you got that dialed in, like you got your business page, you need to start thinking about sponsored content now, because you can't do the ads part of it without a business page. Like the business page comes first because everything comes out of that page. That's the reason we start there, so when you start getting into sponsored content, you can take this really great piece of media that we created, and right here pretty easily, it says sponsor now. Sponsored content is the best use of the ad platform on LinkedIn. It is the most engaged. Sponsored media, sponsored content, links to posts, like articles that you've written. They get thousands of likes and shares. You probably see them now. You're scrolling through your feed on LinkedIn right now, you'll see a sponsored feed, and look at the engagement, it's insane, because people actually engage with what's happening in their feed, and a lot of it's targeted. It's all targeted. So let's go in to see what it looks like. So when you click on sponsor this content, what they're going to look at here, is that it wants you to go in here and create a campaign. It will take you into a campaign manager, but you only can get there if you have a business page. So if you have a business page, you get into a campaign manager, you click on the sponsor, this is all self-serve by the way, so they make this incredibly step by step and easy for you. And so when you hit create campaign, you're going to choose CPC or CPM, so cost per click or cost per impression, is that new to anybody in here? Is that, like no? Wow, we have a very informed group of people. Maybe out in the audience, you don't know what in the hell that is, and that's okay, because that's what you're going to choose, and then you're going to leverage targeting. Targeting is huge. The part that, I said huge a lot. It is huge though. Targeting is big on LinkedIn, because there's so much data. Everybody, if you think about all the stuff they're collecting on their profile. You don't think marketers are going to use that data? Yeah, we're going to use, that's what we're going to do. We're going to look at it, we're going to use it to our evil advantage, and we're going to win customers and clients. No, I'm kidding, that's terrible. Set your budget. Set your budget, that's what it's going to be, those are the steps, and then you're also going to track conversions from ads. That's all of what this campaign manager is going to do, and it looks like this. So the advertising spot is sponsored content, which we just went over. Sponsored InMail, which we just talked about, and then yes, this is a very redundant, organic first page, there we go, hey, hey, this is fun. Yeah, that's not me, I don't have dreads, but I wish I did, that was good. But organic and paid do go hand in hand. So the point not that, just to kind of reiterate it, because everybody always sits around and they're like, well how do I get through on from the profile to this, to this paid content, that is a part of it. Company page is home base. You build followers on the company page. You track best performing organic on there as well, and you amplify best performing organic. That's how that works. So when I just showed you the content side, which was a little step ahead, I'm not going to lie, what I wanted to build on this was that it all starts with organic. It starts with the best stuff. So whatever performs really well on the analytical side, for like, you posted the content, that's what you want to amplify on the ad side. You don't want to just boost a post, or boost a content post without knowing that it actually did well with your current following. That's what, it doesn't work well with self-serve. Alright, so on the sponsored content side, once you actually click back here on the digital marketer, so we're inside of campaign manager, you've sponsored content, you're going to click on the digital marketer piece, this is how you're going to find your sponsored content, and then you're going to say, I want to send people to your website, I want to follow the campaign, so I want to follow a campaign, and it will give you some different options. But typically the best is a followed campaign on any kind of sponsored content, and then what you're going to look for is the next button, and what that takes you to is finding that content. So there it is, there's that same post, right? And we click on that content, it'll allow you to go in here and pick how you want to target people. So remember, LinkedIn has a ton of data on everyone. 546 million people, there's a lot of data out there. And what we can start to do is look at how we want to do the audience. So it's going to be target by audience, target members who live in this location, and then you can start picking all the different pieces that you want to target. So this is kind of what this looks like. So Austin, Texas, now look at this over here. I just put Austin, Texas in has a place that I want to target. 11 million people, alright. Or one million, 100 thousand people. 1.1, I'm just kidding, one million. Now what I want you to keep in mind, is as we actually start to dial this in, watch that number. So now I've added in marketing and advertising within Austin. See the number? 35,000 people. Now, I'm going to keep going, and what I do next, is I'm looking at owner, director, president, co-owner, chief executive officer, independent owner, 5,000, right? Dialing it in, this is incredibly targeted stuff. Especially now they're the only people going to see it. And then you can start being like, awareness campaign, website, website conversions, and then you get into an actual like bidding system here. So if it's CPC, you're going to look at like an actual cost per click. That's a recommended piece for this. You can do cost per impression, but it get pretty pricey, I'll show you. So 25 is the minimal, it's 10 dollars and 16 cents here, and that's not bad, that's not a crazy, over the top number for a content in terms of like your budget, and then you get into cost per impression, and you're looking at a 65 dollar bid that's winning out there, so that's pretty expensive, especially if you're like a, like if you're not B to B, typically if you're not B to B, that's going to be really incredibly expensive if you don't have a product that's somewhat expensive as well. And so, here we go. And then when you look at this, the campaign start date. So as you scroll down and you pick your budget, you're also going to pick a campaign start date and an end date, and then you're going to look at a total budget that you want to spend for that. And then you turn it on, magic. And here's the rule of thumb, okay? Cost per click, really incredible. Cost per impression, those are the two that you really need to know. And then cost per meeting is one that I keep my mind on. Right? So if you're sitting around your B to B, it's like how much did you just spend to get a meeting, and how much could that meeting be worth? Right? So if you have a $10,000 product, and you're spending $1,000 on ads, and you get a meeting, what's that meeting worth? $10,000 right? It's easy. But if you're sitting around and you're measuring it by cost per impression or cost per click, you have to start changing your mindset to like the actual end result of what you're trying to get and how much that is giving you versus what you're putting in on the ad budget side. So here's the next part of this rule of thumb. Higher ticket B2B wins. Boop, boop, boop. Cost per acquisition? That's also something you have to think about. So if it's a thousand dollars, super easy math. A thousand dollars in, client lifetime value is $12,000, that's an amazing percentage. So when I look at those numbers now that you just saw for like $50, or your budget is 500 bucks, that's an incredibly small amount of money, even if you're doing self, or any kind of like paid advertising, like self-driven paid advertising on LinkedIn, and then the rule of thumb again is higher ticket B2B wins. Higher ticket B2B wins, because you actually are making more money than you're putting in, and they're letting you target better than most companies ever will, especially in the B2B space. Cool. Okay, well, that's how I feel so far, and that's how you feel too, but we're going to keep going, because we've got about 30 minutes, or 35 minutes left. So, sponsored InMail messages, these are really great, it's actually built on the InMail platform itself, or the messaging platform. And what you need to know, there's a few like tricky things, because people don't do this well. The sponsored InMail part, there's a few kind of rules that I live by. It sits on top of the messenger platform like I just said, they deliver real time targeted messages. So realtime targeted InMail messages is what I showed you in your box. Message open rate is super high, super high. The minimum was 20%, that's massive. Do you guys know what it is on email? It's a lot less. I'm just kidding, no, it's like 3%, or 2% or 1%. Ryan said to me before 3% on open rate on emails, and I'm like holy crap. Do you know why? How many emails do you get on a daily basis? Somebody shout out some numbers. 400, 300, 200, 100? Anybody get less than 100 a day? Wow, okay, most business get a ton of emails. The average InMail message that a person receives on the LinkedIn platform is three. You're cutting through so much noise through this InMail piece. So InMail sponsored messages cut through the noise and the conversion is super high. And so use conversation tracking for your attribution. And so you can also look at that, that's in your data set, inside of the campaign manager portion. And then some other pieces of do's and dont's for this. So do narrow the scope and use customer data for targeting. So what we just showed you a minute ago. Don't be formal, it's super conversational. You don't want to be formal. Like in your conversations, you're going to be like hello, how are you, sir, madam, like you don't want to do that. You want to be very conversational in the way that you talk to people, because that's how people are having it. Remember, it's in my back pocket, it's on my phone, most people who are there are using it, if it's on your phone, you're going to use it like a text message, I'm telling you, you're not getting super formal and sincerely all over your phone, you're just not. And so when people are sitting there looking at InMail messages, they're using it just like they would a text message. Maybe less emojis, but still it's the same there. Do include a clear CTA, we've been talking about it all, and here's the ones that work the best. Try, register, reserve, join, download, all these are the ones that you want to use in terms of a CTA. Those are the best ones that work. Those are actually tried and true on LinkedIn, those are the ones that work the best. And then don't have just anyone send the message. The message will come from someone who's credible. Like if we send one, it's going from Ryan Dice at Digital Marketer. That's where the message is coming from. Can't come from an intern. Do not let an intern send that message. Because that's not how, people are not going to open or engage with it, right? They want to see that it comes from a credible source, and so back at the launch of this campaign, so now we've got it, we're feeling pretty good about it, now we'll go back into our digital marketer board, we hit create campaign, now we can come back in and look at the sponsored InMail. So do you remember, when we said this before, you click in there, you have sponsored content, you have text ads, and you have sponsored InMail. So now you picked a sponsored InMail section, it looks pretty familiar, doesn't it? Right? But now you're going to start looking at campaign name, so you can pick hello, I always make them funny. And then there's your credible source, who do you want to send it from? If you don't actually have it sent from somebody like here, you can actually click like ad sender, and I request the Ryan is the sender, but he has to accept. It takes longer, okay, so you want to make sure that the person that's actually sending it are logged into their account. Excited to meet you is my sponsored InMail name. You can add a sender, and then here's the other one. Can add sender, but like I said, it takes a long time. So you got to be careful, especially if you're in a pinch, or you want it that person. If they're not logged into their account, you have to wait for them to respond to you after you hit, so I may text them, email them, try and get them to respond to you, and then here's how you launch that. So it should be addressed from a credible person, make sure that your sender has a dynamic profile, so like, that's why interns typically don't work that well. Because they don't have your company information on there, all that kind of stuff. Sender relevant to message. So make sure that if it's Ryan Dice talking about something, that it doesn't say hey, something about me, because that's just a rule of thumb, because these are mass messages. These, you got to be really careful. And then post, most are a first degree connection. So most should be a first degree connection in terms of the people that are launching the campaign, and then make yourself default sender. So I actually made myself the default sender in this platform, because of who it's coming from and how many times that we send it out to an audience and how I use it, and I'm going to give you some examples of how I've used it, and some of the best case studies that I've had. So send a test sponsored email. I love this feature, because now you get to see exactly what your message is going to be. So when you click in and have your message billed out, you can send that, and it shows up right here inside of your platform, and do you guys see this? So what they let you do, is they actually let you put in an image with like a piece of media with it, so inside their inbox now, something will show up over here, so this is a picture of me speaking somewhere, I don't know, I just use it as a placeholder for this example, but imagine what other things you can do if you're a business owner in here and offer CTA, something about your business, like really good graphic, and then you get to see exactly this. So for me I said, excited to meet you is my actual subject line in this one, and this is exactly how I'd write it by the way. Hi Marcus, I saw that you were attending Traffic and Conversion Summit 2018, we are expecting 6,000 plus people. So this is one that we've done. So look at this over here, this is me speaking at Traffic and Conversion Summit, we're expecting 6,000 people, I wanted to send you a quick note to help you skip the long registration lines and get the party started, VIP treatment. Link, link in here for skip, very important. Where do you think I'm trying to get them to go? What do you think I'm trying to sell? VIP, right? Skip the line, you don't have to sit around for registration. Click on this link. I'll be at the VIP registration bar, and I can't wait to meet you in person, talk soon, Marcus. Perfect InMail, Sponsored InMail, right? Personable, conversational, call to action lining into it, and it's a great way, because you're already coming to the event. You want to get people to upgrade to VIP because they can skip the line and they get to meet me? And we get to talk and rap like that, I mean come on. (laughing) Jokes, jokes, jokes. And then you can pause the campaign really easily. It's the same thing here. Follow campaign, pause or active, that's super great for you to know, because as a self-serve, they turn it off immediately. Like you can pause it immediately. No more money spent, that's really great, because you are sitting here going like, I don't even know if I want to spend money with these people, and then once this campaign is just going on on its own, it's going to do its thing until I spend my budget of a thousand dollars, I wasn't sure I really want to set it as a thousand dollars. Now you can go in here and pause it immediately if you forgot or etc. So, last one is text ads. Text ads on this part gives you an opportunity to have robust ads that show up in the feed. So you've seen them. Anybody seen them on LinkedIn, where you're scrolling and across the top it says like a little one line with a blue bar, and on the side it has these other kind of like ads about people's companies? So this is how they're making those. They're going in and saying Digital Marketer's company page, that's where I want to send it from. We love agencies, are you looking to grow and double the size of your agency is what I wanted to say. There's a picture of our agency of the year winning his award, and then this is giving you an idea of what it's going to look like when it shows up. You can pick square, horizontal or long. Alright? And then in my case, they'll give you all the different ones. So square shows up here on top. The preview is going to be right here with another ad next to it, and then the long form is what you see at the top of your homepage, which is basically some writing with a hyperlink right there. So my hyperlink would be we love agencies. Are you looking to grow and double the size of your agency? We are too. That shows right at the top of everybody's page as they log in, and it's incredibly targeted, incredibly targeted. (sighs) There it is. There it is. Okay, that's a lot of information, it's gonna be okay. (laughter) It's gonna be alright, it's gonna be alright. That's marketing self-serve. Is that pretty cool? Not bad? Some people feel like holy crap. This is my daughter Florence, and this is what I feel like you're internally feeling like in your brain.

Class Description

As the biggest social site for businesses and professionals, LinkedIn offers tons of opportunities for users who don’t want to spend a dime on their marketing efforts. But those looking to take their LinkedIn game to the next level should consider utilizing some of the platform’s paid solutions.

Marcus Murphy, executive sales leader at and a member of the LinkedIn customer advisory board, will outline both the paid and organic options for generating leads, increasing traffic and building brand awareness, and then help you decide which ones are right for you.

In this class, you’ll learn how to:

  • Master LinkedIn’s marketing tools, including the Sales Navigator.
  • Perform outreach that is personalized, targeted and engaging.
  • Identify high-quality leads.
  • Stay in touch with key accounts.
  • Build trust between you and your connections.
  • Create and launch an ad campaign.
  • Integrate sales and marketing on LinkedIn.