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Demand gen on LinkedIn
If you sell a $2,000 or more product or service, this is
THREAD
If you sell a $2,000 or more product or service, this is
THREAD
LinkedIn is a gold mine, we all know that
But how can we zero in on a group of ideal prospects and increase the chances they'll become a lead?
And not only that, how can we make it scale?
But how can we zero in on a group of ideal prospects and increase the chances they'll become a lead?
And not only that, how can we make it scale?
I suggest a LinkedIn Demand Gen program
Let's dive in
Let's dive in
1. Get clear on your Ideal Client Profile https://twitter.com/growth_obsessed/status/1377470649770381312?s=19
2. Prepare assets
You'll need a lead magnet
A lead magnet is a high authority piece of content (PDF, video, mini-course, whitepaper) that will help your ideal prospects get some insight on their immediate problem (that your product/service helps them with)
A lead magnet is a high authority piece of content (PDF, video, mini-course, whitepaper) that will help your ideal prospects get some insight on their immediate problem (that your product/service helps them with)
The format is up to your preference, but the mission is to:
> Build authority/trust
> If they don't know they have a problem, bring deep awareness of the problem
> Give them a roadmap to solving their problem
> Build authority/trust
> If they don't know they have a problem, bring deep awareness of the problem
> Give them a roadmap to solving their problem
More on this in another thread
But if you know your market, their pain, their inefficiencies, and their language - this should be a slam dunk
But if you know your market, their pain, their inefficiencies, and their language - this should be a slam dunk
You lead magnet should be free or very low cost
This is for you to test
This is for you to test
Now, you need a landing page for the lead magnet
So your prospects can opt-in, aka give you their email/contact/payment info in exchange for the lead magnet
So your prospects can opt-in, aka give you their email/contact/payment info in exchange for the lead magnet
Keep this part simple
Use the AIDA format - Attention, Interest, Desire, Action
This can be done in a few paragraphs or on a long scrolling page, also something to test
Start with a short format, simple and easy
Use the AIDA format - Attention, Interest, Desire, Action
This can be done in a few paragraphs or on a long scrolling page, also something to test
Start with a short format, simple and easy
Next, you'll need 2-3 ad creatives
Ad creatives need to:
> Grab their attention
> Speak their language
> Address their dreams or fears
> Ultimately get them to click and access your lead magnet
Ad creatives need to:
> Grab their attention
> Speak their language
> Address their dreams or fears
> Ultimately get them to click and access your lead magnet
Look into color psychology
Research others advertising on LinkedIn
Try video ads
Always strive to test as much as you can
Research others advertising on LinkedIn
Try video ads
Always strive to test as much as you can
Not totally necessary, but you'll need a way to deliver the lead magnet
This can be as simple as a page with a video embedded with a button under it to book a call with you
And as complex as an email marketing system to deliver the files and follow up
This can be as simple as a page with a video embedded with a button under it to book a call with you
And as complex as an email marketing system to deliver the files and follow up
I highly recommend an email marketing system to follow up regardless, so you can nurture the lead with more value
I recommend MailerLite for this if you're on a budget (free up to 1,000 contacts I believe), there's a million, totally your choice
I recommend MailerLite for this if you're on a budget (free up to 1,000 contacts I believe), there's a million, totally your choice
In your follow-up emails, make them short and sweet and:
> Provide value
> Tell stories
> Give tips
> Address their pain
> Jump into the conversation they're having in their head
And always include a friendly way to book a call with you at the bottom
> Provide value
> Tell stories
> Give tips
> Address their pain
> Jump into the conversation they're having in their head
And always include a friendly way to book a call with you at the bottom
OK, so you've got your
> Lead Magnet
> Landing Page(s)
> 2-3 Ad Creatives
> Lead Magnet Deliver Method
> (optional, but recommended) Marketing Automation System with 1 month worth of follow-up emails that send every day
Awesome!
> Lead Magnet
> Landing Page(s)
> 2-3 Ad Creatives
> Lead Magnet Deliver Method
> (optional, but recommended) Marketing Automation System with 1 month worth of follow-up emails that send every day
Awesome!
3. Find your ICP on Sales Navigator
This post can help you with the basics and some fun tricks (especially if you're an agency): https://prospectingtoolkit.com/find-funded-growth-companies-linkedin-sales-navigator
Basically, use LinkedIn's filters to zero in on your ideal future clients
This post can help you with the basics and some fun tricks (especially if you're an agency): https://prospectingtoolkit.com/find-funded-growth-companies-linkedin-sales-navigator
Basically, use LinkedIn's filters to zero in on your ideal future clients
Once you have that list, scrape the contact data out of LinkedIn with something like ProspectingToolkit
Guide here: https://prospectingtoolkit.com/tutorials#tlection=266414405_4
Guide here: https://prospectingtoolkit.com/tutorials#tlection=266414405_4
If you want to use the emails for cold email, remember to validate them with something like: https://go.prospectingtoolkit.com/verify
For this purpose, we just want the LinkedIn Profile URL's, so no sweat...
Open your prospect list spreadsheet and delete all the columns other than LinkedIn Profile URL
Save as another version of the prospect list
So now you have one prospect list with First Name, Email, etc.
And one with just LinkedIn URLs
You can close the lists for now
Save as another version of the prospect list
So now you have one prospect list with First Name, Email, etc.
And one with just LinkedIn URLs
You can close the lists for now
4. Open your LinkedIn Sales Navigator search again
Use your favorite LinkedIn automation tool (again you can do this with PT)
Send personalized Connection Requests to all of them
Use your favorite LinkedIn automation tool (again you can do this with PT)
Send personalized Connection Requests to all of them
5. Set up your LinkedIn ads account and load your prospect list with just LinkedIn URL's as a matched audience
Detailed instructions: https://www.linkedin.com/help/lms/answer/a420433/getting-started-with-linkedin-website-retargeting?src=or-search&veh=www.google.com
Detailed instructions: https://www.linkedin.com/help/lms/answer/a420433/getting-started-with-linkedin-website-retargeting?src=or-search&veh=www.google.com
6. Set up your ad campaign
Upload your ad creatives
Send traffic to your landing page
Look to get "leads" that download your lead magnet
Upload your ad creatives
Send traffic to your landing page
Look to get "leads" that download your lead magnet
I've only used manual bidding "Maximum CPC Bid", because you can set the lowest amount you're willing to pay and optimize from there
However, once you see conversions, you may want to switch bidding and let LinkedIn optimize CPC's, it's up to you - always good to test
However, once you see conversions, you may want to switch bidding and let LinkedIn optimize CPC's, it's up to you - always good to test
Run these campaigns for a few weeks at least and see who converts
Nurture them accordingly - do your "omni channel" outreach and try to get them on a meeting
Nurture them accordingly - do your "omni channel" outreach and try to get them on a meeting
The rest, who don't convert, well... You know who they are, so go reach out
Now you can be sure they've seen your brand a few times via the ads, even if they didn't convert, so reply rates should increase (if your message is relevant)
Now you can be sure they've seen your brand a few times via the ads, even if they didn't convert, so reply rates should increase (if your message is relevant)
7. Reach out to those who connected, but didn't convert on the ads with voice messages in LinkedIn
Send them a quick voice note or message using the QAD Method: https://twitter.com/growth_obsessed/status/1379836185816793090?s=20
Send them a quick voice note or message using the QAD Method: https://twitter.com/growth_obsessed/status/1379836185816793090?s=20
8. Rinse and repeat and/or experiment with lookalike audiences using your original Matched Audience as base
LinkedIn can go out and find more prospects with qualities like the ones in your list
LinkedIn can go out and find more prospects with qualities like the ones in your list
And if you've been tracking ad conversions (you should be), it will be able to expand out to lookalikes similar to those who converted
Test and scale accordingly!
Test and scale accordingly!
Also look at your data and find the winning ads / landing page / lead magnet combos and double down
Now you've got tons of ways to nurture warm leads, find new cold prospects, and scale out campaigns on LinkedIn with more than just DM's
Now you've got tons of ways to nurture warm leads, find new cold prospects, and scale out campaigns on LinkedIn with more than just DM's
Whew!
There you have it - one simple process to run demand generation campaigns on LinkedIn and expand out to omni-channel / ABM campaigns
There you have it - one simple process to run demand generation campaigns on LinkedIn and expand out to omni-channel / ABM campaigns
Ya'll like...
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Need to get more eyes on fire like this...
But if you really liked this - RT! RT! RT!
Need to get more eyes on fire like this...
