by Peter O'Donoghue
Published: 27th July 2022
Before we discuss how you can choose the right LinkedIn advertising agency, let’s talk about leads.
A lead describes people interested in your product or service. They are the perfect people to turn into customers because:
They already have an interest in your product or service, andAs a result of lead generation efforts, they are pre-screened.
Imagine selling to someone actively looking for something to buy.
On top of that, you already know they are willing and able to do so.
Needless to say, leads are precious to any business. As a consequence, an entire industry built around getting and nurturing leads exists.
Lead Generation Explained
Lead generation, then, describes the process of obtaining leads. Many methods are used to accomplish this process. However, the goal of lead generation is always to make people take a specific interest in your product. Once you have captured leads you can then direct them through your marketing funnel, then coming up with a sale at the end.
Lead generation is generally differentiated into:
You actively contact potential customers through advertisements, trade shows, cold calls or emails, and more. It is still an effective technique when done right, though it has lost some of its appeal at present. A place in the marketing world still exists for outbound marketing especially in more conservative niches and industries.
This lead generation technique is prevalent today. It involves attracting would-be customers through valuable content (as opposed to a blatant advertisement). Valuable content connects a brand and a customer. This connection establishes trust. This results in a customer coming to your business to opt-in, sign up, or buy.
Really, a combination of outbound and inbound lead generation is ideal. LinkedIn, through the different advertising channels they offer, makes these two methods very easy to use.
Let’s begin exploring the options and learn just how much benefit a LinkedIn advertising agency provides your business.
Advertising and Marketing on LinkedIn
Running lead generation campaigns on LinkedIn involves the use of text, image and video ads, sponsored content, and direct-to-message advertisements. Take a closer look at the mentioned options:
Text, Image, and Video Ads
These advertisements are your usual PPC ads, similar to AdWords and Facebook Ads. They show up at the lower-right half of the LinkedIn website.
With these ads, you should consciously work with an agency that creates eye-catching and value-adding information. You want the ad to get the viewer engaged and possibly enter your marketing funnel.
This avenue presents more flexibility compared to PPC ads. Sponsored content on LinkedIn works much like Facebook’s boosted posts. You can use this to promote your brand or product through relevant content. It will show up naturally on a viewer’s feed. Sponsored content is potentially powerful especially if it contains well-written copy. Good content includes timely and actionable information to help grow your authority with a given industry.
LinkedIn’s message-based advertising channel, InMail, provides you with a more direct way to promote to your target market. This works notably well when you have taken the time to really pinpoint your audience. But because you are talking directly to prospects, do your best to make a good first impression. The LinkedIn advertising team you employ should know what makes a good message; personalized, gives intriguing and precious information, and comes off as naturally as possible.
Are Advertising and Marketing on LinkedIn Important?
As of December 2018, LinkedIn has reported a membership of about 590 million users. Using LinkedIn ads gives you the chance to sift through your target market and reach them with your offers. LinkedIn has proven most effectual in B2B marketing. Because most members are professionals, owners, founders. and decision-makers, it acts as a prime location to generate new leads for your own business.
In addition, it’s important to advertise on LinkedIn if you are business-facing because:
Ads can target precise segments of its members with ease. The ad platform gives you access to a powerful system that lets you filter by location, job title, company, and more.People are on the platform for work or business. For that reason, there is a higher likelihood of them paying attention to an ad for a product or service that can potentially help them.
Clearly, LinkedIn marketing and advertising must be a priority for your business. You might not want to handle this yourself because of the time and effort it takes to implement a proper leads generation campaign. That’s where a proper LinkedIn advertising agency comes in.
How can a LinkedIn Advertising Agency Help Your Business Grow?
Outsourced digital marketing, in general, provides a lot of benefits to any business. A LinkedIn advertising agency, specifically,can help your business grow by:
Developing an overall advertising strategy to accomplish your goals on LinkedIn.Giving expert advise on how content gets created and shared.Making attractive ads.Ensuring that ads are targeting the audience you want to reach.Tracking all ad units, testing different versions to see what methods work best, and optimizing ads accordingly.
Whether you’ll get results depends on how well you chose an agency. If you pick the right LinkedIn advertising agency from the onset then you can expect a good return on investment.
But how should you pick an agency, exactly?
Picking the Right Agency for Your Business
Choose a LinkedIn advertising agency with a team that is:
In or near where your business operates. You should also look for round-the-clock availability.Not set on their own processes. They should easily take individual business needs into account and adjust to them.Effective at communication. Working with an outsourced team means you will do business over the phone or the Internet most of the time. Look for an agency that will update you constantly.Managed by a leader with a proven record in your business niche. Aside from looking up the agency’s site and social media, look for things like testimonials from previous clients. You could also try to study how the agency accomplishes its own marketing by studying their ads.Willing to work within your budget. How much money spent on ads is up to you. Make sure to pick a LinkedIn advertising agency that will optimize your ads for maximum effect.Composed of experts who keep up to date with the platform and the industry in general. The best way to do this is by talking to them. Ask questions about their process, marketing strategy, and experience with previous ad campaigns in your initial meeting with the team.Able to install and use analytics effectively. This way you will get access to actual data about how ad campaigns are performing. LinkedIn has a powerful conversion tracking system that integrates with Google Analytics as well.
Benefits of Advertising on LinkedIn
It is the perfect place for your business to establish a presence. LinkedIn gives you the opportunity to build your reputation as an authority in your niche. This is accomplished easily with effective and value-adding content that a skillful LinkedIn advertising agency team will provide.Your ideal market segment is in the audience. What good is excellent copy if not seen by the right people? LinkedIn boasts the most concentration of professionals among all other social networks combined. By targeting your ads correctly, you can are assured that your ads are shown to people whose problems you are offering to solve.Business-to-Business marketing thrives on the platform. An effectual ad campaign on LinkedIn can generate more leads because people are there on business. They are looking to constantly improve their processes or solve their problems. It is a given that the solution your business is offering will be noticed. This just depends on how well your ads are crafted and targeted. The right LinkedIn advertising agency will help you with that.
5 Mistakes a Skilled Agency will Help You to Avoid
Selling from the beginning. This is especially true for InMail and in adding new connections. Building trust is always the goal of the initial interaction between your business and a prospect.Getting into advertising without a clear picture of your prospect. Have some research done on what your target market’s needs so you can tailor content and services to meet those needs. The right LinkedIn marketing team will ask for this information or help you develop it before launching an ad campaign.Not optimizing your own profile or business page. Information about you should be presented in a way that is easy to digest and highlight what you can do for the viewer.No follow-up was done. After the initial contact with a potential lead, following up with them is essential. A good LinkedIn advertising agency knows how to do this properly so you or your business does not appear overbearing or annoying.Not utilizing the platform fully. LinkedIn is built around engagement. The advertising strategy you implement must take this into account. The right agency will help you with:Content publication, scheduling, and targeting,Proper tagging of people or organizations in a post,Commenting and replying, andCreating groups or engaging with existing ones.
To sum up, choosing the right LinkedIn advertising agency increases the likelihood of your business generating new leads. New leads are important to any business. These leads, when nurtured, become customers. Some of them can even come back for your products or services again and again.
Through outbound and inbound lead generation, using LinkedIn Ads like:
Text, Image, and VideoSponsored ContentSponsored InMail
You are able to present content that will provoke interest and give value to potential customers. These different formats allow for flexibility. Used properly, your LinkedIn Ads will act as lead magnets, engaging people and eventually turning them into prospective buyers.
The importance of getting your business seen on the platform cannot be stressed enough. If an ad campaign is done correctly, your business will come across as an authority. As a consequence of being an authority, whatever information you present will tend to get more engagement. People will trust your brand more. That trust can then be turned into profitable relationships between you and your customers.
For this reason, choosing the right LinkedIn advertising agency to carry out ad campaigns is necessary. Pick one that has a proven track record for other clients in your niche. Make sure that they are located near you and that they communicate well. The team they have should be experts who are updated with the latest skills and knowledge. They should be able to make use of analytics systems to track every important piece of data related to your LinkedIn advertising campaign.
Or this tried and tested marketing automation sequence complete with lead scoring, email copy and remarketing advertising.
The following image shows a scenario planning scenario where we ar elooking at the impact on the entire camaign of a change from 20% optins to 40% on the front end web optin page.
One simple change results in a whopping 55% drop in campaign profitability.
The following image shows the same marketing funnel where instead of forward planning based on traffic we think we can send to the funnel, we start out with our desired annual profit goal.
This provides us a detailed report of EXACTLY what needs to happen in this campaign to hit our profit target.
Don't overlook the value of just this one critical imput to realise the value of outsourced marketing. A research piece has hlighted the shocking fact that as much as 90% of marketers have never been trained on marketing performance and marketing ROI.
We have. Have your current or intended team?
And another research piece shows only 10% of the respondents can confidently report an ROI on their marketing.
We can. Can your current or intended team?
2. Market Analysis And Deep Competitor Research
A really good digital marketing agency will take you through a process where they map out:
1. What the marketplace want, desires, and is searching for
2. What your competition is doing - your competitors and similar businesses in your space have spent thousands or millions of £'s testing and refining what is working now. You and I would be fools to ignore that!
The image below shows some detailed anlytics on salesforce.com most effective paid advertising, their best landing pages and offers. We'd do this for your market too.
And the following image is beginning to anlayse all of their best paid advertising strategies. We'd dive much deeper into pinpointing EXACTLY which ads are the best performing and the exact placements they are using.
Something that is critically important to the success of modern marketing campaigns yet few, if any, in house teams do is to analyse all of the landing pages, lead magnets, free offers and email follow up of the competition.
This information is priceless and should be mandatory for any marketing campaigns. The following image shows a proprietary software we use to pull in all of the emails sent within a competitors campaign. We use this to work out thier hooks, their offer, their best bullet points and their campaign strategies.
We use this to shortcut the time to revenue on our client campaigns.
4. Content Marketing/Inbound Marketing
Content marketing is one of the biggest lead generation channels for modern businesses but what are the benefits:
1. Content marketing increases conversions.
Research shows that companies who produce consistent marketing content experience conversion rates that are nearly 6 times higher than their competitors who don’t focus on convent marketing. What the research doesn't tell you though is that it takes time and effort to get to this stage. Most businesses start and give up before they ever see the results they could achieve.
2. You can use quality content to educate your customers and clients.
Your prospects have a problem that your business can solve. What better way to educate them about their challenges and your solution than to provide them with engaging content? A good content strategy will take a 'whole of the market approach' and create content to grab peoples attention at every stage of the buying cycle such as:1) Solution Aware2) Problem3) Unaware and not looking
3. Content can help you build trust with your target prospects.
The more that you educate and provide value for your target audience, the more trust you can build over time. The more trust you develop the more you will be seen as a comfortable and reliable solution provider now and in the future.
4. Valuable content helps you build credibility, authority and expert positioning
When you do content marketing correctly you can really shortcut the time to creating authority positioning. 5. With great content, you can help move buyers through the buyer’s journey quickly.
5. Search Engine Optimization (SEO)It is ideal to hire a specialised digital marketing agency for SEO because implementing it and keeping track of results is time-consuming for internal teams.More importantly - SEO can be extremely risky if you don't know what you are doing.Do you want to risk the visbility and good standing of your web assets to an internal team member who really doesn't understand the implications of what they are doing?6. Paid Advertising (PPC) CampaignsServices like Google Adwords and Facebook Ads need frequent fine-tuning, a task you can delegate to a digital marketing agency so you save time and resources. These two marketing channels require a well-planned and executed approach because improper implementation may lose you money.7. Social Media MarketingRunning a business these days means you need some way to interact with your customers beyond emails and websites. An outsourced digital marketing team can give you precious advice as to what social channels are a match for your business and how you go about doing social media marketing. Facebook, LinkedIn, Instagram, Pinterest, and Youtube all need different skillsets to use effectively and it is best for you to delegate them to a digital marketing agency.8. Lead generationLinkedIn prospecting and creating email capture pages are just some of the methods an outsourced digital marketing agency can do for you to generate fresh leads. Facebook page and group maintenance is also a good strategy if you choose to use that platform to grow your list and keep in touch with your customers. Outsourced Digital Marketing Might Be A Good Option For You If You Want To:Want to save as much as half the cost of hiring full-time employees and creating a teamWant to compliment the skills and spped of implementation of your existing teamValue fresh and creative insights on marketing and won't get offended if your existing strategy, thinking, campaigns and approach are scrutinised and challengedWant to accelerate your time to revenue on marketing campaignsWant to quickly tap into specialists and experts who will deliver resultsNeed access to skills that your current staff do not haveWant to flex campaigns and resources up and down without increased or decreased headcount
Important Things to Know in Choosing a Digital Marketing AgencyThere are some vital things to know and steps to take to make sure that you are choosing the right agency for your business. Here are some tips on how to choose a digital marketing agency:Consider an agency that markets themselves using the most up to date strategies they preport to be using with clientsSpeak to the agency and see how they approach your situation.Do they take the time to understand your situation?Do they have pre-built models that can tailor in your business?What software and planning resorces are they using?Do they offer a part or all of the solution? Many people want to offer just a part of the service such as Facebook advertising without any involvement in how that advertising will be converted to clients.Ask to see what current approaches they are using such as.website/landing page design,SEO,Social media marketingImportantly - PPC through networks such as Linkedin, Google and even outliers like Quora and Reditt.Do they offer measurable results? Can they show their process to demonstrate results?Do they offer you the chance to see and monitor analytics so you can keep track of what is working and what is not. Analytics data is extremely useful in testing and refining your marketing strategy.Questions to ask a Digital Marketing AgencyHow much does it cost?You want to see if the agency can work within your budget. Remember that going for the cheapest option (or the most expensive one) is not always best. That’s why you have to ask further questions like:Who will be my contact point in the agency and what is their availability?Pick an agency that assigns a consistent person who you can contact for any concerns. What are your processes and how would they be tailored to meet my goals in marketing?Knowing what the agency plans to do to help you meet your goals is important. You would know you are talking to the right people if they can give detailed steps or tactics on how to make your marketing efforts a success.Have you done previous projects in my niche?You’d want an outsourced digital marketing agency that operates within your industry. This is vital because then, you would be confident that they understand your target audience.Can you describe the methods of digital marketing do you use for your own campaigns?Are they practicing what they preach? Asking this question gives you more insight into how the agency works.How do you track and generate reports?Choose an agency that installs analytics, tracks every step, and documents all results for you. When will results appear?Check if the agency gives a reasonable timeframe, compared to your goals. For example, if a digital marketing agency offers you the top spot in Google in “X” amount of days, this is a major red flag. Here is a summary of what we have discussed so far:Digital marketing for your business does not need to be expensive and complicated. Outsourcing to an agency who will do it for you cut your costs and saves you time. You’ll have access to a very talented pool of marketers too.You should look to hire an agency that, at the very least, offers the following services: content and social media marketing, search engine optimization, pay-per-click campaigns like Adwords or Facebook Ads, and lead generation.Choosing the best outsourced digital marketing services for your business involves:Picking one located in your area, and is operating in the same or related niche as yours,Hiring a team that works within your budget, has the correct skills for your marketing strategy, and gives you detailed reports along the way,Employing a digital marketing agency that provides detailed information about their process and reasonable timelines for results. If you'd like to see what can be achieved with cutting edge digital marketing strategies then claim your FREE growth marketing call here.
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