Become a LinkedIn PPC wizard

 The only thing worse than training your employees and having them leave is not training them and having them stay. 
Henry Ford, business magnate and master of the pithy one liner.

This quote might be less well-known than the oft-repeated:  You can have any colour so long as it’s black witticism, but it’s far more relevant and applicable to the modern business world. 

In the fast-moving sphere of Sales and Marketing, we all appreciate that staying on top of new technologies and algorithms is essential…but learning new skills and training up teams is time-consuming, often expensive and, given the plethora of new tools and media,  it can be hard to know where exactly where to spend your limited resources in order to get the best return on your investment. Or, as Henry Ford might have said, the most bang for your buck.

But what are the potential costs of not keeping abreast of evolving technologies? What do you stand to lose by, for example, not making effective use of such key lead generation platforms as LinkedIn.

Let’s dig into that, shall we?

To begin with, let’s look at possible reasons you haven’t been focussing much of your marketing spend and energy on paid LinkedIn. Among the explanations we’ve heard from clients over the years are:

• It’s too expensive.

• We have tried it before and didn’t get the results we wanted.

• We have set up a campaign, but we are not sure if we have followed best practices.

• We know it can be game-changing for lead gen,  but have no idea how to get started.

• We don’t know how to tell if our ads are performing well.

We’re only theorising here but, if you’re reading this, chances are at least one of these questions will resonate.

It will doubtless come as no surprise that we are big believers in the power of LinkedIn for both Sales and Marketing, and that we can systematically refute each of the objections above given the chance to do so. Most of our refutations will have at their core the solid belief that no B2B business can afford NOT to pay significant attention to the magical possibilities offered by LinkedIn - at least not if they are serious about increasing their ROI and generating more (and better) leads.

Part of the issue behind people’s suspicion of LinkedIn seems to be the plethora of complex considerations that demand sufficient  time and attention if a campaign is to succeed. Such as:

• How do I find my audience?

• Should I use LinkedIn’s default budget options?

• How do I choose an advertising objective or a format for my advert? What will work best for my specific requirements? 

• Why does my campaign keep resetting every time I make a change?

• I just chose one creative to accompany my copy. Why are five versions of it live right now?

• Do I have to top-up £100 when updating my budget?

• Wait… did LinkedIn just spend that £100 in two minutes? How is that possible? And what did it get me?

This is where we - in all our geeky, LinkedIn boffin glory - come in.

As established above, we are LinkedIn fans. Not blindly so - we’re aware of its flaws and limitations. However, we feel very strongly that if you aren’t on top of LinkedIn as a vehicle for achieving your sales and marketing goals, you are missing a significant trick.

On a more practical note, we are happy to train your team and support them through as many LinkedIn campaigns as it takes for them to feel confident enough to go it alone. This training includes our LinkedIn framework to ensure your entire team uses the correct naming conventions and sets campaigns up in a well-ordered fashion to ensure optimal results. Our framework has evolved over many years and been put into service across a wide spectrum of client objectives and budgets.

Conversely, for some clients we do both the strategy and the execution.

If neither option is quite what you’re looking for yet, we are happy to chat further and take it from there. Quite frankly, this is a subject we can rhapsodise about all day.