Podcast appearances and mentions of leonardo bellini

Here were the resources we covered in the episode: Episode 51: Boosted Posts Episode 7: Account Organization Episode 36: AB Testing Strategy Episode 17: Leadgen Forms Episode 20: Audience Sizes NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.   Show Transcript What are the top challenges that LinkedIn advertisers face? How do you get around them? Well, we're tackling them directly from the community this week on the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics. So we asked you, the LinkedIn Ads community, for the top challenges you face on the platform. And today I'm going to share our recommendations, explanations, how to overcome them, work arounds, anything like that that would be helpful to your largest challenges. I think it goes without saying, but a huge thank you to those of you who responded by providing your challenges. We always love to hear from our listeners and we certainly love to explore all the different areas of LinkedIn Ads. Alright, let's hit it. Okay, longtime listener of the show Maninder Paul says, "I want a schedule feature! It would save so much hassle. Is there another way to automate ad scheduling, say only on weekdays, just trying my luck, smiley face." She followed that up by saying, "Curious, do you let the ads run over the weekend, or keep them strictly for weekdays." So lots of questions specifically about scheduling. And we'll definitely have an episode about this in the future. But this is super, super important to be able to schedule on LinkedIn. We know that the majority of the traffic patterns are going to follow the patterns of the general work day, which is not something that we see on the other ad platforms. And the fact that LinkedIn has never released a scheduling feature is actually just kind of embarrassing. For lots of years, I did things like waking up early to make sure I unpaused campaigns at certain times and pausssed at the end of the day and pause before I left for a weekend. I'm pausing when I came back. So even if you can't really schedule your campaigns, at least automatically within campaign manager, there are lots of different things that you can still do to test everything that you're asking about. So it is manual, but you can test different days of the week. That's actually pretty easy because even if you're just letting your ads run, you can still analyze your data by day of the week. And LinkedIn lets us do that pretty easily. When you start pulling in data from your analytics platform, and CRMs, that's when you can start to figure out what times of day certain leads, or certain lead quality is occurring. So I would highly recommend, you know, at least to start out, go ahead and run your ads across all days of the week, but go back and analyze and if you find that your weekends are bringing in a higher cost per lead, or a lower quality of lead, that could be a clue to you that you might want to pause on the weekends. But as fair warning, we've had several clients who actually perform better on weekends and less on weekdays so we end up bidding them up over the weekends, or even trying to fully exhaust their monthly budget based just on weekends. So totally depends on the strategy, the audience, the offer the client, all of that. Like we've mentioned before, ad scheduling is definitely a challenge. That's why we came up with our own internal scheduling tool. So if you partner with us, you get free access to the tool, along with access to our full team of experts. So little bit of a plug there. But yeah, we've felt exactly the same painn, and we turned to technology to solve it because LinkedIn obviously wasn't gonna do it. Another longtime listener of the show and friend, Leonardo Bellini says, "Hi, AJ, I have some questions or issues." And he lists three points here. Number one, "As you know, it's now impossible to use message ads here in Italy. What's the best LinkedIn ads alternatives?" Number two, he asks, "When is it meaningful to use message or conversation ads?" And then number three, "Speaking about follower ads, I have noticed are not performing and are a bit expensive, which is the best campaign or approach to increase a LinkedIn page follower count?" So this is something that we haven't talked about on the show before. But in Europe, because of GDPR, LinkedIn basically took all of the sponsored messaging ad formats, message ads, and conversation ads just off the table. And I certainly hope their lawyers are hard at work trying to figure out how they can make these work, because they are certainly helpful ad formats. That being said, I've talked about in the past how they are LinkedIn's most expensive ads on average, and they probably only work well in about 5% of the cases that we see. They work best when you have a personal invitation. So Sponsored messaging looks like it comes from a person. And if it's just saying, Hey, I thought you'd like to download this white paper, or I thought you'd like to talk to our sales rep, those things don't feel personal and because you pay for the sand and not for the click, if you have an offer that doesn't get clicked on the overall cost per click and therefore cost per lead becomes insanely expensive. Here in North America, we see an average of like $28 to $58 per click on these message formats. So most of the time, I would say, not a big loss. But if you do have a really good personal invitation type of offer that would work well, and you happen to live in Europe where we can't use them, my recommendation would be, if you can't use the sponsored messaging ad formats, use sponsored content ads, instead. Most of the time these perform better anyway, they will feel less personal. But most of the time, they'll have a lower cost per click, and therefore a lower cost per conversion. And because they're right there in the newsfeed, which as we know, is the default experience for both desktop and mobile users of LinkedIn, you'll definitely reach quite a few people. It won't be quite guaranteed delivery, like the sponsored message ad formats are, but as good as it comes. Then, for your question or point on follower campaigns, there are two ways through advertising that we can increase followers. The first is, like you mentioned, follower ads. Now follower ads are a variant of a dynamic ad. And we see dynamic ads usually costing anywhere between about $6 to $8 per click. Well, one of these variants, the main call to action is to follow the company. So they're not high in volume, it's really hard to get a lot of followers from these ads, just because they're over in the right rail, which is only on desktop so immediately, you're cutting out like 80% of your your possible users here who could see the ads, and we find that they have about a 50% take rate. So on average, you're gonna end up with like a $13 to $16 cost per follow, which, if you ask me across any other platform, I would say that's insanely expensive, but if that's your goal is to get more followers, that's by far the the most cost effective way to do it on LinkedIn. The next way that you could do it is by using sponsored content ads. And specifically by choosing the engagement objective. When you use the engagement objective, it puts in the upper right hand corner of the ad, a company follow button. So what we've tried in the past is put an ad together where the main call to action is to hit that button, like, make sure to follow us for more like this. The cost per follow on these are much higher, because the call to action isn't nearly as easy, not nearly as direct, but it can be because it's in the newsfeed, meaning it's going to be seen by people on mobile as well. It could be a good combination effort in conjunction with your dynamic follower ads to work together. We're running this for several clients currently who their main objective is to get new followers. And yeah, definitely the cost per follower are higher from sponsored content. But when we use them in concert with each other, we can get a higher volume of followers in the timeframe. Another longtime follower and fan of the show, Lindsay Beaulieu. Lindsey, I hope I'm pronouncing your last name right, feel free to correct me. She listed four challenges to her on the platform. Number one, "The ability to easily change campaign objectives without having to duplicate the entire campaign. Other platforms enable us to change objective depending on what we're optimizing for." Alright, Lindsay, I'm going to tackle this one straight up, and then we'll move on to your other ones as well. You're right. If you go to a campaign and you tell it to duplicate, there's no way to change the objective. So if you are duplicating a video ad campaign with a video views objective, oh, sure, you can change the name of the campaign and the targeting. But it's going to be a video views objective and a video views campaign when you're done, which really isn't all that helpful, especially like you're intimating here, that you're testing and changing different objectives based off of your actual business objective. Imagine that, it's smart practice. So the way that I do it is I go into the campaign that I want to duplicate. And when you scroll down right below the targeting, on the right side, you'll see view audience summary and save audience. So if you hit save audience there, it lets you basically make a copy that sticks to your personal LinkedIn profile. It's not in the account, you as the ads manager now have this saved, and you can reuse it on any account that you have access to. So you save a copy of this audience and then you just go through the normal campaign creation process. And basically right as soon as you start creating the campaign, right next to audience, you'll see a drop down that says saved audiences. When you click that, now you'll see the one that you just created are saved. So what you're doing is rather than duplicating the campaign, you're creating a new one and you're just bringing the targeting over. Of course, that means you still have to name the campaign, you still have to set your objective, you still have to set your bid and budget, but at least your audience, if this is a group campaign, and you've gone out to go find 100 groups to fill up your targeting there, this is helpful, it's at least a time saver. So she lists two challenges here, "A low number of lead form submissions", and "High costs per conversion". So these are definitely challenges on the platform and from what we found, there are several contributing factors here. So the low number of lead form submissions, we find that most of the time, it's because the offer is not attractive enough to make people actually want to fill out the form. And so our job then as advertisers is to find out what is it that our audience actually really wants? What would they be willing to sacrifice, their email address, and first name and last name for. If your offer is truly great, people will jump over any hurdle to get access to it. So I know that puts a lot of pressure on us as marketers to research and find something that our audience likes. But really, everything hinges on your offer being actually attractive. Some other contributing factors that add friction to this, though, are things like asking for too much information or excessive fields. Just because you're using LinkedIn lead generation forms, and everything gets auto populated into the form, it doesn't mean that you can ask for 9, 10, 11 pieces of information and expect that it's going to have a great conversion rate. Anytime that we are asking for more information, even if it's auto filled, people get a little bit suspicious and protective of their data. Also, if you add what we call high friction fields, so fields like forcing them to put their work email address in rather than just taking their login email address, or adding their phone number, these fields are high friction, because the user actually has to type and its information they usually try to guard really closely. They've got to really want that offer that you're presenting in order to fill out those fields. So if you're using too many fields, or any of these high friction fields, that will cut down on on your conversion rates here. Something else we've noticed, if you're using LinkedIn lead gen forms, the form itself, at the very top, you'll get an opportunity to give them a little bit more information than the ad itself was giving them. I like to think of this as like a cheerleader step, when they get here, you can be like you're one click away from getting access to these awesome, amazing insights that our researchers come up with basically telling them you're on the right track, you've made the right decision to open this form. Keep filling it out. Now, of course, if you're not using LinkedIn lead gen forms, and instead you're sending people to a landing page, the biggest element we've seen here that leads to low form fill rates, aside from the offer just not being inherently interesting, is page load speed. So if you're sending traffic to a landing page, and you have a redirected link, so LinkedIn automatically will create an lnkd.in shortened link. Or if you're using your own bitly links, that probably takes a full two seconds right there to just work through that redirect, especially on 3g connections when someone's not by Wi Fi. If your pages taking 3, 4, 5, 6 seconds to load, when you're talking about eight seconds all ina and people when they click on an ad are like, yeah, I didn't really want it that bad and they bounce. So LinkedIn will report the click, they'll say you're paying for this, these 16 people clicked. But you look at your analytics and you're like, analytics only says four people made it here. Well, that's not because LinkedIn is cheating you, it's because they came to the page, but left before analytics was able to track the visit before that tag was able to fire. And of course, low conversion rates lead to high cost per conversion. So Lindsay, that takes care of your third point there. And your last one here, "Creating a look alike audience off of detailed targeting". So for anyone who doesn't know, you can create a look alike audience inside of LinkedIn's matched audiences based on pretty much any audience that you have collected there. So you can do a look alike based off of your website retargeting or lists that you've uploaded. And what LinkedIn is doing in this case is looking at the original list and trying to find people it feels like are similar but not on the list. So we can't create a look alike based off of LinkedIn's native targeting specifically using matched audiences, but you can by the feature that they've added in there that's auto checked all the time called LinkedIn audience expansion. Now in general, we do advise against using audience expansion in about 100% of cases. For several reasons, performance has never been great. From our experience, it tends to muddy our audiences. And we can't actually analyze this audience separately from the native audience that we've selected. So basically, our campaigns targeting gets dirty, and we have no way to tell like what parts dirty and what parts clean. So that's why we don't like audience expansion. But if you're trying to find a lookalike version of native targeting that you've done inside of a LinkedIn campaign, then audience expansion is your best way to do that. I would absolutely love to hear from any of you who have had a really good experience with LinkedIn's look alike audiences. Because in every case that we've ever tested, our explicit targeting beats the look alikes every time. When we do use it, though, we always make sure to layer additional native criteria on top of the look alike audience to put some guardrails on it, like we'll usually put a geography and securities or usually not something like job titles, it's too restrictive, but things like that to just put some guardrails on it to make sure we're getting the right people in. But again, anyone who's had really good experience with lookalikes, please do write us in the show and let us know. I'd love to see an example of this. Abby Kelsey mentions a really, really good one here. She says, "Strategies for ABM campaigns, organizing audience sizes, key offerings, stages of the funnel, etc. It can be hard to do tailored content and offerings for different ABM campaigns and balanced audience size and personas". Abby, you're so right, this is a huge, huge pain. And it definitely requires a lot more of a deep dive. So as a little bit of a hint, we have an upcoming episode on ABM I would imagine here in the next month or so. There's too much in this question to simply answer here. But stay tuned for that episode, because we'll dive really deep. But thanks for that awesome question. Efrat Dekel mentions, "Hi, AJ, my questions are about boosted posts. What's the best practice to mix them with the overall LinkedIn ad strategy? And how do you demonstrate their ROI to clients?" Thanks, Efrat, I have one really, really good answer for you. Actually, if you go back and listen to episode 51, it's pretty much all about boosted posts. So go and check that one out. All of your questions will be answered there as well as anyone else who has that same question. Longtime follower of the show, Felicia Gheorghe, says, "I've been testing out different ad formats for the same audience and I find it particularly annoying that you need to make a new campaign for let's say, a lead gen form with an image format, and a new one for lead gen form with a video format, same audience and same offer. Plus all the waiting in between to gather data for each format. Of course, I wouldn't run them at the same time to compete against myself in the auction. Would be cool to hear your thoughts on this. Thank you." Alright, Felicia, I have really good news for you. At least I think it's good news. What you're experiencing here is something that that we as advertisers have faced for a long time, and LinkedIn have heard our concerns there. So last I heard they were working on being able to have multiple ad formats within the same campaign. And so if it works, the way that I think it's going to, we will have a campaign that represents the audience. And then underneath that campaign, we'll be able to insert different ad formats. So you can have a video ad and a single image ad, and maybe even a sponsored message ad going to all the same audience. I think that would be super, super cool. I love the concept, I would definitely use it, it would definitely cut down on the number of campaigns that we have in accounts. You did mention, of course, we wouldn't run them at the same time to compete against myself in the auction, I do want to clarify something here. As long as you're within the same ad account, you're not going to compete against yourself in the auction. So when a new piece of ad inventory opens up, LinkedIn is going to look at your account and find maybe you have several campaigns that are all ready to show an ad in that one slot. So certainly LinkedIn auction is going to have to decide which of your campaigns and which of those ads get to show there. But it's more like cannibalization, where they're taking an impression from one area of the account that could have gone to the other, but less of actually competing against yourself. When I think of competing, I'm thinking like bidding yourself up in the auction and making you pay more. That will happen if you're running two separate accounts for the same client gets the same audience, but as long as it's all within the same account, don't worry, you're not actually bidding yourself up. I know it's annoying, but at least for the time being, what we do is just go ahead and create a separate campaign for every objective, every audience, and every ad format. And what we do is we put a naming structure in place to make it really easy to sort out which objective is being used, which audience is being targeted, and which ad format it is. And because of that naming structure for our campaigns, it makes reporting a lot easier. So if I were you, until we have that feature of being able to put multiple ad formats in the same campaign, I would take a really good look at your naming structure of your campaigns, and see if you can put something together that makes it a lot easier to measure, analyze, and watch. Alright, here's a quick sponsor break. And then we'll dive into more of the challenges and possible solutions here from the community. 20:47 The LinkedIn Ads Show is proudly brought to you by B2Linked, the LinkedIn Ads experts. 20:56 If the performance of your LinkedIn Ads is important to you, B2Linked is the ad agency you'll want to work with. We've spent over $150 million on LinkedIn Ads, and no one outperforms us at getting you the lowest cost per lead, and the most scale of your ads. Were official LinkedIn partners and you'll deal only with LinkedIn ads, experts from day one. Fill out the contact form on any page of B2Linked.com to chat about your campaigns. We'd absolutely love to work with you. All right, now let's jump back into the additional challenges. Again, we have a loyal listener of the show, Alex Panchuk. He says, "Not being able to target or make adjustments by device. In 2022, it's so 2000ish". Alex, I totally agree. And not having any scheduling options like running campaigns Monday to Friday and not Saturday to Sunday. Even far newer Quora, Reddit, Tik Tok, etc. all have them. Alex, I totally agree with you, I think it's pretty ridiculous that we don't have scheduling. I know I mentioned it in a previous answer here, but I do hope at some point that LinkedIn realizes the value and importance of doing that. I know they've gotten the feedback. I know I've given it to him. So hopefully they'll take it to heart. Again, that's why we created an internal tool to do it. We needed the functionality, so we just had to build it. Brett Creed asks, "Is there a way like on Facebook where you can do social interaction retargeting for anyone who has clicked on your ads, page, or engaged with you in any way minus the people who have completed the lead gen form? Seems so simple on Facebook, wondering if you have any secrets you could share?" Really good question. So LinkedIn does have the same type of thing where they have these engagements that they can retarget, but the engagements are so much more limited than what Facebook allows. We can't retarget people who've liked or commented or anything like that. The best that we do have though, we can retarget those who have opened a lead gen form. So at least if they've shown enough interest to click on the ad, you can retarget them that way. The most effective way though to get people into your retargeting audience is to target 25% video viewers. So what you can do is basically upload a video ad that's less than 10 seconds long, call it something like eight seconds, and then retarget anyone who has watched at least 25% of that, that way, anyone who passes the two second view mark, which is like a quarter of everyone in the audience, usually you can at least get them into your retargeting audience. But I really, really hope we get this in the future. LinkedIn has rolled out so many more of these engagements that you can retarget, like a company page visitor, for instance, there's so much more they can do here. And this is especially valuable because website retargeting across all the platforms is just it's drying up, it's dying, with the death of the cookie. Tom McAllister asks, "Do you have any thoughts on campaign organization? Recently came into a new business that just started running LinkedIn Ads with an agency. That agency created top of funnel and middle of funnel campaign groups with about 19 campaigns in each of them." Tom, really good question. Check out episode seven of the podcast about account organization, I go into a lot more detail there. We don't like campaign groups, they tend to not do much at all, they just take up space and make you have to click through more levels. So we'd probably end up doing something similar to that other agency where we're creating, like, significant numbers of campaigns at different stages of the funnel. We just do it all in one campaign group, usually, unless we absolutely had a reason to split it up by campaign group. Hopefully that agency is doing a good job. It sounds like if they're willing to go in and create 20ish campaigns per campaign group, hopefully that means that they are pretty good at what they do. But, certainly come hit us up if you ever want a quote. Mark Nelson says, "Hey AJ, I love the show. I'm struggling setting up an ABM campaign with limited audience sizes on LinkedIn, Google Display, and Facebook. Say that you have 200 target accounts for your ABM campaign and you upload your contact audience, say 1000 contacts, averaging five per account, and assume LinkedIn matches 90% plus. If 25% of the audience interact with my ads, and I create a new audience for this, so as to target to the next stage, I'm stuffed as my audience isn't large enough. Could you come up with some specific pointers to address the issue?" Mark, this is really, really good. I love the way that you've laid this out, I will have the ABM episode coming up in the next probably month or two. But in short, LinkedIn is absolutely amazing for account based targeting. But it is terrible at being able to customize the messaging by account, you always have to have at least 300 people in an audience for it to be able to serve, period, which is a huge limitation. My suggested strategy here is add as many accounts as you can, you obviously want these audiences to be as large as possible. And don't use job title to match on these accounts. Try to use something that's a little bit more broad because LinkedIn only understands about 30% of job titles out there. So if you can use something more like job function with seniority to narrow in on those five contacts per account, you'll match a larger amount. But then even getting 25% of your target audience to interact with the ad, it would be hard to count on that and especially all of that happening within the timeframe that you're allowed to create a retargeting audience, which is 180 days. So my recommendation would be to flight your messaging to that audience, to that ABM audience. So rather than relying on having two separate campaigns, one being the original audience, and then one retarget, anyone who interacted, I might suggest, and you could actually do both of these strategies concurrently. I would suggest run the brand awareness messaging to that first audience and then once those ads have run their course, then show more of like a middle of funnel or bottom of the funnel type of ad and work them down. What you'd be doing is hitting the same audience and saturating them over time, in hopes that they would naturally be ready for the next step in the funnel. And then hopefully, by the time you've done this a few times, the engagements that you did get on those ads, hopefully, things like a 25% video view or a lead form open, you could get an audience that's larger than 300, to be able to retarget them at the next step. Next challenge. Laura Conti says, "Hi, AJ, thanks for your precious podcast. It would be amazing to go into depth with optimization. I listened to your podcast and it was interesting. How to optimize step by step? What is statistical significance? How long to run a campaign to decide to stop and optimize? Thanks." All right, Laura, great questions, great requests. But I definitely can't fully address all of those aspects here, Episode 36, which you've probably already listened to. That's a really good resource on how I think about optimization and testing. But this is really good feedback. I'll plan a future episode to go through more of this. Addison Witt says, "The quality of lead generation forms. Any recommendations on manual fields to add to the form?" Addison, check out Episode 17, where we go into a lot of depth on the lead gen forms and we do touch on quality. This isn't what you're asking, but basically, anytime we use lead gen forms, we do get feedback from sales teams talking about how the lead quality dropped. And that's kind of unfair to say it's not because the people in the audience are any less quality. But it's usually because we've made it so easy for someone to convert that more of the people who didn't decide to convert, end up converting, and they may not be as committed or have the need you solve. The classic answer here is to add a work email field because most sales teams and most lead scoring algorithms will look at an email address that's like a Gmail or Yahoo email address and they'll call that low quality. But it's still problematic if you add the work email field, because it's not going to autofill in the vast majority of cases. And so now you're telling users who are on their mobile devices, that they have to stop and type in their work email, with their thumbs on their mobile device, which is a lot of effort, and we will see the conversion rates drop from doing this. But then there is no way to validate that it actually is their work email, they might still type in their Gmail. And so because of this, there have been a lot of companies who are big spenders on LinkedIn, that can't use the lead gen forms, they have to send to a landing page where they can actually validate and qualify the email that's being written is not one of the free services out there. If you're ever in that circumstance of where you have too many leads for your sales team to work with, you can always add a little bit of extra friction to just further qualify them so that sales is only dealing with the cream of the crop. But, most of the time I would say I hear marketers talking about how they just want more leads and more scale. We had an example of a client who they needed to collect someone's net worth. And obviously, we can't target by net worth on LinkedIn. So what we did is we created a net worth drop down manually. And we'd give ranges would be like $0 to $200,000, and $200,000 to $1,000,000 and then all of those different ranges, and then that's a manual field that they have to fill out. And so if that is a requirement that they have a high net worth or a low net worth, you do get that data from the form field. So I hope that answers your question. Hopefully, it's helpful. Ben Milsom asks, "Dynamic URL parameters. Facebook ads has a ton of quality of life features that blow LinkedIn out of the water. I know it's a larger platform. One feature I miss the most is dynamic UTMs." Ben, I totally agree with you. I have been wanting dynamic URL parameters for so so long, I hope I'm not breaking any sort of confidences by saying this. But the good news is, this is coming. LinkedIn knows that it's a high priority and they've reassured me on several occasions that this is on the roadmap, and it's coming. I don't know if that means it's two months out, or two years out. If I had to predict I would guess something like six months. Then Nayan Prakash says, "If I take an example of sponsored Inmail ads, the only challenging part is to identify those audiences who have opened the message ads. I know LinkedIn doesn't give any option to populate a list based on openers. What's your thought?" Nyad, I hope I'm saying your name right. You're absolutely right, we get opens from message ads and conversation ads, but we don't have the ability to retarget people by whether they've done that or not. And honestly, an open is something that is so low in commitment that I don't expect them to ever give that to us, I would sure expect something like if they clicked on anything, like within a conversation ad if they clicked on any of the options, I could see that or at least clicked on a positive option, or clicked on the call to action from a message ad. I mean, the more engagement retargeting options that we get, the easier it's going to be to justify using LinkedIn campaign manager for retargeting. The more audiences the better, which is really going to help when cookies are dead here in the next year. One little bit of warning here is that message ads in general have something like a 55% open rate. But my gut tells me that a large portion of them and I don't know how many, but a large proportion are opening it just to mark the messages read so that it's not calling their attention as they're looking at their inbox. Probably the best thing you could do in this case, if you're trying to build a retargeting audience of those who've engaged is probably use a conversation ad, and then try to trigger the lead generation form to pop up because you know, you can retarget anyone who triggered a lead gen form opening. Obviously not in a tricky or a spammy way, but that's probably the best way to do it. I wish we could insert a video into one of these ads and then retarget video viewers, but lead gen forms are probably the best you're gonna get. Okay, Quentin Clair says, "Targeting efficiently, small audiences in niche markets versus needing critical mass to perform." Quentin, these are great points. For the bit about audience sizes, go and check out episode 20 of this podcast. But the bit about critical mass to performance totally depends on your definition of performance. For example, for us, we probably wouldn't be very happy with an account that was spending less than like $5,000 a month. But to some marketer, if they had a $1,000 or $2,000 a month budget, they would be fine spending that over the course of three months and being patient, and they would call that performance. So for us, we would suggest if you're targeting in North America, making sure that you have a budget of at least $5,000 a month. We find that usually your AB tests become statistically significant to the conversion level so you get a statistically significant cost per lead, and a conversion rate after spending $5,000. We also recommend audience sizes of 20,000 to 80,000 per campaign. But that doesn't mean that you can't have a much smaller or a much larger target audience size. It's just if you have a really large total addressable market, we would break that audience down into segments of 20,000 to 80,000 people. But if you're smaller than that, that's totally fine. running campaigns with 300 people in them is totally fine. It's just not going to spend very much and may or may not be worth your time, depending on what your time's worth, or what you consider to be highperformance. Small audiences maybe won't spend much but the value of dripping something out to your ideal market over time is still a lot more value than not showing at all. So it might be worth running some of these small audiences Hope that helps. Alright, I've got the episode resources for you coming right up so stick around 35:03 Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. 35:14 If you have any of the same questions that our community members had, go and listen to the episodes that are recommended around those topics, those will be super helpful. We'll have links down below in the show notes. Also, if you are new to LinkedIn Ads, or you have a colleague who is or someone that you're trying to train, check out the link in the show notes for the LinkedIn Learning course that I did in partnership with LinkedIn. It is an extremely good course if I don't say so myself being the author and it's also really inexpensive compared to anything else that you'd find out there, especially for the quality. LinkedIn Learning does a really good job. And of course, look down at your podcast player. If that subscribe button isn't already lit up, hit it for me, especially if you want to hear this in the future. If you don't leave it off, that's fine. Please do rate and review the podcast in whatever player you use or podcast platform. Any review, I'll give you a shout out and it is very, very much appreciated to help get the show shown to all the other ad professionals out there who need it. And of course, with any show feedback or questions or suggestions, shoot us an email at Podcast@B2Linked.com. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.

Leonardo Bellini incontra in questo podcast Michelle J Raymond, una delle più importanti professioniste esperte di Pagine Aziendali LinkedIn. Il segreto di Michelle è fare questo lavoro con passione con l'obiettivo di aiutare le aziende a creare una solida Awareness per attirare nuove opportunità di business utilizzando LinkedIn. Michelle J Raymond ha oltre 20 anni di esperienza nelle vendite ed è autrice insieme a Lynnaire Johnston del libro “Business Gold: Build Awareness, Authority, and Advantage with LinkedIn Company Pages”. In questo interessante episodio Michelle condivide i suoi suggerimenti e strumenti per utilizzare in modo efficace le vostre Pagine Aziendali su LinkedIn.[00'58"] Welcome Michelle! Quando ti sei innamorata di LinkedIn?La mia storia probabilmente sarà simile a quella di molte altre persone, che utilizzano LinkedIn per cercare lavoro. Così è iniziata anche per me. Per quasi venti anni il mio ruolo è stato quello delle vendite, l'ambito Sales. Nel tempo, aggiungendo esperienze e cambiando azienda ho realizzato quanto è importante sviluppare il proprio personal brand attraverso LinkedIn. Così come, per un'azienda, è fondamentale strutturare una solida identità di brand aziendale attraverso la propria company page su LinkedIn.Oggi il mio lavoro è aiutare le aziende e i professionisti ad utilizzare al meglio tutti gli strumenti messi a disposizione dalla piattaforma LinkedIn. Ed è successo tutto per caso! Durante la pandemia di Covid-19, di fronte alle molte incertezze riguardo al lavoro ho deciso di fare quello che più mi dava soddisfazione e cioè offrire il mio supporto su LinkedIn. Ecco come è iniziato il mio percorso professionale per la gestione delle Pagine Aziendali su LinkedIn![06'10"] Sei globalmente riconosciuta come esperta nella gestione del business delle Pagine Aziendali su LinkedIn e sei anche autrice, insieme a Lynnaire Johnston del libro “Business Gold: Build Awareness, Authority, and Advantage with LinkedIn Company Pages”. Perché ritieni sia così importante questo libro per un'azienda o per una piccola impresa?Sono molto orgogliosa di avere avuto l'opportunità di scrivere questo libro insieme a Lynnaire Johnston. Nel libro “Business Gold” si parla di come costruire la propria Awareness, di come trarre vantaggio per il proprio business dall'utilizzo delle Pagine Aziendali su LinkedIn, in particolare per le piccole aziende. Pensateci: voi potreste essere un piccolo imprenditore, che lavora da casa in un posto sperduto nel mondo e avere, su LinkedIn, la stessa visibilità di una grande azienda come Microsoft, Google, Netflix, gratuitamente. Quando non si ha molta disponibilità di risorse di marketing, con una Pagina Aziendale su LinkedIn si ha comunque la possibilità di essere attivi e visibili per aumentare il proprio business. “Business Gold” è un manuale pratico da seguire passo dopo passo e sono molto felice del feedback da parte dei lettori. [09'43"] Tu sostieni che il potenziale delle Pagina Aziendali su LinkedIn sia ancora sottovalutato. Spesso anch'io sento chiedermi: perché avere una Pagina Aziendale su LinkedIn quando ho il mio profilo personale dove ho tutti i miei collegamenti? Ecco, quali sono le migliori best practice da attuare e gli errori più grandi da evitare, riguardo alle Pagine Aziendali su LinkedIn?È molto frequente che le persone rinuncino rapidamente ad investire nella Pagina Aziendale di LinkedIn perché non vedono crescere subito i follower o aumentare le interazioni. Ebbene, per una Pagina Aziendali su LinkedIn occorrono circa 6-12 mesi prima che siano costruite delle solide fondamenta sulle quali costruire il proprio brand e migliorare il business aziendale. Paragonare il Profilo Personale e la Pagina Aziendale LinkedIn è un errore perché funzionano in modo molto diverso. Metterle sullo stesso piano non aiuta nessuno!Un modo per raggiungere dei risultati sulla propria Pagina Aziendale è assicurarsi di compiere tutti gli step necessari per raggiungere l'efficacia massima. Sappiamo, da LinkedIn stesso, che se il setup iniziale della Pagina Aziendale viene compiuto fino all'efficacia massima, la pagina otterrà il 30% di visualizzazioni in più rispetto alle pagine che non hanno completato correttamente il setup iniziale. Perciò, se non controllate da un po' di tempo la vostra Pagina Aziendale, fatelo subito perché troverete un sacco di nuove features e nuove funzioni che vi potranno aiutare ad incrementare il vostro business.[13'05"] Come creare un piano editoriale efficace per la Pagina Aziendale LinkedIn? Michelle, quali consigli hai da condividere con i nostri ascoltatori rispetto ai Contenuti? La Content Creation è per me la parte più bella di LinkedIn.Ecco quali sono i punti più importanti da tenere in considerazione per una Content Strategy efficace sulla vostra Pagina Aziendale su LinkedIn:La frequenza di pubblicazione. Quanto spesso postare su LinkedIn? Non c'è una sola risposta, dipende da diversi fattori che riguardano la vostra azienda come, ad esempio, i vostri obiettivi e le risorse che avete a disposizione. La rilevanza dei contenuti pubblicati sulla vostra Pagina LinkedIn. Se non riuscite a postare frequentemente dei contenuti, non c'è problema. Potete pubblicare solo una volta a settimana, una volta al mese o ogni due mesi purché siano contenuti rilevanti per i vostri obiettivi. Cosa pubblicare su LinkedIn? Se non sapete quali contenuti pubblicare sulla Pagina LinkedIn date un'occhiata, ad esempio, al vostro sito e troverete dei contenuti da poter riutilizzare. Quali sono i contenuti che funzionano meglio su LinkedIn? La prima regola è non scrivere cosa fa la propria azienda ma scrivere come la vostra azienda può soddisfare i bisogni di altre aziende, di cosa può fare per gli altri. Chi visita la vostra Pagina Aziendale su LinkedIn non è interessato a chi è l'azienda ma a come la vostra azienda può accrescere il suo business. In che cosa consiste la 3-2-1 Strategy? Questa semplice regola significa che, su 6 post, 3 di questi post dovrebbero riguardare trend globali e di come tali trend si intersechino con la mia azienda, il mio business, la mia industry. Questo posizionamento della nostra azienda attraverso i contenuti contribuisce a rafforzare l'immagine del brand a livello globale. Molto probabilmente questi non saranno contenuti divertenti, perciò nella sequenza dei 6 post, 2 post dovrebbero raccontare delle storie gradevoli, come ad esempio ciò che succede dietro le quinte della giornata ordinaria nella vostra azienda. In questo modo, mostrano cosa accade nella vostra azienda le persone avranno una maggiore fiducia nel vostro brand. L'ultimo post, dei 6 post iniziali, dovrebbe riguardare i vostri prodotti e servizi.[18'40"] Quali sono le azioni utili da compiere o gli eventi da creare sulla propria Pagina Aziendale LinkedIn, per rafforzare la propria reputazione, diventare brand influenti o acquisire maggiore autorevolezza? Sicuramente la creazione di Eventi Live su LinkedIn è interessante per coloro che vengono a visitare la vostra Pagina Aziendale LinkedIn perché possono farsi un'idea di ciò di cui parlate, quando sarete online etc. Oltre ai Live Events ci sono anche Video. Una volta che il mio Evento Live si è concluso, sulla mia pagina Aziendale LinkedIn viene creato automaticamente il video con la registrazione dell'evento. Questo significa che in futuro potrò comunicare ai miei follower o a nuovi visitatori della mia pagina che se non hanno potuto partecipare al mio Evento Live possono sempre rivedere il Video con la registrazione. Questa è una funzionalità che hanno solo le Pagine Aziendali e non i profili personali su LinkedIn, dove invece le dirette finiscono per rimanere nel feed. [21'10"] Con Michelle ci siamo incontrati durante un Audio Event su LinkedIn. Ritieni che gli Audio Event di LinkedIn siano un format adatto anche per le aziende?Nella mia esperienza, come è accaduto per Clubhouse ovvero, un amore iniziale, poi un allontanamento e di nuovo un amore ma solo per una specifica nicchia di stanze di conversazione, allo stesso modo lo strumento offerto da LinkedIn per le dirette audio possono presentare delle criticità. Adoro il concept degli Audio Events di LinkedIn, adoro il fatto che i brand possano utilizzare questa funzione per accrescere la propria audience su LinkedIn mostrando realmente chi è l'azienda. Il problema si pone se manca una strategia a monte questa attività può occupare molto tempo senza portare vero risultato per il proprio business. Penso sia sempre importante chiedersi quale sia lo strumento migliore per parlare della propria azienda e del proprio business, quali siano i propri obiettivi, le risorse disponibili e come si composta la nostra audience.E la tua Azienda sta sfruttando al massimo le potenzialità delle Pagine Aziendali su LinkedIn? Visita LinkedIn For Business e scopri di più

Ospite di Leonardo Bellini in questo nuovo podcast è Lynnaire Johnston, esperta LinkedIn n.1 della Nuova Zelanda. Lynnaire racconta agli ascoltatori del podcast il suo percorso professionale, guidato dalla passione per la scrittura e il copywriting. Lynnaire Johnston è autrice del libro "Link-Ability, 4 powerful strategies to maximise your LinkedIn success" e co-autrice del libro "Business Gold. Build Awareness, Authority, and Advantage with LinkedIn Company Pages".[00':44”] Direttamente dalla Nuova Zelanda, è con noi Lynnaire Johnston!Lynnaire racconta agli ascoltatori del podcast alcuni aspetti della sua vita personale, oltre che del suo percorso professionale. Compreso io suo hobby per la cura del verde, il giardinaggio. E in effetti, come si coltiva una pianta, si coltivano anche i lead qualificati nel digital marketing.[02':15”] Lynnaire, quando hai scoperto le potenzialità di LinkedIn?Nel 2008 utilizzavo LinkedIn ma l'esperienza era analoga a quella del curriculum vitae, non era possibile fare molto altro. È stato poi nel 2015 che ho scoperto tutto il potenziale di LinkedIn, dalla newsfeed, come quella di Facebook, alla possibilità di parlare di sé e del proprio business. Questa opportunità di condivisione è stata per me una grande opportunità perché sono una scrittrice.Nel tempo ho approfondito e imparato come sviluppare il potenziale della piattaforma. Per i miei clienti, mi sono focalizzata sull'importanza del networking attraverso LinkedIn, mostrando come raggiungere gli obiettivi di business attraverso questa piattaforma. Oggi sono autrice di due libri e sono fiera di poter aiutare molte persone ad utilizzare al meglio LinkedIn.[04':30”] Sei un LinkedIn Expert riconosciuta a livello internazionale. Quali sono i tuoi obiettivi personali e professionali su LinkedIn? Il mio principale obiettivo è proprio quello di aiutare più persone. Vorrei che tutti avessero la possibilità di sviluppare e potenziare il proprio business, sia per chi lavora in un'azienda sia per coloro che lavorano autonomamente. LinkedIn cresce ogni giorno e si arricchisce di nuove funzioni e di nuove features che per molte persone possono risultare difficili da sfruttare per il proprio business. Quindi penso che il mio ruolo sia proprio quello di aiutare le persone a capire tutto il potenziale di LinkedIn.[06':02”] Nel tuo libro Linkability descrivi alcune strategie di Linkability per utilizzare LinkedIn in modo corretto ed efficace. Parlando di connessioni, quali sono i modi giusti o sbagliati per costruire ed estendere la propria rete di contatti su LinkedIn? Che dire del dilemma "qualità vs quantità"?Nel mio primo libro sostengo che la strategia di connessione più corretta sia quella finalizzata alla qualità dei collegamenti e non alla quantità. È importante connettersi con le persone alle quali realmente siamo interessati. è importante dedicare tempo ai profili delle persone con le quali entriamo in contatto su LinkedIn, interagire con loro, personalizzare il messaggio di richiesta di collegamento.[09':00”] Un secondo punto importante di cui si parla nel tuo libro riguarda l'attività di pubblicazione dei contenuti su LinkedIn. Da circa un mese LinkedIn ha introdotto la modalità creatore di contenuti; pensi che sia una modalità adatta a tutti o in qualche modo sia solo per alcune persone?Inizio rispondendoti innanzitutto sull'attività di pubblicazione di contenuti. Io penso che si debba scrivere di ciò che si conosce con l'obiettivo di essere più visibili e di aumentare la propria credibilità su un determinato argomento. Riguardo alla frequenza di pubblicazione ritengo sia sempre da privilegiare la qualità dei post e non la quantità.Rispetto alla tua seconda domanda, ovvero sulla modalità creatore di contenuti di LinkedIn io penso che non sia per tutti. Questo perché la nuova modalità mette in evidenza l'attività di creazione di contenuti, mentre prima la sezione attività includeva anche la parte di interazioni, commenti e condivisioni. Con la modalità creatore occorre avere quindi molto più materiale da pubblicare con una maggiore frequenza, affinché il proprio profilo non risulti scarno nella sezione dedicata ai contenuti.[13':04”] Parlando di Engaging qual è il modo o l'atteggiamento migliore per avvicinarsi a un Prospect su LinkedIn, anche seguendo un percorso etico e gentile?Tutte le mie strategie su LinkedIn nascono da valori etici. penso che si debba interagire con gli altri nello stesso modo in cui vorremmo essere trattati noi stessi. Quindi penso che non si debbano “spammare” troppi contenuti o troppi messaggi, creando una relazione di fiducia esattamente come si farebbe durante un incontro face to face.Un'importante strategia di engagement, che spesso non viene neanche considerata una strategia, è commentare i post dei propri clienti prospects con l'obiettivo di creare valore aggiunto al contenuto del post. In questo modo attirerai l'attenzione sul tuo profilo LinkedIn dove il tuo potenziale cliente potrà trovare i tuoi servizi e noterà le tue competenze.[17':25”] Negli ultimi 12 mesi LinkedIn ha introdotto molte novità, e non tutte di successo (come le Stories). Quali sono le tue preferite?Una funzione che apprezzo molto ma che non tutti conoscono è quella che consente di assegnare delle recensioni a cinque stelle ai servizi offerti. Se si offre un servizio su LinkedIn è importante poter sfruttare tutte le funzionalità della sezione. Ad esempio, da poche settimane (non ancora in Italia) si è aggiunta la possibilità di aggiungere anche dei media, foto e video, nella sezione servizi di LinkedIn.[22':40”] A proposito del libro “Business Gold”, del quale sei co-autrice insieme a Michelle J Raymond, quali sono secondo te le strategie più importanti da applicare per creare e costruire una community attiva e partecipativa di Page followers?Ci sono due aspetti molto importanti che riguardano l'efficacia di una pagina aziendale su LinkedIn. Consiglio sempre di completare tutte le sezioni della pagina così che i visitatori comprendano immediatamente chi è l'azienda e i suoi valori. Il secondo consiglio è di postare con una determinata frequenza. Spesso mi chiedono come differenziare la comunicazione tra il proprio profilo personale e la pagina aziendale. Se si comunica dal proprio profilo personale si può parlare della propria esperienza e della propria opinione, ma se è l'azienda a comunicare attraverso la propria pagina aziendale su LinkedIn allora bisogna parlare del proprio settore, della propria industry e degli aggiornamenti della propria azienda.Per un'azienda penso che sia strategico aumentare il numero di follower come lo è espandere il proprio network di collegamenti per il profilo personale, inviando gli inviti a seguire la pagina. La difficoltà di questa operazione è che LinkedIn al momento non consente di inviare messaggi per aprire conversazioni con gli utenti. Personalmente, credo che questa dinamica sia destinata ad evolvere, in relazioni al notevole investimento che LinkedIn dedica alle pagine aziendali e in relazione ai guadagni derivanti dalle campagne pubblicitarie. LinkedIn consente di sponsorizzare un post ma non un profilo. Sono convinta che il futuro dei guadagni di LinkedIn deriveranno da una sua evoluzione verso una sorta di Amazon del marketplace B2B.Per questo motivo penso che sia importante che venga implementata oggi questa funzione.[29':55”] Lynnaire, qual è la tua visione dell'evoluzione di LinkedIn? Quali sono le tue previsioni per il 2022? E cosa è cambiato in modo significativo a causa della pandemia?Sono convinta che LinkedIn diventi sempre più attenta a prevenire e a punire i comportamenti degli utenti che non rispettano i termini e le condizioni stabilite dalla piattaforma. Parlo ad esempio dei falsi profili e da inviti a collegarsi generati da A.I.. LinkedIn è comunque una piattaforma che non consente, a differenza di altre piattaforme come ad esempio Twitter, di nascondersi dietro a un avatar. LinkedIn possiede delle policy più rigide e di conseguenza è un ambiente molto sicuro.[39':28”] L'ultima domanda è la "domanda mancante". Quale domanda avresti voluto che ti venisse fatta? E quale risposta ti saresti data?La domanda che mi farei è “Qual è la cosa che tutti dovrebbero sapere per avere successo su LinkedIn?”. E la risposta è avere un profilo solido e ben costruito, come ad esempio avere una foto giusta ed una headline chiara che dice cosa facciamo e come possiamo aiutare gli altri. Questo aspetto rappresenta il punto di partenza per ottenere successo da tutte le altre attività che si possono costruire tramite questa piattaforma.__Sei un professionista, un imprenditore o un freelancer e desideri potenziare la tua Content Strategy? LinkedinForBusiness ti aiuta a raggiungere tutti i tuoi obiettivi attraverso corsi ad hoc Scoprili qui, visita LinkedInForBusiness

Laura Light, director and senior specialist, Text Manuscripts at Les Enluminures, takes a moment today to discuss Les Enluminure's textmanuscripts.com. What is a text manuscript, and what makes them different from illuminated manuscripts with text? Who buys text manuscripts and how are they used now? Join Laura to discover the answers to these and many other questions. She also discusses the details of some of her favorite manuscripts currently offered for sale on the text manuscript site including an eleventh-century French Pontifical with a text detailing the reconsecration of a sacred space where blood has been spilled, two presentation booklets for Heinrich Conried that include neo-medieval illuminations of Parsifal's grail and Salome's veil, and a manuscript of Thomas Aquinas' Commentary on the Ethics of Aristotle with illuminations by Leonardo Bellini, the most important Venetian illuminator working between 1460-80.    Resources: www.textmanuscripts.com https://www.textmanuscripts.com/medieval/thomas-aquinas-sententia-60884  https://www.textmanuscripts.com/medieval/conried-presentation-booklets-141379  https://www.textmanuscripts.com/medieval/primitive-pontifical-manuscript-80108 

Dal mindset degli utenti alle differenze con gli altri social, dal focus al business all'impegno intellettuale ed emotivo delle persone che cercano nuove opportunità lavorative: Leonardo Bellini parla con Alessandro Mazzù delle buone pratiche di LinkedIn, non solo per chi lavora nel B2B ma per chiunque voglia visibilità e faccia personal branding.Buon ascolto!

Leonardo Bellini incontra Claudia Temeroli Digital Marketing Manager di SACMI, una delle più grandi aziende italiane, leader internazionale nell'impiantistica industriale per ceramica, packaging, food & beverage, presente in 30 paesi con 80 società e 1,3 miliardi di euro di fatturato.Visita il sito di LinkedInForBusiness!linkedinforbusiness.it Leggi l'articolo completo sul Blog di LinkedInForBusiness!https://bit.ly/2RTqFTH

Leonardo Bellini, LinkedIn For Business intervista Mirko Cuneo. Mirko è un imprenditore e un Business Trainer. CEO di Nextre, società di sviluppo software, web marketing e consulenza strategica.Visita il sito di LinkedInForBusiness!linkedinforbusiness.itLeggi l'articolo completo sul Blog di LinkedInForBusiness!linkedinforbusiness.it/podcast/podcast-leonardo-bellini-incontra-mirko-cuneo/

Il podcast di oggi è dedicato alle strategie editoriali su LinkedIn. Leonardo Bellini di LinkedInForBusiness ci parlerà anche di formati editoriali, di logiche e meccaniche di funzionamento di LinkedIn. Perché hai bisogno di una strategia di contenuti?Una rondine non fa primavera e un solo post, se non calato all’interno di una strategia editoriale efficace difficilmente raggiunge gli obiettivi aziendali.Soprattutto in un contesto B2B, il Customer Journey dell'interlocutore di riferimento è più complesso e richiede una serie di Digital Touchpoint per costruire fiducia e familiarità con il brand per poi prendere una decisione d’acquisto. Visita il sito di LinkedInForBusiness!linkedinforbusiness.itLeggi l'articolo completo sul Blog di LinkedInForBusiness!linkedinforbusiness.it/podcast/linkedin-content-strategy-efficace/

Leonardo Bellini incontra Simona Bargiacchi di Cromology Italia. Nel 2019 l'azienda ha avviato un progetto di Employee Advocacy di successo, "Cromology Voices", esteso anche nel 2021. Ci racconta tutta la storia Simona che in Cromology Italia è Responsabile della Comunicazione Interna e dei rapporti con le Università.Visita il sito di LinkedInForBusiness!linkedinforbusiness.it

Leonardo Bellini incontra Stefano Chiarazzo, consulente direzionale di Reputazione aziendale e Comunicazione digitale, formatore e autore del libro "SocialCEO. Reputazione digitale e brand advocacy per manager che lasciano il segno" (FrancoAngeli, 2020).Visita il sito di LinkedInForBusiness!www.linkedinforbusiness.it

Leonardo Bellini incontra Massimo Giacchino, innamorato di Marketing e Design Thinking. Massimo è autore del libro “Design Marketing”, una metodologia per analizzare i micro-dati al fine di prototipare e scalare strategie di mercato.Visita il sito di LinkedInForBusiness!www.linkedinforbusiness.it

Show Resources: Find which companies use competitors' products: Datanyze.com BuiltWith.com Episodes we referenced: Ep 10 - What should you offer from your LinkedIn Ads? Ep 15 - Benchmarking Your LinkedIn Ads Ep 17 - LinkedIn Lead Gen Form Ads - Should You Use Them? Ep 27 - Agile Testing For Your LinkedIn Ads Management Ep 29 - LinkedIn Ads Saturation - Are you experiencing it? Ep 30 - LinkedIn Ads Newest Features and Future Roadmap 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. Show Transcript: You ask, we answer. The great Q&A episode of the LinkedIn Ads Show coming right atcha. Buckle up. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics. A huge thank you to all you who submitted questions for our first Q&A episode. You certainly didn't throw any softballs. So you're about to get an eclectic mix of some of the most challenging issues that you'll face on LinkedIn Ads. A quick dip into the reviews. Raul Hernandez Ochoa says "best in class. AJ delivers real value from experience, love the actionable insights." Raul, thank you so much for saying that. I trust your opinion more than almost anyone out there. For those who don't know, Raul hosts the #DoGoodWork podcast, and he is the master of systems and productivity. So he's definitely worth listening to and following. And then Felicia Gheorghe, who's a paid social pro at a company called DHI in Copenhagen says, "Good stuff. Probably the best podcast on the interwebs. Hands on and no generic advice. Love it. Thank you, AJ Wilcox, for making this happen." Felicia, I don't know that I would agree that it is the best podcast on the interwebs. But heck, yeah, I'll take it. I would absolutely love to feature you. So please leave a review wherever you tend to review things and I'd love to shout you out and feature you here. Okay, with that being said, let's hit it. Leonardo Bellini, from Italy, says my question is this one, "Which is the best trade off between available budget and campaigns granularity? If I have, let's say, a 5000 euro budget, does it make sense to split the budget into say four campaigns?" I know you're a big fan of running more campaigns in parallel using different audience targeting options. And Leonardo, this is a great one because I am a huge fan of splitting up audiences into smaller segments so that I can learn something. I treat each small segment like a private focus group that no one else can see. But if we break up too granularly, we definitely end up hitting some roadblocks. For instance, each campaign has to have a minimum $10 or 10 euro budget for the day, if you break your audience up into two smaller groups, each one could spend $10 or 10 euro per day, which is $300, or 300 euro. And if I take a look at a campaign after it's spent $300, or 300 euro, my reaction is honestly going to be well, that is not enough data to actually tell what's going on. So I need this to run longer. And then at the same time, if you take your 5,000 euro budget, and you break that up into 20 campaigns, just at the minimum of 10 euro per day, you're going to overspend your budget by twice. So breaking up too small really does have its disadvantages. I like to shoot for about $1,000 per month or 1,000 euro per campaign. So if a budget is $5k, I'd probably do about five campaigns max. And then when budgets get into the $100k range, the six figures, I'll go a little bit further, we can do 100 to 150 campaigns pretty easily. But don't take these numbers as an absolute constraint. We run campaigns all the time with 300 people in them. So it just depends on whether or not it's worth your time to manage a small audience and realize that it's probably going to have to run longer than just a single month to gain any learnings from it. And of course, if you're working with an agency like ours, who cares, you know, make us manage tiny little campaigns. That's what we're here for. 3:33 Georgiana Dumitru says, "Great opportunity, AJ, so I'm taking advantage of it. I would like to know if you ever build up campaigns for a B2C client and that it generated results? Thanks!" And Georgiana, this is a great question because I get asked about B2C all the time. The big challenge with LinkedIn Ads is it's expensive, and it's also more middle of funnel. And those two things don't lend themselves very well if you're let's say selling handbags or or you have some kind of e commerce product. So most of the time, I'm picturing B2B when I'm talking about LinkedIn Ads. But we have found quite a few B2C use cases where it tends to work quite well. We've seen things like coaching programs, which that's technically B2C. You're training professional, but it's the money coming out of their own wallet for that training. We found hiring and recruiting, obviously, that's kind of LinkedIn is bread and butter that works quite well. We've seen things in financial services. We even had a helicopter transport company like the Uber of helicopters work extremely well. Some of the most efficient campaigns we've ever seen. We've seen travel higher ed, all of these things work. So in general, yeah, I think B2C isn't the best fit, but there are certainly pockets and good use cases where it does make sense. 4:50 Chris Dickson asks, "What's your best solution for retargeting competitors and their customers?" Oh, Chris, you're speaking my language here. If you're advertising on something like Twitter, This is really easy. You just target the followers of your competitors Twitter handle, and now you have access to their followers, their users, and people who like them, it makes a lot of sense. But on LinkedIn, we can't target company page followers. In fact, unless you are the company page owner, you can't even see who your followers are. So some of the ways that we go about this, you can take a look at services like Datanyze and BuiltWith.com And what they do is they crawl the web, they look at the different tags, the marketing tags, and JavaScript on companies' websites that tell which products they're using. And then they go on the back end and say, Okay, cool. It looks like IBM is using Marketo. Great, and they compile this list. So if your competitor is a company who installs JavaScript, tracking tags on people's websites, then you could go and buy a report from someone like Datanyze and BuiltWith and just get a list of here's all the the people who are customers of this competitor. And then you could take that list and upload it as a matched audience, and show ads just to the relevant roles of those companies. I think this works extremely well. I'm a big fan. Something else you could do is go and find out if LinkedIn has a skill around either the competitors name, or the names of their products. And if you can target people who have that skill, and then maybe subtract current and past employees because they would obviously have that skill too. That might get you practitioners who use your competitors' software or service. Something else you could do, go to the company's page, scroll down to where their posts start, and click on the ads filter. And then you'll get to see some of their ads, actually, the last six months worth of sponsored content ads that they're running, and click through on some of them and look and see what the UTM parameters are, as they're sending you to their landing page. In some of those UTM parameters, you might see some clues about how their targeting, or what kind of campaign this is. And that could give you some interesting insight into how to counteract them, or one of them. 7:10 Daniel Borba says "video ads on LinkedIn, any and all questions around that topic". Yeah, this definitely seems like it should be a whole episode. But I'll touch on this one too. Video is really tough on LinkedIn. And it's a lot better now that we have this engagement retargeting so we can start to do sequences, and you can do storytelling. The basics of why video ads are tough to make work on LinkedIn is, number one, they're expensive. And number two, anytime you have a video ad, there's inherently two calls to action. The first is going to be watch this video. And the second is going to be take some kind of action that we're going to ask you after. And of course, you as sophisticated advertisers know, the more things we ask of our prospects, the less likely they're going to be to do it or the more people we're going to have dropped out of that process. And of course, they're not inexpensive. LinkedIn has an opportunity cost when they show a sponsored content ad, they know that that is worth probably $8 to $11 per click. And so when you show video, they have to charge enough that they're still going to get the same or more from that inventory. And because the video now has two calls to action, it's inherently going to get less interaction, meaning that your cost per is going to increase. So I will do a whole episode on video ads. But here's a basic strategy. Most don't know this, but with video ads, you can bid cost per view, or cost per impression. Of course, that's the only two options you get if you set the video views objective, but you can also bid by cost per click if that's within a website visits or a lead generation objective campaign. So I'm a big fan of start by bidding cost per click with video just to take the risk away, test out your creative, and then switch to cost per view or cost per impression where it makes sense, if you can get your costs down because engagement so high. Make sure your videos have a lot of action within the first two seconds, because that's all you get to grab people. And then make sure you've got a good thumbnail especially for those slower internet connections who can't see that action. Give them something good to look at. And your subtitles have to be either burned in or uploaded as .srt files because 80% of the viewers will watch with the sound off so it's got to look good with the sound off. 9:25 Guadalupe Molina says "I need to demystify what is a click. When I put website clicks as an objective and create an ad that links to a website article and I bid by cost per click, every time the money is spent, does that mean that a click goes to the website? Or can it mean that I'm bidding for any type of click, just as clicking on my brand logo, etc.? I cannot find this answer anywhere." And Guadalupe you are in luck. I actually have an episode about objectives coming out very soon. So watch for that. But this is definitely where objectives get complex because if your objective If is set as engagement, engagement means any click so you're going to get charged if you're bidding by cost per click for likes, comments shares, a follow to your company page, a click to your company page, or a click to your landing page. So if you're bidding by engagement, yeah, you're going to pay for everything. The nice thing is though, the engagement is about 35% cheaper. So if your ads are getting pretty much only clicks to your landing page, engagements are a cool hack of being able to pay less for your clicks. But if you choose website visits or conversion, then what LinkedIn calls a click is only a click to your landing page. So if you open up your analytics, and you see that LinkedIn reports 20 clicks, but analytics only sees 16, what happens there is yeah, you paid for 20 clicks because LinkedIn technically sent them, but for people of that 20 dropped out or left or whatever before the page was finished loading. A lot of times this has to do with your page load speed. Especially because pages just take longer to load on mobile. So it's definitely worthwhile to make sure your landing pages load fast for mobile, so that people don't get bored of waiting for it to load and end up leaving. If your objective is lead generation, a click is when they open the form. So we'll go a lot deeper into that one in a future episode, a very near future episode, but Guadalupe thanks for asking that. 11:25 And then Kristine Sergejeva has asked several different questions. Thank you, Kristine, I'm so excited to have these. She asks, "Can GIFs be used as LinkedIn ads?" And that would be like an animated GIF. Unfortunately, no, you have to convert that to a video and use it as a video ad if you want to use it on LinkedIn. I've tried animated GIFs in about every way I can think of. I even turned an animated GIF into a ping. So LinkedIn would accept it and still it doesn't play the animation even though it does everywhere else on the web. She also asks, "I still do not have clarity, when and how much I have to increase the bid, if I start with the lowest bid." And this is going with AJ's strategy of bid the very minimum, don't plan on actually spending your budget and you just want to minimize your cost per lead. So she says, "Will a higher bid also increase my click through rate or only impressions, or it depends?". So Kristine, this is definitely one of those cases where it depends on a lot of different factors, but we'll break them down here. How much you increase your bid or decrease really depends on the speed that you need to know at. So for instance, if you're at the beginning of the month, and you have a whole month to spend the budget, you might want to increase by 10 or 20 cent increments until you start to see traffic come through that's meaningful. But if you're in a rush, let's say you're four days before the end of the month, and you've got a budget to spend, then you might move by whole dollars, you might increase by $1 or $2 and just see. The goal is to find that point at which you are bidding the least possible to still spend your budget. And whether you find that by incrementally slowly decreasing from the minimum, or starting at the minimum, bouncing high, and then backing it back to somewhere in the middle, the goal is just to eventually find that point of efficiency. And then to your second point here, yes, raising your bid can increase your click through rate. But I definitely wouldn't count on it all the time. What happens is, if your ad is towards the top of the feed, it's going to generally get clicked on a lot more than one that is further down the feed. So if your ad is in the first position, which is the second post on someone's feed, then it'll likely get five or 10 times the click through rate if it were in the second ad position, which is like seven posts down the page. But what happens is if your ad is performing well, if it's getting a high click through rate, even if you're not bidding very much so LinkedIn wouldn't want to put you at the top. But if your ads get clicked on a lot, there's really high engagement, then they're motivated to continue to put you at the top, even though you're not bidding a whole lot. So really the key here is having really good performing ads. And then you can get it to where you are bidding very low, but still showing near the top of the feed and getting a nice high click through rate. But of course, when you increase your bid, you will definitely increase your impressions. And this is because you are making yourself more competitive in the auction, therefore winning more auction, therefore winning more auctions for impressions, so you will definitely see more impressions. But watch what happens to your click through rate. If you're bidding CPM, you will definitely see a change in in click through rates as you bid up and down. And that's because a direct CPM bid totally affects whether you show up in the first position, or the eighth position, which would be like 50 something slots down. Christine also says "I had this bad experience, that each change that I make to a campaign, makes the campaign's performance worse. Have you noticed this or is it just me? Is it just for sure period of time while the platform is adjusting to the requested change?" And Kristine, I haven't found this to be the case. But I also wouldn't be surprised if this is actually saturation. So go back and listen to Episode 29, if you haven't already all about saturation. Because when you're experiencing saturation, something that worked before, is just going to continue performing worse and worse. And it acts like a stair step pattern, where your click through rates will fall gradually and slowly. But you will dip down in chunks as you drop in your relevancy score, and start losing auctions quicker. It also could be the message or the offer. So don't count those out. And remember that the best audience doesn't mean that performance will be great. And what I mean by that is if you are narrowing your audience to more of the right people, it doesn't mean that you'll see performance increase necessarily, but it does mean that the lead quality that you generate from those should be better. So I wouldn't count on this turning around by itself, I would suggest holding your audiences consistent. So define who the right audiences are and then test different messaging and offers against them until you see performance pop back up. And ideally stay for, you know, at least two or three weeks before you have to refresh anything. Then Kristine asks, "Is it normal that after I paused the campaign and then activated again, it takes like a day for the campaign to activate and starts with very few impressions." And Kristine back in like 2012. LinkedIn used to claim that if you pause the campaign and then reactivated it, that it would reset your relevancy score. And so there'd be this learning curve that your ads and campaign have to go through again, before they really went back to normal. Now, even since, like 2012, when I heard this, I've done a lot of pausing and unpause in campaigns. And I have never actually seeing this occur. So I kind of think that it's not true. And maybe that was just LinkedIn not wanting us to pause campaigns, so they continue making money. I don't know. But what I find is the learning curve that Facebook advertisers go through is really crazy. I mean, it's to the point where if you double your budget overnight, it's like your whole account freaks out and it takes several days for the algorithm to catch up and go back to performing well. When you launch new ads, it'll take quite a while for performance to kick in. And I'm actually really grateful because LinkedIn users, we don't really go through that. When we launch a new campaign. When we increase bids. When we increase budgets, we don't see a giant shake up like you'd see on something like Facebook. When we launch new ads, it's normal for LinkedIn to show impressions for a day, a day and a half for it to get a feel for relevancy score, and then kind of go to its normal cadence. But even that learning that LinkedIn goes through is usually pretty kind. It's giving really solid impressions, usually in pretty good inventory. So I actually really like that first testing period for ads. So I haven't found that to be the case that pausing and unpausing campaigns really negatively affects them. It could be a relevancy score issue. So I would try changing up your ads, changing up your offers, and just see if you can get something with a high relevancy score that isn't necessarily swayed too much, especially as saturation occurs. Along the same lines, she asks, "Have you noticed that normally for the first week of the campaign, it can perform really well, even with very low bids. But then starting from the second week, the platform seems to be just doing everything to push you to increase the bids." Now, it is very possible that LinkedIn is purposely trying to trick you into raising your bids and disincentivizing you from bidding low, but I really only see this happening when my ads aren't getting a great click through rate. So if you're around average, or maybe slightly above or even below, I could see this happening as your relevancy score is dropping. What you get is lackluster performance, plus saturation when people have already seen your ads, and they start clicking at a lower rate. And then as your relevancy score drops, you need to increase your bids to stay competitive in the auction and get LinkedIn to keep showing them. So that's probably what you're experiencing. But if you can play with messaging and offers to the point where you're getting like, .7, .8%, click through rates. Usually this isn't an issue. 19:22 And Sean Possemato asks, "What kind of data does the insights tag give you from your website visitors if you're not running LinkedIn ads?" So what Shawn is referring to is the free website demographics that anyone can get by opening up a LinkedIn Ads account and installing the insight tag on their website. You don't have to spend a dime. And it's kind of like Google Analytics or Facebook Analytics, where the platform is showing you what they can see from your website traffic. And this is great, I recommend everyone do this, whether or not you're spending money on LinkedIn Ads, or whether or not you're even B2B. There are reporting that you'll see from this are things like job function, title of the people who are visiting your website, their company names. It's like the last 20 companies or maybe the most interactive 20 companies, industry, seniority, company size, location, country or region and even county. And as a bonus here, if you've set up website retargeting segments, you can also break down all of your website demographics by these segments. So for instance, create a retargeting segment, even if you don't plan to advertise to them, of just people who've filled out your forms and made it to thank you pages, or maybe just people who visit the Contact Us page. And then you'll get to see the titles, the securities, companies of people who made it to those pages. And I think that's really powerful information. In Episode 30, we mentioned that this feature is going to be getting a nice boost coming up soon. So I'm expecting a lot more information, but as of right now, it's those whatever seven or eight different dimensions that you can break your traffic down by. And they will tell you traffic percentage. So what percentage of the job function of business development has been on your page, but they're not going to show you click through rates or anything in more detail because they didn't originate that traffic. They don't know what actions people took to get there, or anything like that. 21:20 And Raul Hernandez Ochoa, the same one who left the review, so thank you, Raul. He asks, "Are there click to message ads coming to LinkedIn, like on Facebook?" And for those of you who don't know, click to message ads on Facebook, what they do is they drive traffic directly into Facebook Messenger, where you can have a more powerful chat bot experience for that prospect. And truthfully, I don't know, conversation ads on LinkedIn are really LinkedIn's first foray into that chat bot experience. And I know there's a lot of directions that they could take this. Partner integrations into things like MobileMonkey and WeChat, but we don't know where that is on their roadmap or their list of priorities. I would say that if conversation ads as an ad format performs really well, they'll probably try to make it more powerful and do something like this with it in the future, but truthfully, I don't know. 22:12 And Biswarup Banerjee says, "How has the corona related crisis affected the ad spend on LinkedIn by companies?" And we did see a lot of big companies pull back spend during that first period of economic uncertainty. We also saw a lot of small advertisers quit entirely. And the effect that we saw, this looks like it caused costs per click to drop by five or 10%. And I had friends telling me that Facebook prices had dropped 10 to 30, maybe even 40%. I even had a friend who invests heavily in YouTube ads tell me that prices dropped to like a seventh of where they were, which is incredible, but it looks by now that most companies have really kind of gone back to normal, or at least close to normal. We also see a lot of new entrants into LinkedIn Ads because of budget that they had set aside for things like trade shows and conferences aren't happening anymore. And that budget needs to go somewhere. And I'm so glad that those budgets are going into digital. Lots of companies coming into the 21st century. Okay, here's a quick sponsor break, and then we'll dive into the rest of the Q&A 23:17 The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. 23:26 If reducing your cost per lead, and increasing your LinkedIn Ads scale is your goal. B2Linked is the agency you'll want to work with. We've spent over $130 million on LinkedIn Ads, managing the largest accounts at scale, and getting the lowest costs. We're the only media buying agency to be official LinkedIn partners, so you know, we're doing something right. fill out the contact form on any page of B2Linked.com, to chat about your campaigns, or heck, contact us through morse code, or no matter how you get in touch, we'll make sure that we make you the hero. 23:59 All right, let's jump back into more Q&A, Chase Gladden, one of the best marketers I know in San Francisco asks, "What would you use as a minimum test budget, as well as what point would you decide a test has received enough impressions spend and conversions to declare a winner?" So number of impressions I don't really care much about, but I find that 100 clicks is a good first test on conversions. At LinkedIn, $8 to $11 cost per click average 100 clicks is going to be $800 to $1,100. dollars. And I would call this sticking your toe in the water because after about 100 clicks, if you've got like one conversion, then you know that it's performing really poorly. And if you've got like 20 conversions, you don't know for sure that you have a 20% conversion rate, just because the data isn't complete yet. But you know, it's performing really well. So after 100 clicks, I know directionally whether or not it's a good offer or good ads. In North America prices. It's usually about $300 in spend before we see click through rates become statistically significant. So if your goal is just to find out what's the message that gets my prospects to engage, you can usually do that after spending about $300 between two different ad variants. If you have a good content offer, check out Episode 10 for going really deep on offers, then it's usually about $5,000 in North American spend before your conversions becomes statistically significant. So if you have a great budget, yeah, I would go at least $5,000 a month, run a significant test every month to the conversion. But if you have less than that, or just need to pivot faster, yeah, you can make these decisions a little bit quicker. 25:41 Anna Phillips asks a good one. She says, "Well, this is probably a better question for someone who works at LinkedIn. But why do you think the ad platform is so behind the times when it comes to customizing data, reporting, comparing different time periods, segmenting by platform device, etc. Like they just added the ability to custom itemized columns and to see frequency metrics maybe a month ago. Do you think there's a specific reason behind this discrepancy between potential and reality? And do you see it getting better in the near future?" This one's definitely going to get me in trouble, but I'll answer completely and honestly, I don't think that LinkedIn had much faith in its ads platform from the very beginning. It's always been really expensive, and LinkedIn still make 60% of its revenue from recruiter. So LinkedIn Marketing Solutions has always really been the redheaded stepchild. I remember early on and LinkedIn Ads when it took two and a half years for them to roll out just a new UI change, because they only have like two developers, and they were both shared with recruiter so they couldn't give the ad platform very much time or attention. And to LinkedIn's credit, in the last few years. It really seems like we've seen LinkedIn realize that it has something truly special and trying to catch up. But of course, it's very far behind. I don't see LinkedIn products team using their own products, unfortunately. And I don't know what this is like in all kinds of different industries. I don't know if product is usually not using their own product. And I'm not sure whether Facebook and Google do this. But I see that as being a core reason why things get released that aren't actually what advertisers want. So I would love to see people who are planning product and roadmap at LinkedIn, actually having advertising experience or actively advertising for a client on the side or something like that, so that they can actually experience their own products. And I think things would come a little bit better ironed out for us. I also think that there's a level of arrogance within the LinkedIn corporation that won't come across when you talk to an individual. When you talk to any of them, they come across as very much wanting the best for their advertisers and listening. But I bet that attitude and arrogance would be palpable in a leadership meeting, and I know that would trickle down to the product. LinkedIn Marketing Solutions has done very well as an organization over the last several years with just constant growth. And I think LinkedIn is actually patting themselves on the back for seeing that growth. But I think that growth is actually happening in spite of them and their policies. I think this growth is happening because marketers are getting more sophisticated. We have better tracking and reporting, and attribution technologies that are helping us realize that we have this need for higher quality traffic. We can watch what happens after the initial conversion as it goes through the sales process. And LinkedIn has always had extremely high traffic quality. So I think marketers are turning around, even if LinkedIn thinks that it's their products that are really taking the credit. I honestly think that if LinkedIn really understood what it had, it would work to sprint to become a world class platform. And I think it could be as long as they will use their own product and listen really carefully to customers. And even if LinkedIn really sprints and makes this happen, it's going to be really hard to shake the image that LinkedIn has had for years of being "too expensive and it doesn't work". So right now is where you say. woah AJ, tell us how you really feel. 29:08 Okay, next one's from Laurie Archer, who says, "This one may stump you. I've already reached out to LinkedIn support to have this answered, but they are unable to assist me. I work for a marketing agency, and I have a client who wants me to post ads promoting their products to their page and show up in the newsfeed of their followers. However, I need to use my own credit card for these ads, not theirs, and I don't want them to have access to my credit card. I have campaign manager access to their account. So how can I post ads to a client's page and use my own credit card to purchase them while keeping the number private? Any suggestions would be so helpful." Laurie, this one's not stumping for me at all. In fact, I'm really surprised that LinkedIn couldn't get you an answer on this one. Here's what you'll want to do. Have the client give you account manager access to the account because right now you just have campaign manager and then have them make you the billing admin then you place your credit card in there. Now, the reason why this works, there can be only one billing admin. And only that person can change the credit card and even see the last four digits of it that's on file. And of course, the client can still be account manager access, and account managers can actually change the billing manager. If heaven forbid you got hit by a bus or something, they could still make someone else the account manager. And what happens is, if the client changes to another billing admin, your credit card number would be immediately erased. So there's no concern there at all. The account will just shut off until someone puts a new credit card in. 30:36 Our next one. Stacy Taylor says, "Great, I have a question. I noticed that when building different audience segments, if the audience is small, the estimated costs are higher. Often I end up grouping segments together to keep costs lower, that I would actually prefer to separate out to target the messaging better. Do you have best practices or research on audience size considerations? Do you have best practices research on audience size considerations in relation to the cost and message targeting?" Yes, Stacy, this is totally the case. The smaller your audience size is, the higher you have to bid to be competitive. And I'm not sure what causes this. It's the same thing on Facebook. So it could be something like a smaller audience means that there are other bidders who are targeting larger audiences that you have to outbid for those members. Honestly, it could be artificial, where LinkedIn is just charging you a premium in the auction for being more specific. It could be a smaller audience produces fewer impressions anyway, so we have to bid competitively just to see traffic. And really, it could be all three or none of them. But I find that this can be overcome for the most part with just good efficiency of your ads. A tighter audience means that you can be more specific in your ad copy, which leads to higher click through rates, which lead to an increased relevancy score, allowing you to bid less and still get the same traffic. But sometimes you can't and you end up just having to balance paying, let's say 30 cents to $1 more per click as just the cost of getting data into your silent focus groups. Because that's what these micro campaigns are is just data for you to understand how this segment of the population reacts to what you've shown them. 32:18 And I know I'm absolutely going to butcher this name, but Kaj Robert Karjalainen asks, "What would work best LinkedIn lead gen forms are driving the prospect to a landing page?" And then second part of the question, "Which objective works best with video ads?" So the first one about LinkedIn lead gen forms, Kaj, I've got a great episode for you. Go check out Episode 17 that goes way into more depth about lead gen forms. But basically, I would say if your goal is quality of prospect, send them to your landing page. And if your goal is quantity of number of prospects at the lowest cost, go with the lead gen forms and Episode 17 will explain exactly why. But your secondary part of the question here, you'll want to check out the episode on objectives that's going to come out here in the next few weeks. But like I explained a little earlier, I choose website visits or lead gen so that I can bid cost per click on my video ads to start with. That reduces the risk until I can find out if the ads perform well enough that I can bid by cost per view, or cost per impression and save money there. 33:24 Mayur Katkar says, "Can we put maximum targeting options to increase the lead relevancy?" And I think what Mayur is asking is, can we keep stacking different targeting together to make our audiences more relevant? And yes, you can absolutely do this. And I'm a big fan of it. But like we mentioned here a couple questions ago, the more targeting options that you pile on, the higher your floor price goes. So the more you're going to end up paying. So I only recommend stacking what you would actually find helpful. For instance, if you just want a smaller audience size, I wouldn't put something like like company size or gender or something like that on top of it just to shrink it down, because anything you add is going to increase your floor bid. So only ad targeting that you would actually find helpful and be more core around who your prospect is. 34:15 Okay. Ivy Hou asks, "I'd like to know how to do a budget and conversion forecast for LinkedIn ads as a new channel." Now Ivy, this is absolutely deserving of a whole episode. And so I've added this to my list of content I want to cover. And we'll absolutely do this on forecasting. But check out Episode 27 on agile testing, if you haven't already. This is going to be extremely helpful for you in just seeing the strategy of how I approach something. But here's the general outline of that strategy. I shoot for a $5,000 a month budget if I'm in North America, if I'm targeting outside North America, I can budget less and then within the first $1,000 spent all know about what my conversion rate is. And my conversion rate and my cost per conversion is essentially going to tell me what can I expect from this platform? Is it a total fail? Is it a total win? Or something in between? And then check out Episode 15 on benchmarks. So you can take a look at your cost per click, your click through rates, and your conversion rates along the way to see if you're in line, ahead, or falling behind. And then get ready to pause or revert if you see performance slide. Every new test that you do, take it as that, it's a test and something that could be a bad test. So be willing to revert and say, Ooh, okay, my hypothesis was wrong. Let's go start something else. And you'll definitely want to set internal expectations with your boss, with the board, the CEO, whoever, that this is a pilot and your goal is performance and not just randomly spending an entire budget, whatever that is. I think it would be way better to come in under budget and know that yeah, looks like LinkedIn could be an efficient channel for us, rather than just saying, well, I had a $5,000 budget. So I spent it, but I didn't spend it well, because then you'll look at the performance of that spend after and conclude that LinkedIn is too expensive and doesn't work, which I've heard so many times. It's not even funny. 36:11 Alex Pethick says, "Hey @wilcoxaj, I'm a fan of your podcast. Thanks for all the advice you provide. I'm curious, have you noticed that LinkedIn has removed the ads tab from the company profile pages? Any idea how to see competitors ads now"? Thanks, Alex. Yeah, this one threw me for a loop too. In recent episodes, I've mentioned that I found where that was. You go to the company page, and then just scroll down until you see the ads filter above all the posts, and then you'll still get it. So it's still there, but it just moved. 36:42 Jeffrey Donnelly asks, "Why doesn't the platform allow users to identify their wants and needs and connect advertisers to those wants and needs?" And this is one that I really wish we could do. For the longest time we had search platforms like Google where people were showing their intent, what they wanted and what they were searching for. And then you had platforms like LinkedIn and Facebook, where you were showing someone your personal traits. But there wasn't anything that blended the two. When I heard that LinkedIn was up for sale, I was just hoping and praying that Google would buy them so that we would get the world's biggest search intent database, overlaid with the professional trait data that only LinkedIn has. But of course, Microsoft bought them. So I didn't quite get my wish here. I know, they've tried to do this a little bit with interest targeting at least at one point, I don't know if it still does, but it'll take into account someone's Bing search history. So anyone that they know of who's searching on Bing, they can get that intent data. But I'm imagining that's a very small segment of data that probably doesn't influence things all too much. And in Episode 30, we talked about what's coming on the roadmap, and that we're going to get products on pages, which is kind of like a review mechanism. And maybe we'll see, once we have something like that maybe there's a way we can signal interest or desire for a certain class of products. And then advertisers could, let's say, if we're trying to choose a new CRM, we could signal that interest and CRM advertisers would naturally show us more ads. 38:14 Caroline Wyly asks, "I've had good performing ads and some embarrassingly poor performers. With the poor performers, no matter how much budget tweaks, change in copy, audience, etc. Nothing worked. What made it even worse is that it was a lead gen campaign and the few leads that did come through we're not have the right seniority. Not much insight from LinkedIn either." And Caroline, I think this goes down to two different things. Usually, I can trace good ads back to a good offer. So check Episode 10 to learn more about offers. And I can usually trace bad performance back to bad offers. And we face the same challenge where if a client gives us a not very interesting offer, and we're trying to craft ad copy, and creative to try to make that look good, there's only so much lipstick that you can put on a pig trying to make it look pretty. So changing or adjusting the offer trying to get it to where it's providing a lot of potential value to the prospect where it's showing a lot of perceived value to the prospect. Usually those offers will be easy to write high performing ads for and they also help them convert better. But anytime leads come through that don't match my specific targeting. I think that's a completely different issue. So the first thing I would say is check to see, do you have audience expansion enabled on these campaigns? This is the worst offender, because that box is checked by default, you've got to really be vigilant to make sure you're unchecking that. And it allows LinkedIn to stick anyone they want into your existing audience. So that's most likely the case make sure you go and uncheck that. And likely you'll start getting seniority is coming through that actually match your targeting. But this could also be viral traffic. And what happens is anytime in your target audience that someone hits like, comment, or share, it then goes out to their network. And it's not abiding by the targeting that you chose. This usually happens in smaller quantities, it might be like, you got 20 leads, and then you get one that's viral. And then if you see a seniority that doesn't match what you're targeting, but you go, okay, it was only one of 20. It sounds like this is happening to a good percentage of them. So that might not be it. I would also check your targeting and make sure that you're not excluding, rather than including people of seniorities. I've seen that happen a couple times. And also realize that the way that seniority works on LinkedIn, people can have multiple seniorities. So it could be that you're targeting, let's say, VPS. And LinkedIn thinks that they are a VP at one role, but then they're an individual contributor at another that could happen to. You might want to check your definition of what LinkedIn considers senorities to be versus yours. Like for instance, I would look at a doctor or an attorney who runs their own office or practice and I would say, oh, they're probably owner, partner, C-level, some kind of mix of those. But then I look in LinkedIn and LinkedIn calls them directors. So be aware that maybe what you call a certain seniority might not be what LinkedIn calls them. 41:12 And Efrat Dekel asks, "What's the minimum list size I can use in practice in LinkedIn website retargeting ads?" Efrat, you need at least 300 people that LinkedIn has identified within the last 180 days. So that's the absolute minimum. Although I would say if you're advertising to any audience that only has 300 people in it, you might as well not run it, because that's not going to produce very many leads. Although, of course, I'm sure that targeting is going to be great. And the caveat here is that LinkedIn needs to actually identify these people. So let's say you have 600 visitors to your website, but 100 of those aren't LinkedIn members. So LinkedIn wouldn't be able to identify them, so they're not going to make it into your audience. And then let's say half of that traffic, is using an iOS device like iPhone or iPad, or Safari browser or Mozilla. And so they make it into the audience, but then their browser just throws the cookie out. And now they're no longer part of that audience. So you might find that even though you sent 600 people, LinkedIn still saying you're too small to actually advertise to these people, because you're under the 300 person limit. In practice, usually need to send six or 700 people to your website before this becomes large enough to use. 42:27 All right question by Annie Rose. She says, "Most of the times my ads I create in LinkedIn are incomplete due to strict violations. I would love to know what the most common mistakes and intermediate advertiser would commit in building a LinkedIn Ad, and what are the do's and don'ts?" Annie, this is truly deserving of its own episode, and I'm going to make that happen. We want to do something on policies, procedures, and what happens when you get disapproved. But here are a couple of nuggets to chew on in the meantime. Every ad at LinkedIn is human reviewed. Sometimes it's up front and you might see you're waiting four to 24 hours for your ads to be approved before they start running. But sometimes they go live immediately. And that review is done after the fact. And you would only see this happening if your ads were live. And then they spent a little bit of money and then got disapproved later. We've had ads rejected for things like being related to COVID. Dealing with initial coin offerings like crypto related things, advertising alcohol, using excessive punctuation, mentioning LinkedIn in the ad copy will get you disapproved. And also, we found this is not an explicit podcast. So I'll say any swears worse than the a word will get disapproved. Sometimes if you get something disapproved, you can get it by by just resubmitting because it can be a very subjective thing whether or not someone thinks that this infringes on a policy. The other thing you can do is you could try posting organically, and then just boost that organic post since most of the time boosted posts don't go through the same review process, at least from my experience. 44:02 Okay, last question here from Glenn Schmelzle, who's a good friend, he asks, "Do you compare the incumbents click through rate to the click through rate before saturation, or after when you're doing AB testing?" So this is a little bit complex. When you start running an ad, it's probably going to have a high click through rate at some point. And then over time, as people have seen it before, you'll see click through rate slide and start to perform worse. So he's asking when you're running an AB test, let's say you leave the winner from before and you test something new. And then you compare that A and B. Do you compare B's click through rate or cost per click with the click through rate when A very first started, or now after it's saturated a little bit? And this is a brilliant question. My answer is absolutely before because when an ad very first launches, you really get a feel for what that ad is capable of, how interesting it is. And saturated. can be affected by so many things like how active an audience is, or how long you've been running it. So I think the statistics you should care about are definitely before. However, I wouldn't suggest launching something new against something that's old. Because what happens is the thing that is new, LinkedIn looks at that as a risk, because it doesn't know how that new ads going to perform, but it does know the old one. So it's safer to keep running something that's old, not performing well, then testing something that's new and could potentially be a great performer, or it could be terrible. So what I suggest doing, if you have a winner from your AB test, go ahead and pause your whole A and your B and then recreate your A along with your new B. Then both ads and LinkedIn's eyes are brand new, and they're both going to get compared side by side properly. 45:52 And guys, I had so many more Q&A questions for you, but we're already going on too long. So I'm going to save these for our next Q&A episode that might be in, let's say 20 or 30 episodes, so keep sending in your questions, I'd love to feature you. Alright, here comes the episode resources for you. So stick around. 46:15 Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. 46:26 I mentioned several great resources throughout this episode. So check them out down below in the show notes. There was Datanyze and BuiltWith that are really good for finding out which companies use certain products. I also mentioned a whole bunch of episodes like Episode 10, Episode 17. If you're not already caught up, definitely go back and listen to those those are absolute gems. And if you're new to LinkedIn Ads, the best course that you can take is the one that I did with LinkedIn on LinkedIn Learning. It's called advertising on LinkedIn. You can't miss it. There's a chubby ginger dude pointing at you smiling, that's me. And all I can say is the price is right. I think it's $25 for the course, if you're not already a LinkedIn premium member and get it for free. And it's the same information that I would teach you, if you hired me for $500/hour to train your team one on one. So I highly recommend that one. Next, make sure you're subscribed to this show, look down, hit the subscribe button if it's not already hit. And do rate the podcast because I want anyone who sees this and is considering to give it a listen. And then please do review it. Every review helps and I totally want to shout you out. So whatever podcast player or service you use, leave a review for the show and I'd love to read it out. As always, email us at Podcast@B2Linked.com with any show ideas, suggestions, feedback, or topics we should cover. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.

▶️ Stai cercando lavoro ma nonostante le decine di curriculum inviati nessuno sembra essere interessato a te?▶️ Hai la sensazione che quando fai application a un'offerta di lavoro su LinkedIn sia impossibile emergere tra "oltre 200 candidati"?

​In ambito business, LinkedIn rappresenta sicuramente la piattaforma ideale per lo sviluppo di relazioni professionali.Essa si presta a fornirci supporto in modo coerente a quella alla funzione aziendale che ricopriamo: recruiter, manager, studente, libero professionista, imprenditore, ecc...Come in ogni ambito della comunicazione ed in particolare in ambito lavorativo il presupposto è che abbiamo chiari gli obiettivi che vogliamo raggiungere.Ho voluto intervistare Leonardo Bellini che è uno dei più autorevoli esperti di LinkedIn in Italia, consulente, autore di libri e formatore sia in ambito Universitario sia nell'Academy di LinkedInForBusiness.it che è la sua "casa" online.>> Vai all’articolo completo https://www.nakima.it/linkedin-pmi/>> Iscriviti alla newsletter per restare aggiornato https://www.nakima.it/********************Music from https://filmmusic.io"Sincerely" by Kevin MacLeod (https://incompetech.com)License: CC BY (http://creativecommons.org/licenses/by/4.0/)

Speciale Pubblicità su LinkedIn (interviste a leonardo bellini)Come fare promozione su LinkedIn? Spesso pare troppo costoso o complesso investire sul social dedicato al mondo del lavoro. Per questo sono particolarmente grato a Leonardo Bellini che ha scritto un libro che guida a utilizzare al meglio questa opportunità http://www.digitalmarketinglab.itGrazie a Daniele Besana e Wp-OK i siti dei nostri clienti sono perfetti https://wp-ok.itPer sapere di più sul progetto VendereValoreLab scrivetemi paolo.pugni@pugnimalago.it o lasciate il vostro indirizzo http://pugnimalago.it/venderevalorelab/Per iscriversi alla nostra newsletter usate questo link http://pugnimalago.it/newsletter/

Speciale Pubblicità su LinkedIn (interviste a leonardo bellini)Come fare promozione su LinkedIn? Spesso pare troppo costoso o complesso investire sul social dedicato al mondo del lavoro. Per questo sono particolarmente grato a Leonardo Bellini che ha scritto un libro che guida a utilizzare al meglio questa opportunità http://www.digitalmarketinglab.itGrazie a Daniele Besana e Wp-OK i siti dei nostri clienti sono perfetti https://wp-ok.itPer sapere di più sul progetto VendereValoreLab scrivetemi paolo.pugni@pugnimalago.it o lasciate il vostro indirizzo http://pugnimalago.it/venderevalorelab/Per iscriversi alla nostra newsletter usate questo link http://pugnimalago.it/newsletter/

Linkedin lavoro: i 3 consigli efficaci di leonardo Bellinihttp://www.giuseppefranco.itLinkedin lavoro, come funziona linkedin per il business.Perché devi usarlo per il tuo lavoro o per ampliare il tuo business?Quali sono i 3 consigli per essere più efficace con Linkedin?In breve:1) Scegli la foto adeguata e non quella che ti fa sembrare poco professionale.2) Scrivi la tua headline, evitando alcuni titoli fuorvianti3) Scrivi il riepilogo senza copiare il tuo curriculum ma tenendo in considerazione chi dovrà ascoltarti.Nel video sono approfonditi i 3 punti con degli esempi. Ed in più, una valutazione sull'efficacia del profilo Linkedin per cambiare lavoro o ampliare il proprio business:https://youtu.be/MKQ1VQTQum8LINK e APPROFONDIMENTI:Linkedin for business - Il sitohttp://www.linkedinforbusiness.it/Linkedin Tips. 101 consigli pratici per far decollare il tuo businesshttps://amzn.to/2N7yt0VCome usare Linkedln per il tuo businesshttps://amzn.to/2MqLnSoSocial selling. Strategie e tattiche per vendere di più con i social networkhttps://amzn.to/2xa0yd9-------------------------------------------------VIDEO GRATUITOIscriviti ai miei consigli quotidiani per comunicare in pubblico e ricevi subito il video corso introduttivo del METODO 4S.https://www.metodo4s.it/corso-gratuito-yt/ALTRI VIDEO SU FACEBOOKhttp://www.facebook.com/giuseppefrancopaginaCANALE PUBLIC SPEAKING PER IL BUSINESShttp://bit.ly/speaking4SSCRIVIMIinfo @ metodo4s.ithttp://telegram.me/giuseppefranco

Linkedin lavoro: i 3 consigli efficaci di leonardo Bellinihttp://www.giuseppefranco.itLinkedin lavoro, come funziona linkedin per il business.Perché devi usarlo per il tuo lavoro o per ampliare il tuo business?Quali sono i 3 consigli per essere più efficace con Linkedin?In breve:1) Scegli la foto adeguata e non quella che ti fa sembrare poco professionale.2) Scrivi la tua headline, evitando alcuni titoli fuorvianti3) Scrivi il riepilogo senza copiare il tuo curriculum ma tenendo in considerazione chi dovrà ascoltarti.Nel video sono approfonditi i 3 punti con degli esempi. Ed in più, una valutazione sull'efficacia del profilo Linkedin per cambiare lavoro o ampliare il proprio business:https://youtu.be/MKQ1VQTQum8LINK e APPROFONDIMENTI:Linkedin for business - Il sitohttp://www.linkedinforbusiness.it/Linkedin Tips. 101 consigli pratici per far decollare il tuo businesshttps://amzn.to/2N7yt0VCome usare Linkedln per il tuo businesshttps://amzn.to/2MqLnSoSocial selling. Strategie e tattiche per vendere di più con i social networkhttps://amzn.to/2xa0yd9-------------------------------------------------VIDEO GRATUITOIscriviti ai miei consigli quotidiani per comunicare in pubblico e ricevi subito il video corso introduttivo del METODO 4S.https://www.metodo4s.it/corso-gratuito-yt/ALTRI VIDEO SU FACEBOOKhttp://www.facebook.com/giuseppefrancopaginaCANALE PUBLIC SPEAKING PER IL BUSINESShttp://bit.ly/speaking4SSCRIVIMIinfo @ metodo4s.ithttp://telegram.me/giuseppefranco

Linkedin lavoro: i 3 consigli efficaci di leonardo Bellinihttp://www.giuseppefranco.itLinkedin lavoro, come funziona linkedin per il business.Perché devi usarlo per il tuo lavoro o per ampliare il tuo business?Quali sono i 3 consigli per essere più efficace con Linkedin?In breve:1) Scegli la foto adeguata e non quella che ti fa sembrare poco professionale.2) Scrivi la tua headline, evitando alcuni titoli fuorvianti3) Scrivi il riepilogo senza copiare il tuo curriculum ma tenendo in considerazione chi dovrà ascoltarti.Nel video sono approfonditi i 3 punti con degli esempi. Ed in più, una valutazione sull'efficacia del profilo Linkedin per cambiare lavoro o ampliare il proprio business:https://youtu.be/MKQ1VQTQum8LINK e APPROFONDIMENTI:Linkedin for business - Il sitohttp://www.linkedinforbusiness.it/Linkedin Tips. 101 consigli pratici per far decollare il tuo businesshttps://amzn.to/2N7yt0VCome usare Linkedln per il tuo businesshttps://amzn.to/2MqLnSoSocial selling. Strategie e tattiche per vendere di più con i social networkhttps://amzn.to/2xa0yd9-------------------------------------------------SCOPRI IL CORSO PUBLIC SPEAKING - METODO 4Shttp://bit.ly/2YwqhcIALTRI VIDEO SU FACEBOOKhttp://www.facebook.com/giuseppefrancopaginaCANALE PUBLIC SPEAKING PER IL BUSINESShttp://bit.ly/speaking4SSCRIVIMIinfo @ metodo4s.ithttp://telegram.me/giuseppefranco

Il LIBRO DA VINCERE di questa settimana è "Come usare Linkedln per il tuo business" di Leonardo Bellini ( https://www.amazon.it/Come-usare-Linkedln-per-business/dp/8857905594/ ). Scopriamo insieme all'autore quali sono i passi di una strategia Linkedin efficace.☞ VINCI IL LIBRO > http://youmediaweb.com/libroinregalo☞ ISCRIVITI, CONDIVIDI, SCRIVI UNA RECENSIONE o FAI UNA DOMANDA > http://strategiadigitale.info

Il LIBRO DA VINCERE di questa settimana è "Come usare Linkedln per il tuo business" di Leonardo Bellini ( https://www.amazon.it/Come-usare-Linkedln-per-business/dp/8857905594/ ). Scopriamo insieme all'autore quali sono i passi di una strategia Linkedin efficace.☞ VINCI IL LIBRO > http://youmediaweb.com/libroinregalo☞ ISCRIVITI, CONDIVIDI, SCRIVI UNA RECENSIONE o FAI UNA DOMANDA > http://strategiadigitale.info

Leonardo Bellini intervistato da Alessio Beltrami parla del suo ultimo libro "Come usare Linkedin per il tuo business" Visita www.contentmarketingitalia.com

Come i brand possono fare marketing online efficacemente.In questa puntata Alessandro Scuratti intervista Leonardo Bellini di DigitalMarketingLab.it (http://www.digitalmarketinglab.it/), uno dei più grandi esperti di digital marketing in Italia. Sei il direttore marketing di un brand? Studi o sei appassionato di marketing sul web? Non perderti questa intervista: ci troverai consigli di marketing fondamentali per la tua professione, lo studio e la tua passione!

Come i brand possono fare marketing online efficacemente.In questa puntata Alessandro Scuratti intervista Leonardo Bellini di DigitalMarketingLab.it (www.digitalmarketinglab.it/), uno dei più grandi esperti di digital marketing in Italia. Sei il direttore marketing di un brand? Studi o sei appassionato di marketing sul web? Non perderti questa intervista: ci troverai consigli di marketing fondamentali per la tua professione, lo studio e la tua passione!

Come i brand possono fare marketing online efficacemente.In questa puntata Alessandro Scuratti intervista Leonardo Bellini di DigitalMarketingLab.it (http://www.digitalmarketinglab.it/), uno dei più grandi esperti di digital marketing in Italia. Sei il direttore marketing di un brand? Studi o sei appassionato di marketing sul web? Non perderti questa intervista: ci troverai consigli di marketing fondamentali per la tua professione, lo studio e la tua passione!

Ascolta la presentazione del mio libro 'La Rivoluzione del Social Customer Service' alla libreria Egea di Milano il 24/11/2015. Al mio fianco due contributori del libro, Rachele Zinzocchi e Leonardo Bellini.Link all'articolo –> http://bit.ly/1OhODOdAcquista il libro –> http://bit.ly/RivoluzioneSCS

Ascolta la presentazione del mio libro 'La Rivoluzione del Social Customer Service' alla libreria Egea di Milano il 24/11/2015. Al mio fianco due contributori del libro, Rachele Zinzocchi e Leonardo Bellini.Link all'articolo –> http://bit.ly/1OhODOdAcquista il libro –> http://bit.ly/RivoluzioneSCS

In questo episodio intervisto Leonardo Bellini, fondatore di DML e Social Minds. Il rapporto fra banche e social media con particolare focus sul servizio clienti.Leggi l'articolo completo –> http://bit.ly/1EUpeRhGli highlight di questo episodio:00:21 Intro e benvenuto a Leonardo.01:19 Risposta 1 (Come ti definiresti e quali sono le tue specialità?) –> Leonardo si presenta spiegando il suo ruolo di formatore e consulente aziendale per la definizione di progetti e strategie di social business. 04:39 Risposta 2 (Perché le grandi aziende debbono praticare l'ascolto ed il monitoraggio online?) –> Vi sono 3 macro-aree: 1. L'ascolto online che consente di tutelare al meglio la reputazione aziendale, intervenendo prontamente in caso di crisi. 2. L'attività di customer insight per identificare tendenze, contenuti e fenomeni esterni all'azienda. 3. La verifica dell'andamento dell'attività di marketing già poste in essere. 08:21 L'ascolto non deve essere fine a sé stesso, al contrario è essenziale fissare un obiettivo chiaro prima di definire qualsiasi strategia; Leonardo cita un esempio pratico legato al mondo delle banche.12:23 Risposta 3 (cosa sono Social Minds e il Social Banking Forum) –> dal 2012 Leonardo ha lanciato Social Minds, una ricerca sui comportamenti delle banche nei confronti dei socia media. I dati finali vengono illustrati nel Social Banking Forum, evento nel quale le principali banche illustrano come utilizzano i social media per interagire con i clienti. (scarica qui il whitepaper)17:49 Risposta 4 (Con quale obiettivo le banche utilizzano i social media?) –> risultati ottenuti frutto di attività di ricerca con un'analisi delle modalità di utilizzo dei social media ad ampio spettro, con una mappatura dei processi sia in ambito di marketing sia di customer service.18:21 Il bello della diretta: lo smartphone di Leonardo impazzisce ;-)20:57 Risposta 5 (banche e social customer service: quale scenario osservi) –> Leonardo illustra l'attività di ricerca svolta sugli account Twitter di alcune banche italiane che già svolgono attività di social customer service e cita alcuni case-study di banche che utilizzano WhatsApp e Skype come canali innovativi di servizio clienti.32:15 Il miglioramento costante del servizio clienti come elemento chiave per differenziarsi dalla concorrenza.35:15 Quando la qualità del servizio offerto va oltre il prezzo: il caso di Amazon.36:03 Risposta 6 (come trasformare un'azienda tradizionale in social-digitale?) –> Non esiste una ricetta unica replicabile per tutte le aziende ma sicuramente è cruciale che il top management supporti la svolta social aziendale. Un buon progetto dev'essere legato ad un obiettivo chiaro e strategico sin dall'inizio, di conseguenza andranno individuate le metriche necessarie per raggiungerlo.39:05 Perchè i social media scardinano le strutture organizzative interne aziendali ed obbligano a rimodulare la comunicazione tra dipartimenti.41:45 L'utilità del metodo P.O.S.T = People, Objectives, Strategia, Tecnologia ideato da Forrester Group.44:39 Un piano di formazione interna per integrare un team di social customer service all'interno del contact centre (soft skills, conoscenza delle peculiarità dei social network, tone of voice, procedure).46:47 Le scelte tenologiche: l'importanza di scegliere piattaforme adeguate.47.27 Non abbiamo ancora finito il primo, eppure abbiamo già raccolto sufficienti spunti per altri 2 podcast! 48:29 Risposta 7 (quali sono i tuoi progetti futuri) –> attività di formazione, corsi online su LinkedIn già in essere, oltre a Social Minds e Social Banking Forum.51:01 Chiusura e saluti.Leggi l'articolo completo –> http://bit.ly/1EUpeRh

In questo episodio intervisto Leonardo Bellini, fondatore di DML e Social Minds. Il rapporto fra banche e social media con particolare focus sul servizio clienti.Leggi l'articolo completo –> http://bit.ly/1EUpeRhGli highlight di questo episodio:00:21 Intro e benvenuto a Leonardo.01:19 Risposta 1 (Come ti definiresti e quali sono le tue specialità?) –> Leonardo si presenta spiegando il suo ruolo di formatore e consulente aziendale per la definizione di progetti e strategie di social business. 04:39 Risposta 2 (Perché le grandi aziende debbono praticare l'ascolto ed il monitoraggio online?) –> Vi sono 3 macro-aree: 1. L'ascolto online che consente di tutelare al meglio la reputazione aziendale, intervenendo prontamente in caso di crisi. 2. L'attività di customer insight per identificare tendenze, contenuti e fenomeni esterni all'azienda. 3. La verifica dell'andamento dell'attività di marketing già poste in essere. 08:21 L'ascolto non deve essere fine a sé stesso, al contrario è essenziale fissare un obiettivo chiaro prima di definire qualsiasi strategia; Leonardo cita un esempio pratico legato al mondo delle banche.12:23 Risposta 3 (cosa sono Social Minds e il Social Banking Forum) –> dal 2012 Leonardo ha lanciato Social Minds, una ricerca sui comportamenti delle banche nei confronti dei socia media. I dati finali vengono illustrati nel Social Banking Forum, evento nel quale le principali banche illustrano come utilizzano i social media per interagire con i clienti. (scarica qui il whitepaper)17:49 Risposta 4 (Con quale obiettivo le banche utilizzano i social media?) –> risultati ottenuti frutto di attività di ricerca con un'analisi delle modalità di utilizzo dei social media ad ampio spettro, con una mappatura dei processi sia in ambito di marketing sia di customer service.18:21 Il bello della diretta: lo smartphone di Leonardo impazzisce ;-)20:57 Risposta 5 (banche e social customer service: quale scenario osservi) –> Leonardo illustra l'attività di ricerca svolta sugli account Twitter di alcune banche italiane che già svolgono attività di social customer service e cita alcuni case-study di banche che utilizzano WhatsApp e Skype come canali innovativi di servizio clienti.32:15 Il miglioramento costante del servizio clienti come elemento chiave per differenziarsi dalla concorrenza.35:15 Quando la qualità del servizio offerto va oltre il prezzo: il caso di Amazon.36:03 Risposta 6 (come trasformare un'azienda tradizionale in social-digitale?) –> Non esiste una ricetta unica replicabile per tutte le aziende ma sicuramente è cruciale che il top management supporti la svolta social aziendale. Un buon progetto dev'essere legato ad un obiettivo chiaro e strategico sin dall'inizio, di conseguenza andranno individuate le metriche necessarie per raggiungerlo.39:05 Perchè i social media scardinano le strutture organizzative interne aziendali ed obbligano a rimodulare la comunicazione tra dipartimenti.41:45 L'utilità del metodo P.O.S.T = People, Objectives, Strategia, Tecnologia ideato da Forrester Group.44:39 Un piano di formazione interna per integrare un team di social customer service all'interno del contact centre (soft skills, conoscenza delle peculiarità dei social network, tone of voice, procedure).46:47 Le scelte tenologiche: l'importanza di scegliere piattaforme adeguate.47.27 Non abbiamo ancora finito il primo, eppure abbiamo già raccolto sufficienti spunti per altri 2 podcast! 48:29 Risposta 7 (quali sono i tuoi progetti futuri) –> attività di formazione, corsi online su LinkedIn già in essere, oltre a Social Minds e Social Banking Forum.51:01 Chiusura e saluti.Leggi l'articolo completo –> http://bit.ly/1EUpeRh