Great guide thank you. I forget if it is possible to target via specific job function AND functions and seniority. If possible to do what is your view on this please?

@@Surv1ve_Thrive you can target based on job function and seniority. I’d always suggest running a function + seniority campaign against a job titles campaign when you start as one will perform better. We’ve seen success with both.

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Yeah, free guides and webinars both work. If they don't, it's usually down to one of two factors: 1) The content your offering isn't of interest to your target audience, so you don't get any leads 2) You get the leads, but you don't have a robust enough follow-up process to actually convert these top-of-funnel leads into calls or clients. Regarding whether message or image ads are better it's context dependant based on your audience, your offer etc. Web conference invites work provided the topic of the conference is valuable to the prospect. Things like guest speakers they've heard of and care about can really increase the response you get.

@@johnstewartmarketing thanks so much for the detailed quick response!

I'd need to know a bit more about your solution but generally speaking I've found that software development agencies work better with Google PPC than with LinkedIn. Not to say LinkedIn can't work. It's just probably not the most efficient platform for you to start with. If you did go down the LinkedIn route it would probably be a lead gen campaign with high value gated content with an e-book or something about the process someone would need to go through to engage with and efficiently execute a strategy for software dev. Again I'd need to know more to be more accurate. I'm making quite a few assumptions.

@@johnstewartmarketing Thanks! The business offers software development (apps, websites, saas platforms, etc.) and doesn't have a specific niche at the moment. I'm surprised you said these companies work better with Google Ads. Are you talking about simple search campaigns? I haven't had too much success there. Any suggestions about that? Forgot to say, monthly budget for ads is 4k - 7k depending on the month. What would you say is possible with that budget? I was thinking LinkedIn would be the best option and then retargeting on Facebook because it's cheaper. Making content is part of the strategy but what ads to make if we want leads is the hardest part. Thanks, I appreciate same advice

@@aviregal Yeah Google PPC Campaigns. Not to say it won't work on LinkedIn. It can, but it's probably easier to start on Google because everything you've listed as a service tends to be driven by an immediate need for something, so it lends itself to people looking for a service provider via Google. Also the fact you don't have a specific niche will mean your targeting on LinkedIn will be broad which could mean your ads don't connect as well. You can niche down based on the service you offer, but again you've listed multiple services so you'd need to pick the most profitable one and double down on that. If the Google ads aren't working it's likely because: - You haven't spent enough. - Your sending all traffic to the same landing page (your home page) so it's not specific enough to peoples search queries and as a result they bounce. - Your ads aren't written to be specific enough to search queries so you have a lower quality score and you're paying too much per click. - Your website isn't up to scratch/built to convert. So the issue isn't with the ads but with your website. That ad budget is healthy. There's enough there to test and find out what works quite quickly. Scaling should then also be possible. Your retargetting on Facebook strategy is a very good move. I'd recommend that if it's possible in conjunction with another channel. This may be easier to discuss on a call as I still think I'd need to ask more questions. You can apply for a free call here: techgrowthmarketing.com/contact/?KZfaq&Video&SaaSFreeCall&TGM

Cheers for watching! We have geo-restrictions on our website so it could be that. You can e-mail me at john@techgrowthmarketing.com

You can but that’s a content marketing approach and is less reliable / will take longer. You’d want to run this kind of approach from personal accounts not company pages.

Hey Jeff, You're right re. targeting however you would really struggle to make the campaign profitable if your fees are in the hundreds. You might be better off going down the organic route on LinkedIn rather than the paid ads route. And if you wanted to do paid ads you'd be better off on Facebook or KZfaq. You'll just need to figure out the best targetting. The career changes style targeting is usually used by companies looking to hire talent without using a recruitment agency. This to them would again be worth £1000's (sometimes with senior exec roles £10,000's) as it would save them the fees of the recruitment agency. Hope this helps!

@@johnstewartmarketing Thanks John a ton. I'll consider the strategy session.

Not really, the issue is the amount of data that is required to make linkedin optimize based on conversions would be so high. It could work for gated content offers where you have high volume. But we've never used that objective for that goal as it's more effective to use lead forms.

Thanks for your reply, John! Okay, yes, definitely makes sense. I can imagine that the amount of data points needed is very high for the LinkedIn algorithm to really start optimizing for conversions.

@@matthias.loesche Big time! The only reason we push someone to a webpage instead of using lead forms is for free trials for a SaaS platform. In that case you could use conversions as an objective but you'd need conversion tracking setup (obvious but can be an issue with some companies as their sign up pages are in a seperate .app domain) and you'd need enough spend to make it worth while. Even then though I'd still just go website visits personally.

@@johnstewartmarketing Ah okay got it. Yeah, I can imagine the tracking becomes more challenging if you're operating on pages like a .app domain. Thank you very much, John!

Hey Rebecca, Thanks for watching! Yeah we have videos on this: kzfaq.info/get/bejne/qayqdJB63tuonH0.html&ab_channel=JohnStewart%F0%9F%9A%80SaaS%26TechMarketing%F0%9F%92%BB kzfaq.info/get/bejne/nb95lZuTzcXJcmw.html&ab_channel=JohnStewart%F0%9F%9A%80SaaS%26TechMarketing%F0%9F%92%BB

You can do either there isn't a correct answer. Generally speaking though, I would advise creating separate campaigns. Remarketing audiences tend to convert at a far better rate than cold audiences. If you mix the audiences you can't be sure where the conversions are coming from. Remarketing is essential but It also tends to need a slightly different approach to ads run to a cold audience. Another reason why you'd likely want to put it into a separate campaign.

😂😂😂 that made me laugh. I actually though about this the other day. We have it in all our pitch decks. Should probably change that 😳😬😂

It's not high risk, but due to it's high CPM you need a high AOV to be able to make it worthwhile. We've seen LinkedIn outperform Google PPC and Facebook ads consistently (if you look at the end result instead of using CPC as a metric for success). But you need a solid strategy, it's not as forgiving as Facebook or Google PPC and you really need to be using the audience targetting features to ensure you increase lead quality. That's ultimately what LinkedIn ads gets you. Higher quality leads.