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How To Use LinkedIn And Account Based Marketing

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LinkedIn and Account Based Marketing How To Write About LinkedIn And Account Based Marketing In Five Minutes

If you have perused my Big Advertising Agency Resources List, then you’ve learned of a range of resources designed to help grow your advertising agency. Today I am offering a new resource that helped me quickly write this blog post about LinkedIn and Account Based Marketing.

AI-Writer is, you guessed it, an AI tool to help you write the zillions of content pieces that will help you to keep up with the never-ending barrage of other people’s content. Type in a subject, or even the title of a competitor’s well-read blog post and voila…. you have an instant blog post/content piece that you can publish just like this one below about LinkedIn and Account Based Marketing.

AI-Writer To The Rescue

As with marketing itself, it is essential to remember that Account Based Marketing is not a one-size-fits-all solution. It has to adapt to the needs and profile of each customer through individual interviews, programmatic ABM, targeted approaches, and much more. Approaches for different account levels should be aligned in such a way that they range from strategic ABM to true-to-scale ABCM to programmatic ABCM, with the degree of personalization varying at each level. Sources: 8

LinkedIn is a great place to start your ABM efforts, as LinkedIn users are prepared to discuss and grow their businesses. An account-based marketing strategy from LinkedIn can be executed with many of the native tools that LinkedIn offers. ABM on LinkedIn starts with the ability to search and find specific, relevant accounts. Sources: 1

This function only works with a limited amount of data. LinkedIn Sales Navigator helps you conduct account-based marketing campaigns on LinkedIn by selecting and evaluating target accounts. It provides a detailed overview of the willingness to buy of your target accounts. This information is integrated with company profile information to evaluate opportunities and prioritize them for the next targeting strategies. Sources: 9

LinkedIn for Account-Based Marketing (ABM) has proven to be an effective method for marketers to generate high-quality leads and sales. Over 41% consider account-based marketing to be the top B2B priority for sales. Instead of casting a wide net, ABM is a focused approach aimed at the people you want to turn into customers. Sources: 6

After identifying at least 300 accounts on LinkedIn, you can start targeting segments with paid advertising. LinkedIn allows marketers to import target lists from their platforms into paid advertising and take steps to match the information you provide with the actual accounts on the platform. Sources: 0

Ads work best for B2B companies that want to target specific companies and individuals within those companies. Since the LinkedIn audience consists of business people, it makes sense to use the platform to reach out to company-specific decision-makers. Sources: 2

You will also want to use LinkedIn messaging ads if you expect to have a big impact. We recommend that you use InMail ads for special offers and send them to users who are already connected with your company. Sources: 2 [Read more…] about How To Use LinkedIn And Account Based Marketing

Which Social Media Strategy Is Best For Advertising Agency New Business?

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ss-social-mediaYou Have A Social Media Strategy For Your Advertising Agency. Right?

Let’s start with what B2B social media strategy works – in general, that is. I was looking for a universal social media image for this blog on a search for advertising agency social media. I found this blog post’s lead image by searching Google. They took me to Anchor Media’s long-ago “Starting Out On Social” blog post. A decent post. Anchor’s blog post and tagged image delivered awareness of them. So… social + SEO = works – some of the time. But, you already know that.

NOTE: I am about to build on the blog post I originally wrote in 2014. Much of what I wrote then still works. The key difference is that we are now all much more bombarded with incoming info and thought leadership material. Barraged, baby. So, before I go back to 2014…

It Is 2020 – Does Social Media Even Work Anymore (As In Drive Incoming) For Advertising Agency Business Development?

Back to my main question: “Which Social Media Strategy Is Best For Advertising Agency New Business?” I am not going to bullshit you. There is no perfect social media platform for advertising agency new business. Why? Cause ya know… the devil is in the details (and, your very own objectives and desire to keep at it.)

2020.

As mentioned above, I originally wrote this very viewed blog post back in 2014. So, I am not going to change much. But, I will update it.

When I wrote this back in the good old days, blog posts by ad agencies had not yet exploded; Twitter posts had not exploded; Instagram was not yet a smash… and on. Here are some of those “we are now bombarded” stats.

  • How many blog posts are there today? Here is just one-directional figure: there are “like” over 2 million blog posts daily – out of 1.7 billion websites. You think your ad agency can stand out?
  • There are over 500 million tweets per day.
  • There are over 5 million businesses on Instagram every day.
  • There seem to a billion LinkedIn posts a day. I have close to 4,000 “advertising people” connections. Yet when i post on LinkedIn I get maybe 80 individual post views. Pay per play baby. Not so organic these days.
  • I made this number up. But, hey, it makes a point regardless — There are 4,200 new advertising and digital agency blog posts every day.

Do you get the idea here? You are kinda fucked if you think that your blogs, tweets, etc are gonna get noticed. You are competing with other, probably good at SEO agencies.

The best I can do is to tell you what my personal experience has been. First, here are my social media objectives.

[Read more…] about Which Social Media Strategy Is Best For Advertising Agency New Business?

How Michaela Alexis Rocks LinkedIn Learning

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WOW. A Podcast All About LinkedIn Learning – Plus Lots Of Personality And Canadian Chutzpah.

LinkedIn LearningMichaela Alexis has over 170,000 combined Followers on her company and personal pages. Compare that to the Average LinkedIn account having only 1,300 Followers. It’s all about LinkedIn learning and strategizing baby. This is both a science and an art.

With one in three professionals on the planet using LinkedIn, it would be a good idea for you to grow your Followers to, well, I am sure, a lot more than you have today. To learn about how Michaela rocks her LinkedIn universe and has become a serious player in the world of LinkedIn learning, I thought, hey let’s talk to her. This 30-minute podcast will give you insights on how to grow your LinkedIn audience and Followers; how to build Follower interest; how to use the combination of personal and company pages. And —- a really cool discussion about how a solopreneur has built a growing training business based on LinkedIn learning and that Canadian chutzpah.

I am about to sound like I am “selling” Michaela’s services (here she is on LinkedIn). Well, I just might be. You probably need her expertise and guruness. Here is an example of what she can do for you: LinkedIn learning sessions focused on optimizing your LinkedIn profile for success; on creating a powerful personal branding strategy. and, monetization, social selling, and executing a content publishing strategy that converts. Science and art.

Finally, hear how Micaela became the Muse for a brand new K-Swiss Self-Belief sneaker (check out the video below). This woman rocks LinkedIn and her life. Plus she gets to eat Poutine.

MORE:

You can see the growing list of all of my Advertising Stories podcasts right here. Use the handy subscribe buttons that we’ve placed on this wonderful page. 

A nice thing… Feedspot has already recognized Advertising Stories as being a top 15 advertising podcast.

11 Must Have Ad Agency Business Development Tools

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11 Must-Have Ad Agency Business Development Tools (Updated From 2014).

http://www.dreamstime.com/royalty-free-stock-image-hand-tools-kit-isolated-image26271476NOTE: I first wrote this 11 Must-Have Ad Agency Business Development Tools blog post at the very end of 2014 and a few minutes ago the website checker app Checkbot pointed out that this post has a couple of dead links. (4.5 years later and it is interesting to see what tools have survivied). So, I thought that I’d repost and make things work. I suspect a reason for the broken links is that some of these tools are history. Here is what I found.

Back to 2014 – it is still worth the read… Blog post Consistency, actually the lack of it, is one of the most pressing issues that reduces the effectiveness of most advertising agency new business programs. So… Here are some ad agency business development tools that I recommend to keep your agency’s new business and content development program on track. (Tweet this.)

These tools (and there is a big world of tools out there these days) will help your efficiency and, more importantly, make you look like a subject matter expert because you are on that ball. Even better, as you use these tools for your own business development efforts, you will be gaining social media expertise that will dazzle your client prospects.

Clients (the ones you do not have yet) need your help according to this research from  Ascend2.

When Will the Social Struggles Stop eMarketer

Almost half of the clients surveyed have significant social media obstacles to overcome. You can help them by helping yourself.

This list of 11 tools is my first set of recommended online social media management tools. There will be more coming. [Read more…] about 11 Must Have Ad Agency Business Development Tools

How To Grow With Linkedin

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Get Heavy With Linkedin

I am looking at Linkedin over the past couple of days and I see a very smart Australian sales/ marketing buddy posting with heavy frequency on LinkedIn. I am like: “What’s Up?”

Here is our quick but valuable discussion.

(SHHH… the secret is Reach & Frequency)

Peter:

Damn. You are cranking out content on Linkedin. Does it work?

Mystery Marketer:

Yes, it does

Was posting three times a day and got little traction

Then increased to six times a day and got more traction.

Now 12 times a day and 24 hours a day and getting a lot of traction.

Big insight is most people on average only check LinkedIn once every 17 days and for no more than 30 minutes.

Therefore while you and I may sit on it every day the audience I want could be coming online at any time so I always have to be there.

12 times a day and 364 days a year (I take Christmas Day off)

And, no piece of content is shared more than three times. 2/3 of the content shared is relevant content from the industry and 1/3 is our own content.

Peter:

Thanks for the info. Agree… action begets leads, interest. Heavy, active marketers can get lost in the thought that their audience is as enthralled with marketing platforms (i.e. Linkedin) as they are.
In my head, it always comes down to the old idea of reach and frequency. This worked for P&G, why not your advertising agency?
And, the idea of running an active business development program fits in with yesterday’s post.

More Linkedin To Come

There are lots of articles about how to use Linkedin but not too many on how to use it to specifically grow your advertising agency. I am going to write more on this subject — and use my own experiences as examples.