A LinkedIn Ads Framework: A Guide to Generating Quality B2B Leads
Converting unknown leads can be challenging in the constantly changing landscape of B2B marketing. The key is to strategically warm them up with retargeting layers and attracting content pieces. This not only improves lead quality but also increases the possibility of successful closings. Today, we're sharing our LinkedIn Ads Framework, designed to generate high-quality leads for your business.
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1. Cold Layer: Building Awareness and Retargeting Lists
Targeting: Precise targeting is the key to success. Identify your Ideal Customer Profile (ICP) by focusing on Industry, Job Titles, Employee Size, and Seniority, ensuring your campaigns reach the right audience.
Content: Introduce your main product/service and address the problems you solve. Consider leveraging thought-leader ads for increased engagement—remember, people trust people more than brands.
Content Types: Diversify your approach by experimenting with Videos, Single Images, and Text Ads, adapting to the different preferences of your audience.
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Goal: The primary objective in this stage is to gain awareness and build a retargeting list for future interactions.
KPIs: Monitor Click-Through Rates (CTR) to identify successful ad angles. Manually adjust Cost Per Click (CPC) bids to optimize within your daily budget.
2. Warm Layer: Nurturing and Building Trust
Targeting: Retarget audiences within the last 90 days, focusing on website visitors, image ad engagers, and a percentage of video viewers, to ensure engagement with an already familiar audience.
Content: Share case studies, testimonials, social proof, and thought leadership pieces to nurture your cold audience and establish trust.
Content Types: Continue with a mix of Videos, Single Images, Text Ads, and introduce Spotlight Ads for added emphasis.
Goal: The goal here is to prove your credibility and expertise while further building trust with your audience.
KPIs: Analyze CTR to identify successful angles and manually adjust CPC bids. Rotate ads evenly to expose the same user to various content pieces.
3. Hot Layer: Driving Leads and Conversions
Targeting: Focus on the last 30 days, concentrating on high-value page visitors and warm layer engagers to ensure that your efforts are directed toward the most promising leads.
Content: Offer compelling elements such as Demo Requests and Free Trials.
Content Types: Introduce Single Image + Lead Form, Text Ads, and Spotlight Ads for impactful engagement.
Goal: This stage is all about getting leads, demo requests, and free trial users.
KPIs: Measure success through Leads and Cost Per Lead. Consider calculating the cost per lead for the entire framework, not just individual campaigns.
Re-engagement Track: Navigating the Non-linear Buyer's Journey
Recognizing the non-linear nature of the buyer's journey, develop a re-engagement route to keep your brand at the very top of mind.
- Maintain a low budget.
- Focus on text ads promoting your core offer.
- Promote newsletter, podcasts, and your YouTube channel.
Revisit your warm layer regularly, updating it with fresh content to engage returning visitors effectively.
Mastering LinkedIn Ads Playbooks is crucial for long-term success in the fast-paced field of B2B marketing. Implement these strategies and watch your leads transform into loyal clients.
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