In this episode of The Anonymous Marketer, host Nick Bennett engages in a rich discussion with Tim Davidson, the Sr. Director of Marketing at Directive. The conversation orbits around the challenges of maximizing the impact of LinkedIn paid ads on a limited budget, a common hurdle for many marketing teams today.
Davidson shares his insights on how to focus on target accounts rather than widespread awareness, a strategy that can yield better results for businesses. He also delves into the importance of customer research, testing messaging, and understanding the nuances of LinkedIn’s targeting system. His advice is particularly valuable for those new to paid media.
The episode concludes with Davidson offering three tactical takeaways for listeners: building an account list through customer research, testing messaging, and learning the intricacies of LinkedIn targeting. These insights provide listeners with practical strategies to make the most of their marketing budget.
Name: Tim Davidson
What he does: Sr. Director, Marketing
Noteworthy: Expert in paid media, renowned for maximizing LinkedIn ad impact on limited budgets.
Maximizing Impact with a Limited Budget
Tim Davidson shares his expertise on how to maximize the impact of LinkedIn paid ads on a limited budget. He emphasizes the importance of focusing on target accounts rather than widespread awareness. This approach can yield better results for businesses, especially those operating with a tight marketing budget. Davidson’s advice is particularly valuable for those new to paid media, as he provides practical strategies to make the most of their marketing budget.
The Power of Customer Research and Testing Messaging
Davidson underscores the importance of customer research and testing messaging. He advises marketers to build an account list through customer research, which can be used for more targeted marketing efforts. Furthermore, he suggests testing different messages to see what resonates with the target audience. This approach can help marketers create more effective and impactful ad campaigns.
Understanding LinkedIn’s Targeting System
One of the key takeaways from the episode is the importance of understanding LinkedIn’s targeting system. Davidson warns about the potential pitfalls of not fully understanding the system, such as the significant difference between using ‘and’ versus ‘or’ in targeting settings. This insight is crucial for marketers, as a small misunderstanding can lead to a significant waste of resources. Davidson’s advice provides listeners with a practical strategy to avoid common mistakes and maximize their marketing efforts.
The Value of LinkedIn Ads
Davidson explains why LinkedIn is a valuable platform for targeted marketing efforts. He highlights the platform’s unique ability to target specific demographics, which can help businesses avoid wasting money on irrelevant audiences.
“Well, I think there’s no debate. It’s the best demographic or, you know, it’s the best targeting for specific people of any platform, right? You have your major platforms, you have your Google Ads paid search where the intent is there, which is awesome, but you can’t control the demographics.”
Conversion Rates and Metrics
Davidson discusses potential conversion rates and metrics for LinkedIn ads. He emphasizes that these can vary significantly depending on the type of offer and the timing. He also notes that while marketers can influence potential customers, they can’t force people to buy.
“Depending on what you’re kind of doing on the top of the funnel, you’re probably not gonna look at that kind of metric, right? Ideally, if you’re doing that, you could push people into that bottom of the funnel by getting ’em on your website or even just doing the kind of remarketing based off of the image ad or the video completion rates.”
Wrapping Up and Key Takeaways
In the final part of the podcast, Davidson offers three key takeaways for listeners: the importance of customer research, the need for testing messaging, and the intricacies of LinkedIn targeting. He also warns about the potential pitfalls of not fully understanding LinkedIn’s targeting system.
“And I say this because LinkedIn — greatest platform ever — can be expensive. So if you don’t do the targeting right, like if you accidentally do a very small ‘and’ versus ‘or’, that ‘or’ could spend a lot more money and waste a lot more money than the ‘and.’ And when I say like, all right, job title and company list, or some people do by accident, job title or company list. It’s a big difference.”
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