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JUNE 8 - JUNE 14

Digital marketing

LinkedIn and Google are two digital marketing channels

For earlier stage companies, Anthony Blatner (a LinkedIn expert) doesn’t even recommend jumping straight to paid advertising. Instead, he advocates for starting with prospecting, as an alternative that is both cheaper and more targeted. When you do dive into LinkedIn advertising, build a strategy to make the high acquisition cost worth it. Anthony recommends testing with 2 audiences, creating 2 lead magnets, and 2 to 4 ads per lead magnet. Once you have leads, build a system for nurturing them through other channels, including email marketing, retargeting, and follow-up phone calls.

When it comes to optimizing paid search advertising, manage your budget by finding ways to treat different searchers differently. For instance, you can bid the highest on exact match, bottom-of-funnel terms that show high intent. But phrase match, paired with top-of-funnel oriented landing pages, is ideal for prospecting. Similarly, paying too much for broad and common search terms is a recipe for spending a lot of money, but you can use RSLAs (remarketing lists for search ads) to display ads for more generic terms only when you know that the searcher is within your target audience.

Optimizing Paid Search Advertising

Optimizing Paid Search Advertising
Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing. In this guide, he highlights how to optimize paid search advertising, including picking the right keywords and match types, matching up good landing pages and tracking, and configuring ads that make the most of Google’s settings.

LinkedIn Advertising and Prospecting

LinkedIn Advertising and Prospecting
Anthony Blatner is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in B2B LinkedIn advertising. In this guide, he advises on when to use LinkedIn advertising, when to use Sales Navigator prospecting, and how to make marketing dollars go the furthest given the expense of LinkedIn as a channel.

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