The Power Of Advertising On LinkedIn, with Erik J. Olson

Erik J. Olson (00:01):

How and why we are running LinkedIn ads right now.

What is happening? I am Erik J. Olson your host for this episode of Journey to $100 Million. Yeah. We are running LinkedIn ads. We haven’t done this in a long, long time, but I am running LinkedIn as, because on LinkedIn, it’s really easy to target your B2B ideal prospects. Now, look, here’s what we’re doing. End of LinkedIn, people that go into LinkedIn, they provide information about where they work, like the name of the company and the type of company that it is. And they also provide things like their title. So one of the ways that we get in front of ideal prospects at Array Digital is we work with a lot of law firms and I wanna get in front of managing partners. If you’re not familiar with that phrase, with that position, that’s basically CEO, right? It’s the CEO of a law firm, the managing partner’s the one person who’s in charge.

Erik J. Olson (01:04):

So I can run an ad that targets people that are in the law practice industry and have managing partner in their title. How cool is that? I could also filter down to a geography and I think right now I’m just running this in Virginia. Cause I just want to test it out before I go nationwide. And we’re not running a big budget because we haven’t run LinkedIn ads in a long time, but I set all this up actually through HubSpot. So we just signed up for the HubSpot marketing plan. We were on that years ago, we stopped. We weren’t really using it. Well. One of the things that Kevin and I realized is that we delegated HubSpot to a couple of people on our staff and it, it just didn’t really do what we wanted to. So this time we are doing ourselves. So Kevin and I are, are all over HubSpot.

Erik J. Olson (01:53):

We’ve been looking at it all week and I set up the ads through HubSpot and it pushed the ads out to LinkedIn. Hubspot can also do this to Facebook and it can do it to Google. And I think other platforms as well, but those are the only ones that we use. So, I set it up through HubSpot. I got it up and running. And in one day we got like a hundred impressions and a couple of clicks. And what we’re trying to do is get people to download a guide. And if they download a guide, then we get their name and their email address. And then they go into a drip sequence and email drip sequence also done in HubSpot as a workflow where we will send them emails on a regular basis to convince them why they should take the next step, which is to schedule a consultation with us. So we’ve got these ads up and running. They’re highly targeted. I’m really excited about it. If they work, you know, then we’re gonna put more money into it. I’ll probably do a lot of AB testing. Oh, here’s another thing I wanna do. Another episode about this. I hired a sales copywriter. I’m in the process. I should say of hiring a sales copywriter

Erik J. Olson (02:59):

To look at the ad and just make sure it’s amazing. And I’m gonna run an AB test between his ad and my ad. I can’t wait to tell you the results. And by the way, if a sales copywriter doesn’t write an ad that does better than me, then I don’t have the right sales copywriter, cuz I’m not a sales copywriter. I can write the sales copy, but that’s not my profession. So very excited about this. And if we just blow up over here at Array Digital, that’s why it’s because of the ads. So just wanted to kinda share with you what I’m doing.