Erik set up an advertising campaign on LinkedIn several months ago, targeting Managing Partners of law firms in the United States with a lead generation magnet called Everything You Need to Know About Hiring a Digital Marketing Agency. Erik share his advertising practices in this episode.
Erik J. Olson (00:02):
Verifying the effectiveness of your ads. What is happening? This is Erik J. Olson. Several months ago I stood up an advertising campaign in LinkedIn where I target managing partners of law firms in the United States, and I target them with a lead generation magnet called Everything you Need to Know about Hiring a Digital Marketing Agency. It’s been going very well. We’ve got a couple of variations of lead magnets that we have run campaigns on, and I’ve also got several variations of audiences that I’ve, I’ve run the campaign on and I, I’ve run it against managing partners. I’ve run it against marketers at law firms. I’ve run it against the practice administrators at law firms, and we keep tweaking and experimenting. Now, the purpose of this podcast episode is to share with you that you need to continue, or in my opinion, actually I won’t say what you need to do, I’ll tell you what I’m doing.
What I’m doing is I’m continuing to experiment with different lead magnets, with different audiences and trying to like really hone in on what is hitting, what’s working. I wanna put our money into and what’s not working. I wanna stop spending money on. And I would hope that the reason for that is self-evident. But we have had times in the past where we have run advertising campaigns. We said it, we forget it, we come in, we look several months later and we’re like, Oh, wow. We spent several thousands of dollars and we didn’t get a single lead from it. That’s not a good situation. Now, when it comes to our clients, we’re constantly monitoring exactly what’s going on, but you know, the, the cobblers children need new shoes. Is that the thing? I think you understand what I’m saying, Like typically like you ignore like your own needs because you’re focusing on, on your customer’s needs.
Well, I’ve changed that and, and I am actually focusing on our Array Digital advertising so that our team, our operations team, can focus on our clients’ advertising. So I’ve taken that burden on and just today I went in and I looked at our LinkedIn ads and I saw that one was clearly out. One campaign was clearly outperforming other, other, and guess what I did? I turned off the one that wasn’t performing and the other one, I bumped up the budget a little bit. So I would recommend you do that on a regular basis cuz you don’t wanna be wasting money. And the thing about advertising is you can definitely spend a lot of money. If you’re not paying attention, pay attention to your marketing, pay attention to your advertising.