Episode Transcript
Linkedin Ads
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Hey folks, Scott from IT rockstar. I thought it would show you some LinkedIn ad target targeting that I'm trying out for the first time. So if you know anything about it, rockstars you might follow, was in Facebook. Over the last five years, almost pretty much all of our efforts went into.
Building up a presence since Facebook. And the main reason for that is because of the advertising options that Facebook has given us over that time. Mainly down to retargeting and also the fact that there's a sort of two for one, because you can get, Facebook can Instagram for the press of one when you advertise, excuse me, however, What we realized with the targeting on Facebook, whilst it's really good for retargeting people that have been to your website or interacted with your content online, it is not so great for cold audiences, so being able to target who it is that you're looking to attract into your business. So we've looked towards LinkedIn and we have used LinkedIn ads in the past. You can see a whole bunch of them here. Not a lot of budgets been spent on the past, and it's mainly been used for retargeting.
Again, it's to those people that have interacted with us online, so they've been to a website. Or they've watched a video and we've retargeted them because they've done that. However, we are starting off a new ad campaign this month and we're testing out a brand new sort of cold audience. And I want to give you an insight into this cold audience to give you an idea of how potentially you could be using this in your IT business.
We are going to. Release a course probably in about six months from now on LinkedIn ads, specifically for MSPs and cybersecurity businesses. But we need to test it first. So we need six months worth of test before we go and, say that we're experts in this. So I wanna show you the targeting we're doing and the methodology behind it.
We have like a. A lead magnet here, basically that's running. It gives you access to a free course called something like chat, g p t to improve your seo for your MSPs. That's a really bad explanation to it. But the ad itself, I should be promoting this better cause it's an ad.
But the ad itself, I wanna show you the targeting within it and. I think it would be quite interesting this so I've obviously got, it rockstars, we help MSPs, we help it businesses, and we help cybersecurity businesses. And we find, the best sort of fit for us when it comes to our prospects, our clients is usually an MSP is maybe been about three to five years.
In business it's about, two to five, two to 10 employees in size. And it's an owner operator type model. They're still finding their feet when it comes to their sales and the marketing. And they might have tried some, marketing things in the past and haven't really succeeded. So they're be attempting to do some of this stuff themselves.
So that's kinda like our ideal prospect. Those clients for us they're usually of a certain age range. They're usually between the ages of say 35 to. 55, 60 at push, and more than likely they're male. We don't have many female members at it. Rock stars. We have had a few. But there's not many there.
It's predominantly male when it comes to managed services. It support all that good stuff. But our location that we're targeting at the moment, we're testing this out in the UK now, I tend to actually advertise us because I find that us Audience, cold prospects are far more open to advertising and new ways of working their business.
UK MSPs tend to be a little more tighter with cash. But in this instance, we thought we'd test for UK first purely based on the fact the. We're based in the uk so one of the targeting itself, I've already mentioned we're going after males here, we're going after an age range here, but we're including skills within this.
We're including these skills, and you can see them here. It's things like, there are, they've actually listed within their LinkedIn profile. One of these skills. So like they've actually manually typed this into their LinkedIn profile as being one of their skills, or it's been recommended as one of their skills by someone else.
You can see all of the skills that we've got here, all of this stuff already if you're my target audience. But, and it makes a lot of sense, okay, you're gonna be, you probably have one of these skills associated with you on your LinkedIn profile, the other. Target.
We've obviously covered the demographics, but the other one is the job seniority, and that is owner. We basically go after owners when it comes to the the members and the prospects we have here at IT Rockstar. And as I say, we already mentioned company size, so with that extremely detailed targeting you can see the audience size here.
There's a roundabout. 15,000 people or guys within the UK that are that mentioned, what are these skills that are the owner of the company, the companies between two to 10 employees in size, they're male. And as I said, all these other targeting options here. So based on all of that information, We're pretty much targeting, an MSP business owner, and that is our ideal type of client.
That's who we can help when it comes to it rockstar. So the question I have for you is, if you were having to build up this type of targeting for your LinkedIn ads, and you can't really do this in Facebook because like on your Facebook profile, you don't tend to mention your skills, and or your company size or your company for that matter.
That's why, the LinkedIn stuff could potentially be more powerful and that's why we're looking at it. We did a survey or we do a survey anytime a new member joins as we ask them how we heard of us and those, there's two ways that they hear of us. I won't go into them. But you can guess probably what one, one of the ways is based on this.
So the question is your ideal prospects. What are their skills? And one of the way, one of the ways that you can do this is actually just looking at your existing customers. Let me bring up an existing customer we have here. Someone that's been a member for many years. I, there we go. Here it is Kevin.
So one of the things that you can do with your existing customers, you look at their profile, you can see their seniority, it could be a manager, it could be potentially targeting, you might find that you're working with the office managers, they're the decision makers. I would highly advance advise against that.
You wouldn't really go to the business owner. That would be my recommendation. However, If you go down on their skills, you can see, and this Kevin's probably not the best example of this, because he he's his company focused more on the the apple Mac than it is the. The Windows environment.
But you can see his skills here and what he's got. And you came with technology and tools like what he's using industry knowledge, all that good stuff. But that if you do this like with 10 of your existing customers, you'll start to see similarities and you can pull out similar skills. All these existing customers and their job seniority, not as I say, I potentially, if I was running Ansp, I would be targeting a company between 10 employees and 50 employees, that's kinda like the sweet spot, that's before they have someone in house.
That would be my sweet spot with this. And I would be looking at the owner of the company or the managing director of the company, the head ho or the decision maker with this, and what from when it comes to the ads. So we've mentioned the target in here. When it comes to the actual ads themselves, you wanna be offering up some awesome stuff to them in the ads.
Something that they can't refuse, guess an offer that's too good to refuse. And, that's what we've done with our ad here. I'll go back to it, if I can find it.
I might go into here, and this is a, you'll notice something with this ad. It's actually really bad. Like the graphics are terrible. Like the the eye line's off, I'm unshaven and just even just the text is terrible. But I know for a fact this ad's gonna stand out in the timeline. It's like a pattern interrupt.
Basically. I did this ad about four years, three years ago probably. Cuz this is like in my old office. I can tell by the background. But it's a pattern interrupt, but it's an offer that's too good to refuse. We're giving away a. A free course on AI skills to help grow your IT business. Which is pretty cool.
Who's not gonna refuse the free course? And this is like an instant lead gen ads. So I can click here and it pops up and it basically just asks for their email and their name and stuff like that. So I actually have. When this gets triggered, when this is fired, this goes to a Zapier connection.
If I show you my Zapier connection here we go. So there's three things that happen when someone fills in this form. First thing that happens is they go into our active campaign, like our email marketing solution and they get tagged within their that tag. Basically kicks off an autoresponder. It tells them, Hey, here's access to the course.
And we're probably gonna build up some more a bit more of a sequence to that automation. So after like day three, day five, day six, you'll get a, follow up emails, basically reminding them about the course and the free access that they've got to it. And then they also get invited to our online community where they can actually access the course.
And the online community, let me show you that for a second and bring it up here. It's your standard. It's kinda like a Facebook group. It's on this platform called school. But the cool thing with this is you've got this tab that says classroom, and then within here, They get access to this course without having to pay for it.
And the cool thing with that is they can see all of the other stuff we've got here now. It's called classroom within the tab here. I actually call these our execution guides, and they're not all. Execution guys, this is our core one here, the MSP Marketing Machine. There's this one here. It's called the monthly swipe files, and this is actually where the me members of IT rock stars can actually access our MSP marketing content, our premium marketing content.
It's published into this tab here. There's a lot of video, explains all the content for the month, but we have content going back from to two January, 2019. So there's a lot of content within here and a lot of content. Anyway, I'm gonna stop selling the membership to you. That's not why we're here.
So that's what this LinkedIn ad does. It gets them into our community and gets the prospect interacting. So you could potentially do something similar for. You are msp. The way that I would potentially do this is I would have I would have a community like this in school and I can give you a referral code to school.
Basically just join us here in this free one and I can give you a discount code. You can show you how it all works and all that stuff if you join ours. But I always have one If you're targeting a local business. Local businesses, sorry. As an msp I would have a community based on the area that you're operating in.
So all of these local businesses can hang out in this community. And it's basically, it's kinda like Facebook groups, but without Facebook, you, it's under your control. That's why I like it. If I was targeting a niche or a niche as opposed to operating a local area for my msp. Then obviously I would've a community based on whatever that niche is, what that topic was.
And that's how I would base it. So I've covered a lot of information here I realize, but LinkedIn ads, I'm gonna report back this at the end. 20, let me see what day is here. Let me have a look at my calendar. I kicked off these ads on the ninth, which is Sunday night. I'm going to stop them on the, 30th of July.
So they're gonna be around for three weeks. We've got a little budget, we've got about $20 a day, no $25 a day setting these, and we're gonna see how they goes. So at the end of the three weeks I will report back with the findings. Anyway, that's it. Take it easy. Catch you in the next video. Bye.
