A Step by Step Guide to Marketing Your Business on LinkedIn

Summary

In this insightful discussion, the speaker emphasizes the importance of leveraging media platforms like LinkedIn and Facebook for targeted B2B marketing. They suggest creating specific content tailored to the decision-makers of potential clients, such as CFOs or CEOs, and using LinkedIn's organic reach to influence them. The speaker also highlights the effectiveness of retargeting and the need to adapt content to the target audience's age and interests, stressing the importance of understanding media targeting to make the most of advertising spend.

Takeaways

• 🌊 The speaker emphasizes the importance of seizing the 'wave' of opportunity, suggesting that businesses should adapt and grow or be left behind.
• 🎙️ Gary Jim Schleckster is asked about media bargains, indicating a discussion on cost-effective marketing strategies.
• 📈 The conversation revolves around B2B management consulting, highlighting the use of LinkedIn for organic reach and content marketing.
• 💡 The speaker suggests targeting specific companies and their employees on LinkedIn, rather than broad marketing efforts.
• 📊 The idea of creating tailored content for specific decision-makers within a company is presented as a strategic approach.
• 📝 The speaker mentions the importance of understanding the value propositions of a business and communicating them effectively through various media.
• 🔍 The concept of using LinkedIn to identify and target companies that match a specific profile is discussed.
• 🎯 The speaker advocates for a targeted approach to content creation, focusing on the needs and interests of specific company roles.
• 📈 The script touches on the effectiveness of LinkedIn and Facebook for B2B marketing, suggesting that these platforms offer precise targeting options.
• 🚀 The speaker encourages increasing media spend on LinkedIn, especially through retargeting and sponsored content, to reach the right audience.
• 👴 The importance of tailoring marketing messages to the target audience's age group is highlighted, with an example of how messaging differs for different age demographics.

Q & A

What is the main metaphor used in the script to describe the current media landscape?

The main metaphor used is a 'huge wave' that businesses can either ride with a 'great surfboard' or be overwhelmed by.

What type of business is Jim's company involved in?

Jim's company is involved in B2B management consulting and CEO advisory work.

Which social media platform does Jim's company primarily use for their content strategy?

Jim's company primarily uses LinkedIn for their content strategy.

What is the current approach of Jim's company towards media spending on LinkedIn?

Jim's company is focusing more on organic reach through content rather than spending a lot on media.

What is the speaker's suggestion for targeting specific companies on LinkedIn?

The speaker suggests targeting specific companies by looking at which companies are registered on LinkedIn with enough employees to target, and then creating content tailored to those employees.

What is the importance of targeting the right decision-makers within a company according to the speaker?

Targeting the right decision-makers is crucial because it ensures that the content reaches the people who can influence or make purchasing decisions.

How does the speaker propose to create content for LinkedIn?

The speaker proposes creating content in multiple formats (written word, video, etc.) and tailoring it to the specific value propositions and decision-makers within the target companies.

What is the speaker's view on the effectiveness of Facebook as a B2B channel?

The speaker believes that Facebook can be an incredibly effective B2B channel when used with precise targeting and understanding of the audience.

What is the speaker's strategy for content creation based on value propositions?

The speaker's strategy involves identifying six value propositions and creating content for each in six different ways, resulting in 36 pieces of content tailored to the target audience.

How does the speaker emphasize the importance of tailoring content to the audience's age group?

The speaker emphasizes that content should be tailored to the audience's age group by using different analogies, language, and humor appropriate for that demographic.

What is the speaker's advice on media spending capabilities for Jim's company?

The speaker advises Jim's company to rev up their capabilities around media spend on LinkedIn, focusing on retargeting and sponsored content to reach the right audience.

Outlines

00:00

🌊 Riding the Wave of Media Opportunities

The speaker uses a surfing metaphor to emphasize the importance of seizing opportunities in the current media landscape. Gary Jim Schleckster queries about finding media bargains, particularly on platforms like LinkedIn. The speaker discusses the effectiveness of organic reach on LinkedIn for B2B management consulting and CEO advisory work, suggesting that while content creation is key, targeted advertising can significantly enhance visibility. The speaker proposes a strategy of targeting specific companies by creating tailored content for their employees, with the hope that it will influence decision-makers within those organizations. The conversation also touches on the importance of understanding the target audience and adapting the content to resonate with them, such as adjusting the tone when addressing older demographics on platforms like Facebook.

05:01

🎯 Targeting B2B Content on LinkedIn and Beyond

This paragraph delves deeper into the strategy of leveraging LinkedIn for B2B marketing, focusing on the importance of content targeting. The speaker highlights the need to create content that speaks directly to the decision-makers within a company, such as CFOs or CEOs, and suggests using LinkedIn's targeting capabilities to reach employees of specific companies. The speaker also mentions the effectiveness of Facebook as a B2B channel when used with precise targeting. The paragraph underscores the importance of understanding the value propositions of a business and communicating them in various formats to appeal to different preferences. The speaker also emphasizes the need to adapt the content's tone and style based on the target audience's characteristics, such as age, to ensure maximum impact.

Keywords

💡Surfboard

In the context of the video, 'surfboard' is used metaphorically to represent the opportunity to ride the wave of success, implying that one must seize the moment to build something great or be overwhelmed by the challenges. The speaker uses this analogy to motivate the audience to act on the opportunities presented by the current media landscape.

💡Media Bargains

The term 'media bargains' refers to cost-effective advertising or marketing opportunities that can provide significant returns on investment. In the video, it is a central topic as the speaker discusses the potential for finding such opportunities in today's media landscape, particularly on platforms like LinkedIn.

💡B2B

'B2B' stands for 'business-to-business,' which is a model where one business provides services or products to another business. In the video, the speaker mentions that they are in the B2B management consulting and CEO advisory space, emphasizing the importance of targeted marketing in this context.

💡LinkedIn

LinkedIn is a professional networking platform that is highlighted in the video as a key platform for B2B marketing. The speaker discusses how they utilize LinkedIn for organic reach and targeted advertising, emphasizing its effectiveness in reaching potential clients.

💡Content

In the video, 'content' refers to the various forms of media, such as videos, written text, and images, that are used to engage and persuade an audience. The speaker emphasizes the importance of creating high-quality content tailored to specific target audiences on platforms like LinkedIn.

💡Organic Reach

'Organic reach' is the number of users who see a piece of content without any paid promotion. The speaker mentions that LinkedIn offers good organic reach, which is crucial for businesses looking to increase their visibility without spending heavily on advertising.

💡Target Clients

The term 'target clients' refers to the specific businesses or individuals that a company aims to attract as customers. In the video, the speaker provides an example of a 200 million dollar valve manufacturer in Milwaukee as a desirable target client, illustrating the importance of identifying and targeting specific companies.

💡Employee Account

An 'employee account' is a type of account on platforms like LinkedIn that is associated with a specific employee of a company. The speaker suggests using employee accounts to target the employees of specific companies, as a strategy to influence decision-makers within those companies.

💡Value Proposition

'Value proposition' is a marketing term that describes the unique benefits a product or service offers to customers. In the video, the speaker talks about creating content that highlights six different value propositions, demonstrating the importance of understanding and communicating the benefits of one's services.

💡Retargeting

Retargeting is a marketing strategy where ads are shown to users who have previously visited a website or engaged with a brand. The speaker mentions retargeting as a part of their media strategy, emphasizing its effectiveness in converting potential customers.

💡Sponsor Content

'Sponsor content' refers to paid advertising content that appears on platforms like LinkedIn. The speaker discusses using sponsor content as part of their media strategy, highlighting its role in reaching a wider audience.

💡Influencer

In the context of the video, an 'influencer' is someone who has the power to affect the opinions and decisions of others within a specific community or industry. The speaker suggests that content aimed at employees could potentially influence decision-makers within a company.

Highlights

The importance of recognizing and capitalizing on the 'serendipitous moment' to build a great surfboard, or face being smashed by the wave.

Jim Schleckster's question about finding media bargains today and his focus on B2B management consulting and CEO advisory work.

The emphasis on spending time on LinkedIn for B2B purposes and the organic reach it provides.

The strategy of targeting specific companies and their employees on LinkedIn for B2B marketing.

The idea of producing content tailored to the decision-makers in a company, such as CFOs or CEOs.

The concept of creating multiple pieces of content to target employees of a single company, hoping for influence through internal sharing.

The analogy of using LinkedIn to target specific job titles and decision-makers within a company.

The discussion on the effectiveness of LinkedIn and Facebook as B2B channels with specific targeting.

The strategy of retargeting and sponsoring content on LinkedIn for B2B purposes.

The importance of understanding the audience and tailoring content to their age and life stage, as demonstrated by targeting 55 to 75-year-olds on Facebook.

The emphasis on the need to rev up capabilities around media spend on LinkedIn, whether internally or externally.

The idea of targeting specific universities for B2B marketing on LinkedIn.

The strategy of creating content in different formats (written word, video, picture) to appeal to various audience preferences.

The discussion on the effectiveness of Facebook as a B2B channel, especially when targeting specific groups.

The emphasis on the need for precision in targeting and messaging in B2B marketing to ensure the right audience is reached.

The analogy of using a 'scope bottle' to focus on the right audience in B2B marketing.

Transcripts

it's like a title it's like a huge wave

either everybody here realizes

hopefully this is the serendipitous

moment that you decide to build a great

surfboard

or that wave is gonna smash you in the

face

gary jim schleckster has a question

about where there are

media bargains today uh

jim jimmy where are you there you are

brother so jim where's your target it

i mean tick tock is by far the one okay

so we're b2b

management consulting ceo advisory work

we spend a lot of time on linkedin

variety of flavors in linkedin do you

spend a lot of media money on linkedin

um not a ton we're more we

i wouldn't know i wouldn't say we're

your ratio on content but we a lot of

video

but you're getting it from the or you're

putting it out because linkedin also

gives you good organic reach so you're

you're satisfied which makes sense to me

jim you're satisfied on

making the content and putting it out

organically not doing what i want which

is

you pick four target clients and you

make i'll give you an example i want

everybody to hear this

jim actually let's play what would be a

company that you would love to be doing

business with like you wish they

hired you or used your service you know

a

200 million dollar valve manufacturer in

milwaukee would be an awesome client for

us so if you're looking random but

beautiful no i love this if you and i

became partners tomorrow i'd say brother

get who here can get me the data on

every company in america that looks like

that then that come that would come then

i would go on linkedin

me or like whoever i brought over and we

would look at which companies are

registered that are big enough

that have enough employees on there that

we can target the employees of

you got to do an employee account

because they don't do revenue correct

so right so you got to look at those

things once

that happens we target those companies

and we make content that looks like this

hey does your cfo or who's the decision

maker head of procurement

cio cfo who ceo decides

in in your world yeah beautiful so i

would produce content

that literally looked like this hey does

your ceo know that she or he is losing

i you know i don't know your value prop

but i'm sure there's six of them

if you had dinner with asea right i

would make

those six value props i would make six

different ways written word video or now

i have 36 pieces of content

that we're targeting against the

employees of one company with the hope

that one of them

forwards it got it influenced the

influencer

yeah got it see where i'm going we gotta

get somebody to put the scope bottle on

the desk

that's exactly right that's exactly

right you know and when you

or when you're broad enough and you know

it's the cia anybody here have an

interesting

job title that is the decision maker

like chief procurement

cio anybody here have anything that's

not ceo

you can unmute just trying to give

another analogy i'll give you

we have a client that sells outsourced

business services

so it would be like manager of

outsourcing or call center manager or

something like that

and sometimes procurement sometimes vp

procurements it could be

any of those star yeah exactly like just

the sheer technicality that you can get

into a linkedin environment

and again carol back to you right notice

how i just talked about one

company 36 pieces of content because

there's six

value props you want to say it six

different ways because you don't know if

it's the video the written word the

picture

right and you know and so i mean this is

real stuff

everyone i'm telling you this is real

stuff we have a

a glass manufacturer that wants the

industry to use glasses

that is blown away by what's been going

on in the first couple months with us we

have we

work right they have so much challenges

with co-working and this environment

like

but we're blowing b2b companies away

with our work

in linkedin and by the way facebook has

been proven to be an incredibly

effective

b2b channel as well when you play on the

media on certain targeting if you know a

certain thing like

universities there's a lot of different

but you know obviously this all goes on

what you can target

and then once you know what you're

targeting you know what you're going to

say

but um jim i think you've got to really

rev up the capabilities whether

internally or externally around media

spend

on linkedin okay now most media

we do retargeting sponsor content that

kind of stuff but fair enough

sponsorship

we're missing a ton of tricks a bunch of

content i would get out of it just makes

you feel good that a lot of people saw

it but they're not the people that you

want

retargeting i love anybody that's come

to your website keep pounding them until

they give up

but we're prospecting where the content

really knows who's seeing it

got it yeah it goes back it goes back to

stan's daughter right i know

17 year olds are seeing my tick tocks

you can imagine how that affects what

i'm saying

versus what i'm saying to 58 you know

i'm i'll give you one as a human i'm

passionate that people in their 50s and

60s are delusional about how much life

they have left ahead of them

but society has convinced them that they

don't so when i make a video

to talk to those individuals and i'm

running that on facebook 55

to 75 year olds that are entrepreneurs

or executives

i may curse less the answers i do i may

talk about different analogies i may

make a joke about razzing about

hey you don't want your daughter making

fun of you let's show her you know like

everything that comes out of my mouth is

different

i i did it meta in here right i asked

you know i'm bringing it up again but i

want everybody to really hear me

once i understood how b2b this is look

how much linkedin i'm talking if this

was b2c i'd be talking about other stuff

in this time