Making the Most of Ads for Your Recruitment Company

If you’re trying to grow a network of engaged clients and candidates on LinkedIn, chances are that you’ve messed around with their paid ads at some point.?

If you want to know the best ways to use them, you’ll want to stick around.?

On Episode 19 of The Skill Point Podcast I spoke to Justin Rowe , the Founder of Impactable - B2B LinkedIn Ads Agency , which is a b2b marketing and ads agency that specialises in getting the most out of LinkedIn.?

Justin talked me through his advice for levelling-up your ad game, and now I’m passing it on to you.?

Business Growth

LinkedIn is the perfect place to sell to people, as long as you do it well. Nobody wants to be bombarded with sales messages in their DMs or watch ad after ad that touts how great a certain company or product is.?

However, when people log on to LinkedIn, they come with the intent of being influenced on b2b buying decisions. High level executives come to the platform to learn about other people’s buying decisions, strategies and successes, and they actively want to apply that to their own businesses. If you can position your ads to speak to their questions or interests, you’re going to be able to influence people to buy your product or service.?

“Running ads on a platform like that and to people in that mindset is really powerful,” Justin shared. “The trust that you win on LinkedIn can be monetized more easily than popularity on any other platform.” Your ads can be used for all kinds of business growth, but selling your services is a key aspect of that.?

Impactful content

Ads aren’t just for saying ‘Look at me!’, they’re also great for engaging your customers. Your cold layer or first round of ads should present people with something that they want to interact with, like polls, questions or interesting visual content. You can use your ads to see what your customers care about.?

Justin recommended talking about your customer’s main pain point in your ads. That creates content that resonates with your audience and boosts your conversion rates. Whether you focus on the pain itself or the relief that your services offer, it’s important to touch on those messages throughout your ad campaign.?

Justin recommended using the narrative of “This is the pain point we solve, the results of people that work with us, then why you can trust us to do the same for you.” to move people through your marketing funnel.?

Retargeting?

Retargeting is the trick to boosting your conversion rates. While your ads can be great for getting your message in front of the right people, retargeting can put you back in their minds when they actually want to buy.?

Justin said that when people are first looking for a specific service, they’re not looking to buy immediately. “Retargeting is important, because chances are they're making that decision and evaluating people over the next 30-90 days. They're evaluating other vendors. They don't know that they trust you yet.” Retargeting should focus on building that trust during the evaluation process.?

This is where a podcast can come in, because it builds the impression that other people trust you too, including leading names in your industry. Retargeting moves the needle on trust more than anything else.?

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You can listen to Episode 19 of The Skill Point Podcast here.?