July 24, 2025 • 30 mins
We’re exploring what sets LinkedIn Ads apart from other platforms and who should actually be using them. Riley will share key insights on how to create effective LinkedIn campaigns when you’re just starting out.
Riley Collins
This cocktail is our twist on a classic Tom Collins, customized to suit our guest Riley’s unique palate. We swapped out a few ingredients to better reflect his preferences, keeping it crisp and refreshing while adding a subtle layer of sweetness. It’s a familiar favorite with a personalized touch.
Ingredients:
- 3 Luxardo cherries
- 0.5 oz gin
- 0.5 oz fresh lemon juice
- 0.33 oz elderflower syrup
- 0.75 oz fresh grapefruit juice
- 0.75 oz cranberry juice
- 0.25 oz yellow Chartreuse
- Soda water (to top)
Directions:
1. Muddle the cherries in a shaker.
2. Combine the remaining ingredients, except soda water, and shake with ice.
3. Fine-strain into an ice-filled glass,
4. top with soda and garnish.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
hey, zach, how are you?
Hey, how's it going good areyou?
Speaker 2 (00:11):
having hot, hot, hot weather down there yeah, I'm
glad my apartment has a poollike I've probably used it more
this summer than I've used itlike any summer.
Speaker 1 (00:19):
But and you didn't get flooded out from the
remnants of that hurricane no, Ididn't get anything.
Speaker 2 (00:25):
It's been raining a that hurricane.
No, I didn't get anything.
It's been raining a decentamount, like more than usual,
definitely more than last summer, but no flooding, thankfully,
all right.
Speaker 1 (00:32):
Well, I have a question for you how can brands
effectively use LinkedIn ads toavoid wasting budget and get
meaningful results?
So just go ahead, answer thatquestion right now.
That's great.
Speaker 2 (00:44):
I think Riley is going to be the one that answers
that question in the main part.
Speaker 1 (00:48):
All right.
Yeah, you don't really do ads.
You can recommend ads or talkabout content for ads, but you
don't really do the ad strategy.
But Riley does, and we've gotseveral clients who do LinkedIn
ads, so we're going to explorewhat sets those apart, like how
they're different.
Um, you know the good, the bad,the ugly?
Um, there's not really any ugly, I don't think, but, um, some
good things and some kind ofthings to watch out for.
Um, who should use them, whyyou should use them, how they
(01:12):
work, and then just some youknow tips and tricks and things
that Riley's figured out, aswe've been doing stuff for
clients and for us.
I guess we do a little bit onLinkedIn too.
Um, not a ton about promotingsome things.
Um, so, yeah, so you um havemade up.
well, you haven't made up,you've renamed a ling ling
collins as a riley collins so wehad the tom collins a little
(01:35):
while ago and riley's last nameis collins, so we were like
there needs to be a drink calledriley collins and that was your
idea.
Speaker 2 (01:42):
So it was was because I'm stupid and punny.
Speaker 1 (01:46):
But you know, a part of it was like, okay, we'll just
swap the juice for somethingelse.
And you're like, no, I'm goingto go one better.
So you're going to go throughthis cocktail for us and then
when we get Riley on after thebreak, we'll see if he would
drink this or not.
Speaker 2 (02:00):
Yeah, and so Eileen Collins is kind of interesting.
Um, this is kind of basedaround I don't know if you
remember doing like the cocktailtasting we did, where we did
all the cocktails like in personyeah, one of them was our
bartender yeah, yeah, yeah, Iwish I could have gotten to that
.
It sounds so much like so muchfun.
But uh, we tried the last wordand that was one that, like
(02:22):
riley liked and nobody elseliked.
So oh I liked it.
Oh, you liked it too, okay Ilike chartreuse yeah awesome.
Okay, I couldn't remember whoall liked it.
I just know that you, you andriley are probably the uh, the
minority there but anyway, hateschartreuse, she just I love it.
It's my favorite same.
(02:43):
I think it's really fun yeah,so, um, this cocktail, uh, has a
little bit of chartreuse in it,yellow chartreuse to be exact.
Um so, the ingredients willneed three luxardo cherries.
Speaker 1 (02:55):
I've been listening one and a half ounces of
cherries, sorry, one and a halfounces of gin.
Go ahead, ahead.
I'll stop interrupting you.
Speaker 2 (03:04):
Half ounce of fresh lemon juice.
Speaker 1 (03:06):
Okay.
Speaker 2 (03:06):
Like a third of an ounce of elderflower syrup, 0.7
ounces of fresh grapefruit juice, 0.7 ounces of cranberry juice
and then a quarter of an ounceof yellow chartreuse with soda
water to top.
So to make this, you muddle thecherries in a shaker, combine
the remaining ingredients exceptthe soda water, shake fine,
(03:27):
strain into an ice-filled glassand then top with soda and
garnish.
This sounds like a drink Iwould love.
I love grapefruit, I lovecranberry, I love chartreuse.
Elderflower is great.
I don't think I like everything.
Speaker 1 (03:42):
I have all of this.
I actually have lemons, limesand oranges.
We had a little pool party lastweekend and I bought some.
Nobody used them in theircocktails, like I was like, okay
, whatever, because a lot ofpeople were like drinking gin
and I was like, okay, I needlemons and limes for sure for
gin.
And we have the Tanqueray Iforget the name of it, but it's
(04:05):
the orange flavored gin.
So I got the oranges as well,but nobody used them.
Um, but I have all of this, Ithink, except my grapefruit
juice.
I have the betty buzz sparklinggrapefruit.
So I would have to not put thatin the soda in the shaker and
like add it at the end.
Um, but yeah, just remember, nofizzy in the shaky.
That does, yeah everywhere.
Speaker 2 (04:20):
Well, if you have all this stuff, maybe you should uh
make it at our team party nextweek and then have r Riley try
it so we can get a video of himactually saying if he likes it.
Speaker 1 (04:30):
And I'll bet if I asked, somebody would just bring
grapefruit juice like realgrapefruit juice, but the Betty
Buzz stuff would work.
Yeah, we could do that, and Ilove the muddling of the
cherries.
That's going to be like aninteresting, like taste.
Speaker 2 (04:47):
Yeah, I'm all for this drink Like this is like one
of the drinks where, like, Ithink it's a good combo of like
stuff that you'd probably likeand stuff that I would like, and
hopefully Riley likes it too,since it's his episode.
Speaker 1 (05:00):
All right, well, we'll talk to him about what he
thinks of it and then, yeah, Ithink next week we can do a
tasting and maybe throw that onthe socials with Riley's
reaction to what we are nowdubbing the Riley Collins
instead of the Ling Ling Collins.
There we go.
All right, we'll get intoLinkedIn ads after a little
dance break.
All right, we're back.
(05:25):
So we have Riley with us.
Hey, riley.
Speaker 3 (05:28):
Hello, hello.
Speaker 1 (05:29):
All right, so you heard the recipe for what we're
dubbing the Riley Collins.
Would you drink it?
Speaker 3 (05:34):
Short answer yes, I would drink it.
I'm usually open to trying alot of different stuff, although
I have to admit that I don'treally know what it would taste
like, given all of the differentflavor profiles.
But I'll still give it a go.
Speaker 1 (05:47):
Yeah, there's a lot in there, a little bit of sweet,
a little bit of sour, a littlebit of tart, a little anise-y
with the yellow chartreuse.
Well, maybe we'll try it nextweek.
Speaker 2 (05:56):
Sounds like one of those drinks where there's a
bunch of stuff in it and youdon't know how it tastes, but it
all works really well together,yeah it and you don't know how
it tastes, but it all worksreally well together.
Speaker 3 (06:06):
Yeah, it's either going to be bad or it's going to
be really good.
Speaker 1 (06:08):
Yeah, I think it'd be really good.
That's going to be my guess.
All right Off the cocktail nowand onto LinkedIn.
So give us a little bit aboutyour background, riley, so that
people know, because it's been awhile since you've been on the
podcast, I think.
So what do you do?
Speaker 3 (06:24):
It's been quite a bit .
So I'm a digital specialisthere at Antidote 71, which means
that I am just managing allsorts of digital things, whether
it is paid, social,pay-per-click, seo, organic paid
, whatever.
All that kind of fun stuff.
Speaker 1 (06:45):
And LinkedIn ads, which is what we're going to
talk about today.
Um, so what's different aboutthem?
Like everybody knows, like howfacebook ads work, and I think
people know how google ads work,um, linkedin might be a little
bit different for people, sowhat is different about those
compared to meta and google?
Speaker 3 (07:01):
yeah, so all of the ad platforms are very similar
with how they kind of likefunction.
Where it's like you know, youbuild your ad out, you have your
campaign, all that kind ofstuff.
Um, linkedin's a competitiveadvantage to different platforms
it is, that is, it's very heavyon the b2b um and it gets very
(07:22):
um in the weeds with thetargeting for the B2B.
So if that is kind of whatyou're looking for with your
advertising, linkedin is a greatplatform for that and you can
really get you know, you cantarget down all the way to
professionals and what their jobtitles are and seniorities and
all that kind of stuff.
So, yeah, that's the maincompetitive advantage around
(07:45):
going for LinkedIn over, likemeta or, you know, all the other
platforms.
Speaker 1 (07:50):
Yeah, because LinkedIn knows all that.
They're not guessing what yourjob title might be, like a
Google might be or somebody,because Google has, like you
know, industry audiences thatyou can pull in if you want to,
and so does Facebook.
But LinkedIn knows, like, whatyour job title is and what
company you work for, so I thinkthat's a big one too.
You can target a company orcompanies in your industry and
(08:11):
then job titles within those.
So, like all marketing peoplein construction in this five
state area Really really cool.
So I think you kind of answeredwho it's built for.
It's built for, like, peoplewho want to target B2B, right.
Speaker 3 (08:23):
Yes 100%.
Speaker 1 (08:24):
Can you do B2C on LinkedIn?
Speaker 3 (08:27):
You can, but it's not really built for that.
I think that's where thecomparison kind of strikes for
platforms like Meta versusLinkedIn.
Linkedin, you're usually goingfor B2B, whereas like Meta, you
can do both.
You can go after B2B.
It's not necessarily meant forit.
I feel like you would find moresuccess with B2C on like meta
(08:51):
and maybe Google and stuff.
Speaker 1 (08:52):
But yeah, I think you'd have to have a product
that was an industry niche.
And then you're really kind ofgoing to B2B.
I think about, like the placesthat make like cute scrubs for
like medical people, the placesthat make like cute scrubs for
like medical people, like.
But even then you'retechnically going b2b, even if
you're going one-to-one to adoctor or nurse because you're
you're going after them fortheir profession, um, it's not
(09:13):
so much a b2c.
You're not just targeting, likeus, to use them as pajamas or
something like that's not gonnawork.
Well, 100, all right, cool.
Um, so the ad formats arepretty similar to, uh, how other
programs work.
So just give us a rundown.
So the ad formats are prettysimilar to how other programs
work, so just give us a rundownof, like, what ad formats can we
do on LinkedIn?
Speaker 3 (09:31):
Yeah, I mean there's a ton of different ad formats
that you can do in LinkedIn.
I was kind of surprised becauseusually when you're managing
you don't touch all of them atone time.
So LinkedIn they have like 15different ad formats, which is
nice.
But they kind of separate theminto four different groups and
they kind of correlate with,like the funnel stages.
So, for example, the startingfunnel is sponsored content.
(09:54):
You usually use this for liketop of funnel advertising and
utilizing different ad typeslike single image, carousel
video or C ctv those kind ofplatforms.
Um, I think that is like thebiggest group of ads that they
have on their site.
Speaker 1 (10:10):
So and the most similar to like, most similar to
like what you would do onfacebook, right like it's.
Speaker 3 (10:16):
Yeah, pretty close, that's just like your single
image, like posting and doingyour carousel, which was very,
very similar to, or you know,very, um similar to what you
would do on Facebook, so, um,kind of getting into the next
step.
Um, you have sponsoredmessaging.
Uh, that's a little bit more ofthe middle of funnel.
Um, this is just.
You know, you run ads that willmessage different people.
(10:39):
Um, it's like I think the adtypes are called um conversation
and message ads.
They're very similar.
The conversation kind of justgives prompts for people to
select if they want to go afterit.
Um, and all that kind of stuff.
Speaker 1 (10:54):
So yeah, I am.
I don't even look at myLinkedIn inbox anymore, like
it's such a mess.
Speaker 3 (11:00):
That's kind of the problem when they kind of
introduced those is that maybethey, they were probably more
effective in the beginning, butnow people are kind of like,
okay, that's an ad ignore.
Speaker 1 (11:10):
Yeah, I mean, and they get lost with those paid
in-mails too, Like that's like awhole different thing.
Speaker 3 (11:16):
Yeah, definitely.
Speaker 1 (11:17):
All right.
Speaker 3 (11:18):
So what about bottom of funnel?
We've got lead gen forms.
They're not technically like,they're not fully an ad, but
they kind of embody an ad alittle bit.
It's really just an ad or aform in like an ad kind of space
.
That's really just you go andfill that out and you know all
that kind of stuff.
(11:38):
Just your generic form in an ad, I guess.
Speaker 1 (11:41):
And Meta has those.
Google, I noticed, now has alead lead gen.
What is a lead gen extension?
Speaker 2 (11:49):
Yeah.
Speaker 1 (11:49):
You can put on your ads or you've got a short lead
gen form and you can customizesome of what you ask in those um
with LinkedIn as well, which isnice.
Um, the thing I like aboutthose is like, if you're using a
hub spot, I think they'rereally effective, just for like
(12:10):
convenience.
Speaker 3 (12:11):
you know, instead of taking somebody to an external
landing page, you can just havethat lead form pop right up,
especially if it's somethinglike super quick, like if you
want to get like a white paperor something like that, you can
just get that really fast.
You don't have to go to anexternal site and get sold to
again about it.
Yeah.
Speaker 1 (12:30):
And I think that's why it's really like the bottom
bottom of the funnel, Right,yeah, and I think that's why
it's really like the bottombottom of the funnel, right.
Like what gets me is like andthis is bad on meta, of course,
for the most part, but whenyou're looking at like a product
and like you click in there tolike, look at the product one,
it still opens in like the fakebrowser inside Facebook which is
like whatever, Great, Like,before I can even see what the
(12:50):
product is, I get the slide up.
That's like give us your emailaddress and you know we'll send
you 10%.
And I'm like I don't want that,yet I need to look at this
thing and then maybe I'll yes,I'll take 10% off and then I'll
unsubscribe from your emails.
So I think that lead forms canbe intrusive if you use them
wrong.
Like I'm at best middle offunnel if I'm looking at like a
(13:12):
product on, you know, Facebookor whatever, and it just drives
me crazy.
I think I would almost ratherhave the like if I jump into the
product.
Okay, now I'm interested inwhat I saw, I go into the
product to actually read moreabout it.
Then give me the pop up to belike if you buy this, we'll give
you, give me more than 10% of10% is a stupid number.
Speaker 3 (13:32):
Yeah true, At least 15 or something.
Speaker 1 (13:34):
Right, all right.
So if I'm doing LinkedIn forthe first time and I'm listening
.
Speaker 3 (13:42):
Where should I start?
So it really depends on yourbudget.
Some people have differentbudgets than others, which is
totally understandable.
But where I would kind of start, I would give yourself a decent
budget.
We'll get into it in the nextTalking Point, but give yourself
(14:03):
a decent budget.
We kind of we'll get into it inthe next talking point, but
give yourself a decent budget.
Um, and if you can, I wouldlean towards creating a very
it's kind of like an explainervideo of like a problem or maybe
an issue that, like, yourtarget audience might have.
Um, this video is not going toexplain who you are or like what
you sell, so don't even getinto that talking point, because
people are going to.
Speaker 1 (14:19):
We're not there.
Speaker 3 (14:21):
Yet this is very top of funnel.
So just explain it, explain aproblem or explain a challenge
that somebody might have.
Um, it can be really quick.
You can either go, you know, 30seconds to three minutes if you
really want to, um, as long asit's going to take you to get
the message across, or theproblem across.
Um, and then from there we cancreate um, a campaign, uh,
(14:47):
pushing that video out to yourtarget audience, to your target
audience, and then, on top ofthat, create a secondary
retargeting campaign.
You can do whatever kind ofmedium that you really want
Retargeting people.
Off of the most, I think it'slike 50% retention from that
(15:10):
video.
And the reason why we do thatis because you're going to
retarget the people who havewatched your video halfway and
have seen your message, and ifthey're going to watch at least
to the halfway point, somethingis sticking with them to watch
it.
So, that means or that that waywe can put a bunch of our budget
towards people who are actuallyengaged.
We're trying to push out allthat kind of stuff and with this
(15:33):
retargeting campaign, that'swhere you start to explain who
you are and kind of what you doand how you can solve that issue
.
So got it.
This is really really, you know, problem solver I guess.
Speaker 1 (15:45):
So you're really looking at like a top, middle
one, two punch right Like thetop of funnel so we can go bring
those people in.
We're still going to targetpretty tightly because it's
linked in so we can get those infront of the right people.
That doesn't mean they're allgoing to be interested.
And then you take the ones whoare interested in the issue
you've brought up or thewhatever you you're talking
about, you know kind ofgenerally not about you yet and
you're going to tell them likehey, this is something we can
(16:09):
help you with, um kind of uhlightly, like you're not going
to ask him for the sale, you'renot going to be like you know
schedule an appointment by now,like that's not where we're at,
yet that's next um but yeah,okay, um, all right.
So you mentioned budget.
So linkedin gets a bad rap forbeing way more expensive than
(16:31):
everything else.
Um, talk to me about budget.
Is it really as expensive aspeople say?
How does it compare to other?
Speaker 3 (16:38):
platforms.
So it kind of I don't know, itkind of depends.
Um, people kind of giveLinkedIn a bad rap for being
more expensive and I think thisis mostly due to like poor
targeting a little bit, becauseif you don't really encapsulate
your targeting and you don'tnarrow it down a lot, you're
(16:59):
going to be wasting a lot ofbudget.
There's a lot of potential inLinkedIn.
You just have to make sureyou're harnessing it correctly.
So advertising on LinkedIn ismore expensive than other
platforms, uh, on like a numberbasis, like as a whole.
But it's like I think the cpckind of measures are measures
(17:19):
around like three dollars tolike six dollars and it can go
even higher, whereas like otherplatforms like facebook, are
like a dollar and a half tothree.
Um, so it's a little bit moreexpensive per click, but it's
not like terribly expensive.
We're not talking about likethree or four X, you know.
Speaker 1 (17:37):
So, yeah, and for people who don't know CPC, cost
per click, um, to get people togo to your content, um, yeah,
and I think that the other thingis um, you know, if you're
doing a B2B campaign, typicallyyour value of landing that
client is higher anyway.
So you know, you can afford alittle bit higher cost per click
.
You can afford a little bithigher cost per acquisition.
(17:58):
Like, I mean, if you're runningsomething, we've had people who
, like their average contract islike millions of dollars, and
so it's like you know you'll hit.
You might hit a $30 CPC, youmight hit a 200, 300, $500 cost
per acquisition, but if you haveto pay $500 to get somebody
into a million-dollar contract,I think you're doing fine.
(18:19):
For small businesses, though, Ican see where it would get a
little crazy.
Is it still?
A minimum is $20 a day, Ibelieve, on LinkedIn.
Speaker 3 (18:28):
I think the minimum they might have decreased it,
it's $10, but it kind of depends.
Minimum they might havedecreased it it's $10, but it
kind of depends.
So if you do $10 a day that isyour minimum, but you can also
charge it by like lifespan, andthat lifespan changes depending
on how long the lecture is.
Speaker 1 (18:42):
So your campaign, like I have a 30-day or a 60-day
campaign.
I want to spend $800 orwhatever.
Speaker 3 (18:47):
Yeah.
Speaker 1 (18:48):
Okay.
So yeah, I remember when it was$20 a day and people were like
I can advertise on Meta for $5 aday and it's like yes you can,
but the targeting is sodifferent.
Speaker 3 (18:57):
I think they've definitely like, tried to cinch
that up and appeal to, like,different audiences with that,
because it is now $10 a day andsometimes it gets a little bit
weird where you have to give itan extra dollar or whatever
depending on what you'retargeting.
But it's definitely worth, Ithink, especially if you're
targeting, but, um, it'sdefinitely worth.
I think if, especially ifyou're in that B2B targeting
(19:17):
kind of range, it's definitelyworth that payoff because, um,
just the quality of leads is alot higher because you know who
you're actually targeting.
You know, getting to that firsttalking point at the very
beginning, Like, um, thetargeting is very narrowed down,
they know exactly who they'retargeting to and all that kind
of stuff.
So you get a lot better of anaudience.
Speaker 1 (19:35):
Yeah, and I think those smaller budgets you're
going to have like it's going totake longer to optimize.
It's going to take longer tofigure it out because, like, if
you're spending $10 a day andyou're running a $5 cost per
click, it's two clicks a day,that's all you're getting, and
then your ads are done and soyou know if you can afford to
get into that 20, 30, even $50 aday.
You're going to get moreresults faster and it's going to
(20:01):
learn faster and then it'sgoing to get more efficient,
because I know a lot of peoplewant to start with a tiny budget
and then grow it, and it's likeactually the opposite, like
start with a healthier budgetand then, as we get it optimized
, we should be able to narrowthat and bring it down, but
otherwise you just got to wait,be patient.
Yeah, you do, all right.
(20:23):
So I think that brings us tothe let's start with.
We got two things I want to knowtips like pro tips, and then I
want to know how do people screwthis up?
What are the biggest mistakespeople make on LinkedIn that you
know?
So give me a tip first, Okay.
Speaker 3 (20:38):
So a tip is that I would definitely make sure that
you have a high focus on youraudience.
I see a lot of people.
It kind of leads into themistake as well.
Speaker 1 (21:12):
No-transcript with me and I was like, yeah, in the I
had, uh, some employees from thesouth and they always said
buckshot instead of shotgun andI'm like it's same thing, like
it's same shotguns, just goeverywhere where a rifle or is
like going right at what youwant.
Yeah, I think that's a goodexample and you don't have to
(21:36):
with.
So with some platforms you haveto kind of go broad and then
you can bring it in, but withLinkedIn you can actually laser
right in.
I think, targeting on that Zach.
Speaker 2 (21:50):
I think targeting on that or bouncing off, that is.
Speaker 1 (21:53):
Also.
You can do negative targets,right.
So LinkedIn is going to tellyou the percent of industries or
job titles or whatever it isthat people are seeing your ads.
And if you see, if you'retargeting something specific and
you see this weird anomaly inthere, that's like you know,
like you're targeting architectsand you're getting college
professors you can go do anegative, you know, industry of
(22:15):
education, or a negativeindustry of, or negative job
title of college professor andyou can really like I think the
best one that we did that I sawwhen I was looking at results
was we got it to like a 90percent in their industry.
Which is it that takes work,like that's a lot of work
because you're going to haveweird stuff come in, because
it's you know, it's the internetweird, weird stuff happens.
(22:36):
Um, all right, um, how about?
Um?
Is there a feature that peopledon't really know about, like
that they should really be usingor looking at or exploring in
LinkedIn?
Speaker 3 (22:50):
I think if you're um, one feature that I kind of came
across with working with Zach,with some of our um LinkedIn not
like branding but just kind ofgrowing our LinkedIn is that
content.
Yeah, linkedin um offers a um,a different kind of ad that I've
never seen before.
They call it a thoughtleadership ad, so you're able to
(23:11):
boost a employee's post throughthe company page and now more
than ever, linkedin is now whereit's more employee focused and
more individual focused, so youcan really highlight your
employees, your talent, all thatkind of stuff, what they're
doing, and you can just put thaton the employee page and that
(23:33):
would help grow both personaland employee or personal and
business pages and all that kindof stuff and it kind of helps
grow your brand through thislike very interpersonal way.
So if you have a budget forthat, I definitely would try
doing that, because it's a veryinteresting way of thinking
about like LinkedIn growth andall that kind of stuff.
Speaker 2 (23:52):
And we did do that for our webinar too, so it was
really interesting to see.
Speaker 1 (23:59):
So I could like write something, just to be crystal
clear on this, like I writesomething on my personal profile
, like a little article orwhatever about leading a small
agency in 2025, or whatever thetopic is.
I don't know.
Zach would give me a topic andI would write it and it would be
there.
So then, because I'm linked tothe company page by my business
or whatever, the company canthen grab that and promote it
(24:21):
through a paid ad in the companypage, basically giving the
company audience and whoeveryou're targeting.
Like visibility to my profile,yep, and it works just like
visibility to my profile.
Speaker 3 (24:31):
Yep, and it works just like any other kind of ad
targeting.
You can use audiences and allthat kind of stuff inside the
actual targeting, because youset it up just like an ad, and
the only thing that kind ofchanges from the actual post and
the ad is that up in the verytop below their name, it's just
going to say in the tiniestlittle text ever sponsored by
(24:52):
your company.
Speaker 1 (24:53):
So 71 or whatever.
Yep, all right, zach, youshould be promoting all of my
amazing original content that Iput on LinkedIn.
I don't put a lot, I justreally reach, we share our stuff
and I don't even have to timewrite something on it.
I'm terrible at it, but it issomething that's interesting and
I love the idea of, like, notjust my stuff, obviously, but
like you know, every employee inthat thing.
(25:14):
And now I'm getting why there'sthis desire to be like, hey, we
need to do more individualthought leadership because we
can piggyback off that, becausemost people, like everybody
knows, like, when the companyposts something, have your
employees reshare it, likethat's 100%.
It's great, it's wonderful.
But I love this idea of theindividual post getting in front
(25:34):
of new audiences.
All right, we're going to talkmore about that, not right now,
offline, zach will uh, we'll setup some time and chat about it,
um, and figure that out.
All right, any?
Uh, parting words, finalthoughts um, you don't have to.
I, I know I put you on the spot.
Speaker 3 (25:52):
No, it's all right.
I think the biggest thing, likethe biggest takeaway from this,
is make sure that you have yourtargeting on point, because
that is the biggest thing withLinkedIn advertising.
Speaker 1 (26:02):
Biggest advantage.
Speaker 3 (26:03):
Especially more than ever, with, like you know,
budgets may being spent fasterbecause it's more expensive.
You're going to want to havethat tightened down more than
anything, so yep.
Speaker 1 (26:13):
So I will tell you a little bit of a tangent here,
but still related back in thewild, wild west days of doing
digital ads, like when they werejust starting to allow ads on
like Google and Facebook.
Um, you could target by companyand you could target by job
title, which you can still dotoday.
And so somebody I don'tremember who it was wanted a job
at a specific agency.
(26:35):
So they ran an ad with theircontent targeting just the CEO
of that agency.
So they put in title CEO andcompany, this company, and they
didn't have minimums back then,like now you can't do that,
you've got to have enough peoplein your audience to keep it
general.
So this ad was literally justbeing shown to this one dude, um
(26:59):
, and, and he got the job, likeit was like it's, like, that is
kind of genius and that'sprobably also part of where, um,
things spun out and they werelike, yeah, maybe this is a
little too creepy and we need tomake this broader.
Speaker 2 (27:13):
That's insane.
Speaker 1 (27:13):
Yeah, it was really early days, like in the 2000s,
you were able to, like just hitone person.
It's so wild.
Speaker 3 (27:21):
That's really creative, though that is a
sniper shot.
Speaker 1 (27:25):
Yeah, it's like buying the billboard outside the
company you want to work for,Like I mean, well, we could do
that with digital out of home.
Now you could just put abillboard right outside where
you want to work.
I'm still tempted to buy thebillboard that you guys see
outside as you drive into theoffice in Sioux City and just
put up stupid messages or weirdphotos of you guys, but I don't
have that kind of cash to burn.
Speaker 3 (27:47):
Maybe one day.
Speaker 1 (27:48):
Maybe All right.
Well, thank you for joining us,riley.
I do also want to point outyour hair is very on point today
.
Thank you as somebody who hasvery fine hair.
I still have hair, which isgreat.
It's not going anywhere andit's a little bit lighter
because I've spent time in thepool and out in the yard, so I'm
very blonde these days.
I do appreciate your hair andit's really working it today.
Speaker 3 (28:09):
So congratulations, the compliments and having me on
today oh, 100.
Speaker 1 (28:16):
All right, um zach, should we bring it home?
Speaker 2 (28:19):
let's bring it home.
As always, you can find ouragency at antidote71.com, where
you'll also find all of ourlinks to all of our social media
channels.
And if you have a questionyou'd like to send our way head
to ctapodcastlive.
To shoot us an email or, evenbetter, leave us a voice message
on our hotline at 402-718-9971.
(28:42):
Your question might make itinto a future episode of the
podcast, and I say might, but weall know that it definitely
will it will.
Speaker 1 (28:49):
If we get a voicemail in there, Zach will be so
excited.
I know we'll hear about it likeimmediately, but yeah, and that
does just go to voicemail.
You don't risk talking to ahuman being.
You can also send us an audiofile you can record in your memo
app.
You can send that through thewebsite ctipodcastlive as well.
We would love to hear from you.
Speaker 2 (29:07):
And you'll get a book .
Speaker 1 (29:08):
Oh, it reminds me I didn't send a book to Alex yet I
got to do that.
Speaker 2 (29:12):
Our guest from-.
I'll definitely get his mailingaddress.
Speaker 1 (29:15):
It's just the college .
I'm just going to send it tothe college.
Speaker 2 (29:17):
Oh yeah, there you go .
Speaker 1 (29:18):
Like it'll be fine.
It's 1501 Morningside Avenue.
I kind of know that one.
All right, so we will be backnext week, I believe, with our
summer intern, megan Callahan.
We didn't do an intern view atthe beginning of the internship,
we're kind of midway through it.
But we'll talk with Megan aboutwhat's going on with 71 Shirts.
There's some new designs thereand definitely go check that out
(29:40):
.
If you haven't seen the website, you can buy a t-shirt and
support an intern.
Really fun stuff, All right, sountil then I'll see you guys
later.
Have a good one, bye.
hey, zach, how are you?
Hey, how's it going good areyou?
Speaker 2 (00:11):
having hot, hot, hot weather down there yeah, I'm
glad my apartment has a poollike I've probably used it more
this summer than I've used itlike any summer.
Speaker 1 (00:19):
But and you didn't get flooded out from the
remnants of that hurricane no, Ididn't get anything.
Speaker 2 (00:25):
It's been raining a that hurricane.
No, I didn't get anything.
It's been raining a decentamount, like more than usual,
definitely more than last summer, but no flooding, thankfully,
all right.
Speaker 1 (00:32):
Well, I have a question for you how can brands
effectively use LinkedIn ads toavoid wasting budget and get
meaningful results?
So just go ahead, answer thatquestion right now.
That's great.
Speaker 2 (00:44):
I think Riley is going to be the one that answers
that question in the main part.
Speaker 1 (00:48):
All right.
Yeah, you don't really do ads.
You can recommend ads or talkabout content for ads, but you
don't really do the ad strategy.
But Riley does, and we've gotseveral clients who do LinkedIn
ads, so we're going to explorewhat sets those apart, like how
they're different.
Um, you know the good, the bad,the ugly?
Um, there's not really any ugly, I don't think, but, um, some
good things and some kind ofthings to watch out for.
Um, who should use them, whyyou should use them, how they
(01:12):
work, and then just some youknow tips and tricks and things
that Riley's figured out, aswe've been doing stuff for
clients and for us.
I guess we do a little bit onLinkedIn too.
Um, not a ton about promotingsome things.
Um, so, yeah, so you um havemade up.
well, you haven't made up,you've renamed a ling ling
collins as a riley collins so wehad the tom collins a little
(01:35):
while ago and riley's last nameis collins, so we were like
there needs to be a drink calledriley collins and that was your
idea.
Speaker 2 (01:42):
So it was was because I'm stupid and punny.
Speaker 1 (01:46):
But you know, a part of it was like, okay, we'll just
swap the juice for somethingelse.
And you're like, no, I'm goingto go one better.
So you're going to go throughthis cocktail for us and then
when we get Riley on after thebreak, we'll see if he would
drink this or not.
Speaker 2 (02:00):
Yeah, and so Eileen Collins is kind of interesting.
Um, this is kind of basedaround I don't know if you
remember doing like the cocktailtasting we did, where we did
all the cocktails like in personyeah, one of them was our
bartender yeah, yeah, yeah, Iwish I could have gotten to that
.
It sounds so much like so muchfun.
But uh, we tried the last wordand that was one that, like
(02:22):
riley liked and nobody elseliked.
So oh I liked it.
Oh, you liked it too, okay Ilike chartreuse yeah awesome.
Okay, I couldn't remember whoall liked it.
I just know that you, you andriley are probably the uh, the
minority there but anyway, hateschartreuse, she just I love it.
It's my favorite same.
(02:43):
I think it's really fun yeah,so, um, this cocktail, uh, has a
little bit of chartreuse in it,yellow chartreuse to be exact.
Um so, the ingredients willneed three luxardo cherries.
Speaker 1 (02:55):
I've been listening one and a half ounces of
cherries, sorry, one and a halfounces of gin.
Go ahead, ahead.
I'll stop interrupting you.
Speaker 2 (03:04):
Half ounce of fresh lemon juice.
Speaker 1 (03:06):
Okay.
Speaker 2 (03:06):
Like a third of an ounce of elderflower syrup, 0.7
ounces of fresh grapefruit juice, 0.7 ounces of cranberry juice
and then a quarter of an ounceof yellow chartreuse with soda
water to top.
So to make this, you muddle thecherries in a shaker, combine
the remaining ingredients exceptthe soda water, shake fine,
(03:27):
strain into an ice-filled glassand then top with soda and
garnish.
This sounds like a drink Iwould love.
I love grapefruit, I lovecranberry, I love chartreuse.
Elderflower is great.
I don't think I like everything.
Speaker 1 (03:42):
I have all of this.
I actually have lemons, limesand oranges.
We had a little pool party lastweekend and I bought some.
Nobody used them in theircocktails, like I was like, okay
, whatever, because a lot ofpeople were like drinking gin
and I was like, okay, I needlemons and limes for sure for
gin.
And we have the Tanqueray Iforget the name of it, but it's
(04:05):
the orange flavored gin.
So I got the oranges as well,but nobody used them.
Um, but I have all of this, Ithink, except my grapefruit
juice.
I have the betty buzz sparklinggrapefruit.
So I would have to not put thatin the soda in the shaker and
like add it at the end.
Um, but yeah, just remember, nofizzy in the shaky.
That does, yeah everywhere.
Speaker 2 (04:20):
Well, if you have all this stuff, maybe you should uh
make it at our team party nextweek and then have r Riley try
it so we can get a video of himactually saying if he likes it.
Speaker 1 (04:30):
And I'll bet if I asked, somebody would just bring
grapefruit juice like realgrapefruit juice, but the Betty
Buzz stuff would work.
Yeah, we could do that, and Ilove the muddling of the
cherries.
That's going to be like aninteresting, like taste.
Speaker 2 (04:47):
Yeah, I'm all for this drink Like this is like one
of the drinks where, like, Ithink it's a good combo of like
stuff that you'd probably likeand stuff that I would like, and
hopefully Riley likes it too,since it's his episode.
Speaker 1 (05:00):
All right, well, we'll talk to him about what he
thinks of it and then, yeah, Ithink next week we can do a
tasting and maybe throw that onthe socials with Riley's
reaction to what we are nowdubbing the Riley Collins
instead of the Ling Ling Collins.
There we go.
All right, we'll get intoLinkedIn ads after a little
dance break.
All right, we're back.
(05:25):
So we have Riley with us.
Hey, riley.
Speaker 3 (05:28):
Hello, hello.
Speaker 1 (05:29):
All right, so you heard the recipe for what we're
dubbing the Riley Collins.
Would you drink it?
Speaker 3 (05:34):
Short answer yes, I would drink it.
I'm usually open to trying alot of different stuff, although
I have to admit that I don'treally know what it would taste
like, given all of the differentflavor profiles.
But I'll still give it a go.
Speaker 1 (05:47):
Yeah, there's a lot in there, a little bit of sweet,
a little bit of sour, a littlebit of tart, a little anise-y
with the yellow chartreuse.
Well, maybe we'll try it nextweek.
Speaker 2 (05:56):
Sounds like one of those drinks where there's a
bunch of stuff in it and youdon't know how it tastes, but it
all works really well together,yeah it and you don't know how
it tastes, but it all worksreally well together.
Speaker 3 (06:06):
Yeah, it's either going to be bad or it's going to
be really good.
Speaker 1 (06:08):
Yeah, I think it'd be really good.
That's going to be my guess.
All right Off the cocktail nowand onto LinkedIn.
So give us a little bit aboutyour background, riley, so that
people know, because it's been awhile since you've been on the
podcast, I think.
So what do you do?
Speaker 3 (06:24):
It's been quite a bit .
So I'm a digital specialisthere at Antidote 71, which means
that I am just managing allsorts of digital things, whether
it is paid, social,pay-per-click, seo, organic paid
, whatever.
All that kind of fun stuff.
Speaker 1 (06:45):
And LinkedIn ads, which is what we're going to
talk about today.
Um, so what's different aboutthem?
Like everybody knows, like howfacebook ads work, and I think
people know how google ads work,um, linkedin might be a little
bit different for people, sowhat is different about those
compared to meta and google?
Speaker 3 (07:01):
yeah, so all of the ad platforms are very similar
with how they kind of likefunction.
Where it's like you know, youbuild your ad out, you have your
campaign, all that kind ofstuff.
Um, linkedin's a competitiveadvantage to different platforms
it is, that is, it's very heavyon the b2b um and it gets very
(07:22):
um in the weeds with thetargeting for the B2B.
So if that is kind of whatyou're looking for with your
advertising, linkedin is a greatplatform for that and you can
really get you know, you cantarget down all the way to
professionals and what their jobtitles are and seniorities and
all that kind of stuff.
So, yeah, that's the maincompetitive advantage around
(07:45):
going for LinkedIn over, likemeta or, you know, all the other
platforms.
Speaker 1 (07:50):
Yeah, because LinkedIn knows all that.
They're not guessing what yourjob title might be, like a
Google might be or somebody,because Google has, like you
know, industry audiences thatyou can pull in if you want to,
and so does Facebook.
But LinkedIn knows, like, whatyour job title is and what
company you work for, so I thinkthat's a big one too.
You can target a company orcompanies in your industry and
(08:11):
then job titles within those.
So, like all marketing peoplein construction in this five
state area Really really cool.
So I think you kind of answeredwho it's built for.
It's built for, like, peoplewho want to target B2B, right.
Speaker 3 (08:23):
Yes 100%.
Speaker 1 (08:24):
Can you do B2C on LinkedIn?
Speaker 3 (08:27):
You can, but it's not really built for that.
I think that's where thecomparison kind of strikes for
platforms like Meta versusLinkedIn.
Linkedin, you're usually goingfor B2B, whereas like Meta, you
can do both.
You can go after B2B.
It's not necessarily meant forit.
I feel like you would find moresuccess with B2C on like meta
(08:51):
and maybe Google and stuff.
Speaker 1 (08:52):
But yeah, I think you'd have to have a product
that was an industry niche.
And then you're really kind ofgoing to B2B.
I think about, like the placesthat make like cute scrubs for
like medical people, the placesthat make like cute scrubs for
like medical people, like.
But even then you'retechnically going b2b, even if
you're going one-to-one to adoctor or nurse because you're
you're going after them fortheir profession, um, it's not
(09:13):
so much a b2c.
You're not just targeting, likeus, to use them as pajamas or
something like that's not gonnawork.
Well, 100, all right, cool.
Um, so the ad formats arepretty similar to, uh, how other
programs work.
So just give us a rundown.
So the ad formats are prettysimilar to how other programs
work, so just give us a rundownof, like, what ad formats can we
do on LinkedIn?
Speaker 3 (09:31):
Yeah, I mean there's a ton of different ad formats
that you can do in LinkedIn.
I was kind of surprised becauseusually when you're managing
you don't touch all of them atone time.
So LinkedIn they have like 15different ad formats, which is
nice.
But they kind of separate theminto four different groups and
they kind of correlate with,like the funnel stages.
So, for example, the startingfunnel is sponsored content.
(09:54):
You usually use this for liketop of funnel advertising and
utilizing different ad typeslike single image, carousel
video or C ctv those kind ofplatforms.
Um, I think that is like thebiggest group of ads that they
have on their site.
Speaker 1 (10:10):
So and the most similar to like, most similar to
like what you would do onfacebook, right like it's.
Speaker 3 (10:16):
Yeah, pretty close, that's just like your single
image, like posting and doingyour carousel, which was very,
very similar to, or you know,very, um similar to what you
would do on Facebook, so, um,kind of getting into the next
step.
Um, you have sponsoredmessaging.
Uh, that's a little bit more ofthe middle of funnel.
Um, this is just.
You know, you run ads that willmessage different people.
(10:39):
Um, it's like I think the adtypes are called um conversation
and message ads.
They're very similar.
The conversation kind of justgives prompts for people to
select if they want to go afterit.
Um, and all that kind of stuff.
Speaker 1 (10:54):
So yeah, I am.
I don't even look at myLinkedIn inbox anymore, like
it's such a mess.
Speaker 3 (11:00):
That's kind of the problem when they kind of
introduced those is that maybethey, they were probably more
effective in the beginning, butnow people are kind of like,
okay, that's an ad ignore.
Speaker 1 (11:10):
Yeah, I mean, and they get lost with those paid
in-mails too, Like that's like awhole different thing.
Speaker 3 (11:16):
Yeah, definitely.
Speaker 1 (11:17):
All right.
Speaker 3 (11:18):
So what about bottom of funnel?
We've got lead gen forms.
They're not technically like,they're not fully an ad, but
they kind of embody an ad alittle bit.
It's really just an ad or aform in like an ad kind of space
.
That's really just you go andfill that out and you know all
that kind of stuff.
(11:38):
Just your generic form in an ad, I guess.
Speaker 1 (11:41):
And Meta has those.
Google, I noticed, now has alead lead gen.
What is a lead gen extension?
Speaker 2 (11:49):
Yeah.
Speaker 1 (11:49):
You can put on your ads or you've got a short lead
gen form and you can customizesome of what you ask in those um
with LinkedIn as well, which isnice.
Um, the thing I like aboutthose is like, if you're using a
hub spot, I think they'rereally effective, just for like
(12:10):
convenience.
Speaker 3 (12:11):
you know, instead of taking somebody to an external
landing page, you can just havethat lead form pop right up,
especially if it's somethinglike super quick, like if you
want to get like a white paperor something like that, you can
just get that really fast.
You don't have to go to anexternal site and get sold to
again about it.
Yeah.
Speaker 1 (12:30):
And I think that's why it's really like the bottom
bottom of the funnel, Right,yeah, and I think that's why
it's really like the bottombottom of the funnel, right.
Like what gets me is like andthis is bad on meta, of course,
for the most part, but whenyou're looking at like a product
and like you click in there tolike, look at the product one,
it still opens in like the fakebrowser inside Facebook which is
like whatever, Great, Like,before I can even see what the
(12:50):
product is, I get the slide up.
That's like give us your emailaddress and you know we'll send
you 10%.
And I'm like I don't want that,yet I need to look at this
thing and then maybe I'll yes,I'll take 10% off and then I'll
unsubscribe from your emails.
So I think that lead forms canbe intrusive if you use them
wrong.
Like I'm at best middle offunnel if I'm looking at like a
(13:12):
product on, you know, Facebookor whatever, and it just drives
me crazy.
I think I would almost ratherhave the like if I jump into the
product.
Okay, now I'm interested inwhat I saw, I go into the
product to actually read moreabout it.
Then give me the pop up to belike if you buy this, we'll give
you, give me more than 10% of10% is a stupid number.
Speaker 3 (13:32):
Yeah true, At least 15 or something.
Speaker 1 (13:34):
Right, all right.
So if I'm doing LinkedIn forthe first time and I'm listening
.
Speaker 3 (13:42):
Where should I start?
So it really depends on yourbudget.
Some people have differentbudgets than others, which is
totally understandable.
But where I would kind of start, I would give yourself a decent
budget.
We'll get into it in the nextTalking Point, but give yourself
(14:03):
a decent budget.
We kind of we'll get into it inthe next talking point, but
give yourself a decent budget.
Um, and if you can, I wouldlean towards creating a very
it's kind of like an explainervideo of like a problem or maybe
an issue that, like, yourtarget audience might have.
Um, this video is not going toexplain who you are or like what
you sell, so don't even getinto that talking point, because
people are going to.
Speaker 1 (14:19):
We're not there.
Speaker 3 (14:21):
Yet this is very top of funnel.
So just explain it, explain aproblem or explain a challenge
that somebody might have.
Um, it can be really quick.
You can either go, you know, 30seconds to three minutes if you
really want to, um, as long asit's going to take you to get
the message across, or theproblem across.
Um, and then from there we cancreate um, a campaign, uh,
(14:47):
pushing that video out to yourtarget audience, to your target
audience, and then, on top ofthat, create a secondary
retargeting campaign.
You can do whatever kind ofmedium that you really want
Retargeting people.
Off of the most, I think it'slike 50% retention from that
(15:10):
video.
And the reason why we do thatis because you're going to
retarget the people who havewatched your video halfway and
have seen your message, and ifthey're going to watch at least
to the halfway point, somethingis sticking with them to watch
it.
So, that means or that that waywe can put a bunch of our budget
towards people who are actuallyengaged.
We're trying to push out allthat kind of stuff and with this
(15:33):
retargeting campaign, that'swhere you start to explain who
you are and kind of what you doand how you can solve that issue
.
So got it.
This is really really, you know, problem solver I guess.
Speaker 1 (15:45):
So you're really looking at like a top, middle
one, two punch right Like thetop of funnel so we can go bring
those people in.
We're still going to targetpretty tightly because it's
linked in so we can get those infront of the right people.
That doesn't mean they're allgoing to be interested.
And then you take the ones whoare interested in the issue
you've brought up or thewhatever you you're talking
about, you know kind ofgenerally not about you yet and
you're going to tell them likehey, this is something we can
(16:09):
help you with, um kind of uhlightly, like you're not going
to ask him for the sale, you'renot going to be like you know
schedule an appointment by now,like that's not where we're at,
yet that's next um but yeah,okay, um, all right.
So you mentioned budget.
So linkedin gets a bad rap forbeing way more expensive than
(16:31):
everything else.
Um, talk to me about budget.
Is it really as expensive aspeople say?
How does it compare to other?
Speaker 3 (16:38):
platforms.
So it kind of I don't know, itkind of depends.
Um, people kind of giveLinkedIn a bad rap for being
more expensive and I think thisis mostly due to like poor
targeting a little bit, becauseif you don't really encapsulate
your targeting and you don'tnarrow it down a lot, you're
(16:59):
going to be wasting a lot ofbudget.
There's a lot of potential inLinkedIn.
You just have to make sureyou're harnessing it correctly.
So advertising on LinkedIn ismore expensive than other
platforms, uh, on like a numberbasis, like as a whole.
But it's like I think the cpckind of measures are measures
(17:19):
around like three dollars tolike six dollars and it can go
even higher, whereas like otherplatforms like facebook, are
like a dollar and a half tothree.
Um, so it's a little bit moreexpensive per click, but it's
not like terribly expensive.
We're not talking about likethree or four X, you know.
Speaker 1 (17:37):
So, yeah, and for people who don't know CPC, cost
per click, um, to get people togo to your content, um, yeah,
and I think that the other thingis um, you know, if you're
doing a B2B campaign, typicallyyour value of landing that
client is higher anyway.
So you know, you can afford alittle bit higher cost per click
.
You can afford a little bithigher cost per acquisition.
(17:58):
Like, I mean, if you're runningsomething, we've had people who
, like their average contract islike millions of dollars, and
so it's like you know you'll hit.
You might hit a $30 CPC, youmight hit a 200, 300, $500 cost
per acquisition, but if you haveto pay $500 to get somebody
into a million-dollar contract,I think you're doing fine.
(18:19):
For small businesses, though, Ican see where it would get a
little crazy.
Is it still?
A minimum is $20 a day, Ibelieve, on LinkedIn.
Speaker 3 (18:28):
I think the minimum they might have decreased it,
it's $10, but it kind of depends.
Minimum they might havedecreased it it's $10, but it
kind of depends.
So if you do $10 a day that isyour minimum, but you can also
charge it by like lifespan, andthat lifespan changes depending
on how long the lecture is.
Speaker 1 (18:42):
So your campaign, like I have a 30-day or a 60-day
campaign.
I want to spend $800 orwhatever.
Speaker 3 (18:47):
Yeah.
Speaker 1 (18:48):
Okay.
So yeah, I remember when it was$20 a day and people were like
I can advertise on Meta for $5 aday and it's like yes you can,
but the targeting is sodifferent.
Speaker 3 (18:57):
I think they've definitely like, tried to cinch
that up and appeal to, like,different audiences with that,
because it is now $10 a day andsometimes it gets a little bit
weird where you have to give itan extra dollar or whatever
depending on what you'retargeting.
But it's definitely worth, Ithink, especially if you're
targeting, but, um, it'sdefinitely worth.
I think if, especially ifyou're in that B2B targeting
(19:17):
kind of range, it's definitelyworth that payoff because, um,
just the quality of leads is alot higher because you know who
you're actually targeting.
You know, getting to that firsttalking point at the very
beginning, Like, um, thetargeting is very narrowed down,
they know exactly who they'retargeting to and all that kind
of stuff.
So you get a lot better of anaudience.
Speaker 1 (19:35):
Yeah, and I think those smaller budgets you're
going to have like it's going totake longer to optimize.
It's going to take longer tofigure it out because, like, if
you're spending $10 a day andyou're running a $5 cost per
click, it's two clicks a day,that's all you're getting, and
then your ads are done and soyou know if you can afford to
get into that 20, 30, even $50 aday.
You're going to get moreresults faster and it's going to
(20:01):
learn faster and then it'sgoing to get more efficient,
because I know a lot of peoplewant to start with a tiny budget
and then grow it, and it's likeactually the opposite, like
start with a healthier budgetand then, as we get it optimized
, we should be able to narrowthat and bring it down, but
otherwise you just got to wait,be patient.
Yeah, you do, all right.
(20:23):
So I think that brings us tothe let's start with.
We got two things I want to knowtips like pro tips, and then I
want to know how do people screwthis up?
What are the biggest mistakespeople make on LinkedIn that you
know?
So give me a tip first, Okay.
Speaker 3 (20:38):
So a tip is that I would definitely make sure that
you have a high focus on youraudience.
I see a lot of people.
It kind of leads into themistake as well.
Speaker 1 (21:12):
No-transcript with me and I was like, yeah, in the I
had, uh, some employees from thesouth and they always said
buckshot instead of shotgun andI'm like it's same thing, like
it's same shotguns, just goeverywhere where a rifle or is
like going right at what youwant.
Yeah, I think that's a goodexample and you don't have to
(21:36):
with.
So with some platforms you haveto kind of go broad and then
you can bring it in, but withLinkedIn you can actually laser
right in.
I think, targeting on that Zach.
Speaker 2 (21:50):
I think targeting on that or bouncing off, that is.
Speaker 1 (21:53):
Also.
You can do negative targets,right.
So LinkedIn is going to tellyou the percent of industries or
job titles or whatever it isthat people are seeing your ads.
And if you see, if you'retargeting something specific and
you see this weird anomaly inthere, that's like you know,
like you're targeting architectsand you're getting college
professors you can go do anegative, you know, industry of
(22:15):
education, or a negativeindustry of, or negative job
title of college professor andyou can really like I think the
best one that we did that I sawwhen I was looking at results
was we got it to like a 90percent in their industry.
Which is it that takes work,like that's a lot of work
because you're going to haveweird stuff come in, because
it's you know, it's the internetweird, weird stuff happens.
(22:36):
Um, all right, um, how about?
Um?
Is there a feature that peopledon't really know about, like
that they should really be usingor looking at or exploring in
LinkedIn?
Speaker 3 (22:50):
I think if you're um, one feature that I kind of came
across with working with Zach,with some of our um LinkedIn not
like branding but just kind ofgrowing our LinkedIn is that
content.
Yeah, linkedin um offers a um,a different kind of ad that I've
never seen before.
They call it a thoughtleadership ad, so you're able to
(23:11):
boost a employee's post throughthe company page and now more
than ever, linkedin is now whereit's more employee focused and
more individual focused, so youcan really highlight your
employees, your talent, all thatkind of stuff, what they're
doing, and you can just put thaton the employee page and that
(23:33):
would help grow both personaland employee or personal and
business pages and all that kindof stuff and it kind of helps
grow your brand through thislike very interpersonal way.
So if you have a budget forthat, I definitely would try
doing that, because it's a veryinteresting way of thinking
about like LinkedIn growth andall that kind of stuff.
Speaker 2 (23:52):
And we did do that for our webinar too, so it was
really interesting to see.
Speaker 1 (23:59):
So I could like write something, just to be crystal
clear on this, like I writesomething on my personal profile
, like a little article orwhatever about leading a small
agency in 2025, or whatever thetopic is.
I don't know.
Zach would give me a topic andI would write it and it would be
there.
So then, because I'm linked tothe company page by my business
or whatever, the company canthen grab that and promote it
(24:21):
through a paid ad in the companypage, basically giving the
company audience and whoeveryou're targeting.
Like visibility to my profile,yep, and it works just like
visibility to my profile.
Speaker 3 (24:31):
Yep, and it works just like any other kind of ad
targeting.
You can use audiences and allthat kind of stuff inside the
actual targeting, because youset it up just like an ad, and
the only thing that kind ofchanges from the actual post and
the ad is that up in the verytop below their name, it's just
going to say in the tiniestlittle text ever sponsored by
(24:52):
your company.
Speaker 1 (24:53):
So 71 or whatever.
Yep, all right, zach, youshould be promoting all of my
amazing original content that Iput on LinkedIn.
I don't put a lot, I justreally reach, we share our stuff
and I don't even have to timewrite something on it.
I'm terrible at it, but it issomething that's interesting and
I love the idea of, like, notjust my stuff, obviously, but
like you know, every employee inthat thing.
(25:14):
And now I'm getting why there'sthis desire to be like, hey, we
need to do more individualthought leadership because we
can piggyback off that, becausemost people, like everybody
knows, like, when the companyposts something, have your
employees reshare it, likethat's 100%.
It's great, it's wonderful.
But I love this idea of theindividual post getting in front
(25:34):
of new audiences.
All right, we're going to talkmore about that, not right now,
offline, zach will uh, we'll setup some time and chat about it,
um, and figure that out.
All right, any?
Uh, parting words, finalthoughts um, you don't have to.
I, I know I put you on the spot.
Speaker 3 (25:52):
No, it's all right.
I think the biggest thing, likethe biggest takeaway from this,
is make sure that you have yourtargeting on point, because
that is the biggest thing withLinkedIn advertising.
Speaker 1 (26:02):
Biggest advantage.
Speaker 3 (26:03):
Especially more than ever, with, like you know,
budgets may being spent fasterbecause it's more expensive.
You're going to want to havethat tightened down more than
anything, so yep.
Speaker 1 (26:13):
So I will tell you a little bit of a tangent here,
but still related back in thewild, wild west days of doing
digital ads, like when they werejust starting to allow ads on
like Google and Facebook.
Um, you could target by companyand you could target by job
title, which you can still dotoday.
And so somebody I don'tremember who it was wanted a job
at a specific agency.
(26:35):
So they ran an ad with theircontent targeting just the CEO
of that agency.
So they put in title CEO andcompany, this company, and they
didn't have minimums back then,like now you can't do that,
you've got to have enough peoplein your audience to keep it
general.
So this ad was literally justbeing shown to this one dude, um
(26:59):
, and, and he got the job, likeit was like it's, like, that is
kind of genius and that'sprobably also part of where, um,
things spun out and they werelike, yeah, maybe this is a
little too creepy and we need tomake this broader.
Speaker 2 (27:13):
That's insane.
Speaker 1 (27:13):
Yeah, it was really early days, like in the 2000s,
you were able to, like just hitone person.
It's so wild.
Speaker 3 (27:21):
That's really creative, though that is a
sniper shot.
Speaker 1 (27:25):
Yeah, it's like buying the billboard outside the
company you want to work for,Like I mean, well, we could do
that with digital out of home.
Now you could just put abillboard right outside where
you want to work.
I'm still tempted to buy thebillboard that you guys see
outside as you drive into theoffice in Sioux City and just
put up stupid messages or weirdphotos of you guys, but I don't
have that kind of cash to burn.
Speaker 3 (27:47):
Maybe one day.
Speaker 1 (27:48):
Maybe All right.
Well, thank you for joining us,riley.
I do also want to point outyour hair is very on point today
.
Thank you as somebody who hasvery fine hair.
I still have hair, which isgreat.
It's not going anywhere andit's a little bit lighter
because I've spent time in thepool and out in the yard, so I'm
very blonde these days.
I do appreciate your hair andit's really working it today.
Speaker 3 (28:09):
So congratulations, the compliments and having me on
today oh, 100.
Speaker 1 (28:16):
All right, um zach, should we bring it home?
Speaker 2 (28:19):
let's bring it home.
As always, you can find ouragency at antidote71.com, where
you'll also find all of ourlinks to all of our social media
channels.
And if you have a questionyou'd like to send our way head
to ctapodcastlive.
To shoot us an email or, evenbetter, leave us a voice message
on our hotline at 402-718-9971.
(28:42):
Your question might make itinto a future episode of the
podcast, and I say might, but weall know that it definitely
will it will.
Speaker 1 (28:49):
If we get a voicemail in there, Zach will be so
excited.
I know we'll hear about it likeimmediately, but yeah, and that
does just go to voicemail.
You don't risk talking to ahuman being.
You can also send us an audiofile you can record in your memo
app.
You can send that through thewebsite ctipodcastlive as well.
We would love to hear from you.
Speaker 2 (29:07):
And you'll get a book .
Speaker 1 (29:08):
Oh, it reminds me I didn't send a book to Alex yet I
got to do that.
Speaker 2 (29:12):
Our guest from-.
I'll definitely get his mailingaddress.
Speaker 1 (29:15):
It's just the college .
I'm just going to send it tothe college.
Speaker 2 (29:17):
Oh yeah, there you go .
Speaker 1 (29:18):
Like it'll be fine.
It's 1501 Morningside Avenue.
I kind of know that one.
All right, so we will be backnext week, I believe, with our
summer intern, megan Callahan.
We didn't do an intern view atthe beginning of the internship,
we're kind of midway through it.
But we'll talk with Megan aboutwhat's going on with 71 Shirts.
There's some new designs thereand definitely go check that out
(29:40):
.
If you haven't seen the website, you can buy a t-shirt and
support an intern.
Really fun stuff, All right, sountil then I'll see you guys
later.
Have a good one, bye.
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