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November 3, 2023

Full Funnel Marketing with Linkedin

Aman Gandhi
Senior Client Solutions Manager at LinkedIn
Explore the incredible potential of leveraging LinkedIn to significantly enhance your brand's visibility, effectively generate high-quality leads, and ultimately propel conversions to new heights.

Priyanka: Okay. I think we are live can somebody, before we start, can somebody just confirm if They can hear us loud and clear on the chat. Let's just wait for 10, 15 seconds. I think there's a lag. 

Aman: Sure.

Priyanka: Yeah. Cool. I think everybody can hear us. I've got a lot of yes and loud and clear, which is very nice. So we'll hello you guys. Thanks for joining us today. We have Amman, Gandhi, your client solutions manager for enterprise clients from LinkedIn. Previously, he has experience in sales and strategy for a startup called Safer Media Labs, and then as a product consultant at Zeta.

Today, he supports clients at LinkedIn with marketing, including paid and organic efforts. And hence, we are here to talk about full funnel marketing in LinkedIn. So thanks for joining us, Aman. Thank you 

Aman: so much, Priyanka. Excited to be here. And I. Hope whatever little knowledge I have, I can share across today and help people.

Do LinkedIn better? Yeah, 

Priyanka: sure. As it happens to be a very broad and wide topic, we will touch upon various aspects of LinkedIn and how they work in tandem with the objectives of a company for all the audience out here. feel free to put your questions in the chat. We will take those up towards the end of the event.

My first question for you, Aman, is that you work with enterprise level clients at LinkedIn, right? Because I am not coming from that perspective. Can you tell me how do they look at LinkedIn as a 

channel? 

Aman: Absolutely. Most large enterprise clients look at LinkedIn as a mix of demand gen brand and employer branding, if I have to put it into three buckets biggest of them obviously being demand gem.

And it's not just simply getting the customer lead details, which is your email address or your phone number or both. It basically grows across the entire sales cycle. So right from the lead detail to mql, sql up until even, in fact, even opportunity in close one stage. All enterprise clients today are using LinkedIn to influence the entire decision making committee for whatever product they're offering that they have out there.

Obviously that is followed by their approach on brand because these are large size clients, they have strong focus efforts into exploring new markets into launching new offerings and making those offerings, the prevalent offering in the market. And they do have very focused, very specific brand or what I like to call consideration motions on the platform.

Which they invest a lot of time and effort and money into the third leg of it is the obvious one employer branding every brand today wants to be known as a great place to work for as a brand, which has a very strong set of values and organization, which has great ethics which is championing causes, which is being the thought leader in their field.

And that's where the whole employer branding factor comes into the picture. And of course, as an, as a continued effort for employer branding and. For branding in general, they have a lot of investment going on small items, like events case studies, research that they've done so that they can position themselves as thought leaders.

So yeah, these are the bigger buckets that enterprise clients look at today. 

Priyanka: Following up on that we understood how bigger brands look at it. Maybe we can expand on that going forward. But majorly let's talk about how SMBs or even smaller SaaS companies or smaller... Startups, brands go about these three metrics or the objectives that you talked about?

Aman: Yeah, absolutely. So you have to understand one very important thing, LinkedIn at its score is meant for building communities. And the way to do that is not just the paid effort that I was mentioning earlier, but also a lot of. Being put on the organic side of things. And that is how you grow your brand as large as possible on LinkedIn.

And the way to break this down from the three pillars perspective that I mentioned for SMBs is if I have to talk about brand, the most basic step that should be in place is having a strong company page. A bunch of showcase pages, if that is something that is required for your specific product or your specific offering.

With that, of course, leveraging your employees very strongly to share that continuous flow of relevant content that you'll be putting down on your page to ensure that your company page is as strong as your peers set, if not stronger. And finally using paid as fuel on the fire to expand that audience.

Add to that audience as and when possible. So that's from a brand perspective, how you should be leveraging LinkedIn and then as an SMB, you should be driving a lot of engagement. From an employer brand perspective, regardless of the size of a brand, focus is very simple. You need to highlight causes that you want to either champion or are you're very passionate about you need to showcase to the world that you are a great place to work by sharing all your culture and how your values and ethics.

And your policies are helping your employees maybe call out wins that your employees have had maybe call out how you had a great hiring process, stuff like that, which basically positions you very strongly in the employee in the hiring market. And of course when we talk about demand especially for in SMBs, because you have a very specific set of audiences that you're going after and you have a very specific budget that you have to go after audiences who know you, which means you need to do a lot of retargeting.

You need to use a lot of a b m list and third party consideration lists and run very specific messaging to attain those conversions despite the limitations that you have. So for in, in, in a nutshell, it has to be very targeted, very specific and from an organic as content rich as possible.

Priyanka: Understood. Yeah. I think on the branding part, we try to do that, at least we try to do that at factors. So that's great validation. And 

Aman: yeah, this is one of those activities, right? This live right here. 

Priyanka: Yeah. You should run ads and then you should also do good organic content and yeah.

I love it. Yeah following up on that how should companies align their marketing objectives with business objective? 

Aman: It's a very big question, if I'm being honest about it, because the company has a lot of objectives, right? Top of that is obviously revenue, but of course you want to expand beyond certain territories.

You want to grow market share within your own market. You want to highlight any new offering that you had or how that new offering is changing the market itself. The way I look at it. Is the way LinkedIn CMT is designed, the campaign manager tool is designed, is very similar to how your marketing funnel is designed.

Your selections are very close to what your marketing funnel would be. So it's simply awareness, consideration and conversion. Under awareness, you simply have a brand, which is basically an effort for you to reach as many people as you can. Under consideration, you have stuff like website visit. On platform engagement, video views, which is to get your brand into people's minds, build recall, engage those audiences by asking them to comment on it, share it, etc.

And finally, conversion, which is the golden goose for everyone. Be it simply lead gen or be it a post lead gen activity where you want your user to take a specific action on your landing page. Or you want them to do some sort of a post or lead generation activity, for example, attend a webinar et cetera.

So that's how it is split. Each of these funnels, of course, have their own specific set of content that needs to go there. And the way this ties back to a business objective is if you are, for example very new to the market or many new to a particular market, you should look at primarily doing awareness where, for example, you use a lot of video content and a lot of content to attract people to what your brand is about, talk about why, what you are doing or what your offering does is very important to them.

Then of course, if You want people, you want to basically ensure that people know you whenever they are making a buying decision, right? For that, you use the consideration phase, where you're either getting people to go to your own landing page do activities on your landing page, or you're getting people to see your video, or you're getting people to download an asset which will help them understand why a particular, which will either establish you as a thought leader.

Or let you let them know that, Hey, you exist, and this is why you are better than your peer set or, this is a good one that you've been doing conversion again, very specific. So if you want revenues, you need to convert audiences as simple as that. Ideally the content that's worked really well for conversion, at least in the recent past has been single image and document ad document that is a feature where basically usually audiences had.

Downloadable assets on their landing pages. Now you can do it directly on the platform. Reduces friction for your end user to really go and make an effort on their website. Directly do it there, share the details and it's as good as done. To look at it from a full funnel flow perspective.

Just to summarize what I just mentioned is you begin with a video and carousal, assuming a three month activity. You begin with a video and carousal run it for 15 days. Start your second phase, which is consideration where again, you do a document ad or you do a video, or you do both.

Then that for about 20 days, while your brand awareness activity is continuing finally start while you're doing this, we have something called retargeting where you can create audience pools of audiences who have engaged with your ad or viewed your video. You generate those and you use those specifically for your conversions, along with maybe you have an ABM list or a third party list which you know are audiences who are looking for your product or offering.

And then drive those conversion campaigns towards those audiences. That's how I would say you have to map your business objectives to your marketing 

Priyanka: objectives. Correct. Correct. So the takeaway for me here is first of all, just to get started with the first part of the consideration stage videos and more even carousels.

Carousels work the best. The more creative the ad, the more, the better it is.

Aman: Absolutely. 100%. And if I have to give another layer to it, vertical formats. More than horizontal format, like for every advertiser today, it is very important to have a vertical format and a square format along with your horizontal format, because everyone is becoming mobile. A lot of traffic is going to come from mobile and you need to ensure that your message is very clear to those audiences and vertical works best there.

Priyanka: Yeah, absolutely. Absolutely. Yeah. I think one more thing that we can establish here, and it's also a very popular opinion across inside LinkedIn and across marketers that LinkedIn ads is a long term game. It's a game and you just can't expect immediate results, but the results will be significant in the longterm, but not immediate.

What are your thoughts on this and how do you look at it? From your perspective. Absolutely. 

Aman: Honestly, it differs from category to category. As we know today, LinkedIn is primarily a B2B focused platform. A lot of B2B sellers and advertisers are coming to the platform. To convert audiences and make them buying customers over long term.

For majority, very vast majority of those B2B players their sales cycles themselves are three months, four months, and according to recent research, those Sales cycles and buying cycles are continuing to become longer. Now, because you're buying cycle is longer, you definitely need to be on the platform for the long run because only then you will see conversion.

Now, if your sales person says, Hey, I am going to need three or four months to convert a customer, you cannot expect a platform to convert it in one month, right? So that's where the whole long term thought process. Comes from and it's not just me speaking. I have a lot of third party articles.

A lot of research has gone behind this, which says that across time, LinkedIn does have a better return on ad spend. I myself experienced it for my clients here at LinkedIn, where if I have to take a shorter duration, those campaigns, why they perform, they're not performing to the extent that a campaign, which is planned for maybe a three months or a six months or nine months is performing.

Just one small caveat there, there is a bunch of high consideration B2C clientele, which does see results in short term as well. But here again, short term is not a day or a week. It's a month. Yeah. And the way to win it on LinkedIn. One long term is to consistently deliver the right message to the right audience, using the right formats.

Priyanka: Understood. Understood. Also as a very regular user and who like scrolls a little. I mean it takes a lot time in my day. That's sort I can say. So I find ads on LinkedIn. To be incredibly personal and even much more creative. How does LinkedIn make that happen? I understand there's a lot of data that LinkedIn has, but can you just explain on the little bit of technicalities on how LinkedIn makes sure that these ads go to the right person at the right time with the right messaging?

Aman: Absolutely. Like you rightly said, we have a bunch of first party data, right? Basically, all the data related to a professional person, professional life, you will find on LinkedIn. And that goes from where the person has studied, where he's worked, what designation he's worked at, what was that person's location while working.

What sort of skills he or she has what sort of network he or she has, what sort of content interest he's shown, what sort of what sort of content he engages with on daily, what sort of poster he is on the platform, et cetera, right? What this helps us do is then allow advertisers to segment very specifically.

So today you can target audiences as specifically as, Hey, I want to target an IT decision maker. We have a specific segment on the platform which exactly says IT Decision Maker because of the interests and the contact points that they've had with the platform, which have indicated that, Hey, this person seems to be an IT Decision Maker.

And this is basically an aggregation of data points around their job titles, their experience, the type of content they are interacted with, the companies they are working at. That is layer number one, that first party data and that reorganization of that first party data into very intuitive and very usable targeting parameters on the campaign manager tool.

The second layer obviously comes in with the whole retargeting powers that LinkedIn has. Like I mentioned earlier, you can retarget audiences who watch a part of the video or the whole video. You can retarget audiences who, who have opened Allegion form but not submitted Allegion form.

You can retarget audiences who have clicked on your ad. All of this leads you to making that funnel as. As specific as possible. Then of course we have the ABM capability today which, which is a very strong point in itself because ABM allows you to target your list of accounts and because of our other targeting capabilities around job titles, functions, or years of experience, et cetera you are then also able to focus only, let's say, for example, on marketing and product within.

a set of organizations that you want to go after, right? So that's what is combining to make it as personalized as possible. From a creative perspective, honestly, it's not just the platform. It is the marketers themselves who have been very smart and incredible in using that. Today of course we have a few macros which allow you to customize especially conversation ads.

At the level of the designation or the users or name or their company. However huge kudos to advertisers of today to innovate with things like one to one ABM campaigns, right? Which basically allow you to target one company. And then your creative can simply say, for example, if I was targeting factors AI.

My, my messaging can directly say Hey, this is what we are about. And this is why we should talk, for example, and yeah, that's so basically it's a mix of course, the capabilities of the platform as, but also the ingenuity of that advertiser.

Priyanka: Correct. Understood that. So coming back to MLBs again, like we talked about retargeting. We talked about how inside the platform. But more question that, how do we how do SMBs focus on measurement and optimization

Aman: Absolutely. So as an SMB, the first thing that you need to identify is your true north. What is that one thing that determines that all the marketing effort that you're doing on all the advertising effort that you're doing on the platform is yielding result. Now there are several versions for this.

Depending on the business objective that you have, or the marketing objective that you have, this do not change. If I have to give it the perspective of brand and demand, et cetera. For brand, there are basically three things that you should, or other two things, let me put it like that. But if you measure one, are you consistently adding number of followers to your to your page?

And is the engagement of your content on your page? Either staying stable or going up over time. That is a true north for you to say, Hey, my brand effort. Is yielding result because I did a brand and an engagement basically is designed to get people to see your message, understand it, decipher it, and then if it is something that is an engagement format, engage with it, right?

And of course followers is important because over time, especially for an SMB if you are able to build that organic community, you will get a lot of return because that is, those are people who are listening to your message day in, day out on LinkedIn without you having to invest a lot of monies on them.

So that's what I would look at it from a brand perspective from from engagement or a consideration perspective, slightly difficult to measure apart from your regular metrics, like a CTR engagement rate, et cetera. However, if, especially if you are looking at things like on platform engagement, very simply is my content.

Getting more engagement over time. And if it is engagement of the platform, maybe on your website or a third party page or am I seeing more visitors on that page beyond just my organic activity and then say, Hey, yes, it worked or it did not work. And of course, optimization follows this. How do you get more impressions in the reach out of the budget that you have?

How do you add more followers? By, by investing in different ad formats or by investing dedicatedly on a follower campaign. Is this how we would optimize it? Finally for demand gen a lot of optimization has to come from, firstly, from the audience that you're going after. It cannot be too short of course, because then the platform will never be able to give you optimum results.

But it cannot also be too large. It has to be the right size. That's what I like to say to my customers. You have the right size of audience. And when I say right size of audience, it obviously also means there are the right stakeholders within it. So right functions, right years of experience, right accounts that you're going after.

And then your messaging has to be very specific around that. For example if it was a retargeting campaign, your messaging would be very different than if it was a direct campaign for region, for a retargeting campaign. Your messaging would be more around, Hey, I know you've heard about us.

Here at XYZ, maybe you directly came to my website or you came to my website via some third party channel, or you engage with me with my company page, for example, and we feel you are the right fit for our product. And this is why we should talk more. That's how I would do content and be optimized from a content perspective.

For a retargeting campaign, for a direct campaign, I would talk more about my features and more about the offer that I would give to you for me to, you to come in or talk to me or share your details with me. So that's how I would position the whole re optimization and measurement game on Duggan.

Of course, for Dimanjan, the last... My list converts. So why do you have percentage SQL percentage MQL? Percentage conversion lost one lost. Sorry, close one close lost. How? How does each of these sales cycle sales funnel stages being impacted? By marketing is what I would measure. 

Priyanka: Got it. Yeah, I think I love these same lines.

This is going to be the last question and maybe we can cover it in another five minutes. Then we'll start taking for whoever has given the question on the chat. So one last question in the same lines, right? LinkedIn has recently started to partner with. independent third party attribution platforms, right?

To precisely measure and optimize their ROI through ad and other things and efforts as well. And factors. ai is one of them. So how do you look at these developments and what's your prediction for these? 

Aman: I think in today's world, you cannot survive without partners. You're not marketing in a silo, right?

You're not investing in just your LinkedIn page or your LinkedIn advertising. You have your own website. You have some activities happening on Google. You have a Facebook page, you have an Instagram page, maybe you have a Twitter handle where things are happening. And of course you have the whole offline side of things where you have saved people reaching out or you have inbound happening, right?

If you want to, in today's world, be efficient across all of these. And manage these in a very proper manner without having to break your head and having 10 people behind everything. Third party partners are very critical. And it's not, and like I said, factors. ai helps with attribution.

That is very important in today's world because cookies are going away. Google has announced that, 2024 is the final date for the final year for them to do away with cookies. So identity resolution is going to become a huge headache very soon. How is the four platforms that you're running on a campaign on today?

Attributing to be very important. And these are questions which are on the way to being answered. They're not answered yet. So partners are definitely helping there. Then of course you have the whole audience intent side of thing. Now LinkedIn can tell you about. What intent users have had on their own platform.

However, if you want to know intent in general, we are not enough. You need third party players, like a demand base or a G2 who's going to tell you, okay, this is the audience who has intent for your product or for your category. And of course then there is a whole social media management side of things where you need.

Today, for example, Priyanka, you are the only person running all your channels, as would be the case with a lot of SMBs. It's a headache. Different platforms have different UIs, different ways of functioning. Managing that on those platforms can be a challenge sometimes. And that's where the whole social media management, third party come into picture and they also are very important.

In a nutshell, I don't think we will grow as a whole industry, adult living industry, if there are no third party players. So yeah very important. 

Priyanka: Great. Awesome. So now I think we can take the questions. Dishant has asked that what are the key steps needed for building specific audience engagement and conversion?

Aman: I'm sorry, can you repeat that? Yeah, 

Priyanka: Dishant has asked if what are the key steps needed to build specific audience engagement and conversion? 

Aman: Absolutely. To build specific audience, first of all, of course, you need to identify or have a skeleton of who your, who that audience is. Marketing parlance.

It's called ideal customer profile. For example I'll take factors. ai as an example and try to dive from that. From factors. ai, the ideal customer profile. Would be of two types. One would be marketing led and the other would be analytics led. These two together would basically be right.

So basically you want someone who can either make the decision or influence the decision for a marketing or an analytics function in a company. And then you need to ingratiate them yourself with themselves, right? So once you've identified that you can either use. Job functions or job titles along with a specific list of companies that you want to target that builds your audience.

How do you build engagement? It's all about the right content being put in front of the right audiences. So you do a lot of engaging content from a paid perspective. So for example, you do a lot of video, you do a lot of, but also you do a lot of document ads. Which people interact with as strongly as possible and from a company page organic effort side, you do a lot of goals.

You do a lot of Hey, do you think this is the big thing coming or thought leadership pieces, which people would want to comment on or share with their networks. And finally for conversion as I've been harping about since the first time you have to be very specific which means doing very strong ABM lists.

A lot of retargeting and very specific messaging, depending on the type of audience you're going after, whether it is a plain Varena or it's someone who's already seen your messaging from there ahead. Yeah. 

Priyanka: Correct. Got it. Next question is for Chetna. She has asked, can we use the same funnel approach for running ads in meta 

Aman: platforms?

While Chetna, to be very honest I am not a meta expert. I would think not, logically speaking people who come to LinkedIn come for a very specific reason and people who go to a meta platform are going there for a very different reason than why they're coming to LinkedIn on and hence same funnel approach would not really work.

You, you would need to have a different type of messaging, a different type of a different type of approach to those platforms because of the intent that those users will have there on LinkedIn, like I said, the intent is very professional. The intent is to learn. to engage with a professional network and hence this is the flow that I would recommend vis a vis other platforms.

Yeah. Again, I would want to repeat that I'm not a meta expert. So that's just from what my understanding 

Priyanka: is. Cool. So Sree has asked that any examples you can share on client case studies? Absolutely. 

Aman: Yeah. 100%. My favorite case study of all time is Salesforce. They have mastered the way lignin should happen.

Of course, they are a massive organization and they are a global client for us. But the way they manage something as bland and plain as a CRM software and its ancillaries, talk about how it is important for a customer or a user for that matter. Continuously engage with their audiences and continue to add to those audiences over time is phenomenal.

In fact, a lot of what they do on the platform is leading to industry leading. From lead gen perspective, from a conversion perspective, from a video view perspective. Yeah. Specific example I would love to take offline with you 

Priyanka: Yeah. For more questions. D Yeah. The next question is what are the best practices on the time period of running and optimizing a campaign asked by.

If I'm pronouncing this right, 

Aman: Brilliant question him. It all depends on the objective that you're trying to achieve. Like I said. And of course, on the type of sales cycles you have if you have a longer say cycle, which is the parlance today with most B2B businesses, you should start from a minimum of a quarter and over time, depending on how it performs, you keep up enlarging that time period or shrinking it if that is working out for you from an optimizing a campaign perspective.

Any changes that you make has to stay there for at least four to five working days. What that basically means is that if you, for example, made a big bidding change today, I would recommend that you wait for it to take action for the next four to five days. And only after that decide whether it is good or bad.

I hope that answers the question. If there's follow up, please let me know. And I'll be happy to answer that. 

Priyanka: Yeah, again, for more details, DM Aman, anytime. So somebody has asked what would be the best. LinkedIn time to post LinkedIn

Organic content? I would really like to know this. That's my question. 

Aman: Yes, there is a good time to post on the platform. Of course, with the changes in algorithm which happened a few years ago, it's not as effective as it was earlier. However, I really try to put in a message and this differs for different regions.

For example, for India, mornings do really well as evidenced by our course in morning today. Yeah. So that's one time that's really good, but of course it will change my market. The other thing that is very important for organic is. If you have a very specific subset of audience that you want to go after and you know that a decent majority of my follower base is from that subset, try to optimize it to their time.

For example, if you're an organization who's across three markets, India, Nehmer and UAE, try to post when it's morning in Nehmer, when it's morning in EMEA. And when it's morning in India, which is different times, and you can actually build targeted posts as well. So the post that is going to Neymar, you can actually say Geo America and Canada, and then that post will only go to your followers from that region.

So that also will play a very important part when you're doing posts on organic and that's something that I would always recommend people to do. 

Priyanka: Yeah. Again, like practice team, take note. Yeah. Next, I think Shrey has asked, does it make sense to build a newsletter on LinkedIn? 

Aman: Yes, 100%.

It does. And actually, so you said that again is a new feature on LinkedIn and thank you for bringing it up, Shay. We have seen phenomenal results with midsize companies doing newsletters because what it does is it gives an extra inventory or an extra way for you to engage with audiences who are invested in you.

And as an extension of that, because that audience is invested in, is with you wants to know about what you are talking about. If you are able to do a good newsletter, they will be encouraged to share that goodness beyond yourself as well. And that is where the power of that newsletter will come in.

So yes, it does make sense to do newsletter. Of course, the caveat there being that you will have to be very regular Parallel channel to somewhere else, for example, your website, where you're doing that. 

Priyanka: Correct. I think this question by Jitesh where he's asking currently LinkedIn does not offer device level targeting like other social channels.

It only offers device preference. So what are your.

Aman: Another question, which all my clients also ask me. Jitesh, this is a very vast topic to talk about, but if I have to be very specific about this, or I give my two cents on this rather. The reason why it makes sense for us to do device reference and not device level targeting is we want to try and be as compliant as possible.

One and two does because LinkedIn is an intent driven platform. You're coming here to learn does not really matter whether you're coming from a mobile or from a desktop, right? As long as you're there and you're engaging with a message, which is correct. We are good and hence and it's something that we have specifically chosen to stay away from that being said, we do give reporting at a device level now, so you can definitely optimize the creatives depending on device types, which are more engaging for you and optimize your campaigns that way or your content that way rather.

So that's how we are managing this. I hope that answer your question. 

Priyanka: So the next question is from Rhythm. Do you think LinkedIn campaigns only perform with the B2B approach? If not, how can we look at it from a B2C perspective? 

Aman: Oh, that's a very good one, Rhythm. The reason why the B2B approach works, like I said, is you're building community, you're nurturing that audience and over time you're converting.

With B2C, we have seen very specific pockets of strength with industries or categories that we like to call high consideration B2C. These are basically B2C purchases, but either have very high ticket values or have some or have very high individual values, right? For example, an education course today at a PGP level, it is a B2C product, but it has high value and you need high consideration and that's why it is working very well on the platform.

And the way these primarily work is very synergistic again with the B2B approach in a lot of ways the only difference being that because it is B2C, you have only one person primarily in, in their buying committee and You only need to worry about what matters to that person and tailor your message accordingly in the B2B approach.

You need to identify, okay, these are the five people that I need to the messaging that I need to have for each of those five people. In a nutshell, for high concentration B2C, it can work. Again, your messaging has to be as tailored as possible. And the other part to it is it has to be high ticket because if it is low ticket, then those your ROS will not make sense.

Priyanka: So next one is from Muskan asking, how does description of the post in LinkedIn play an important 

Aman: role? Brilliant question. So I'm just confirming Muskan. I don't know if I can see a response to this, but when you say description, you basically mean the ad copy, right? The ad copy visual guidelines tell us that the first thing that you will see in any ad is the middle portion.

Then you will see the portion above and then you will see the portion below. And the reason why this is human psychology, not nothing, not something I'm an expert at. So don't ask me why, but that is what experts tell us. And the reason why then your description becomes important is because after you see the image or after the user is going to see the image, they are going to go and read what is written on top of it.

And if the messaging is not synergistic with what the images or what the video is or what the comment is. About it's not going to have a very strong impact on them. And hence it is very important. And that's why I always recommend that you have a short headline which people do not have to click on to see the entire text, you have a few hashtags so that your searchability is better.

And of course, our messaging is as succinct as possible to ensure that, the user who is going to read it has a lot of.

Priyanka: Interest in it. So the next question is from Sajat. Text based content brings more engagement or image? Is there any algo decoding that you can do for us? 

Aman: It's a very big question, right? If it's dependent on the type of content and the quality of content at the end of the day, I have seen articles which have had 15, 000 comments and I had brilliant daily designed images which did not get two comments as well.

So it's purely dependent on the content that you're putting. And if it's a paid approach, then of course the audience that you're putting the content in front of. Is there an algorithm? A little bit, but not so much. It's simply about the content. 

Priyanka: Yeah, absolutely. I agree. I think from my perspective, I spent quite a while decoding the algo.

Then the only thing I could reach to a conclusion with was just post good content. Do it consistently. Don't worry about all of those stuff. Kiran.

For a SaaS product, what can be the ideal strategy to tap in US market through LinkedIn? Yeah, go on Amar. I think it's a broad question. 

Aman: Yeah, this is a very broad question. It will depend on where your product lies in the whole SaaS landscape, Kiran. Because Depending on that that, that category that you are after the users for the market will differ.

And because you're the user for that market for the U. S. market in your case will differ. The strategy will be completely different. If I have to take a stab at your question in specific U. S. market, you have to be very patient. Because most, more likely than not there will be an incumbent in the market.

You need to break into, you need to be very consistent as Bianca just mentioned in your messaging, you have to be, you have to try and get as many people as possible to see what you're about, which basically means trying and increasing your impression share and at the same time getting followers from that impression share so that you don't have to continue to invest at that level.

And then eventually maybe six to eight months down the line. When you start thinking about conversion, but if you have to be more specific about it, please reach out to be glad to help you. 

Priyanka: Cool. Amazing. I guess this is the last question from Shilu. We can take one or two more questions, but Shilu is, he suggests some specific LinkedIn campaign approach, which will help to boost up the brands campaign on.

Aman: Audience specificity is the specific approach. You have to be as specific for your audience as possible. If that is not giving you results, that simply means that audience does not already know you. And if that does not, audience does not already know, you refer to my previous answer, try and build as much awareness among that audience as possible.

So that then because they know you, and then you have a very specific. approach to reaching just the audience who knows you improves your performance. 

Priyanka: Great. Yeah, I think that's a great answer. We have one more question from Chetna. We can take one more question after this. So yeah, so Chetna again asks how to target a niche market?

For example, marketing only for an NRI who is looking for green cards.

Aman: It's a brilliant question. I will say that you have to be for the intent and the first part of that data that we are capturing we can definitely do it. But for the intent that we are not able to capture case in point, I do not know. Any, I do not know a way for LinkedIn to capture an NRI who's looking for green card.

It is a difficult method for us to do. That being said, in your case specifically, you can try and figure out let's say for example, top 100 or top 500 universities from where students are going to to an abroad country and target and target, try or other try and target students or graduates of those universities.

And this is a proxy, but that's the closest I can come to your recommendation or question here. But point being if we have either intent or first party data, then we will definitely be able to do it. If we do not have that, we won't be able to do it. 

Priyanka: Yeah. I think I can add a bit here.

So when we I briefly was a part of factors paid marketing for LinkedIn and we got a list from again, like a platform which gives this intent data. And maybe we, you can search for people searching for this green card or something. They used to give us a list. We used to upload it into platform and that's how we did targeting.

That's what you are also suggesting, I think, Aman. Yeah, absolutely, 100%. Or a people list and then target them over LinkedIn. That's what you can also try and do, Chetna, if there's a way to get a certain list somewhere. There are a lot of platforms that will... Help you with it for even with Technographics.

So yeah, you can text me if you need more, I can connect you with Amman or you can directly talk to Amman. Absolutely. Yeah, I think that's that's all. We do not have any more questions. If there are any more questions feel free to reach out to me or Amman over LinkedIn. We'll be happy to take your questions.

Thank you all for joining this. We had a great session. The session was the talking session between me and Amman was as much as the question answer session. So this is great and I love the engagement. So thank you guys for joining and thank you Amman for making time out of your schedule and talking to me.

That's the, 

Aman: This is a great learning experience for me as well. First time I'm doing this. So thank you for the opportunity, Priyanka. And I really hope the audience got some data from me and we'll be able to use, use and leverage LinkedIn better in the future. Thank you so much. 

Priyanka: Absolutely.

Thank you so much. And see you guys soon on the next LinkedIn Live. Bye. 

Aman: Bye everyone.