Ground-Breaking B2B Social Media Marketing to Acquire Tons of New Customers | Learn from a Former VP of Marketing & MBA
☑ Social Media Marketing
☑ Social Media Advertising
☑ B2B Marketing
☑ B2B Advertising
☑ Social Media Management
This is the ultimate course on business-to-business social media marketing. I’ve been doing B2B marketing on social media platforms like LinkedIn and Facebook for over a decade. I was a Vice President of Marketing for a Google accelerator startup, and I was a Global Marketing Manager for Sony. I also held numerous positions helping small startups with their social media marketing.
I taught college-level digital marketing, and I studied digital marketing and B2B marketing at the Kellogg School of Management, the #1-ranked business school for marketing. This is also where Philip Kotler teaches.
The primary focus of this course is how to acquire customers or clients quickly and cost-effectively using social media marketing & advertising. However, I’m also going to explain longer-term strategies for B2B brand building and using social media marketing KPIs to drive this.
This course will evolve over time, but the key components right now are:
- LinkedIn lead generation and customer acquisition
- Advanced LinkedIn advertising methods
- Facebook for cost-effective B2B social media marketing
- A bit about Twitter ads and using Instagram within the Facebook advertising platform
- Lots and lots of real examples of projects I personally worked on…and case studies that I pulled from other sources including Facebook itself
This course is for anyone involved in B2B social media marketing, including marketing managers and consultants.
Let’s get started!
Sincerely,
Dekker Fraser
English
Language
LinkedIn Quick Fixes
Most common mistakes with LinkedIn ads
LinkedIn mistakes
Fixing LinkedIn problem 1 with lead gen forms
Fixing LinkedIn problem 2 with negative targeting
Fixing LinkedIn problem 3 with bidding
Fixing LinkedIn problems 4 & 5 with nurturing
LinkedIn Video Ads
Creating a simple LinkedIn video ad in Canva
Simple & successful LinkedIn video ad example
Storytelling LinkedIn video ad example
LinkedIn Video Ad for Maximizing Views
Marketing Video Example
LinkedIn Message/Inbox Ads & Conversation Ads
LinkedIn Message Ad Example
LinkedIn Message Ad Example 2
SPECIAL INCENTIVES!
LinkedIn Conversation Ads
“How I Generated 5X Return From One LinkedIn Conversations Ads Campaign”
LinkedIn WARNING about message ad KPIs!
LinkedIn: More Warnings
LinkedIn Text Ads
LinkedIn Text Ad Examples
LinkedIn Text Ads – UTM Tracking and Insights Tag
LinkedIn Image & Carousel Ads
LinkedIn image ads 1
LinkedIn image ads 2
LinkedIn image ad campaign example (SaaS consulting)
LinkedIn Carousel ads
LinkedIn General Advertising
Choosing the right LinkedIn campaign objective
LinkedIn Targeting
Warning about the default campaign group in LinkedIn
LinkedIn Pre-filled forms!
LinkedIn Audience Network
LinkedIn email scraping
LinkedIn matched audiences
LinkedIn account assets – led gen forms
LinkedIn website demographics
LinkedIn Account Based Marketing
LinkedIn company/account targeting
ABM campaign to target accounts
Setting up the ABM campaign
Setting up the ABM ad
Finishing a conversation ad
Conversation Ads
Measuring ad performance
Persona level targeting
Integrations
3 things worth testing
LinkedIn Advanced – Full-Funnel Advertising & Video
Avoid Gating Content
Gating
Assignment: Ungated LinkedIn Content
Direct-Response vs Brand Awareness
Direct Response
Out of Market Buyers
Buyers
Assignment: In-Market Buyers
In Market Targeting
Which of the following is generally consider “MOFU” or middle-of-funnel content?
Awareness Advertising
Awareness Marketing Stages
Frequency & Reach
Repetition
Awareness Campaign Example
Video as Direct Response
Cheaper Video Views Campaign
Video Views
Video Creative
Different Objective, Same Outcome
Comparing Video Metrics across Platforms
Comparing Videos within a Campaign
Lower CPC Creative
Comparing Video Views between Campaigns
When to Use LinkedIn Ads vs Other Ads
When to Use LinkedIn Ads vs Other Ads
5 Ways to Boost B2B Awareness on LinkedIn
LinkedIn Advanced – Research & Testing
When Everything Fails
Testing
Using LinkedIn Ads for Research?
Research
Economies of Scale
Where to Use LinkedIn for Research
LinkedIn Advanced – Targeting Considerations
Negative Targeting
Positive Targeting
Demographic Targeting
LinkedIn Advanced – Bidding, New Ad Types, Key Pointers, Boosts
Event Ads
Bidding
Spotlight Ads
Key Pointers
High Level Considerations in B2B Marketing
Boosting Organic Posts
LinkedIn Tech Industry Examples
Stage 1
Stage 2
Facebook B2B Advertising
Objectives 1
Facebook Ad Objectives & Stages of Awareness
Objectives 2
Objectives 3
Objectives
Lead Gen Targeting 1
Lead Gen Forms
Automatic Lead Nurturing
Typical Nurture Sequence
Message Conversation Ads
OPTIONAL: 30% increase in revenue by marketing to customers with WhatsApp
Look Alike Targeting
Look Alike Targeting
“Best practices for building B2B Lookalike audiences”
Native Targeting & Instagram
B2B Facebook Native Targeting Examples
Two Lead Gen Ads
3 Things to Test in Direct Response
Offers Based on Levels of Awareness
Hard Offer Ads
Medium Offers
Group Demos
Form Incompletes
Measuring Success
Retargeting
Retargeting 2
Facebook Pixel
Funnel Content
Out of Market Buyers
Clickup Example
Video Campaigns
Brand Marketing Shift in KPIs
Facebook Benchmarks
More Benchmarks
A Million Impressions Campaign Example
Facebook Awareness
Successful Ads Examples
B2B Brand Creative
B2B Mascots & Emotions
Make Your B2B Brand FAMOUS
Other Lessons from the B2B Institute
Sales Conversations
How to Win the Ad Auction
Winning
Case Study: “How monday.com used custom creative to win over realtors”
Twitter B2B Advertising
Twitter Ads