If you’re reading this, you probably saw my content on Instagram or Facebook and are ready to read this week’s tech tip. Rather than add a bunch of story and introduction— let’s just dive right in. No fluff, little explanation — just follow the steps and see what happens.
If you’re curious as to who I am or why I am qualified (lol) to talk about growth, feel free to reach out to adam (at) strafire.com.
Step 1: Know your LI Connections
I’m assuming you’ve been cultivating a LinkedIn profile with intention and thought prior to starting this B2B targeting campaign.
If you haven’t please open LinkedIn in a new tab and do the following:
- Go through your connections and ensure you actually know, or have at least spoken/exchanged emails with your LinkedIn connection base.
- Identify any connections you don’t know, and reach out. Intro yourself and what you do. Ask how you can help them develop their brand/network/businesss
- Begin keeping a closer eye on who you accept on LinkedIn. Understand the different connections (lead, vendor, partner, friend, etc.) and get a good idea of what percentage each segment makes up of your connection base (e.g. 35% leads, 20% vendors, etc.).
Step 2: Begin testing content concepts via LinkedIn Status
We’re ready to roll once you’ve confirmed your connection base is solid and your audience is a health mix of clients, vendors, and friends. If so, start testing the type of concepts/ideas you’re hoping to sell in LinkedIn status updates. Here is an example:
“The Power of Asking” is something I want to know if people are interested in.
I was curious to know if people find “The Power of Asking” to be an interesting topic.
To find out, I wrote a short story that spoke to the subject I was interested in and subliminally tested what my audience thought of the topic. I was able to craft a short and compelling narrative, despite never saying my topic or overtly asking my audience what they thought.
To build a strong enough audience on LinkedIn — follow this example for several months before heading into step 3. You need to be sure your LinkedIn connections are the right audience for the next step to work properly.
Step 3: With message in hand, target your content to relevant audiences
LinkedIn allows you to download all of your data from their platform whenever you’d like to.
This is extremely powerful for a number of reasons. For our purposes, we’ll export your connection/audience data for targeting on Facebook.
To do so, go to LinkedIn > Me > Settings & Privacy
Underneath “Basics” Find the “Download Your Data” option and click “change.” Next, Pick and Choose the data you want to download and only select “connections.”
This download may take a few moments, but should arrive in your inbox shortly. With a highly curated and well-developed audience list in hand, head over to Facebook Ads Manager.
Step 4: Target with timely and relevant content
Ok, now I’m making some big assumptions here, but if you’ve got through this process and followed so far — I believe you’re going to be careful not to abuse this privilege of your audience data.
In other words, if you haven’t been providing highly relevant and helpful content on a regular basis for several months, you shouldn’t be doing this final step. There may be occasional exceptions, but for the most part we need to ensure our product is right for the audience by offering them free information to engage with or back out from over time.
Once you’ve laid that groundwork, head over to your business/brand page on Facebook and click on the ads manager.
If you know how to use Ads Manager — do so, and upload the CSV you downloaded from LinkedIn as a custom audience. You can feel free to tweak/add interest and or geo to your target and voila’. You’re rocking.
For those of you who just read the above paragraph as mandarin, pls follow these steps:
- Go to your Business/Brand Page
- Go to “Ads Manager” and click the “Create Audience” button — select the custom audiences button, and upload the CSV you downloaded from LinkedIn
- Next, Click to share a new piece of content like you normally would
- After getting the post ready and adding a clever post copy line, choose the grey button at the bottom of the box that says “boost post”
- In the window that pops up, you’ll notice the previous audiences you’ve used in the past for content. Ignore them. Instead, use the new custom audience you’ve uploaded.
- Crush souls with your deadly targeting and honed in content that’s been refined over time and is undoubtedly helpful to your audience…
That’s it for today’s tech tip for growth. This was a pretty simple operation that can lead to infinite growth methods and more sophisticated models. Hopefully it was simple enough to be helpful.
If you enjoyed and/or used this- could you let me know? I want to continue refining my content to make it better. You can reach me at adam (at) strafire.com. Happy Targeting!!