Streamline Your B2b Lead Generation Funnel for Higher Education with airSlate SignNow

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in this tutorial i will show you how to build a linkedin funnel that converts don't worry about taking notes i'll link to a step-by-step guide in the description below just watch the video in full and then refer to the blog post for detailed process steps if you need a refresher linkedin has a unique capability to retarget within the platform based on engagement i will show you within the platform how this works but let's cover some basics first when we talk about a funnel we talk about a three-staged funnel with the awareness consideration and converting stage for us the lines between consideration and converting can be blurry it will depend on your content let me explain how this works on the whiteboard and then we will set this up inside the platform we will start with an awareness campaign you don't have to be very specific for targeting right now ideally this campaign is a video campaign and i'll explain in just a second why if we use a video we can re-target people within linkedin based on the video view completion rate 25 50 75 97 which is a full completion for linkedin if we want to address the audiences more specifically we can be more specific in terms of verticals job titles or functions of course you can have multiple video orange campaigns that target the different audiences the goal of the second campaign is to re-engage with users we can enrich that remarketing audience by also adding previous website visitors how by using the linkedin insights tag by the way you can still distinguish further between job titles etc that's why i like to use more specific targeting in the remarketing than the generic awareness campaign let's hop back into linkedin's campaign manager ok in the platform we want to create a new campaign choose the campaign group if you want to use a different one you can do this as well linkedin has three objective categories even though we want to create awareness i'll use video views because i want linkedin's algorithm to optimize towards that kpi so we pick the consideration category now we can give the campaign a name we are not going to cover your setup adjust the targeting budget and create video ad creatives in the next step after the video campaign is created we need to create account assets which we can find in the main navigation menu look for matched audience what we gotta do here is to create a video audience for retargeting okay great we can give the audience a meaningful name i gave it already one video remarketing plus the view percentage in the settings we choose how they engaged 25 50 75 or 97 which is the full completion in the eyes of linkedin for this we'll choose 25 and the look back window you can select whatever makes sense for you but i'd suggest closer to 30 or 60 days so it has the real remarketing effect it also depends a bit on your budget if you only have 10 dollars a day it takes more time to build the audience you can retarget finishing up pick the video ads you've just created and hit create one last step regarding the account assets we will have to repeat that process for every audience for example 75 completion rate after that we can create the retargeting campaign this is the same process as any other campaign for the objective however it depends on your content and the goal more than anything it can be website visits another video website conversions or lead generation the difference between lead generation and website conversions is that for lead generation we can use one click linkedin forms and convert people on linkedin rather than your landing page for this experiment i just use lead generation in the targeting settings we have to choose a location this should be the same as in the awareness campaign or narrowed down but it can't be extended also the profile language needs to be the same in the audience section we pick retargeting video and whatever asset we just created in the previous step we can obviously narrow the audience further down by for example job titles you can have two different retargeting campaigns for let's say more junior and another one for senior folks or you can address different functions like marketing versus purchasing it's just important that you have included the audiences you now want to distinguish in the general awareness campaign so they can be included in the remarketing what we can also do is in retargeting we can add the website visitors to enrich the campaign audience after all the goal is to retarget to engaged people does it matter that this was through a video they watched or a website visit don't think so so based on the insights tag on your website you can increase your targeting pool and that's another reason why i like to narrow my targeting down in the remarketing campaign because the additional filters apply to the website visitors too that's it but i just want to point out one thing the reporting for the video audience can be a bit tricky first if you want to analyze the video performance you need to make sure that the columns are visible for videos different campaigns and objectives have different kpis they report on for video performance you can see data for how many views reached each threshold this demo setup doesn't have any numbers of course however these numbers are not unique views again the number does not equal the matched linkedin members plus it's a waterfall so every time the video gets watched 75 this number is included in the 25 50 and 75 stat the view numbers decrease with every step this is important to understand because every audience asset needs to have 300 plus matched user profiles before we can activate it if we want to see the size and status of our remarketing audience we can go to account assets matched audiences and we will see it here please note i just created this asset for this video so it still says building it will change from building to ready and then it will let us know how many people are currently matched with this audience it has to be more than 300 to see a number i want to address frequency to understand the numbers even better and give you an idea of how many more views you need before you could start your retargeting campaigns linkedin has by default a frequency cap of one time every 48 hours and four times in total that means that every person targeted by your ads can see any given ad four times in total and one time within two days however the same person can still re-watch the video in the same session multiple times i've seen over a thousand views before it matched 300 people that means on average that people watch the video over 3.3 times anyways as a rule of thumb i would calculate with anywhere between double to triple the views to be on the safe side finally let's talk about the cost per lead when calculating your cpl you need to include the spending of the awareness plus retargeting campaign divided by the total number of new leads to make it easy we have built an online cost per lead calculator you can find the link in the description below if you learned something please like this video so i know to create more content like this you should apply this funnel to your account based marketing strategy learn how to do abm on linkedin in the next video