Integrate organic and paid strategies for maximum impact - LinkedIn Tutorial

- [Instructor] Marketing is all about optimizations and getting the biggest bang for your buck. Organic and paid marketing on LinkedIn, when executed together, maximize your impact and your ROI. To take advantage of this powerful tag team, start with organic posts on your profile and your company page. Get comfortable creating content on LinkedIn and get a feel for what draws the most attention from your audience. Then you can boost your top performing posts and ensure that they're delivered to your target audience using the power of the ads platform. Since the organic algorithm is based on recency, boosting with ads gets you more shelf-life from your top content. It also continues to build engagement on those same posts so that the more reactions, comments, and reposts that build up, the more attention it will draw from others. To boost a post on your company page, you can simply click the boost button. Or inside LinkedIn Campaign Manager, you can choose the Browse Existing Content option and select Company Page. Ads can boost your page and profile followers and get more eyeballs to your organic content. To boost your profile post, this is called the thought leader ad, and these are my personal favorite. To boost these, you must go through LinkedIn Campaign Manager and click Browse Existing Content, and then click on LinkedIn Members. On the Members tab, first type the name of the person whose content you want to boost. Click on their profile, and then you'll see the list of posts available. Once you find the post, then click on Request to Boost. LinkedIn will send them an email and will also provide you with an approval link that you can send to them directly. Once approved, go back to the Browse Existing Content page and finish adding the approved post to your campaign. Thought leader ads are very effective because people will always engage with other people the most. Plus, they enable prospects to get to know you and your team better. Here are two more combined strategies to consider. You can create organic events on LinkedIn and use ads to promote them. This is a great way to kickstart your registrations or to be very specific on who will attend. Number two is newsletters can also be promoted and are also a great way to get more subscribers. Lastly, sponsored messaging ads on LinkedIn allow you to send message ads from a person. So if you're posting content and using thought leader ads, then retargeting with a sponsored message ad from the same person is a great tactic to convert the warm prospects you're already engaging. Organic is great because it's easy to get started and there's no cost. Ads are great because they allow you to pick and choose exactly who will see your content. Finally, be sure to share your learnings between your organic and paid efforts. Organically, monitor your page analytics and top posts. In LinkedIn Campaign Manager, monitor their engagement rates and dwell time of different ads. These learnings help you iterate faster on your content and maximize your impact.