LinkedIn Content And Ads

A B2B brand was dropping $30,000/month on Linkedin Ads 💰 💵 $430 cost per conversion… This was 3-4x what they used to get. They were confused - the more money they put into Linkedin ads..the worse the results got. This isn't what they had in mind when it comes to scaling. I jump in and diagnose the situation. Here is what I found. 1. The target audience was very small and the frequency was high on their cold campaign. It was pretty clear they had saturated that small group and were seeing diminishing returns by just throwing more money at it. This is actually pretty common when you are trying to attack a small group you deem as ICP...typically in the long run, it's good to look for ways to expand that group and let Linkedin algo work a little. -First thing they needed to do was to either find other pockets to build out to expand their target, or to build out more layers and creatives if they wanted to continue to market to that small group. 2. Next, I look at retargeting. -Ok...I see some issues here. The targeting for retargeting wasn't really retargeting....it included some mix-ups when it comes to OR/AND filters which was causing a ton of ice-cold (and off-target) prospects into the group. 80% of this spend was pretty much going down the toilet. Surprisingly the 20% of the spend hitting the right group was seeing some conversions, which gave them some false hope to keep throwing more money at it. 15-30 minutes of fixing the targeting here gave them 3-5x more conversions with less spending and made me look like a superhero. 3. Overall strategy -There wasn't a real one..other than hitting target group with ads...and then club them over the head with more ads if they dare visit the website. -Don't get me wrong..simple persistence can see some results..but we can do better. -We introduce some ads that don't just go for the sale but instead try to build some trust/credibility. -company in the news -new hiring posts -client success stories -expert interview with the founder Like magic...they do their job and soften up the retargeting audience to start converting at a higher rate. Linkedin ads is it's own category of PPC and digital marketing - don't farm this out to an agency that "does it all" cause, news flash..they don't. There is a big difference between - they sell it all and master it all. In 2023, you might want to look at having an actual Linkedin ads agency manage your Linkedin ads... Or maybe you think the guy who mows your lawn can also do your taxes and offer you legal advice... 🤷 - if your currently running LinkedIn ads and want a free audit of your account, let me know :) I’ll have our team check it out and give you a quick health check. Website Linkedin Ads Agency: https://lnkd.in/guEafPKk LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC B2B Strategies and Guides: https://lnkd.in/gB-WQ82f #linkedinads #marketing #entrepreneurship

Your customers have 99 problems. Your product ain't one. The fastest way to make your audience unsubscribe? Only talking about your company. And your tech. But so many B2B companies do this every day. Every LinkedIn company post starts with: 🤖 "We just shipped AI-powered..." 🚀 "We won ABC award..." 🏆 "We rank # 1 in..." Your role as a marketer is to be a storyteller. 👎 Your stories lose power with "we." 👍 But they gain power with "you." Here are 3 easy ways to reframe your company posts: 1) Your New Feature → Don't just announce your feature → Tell the problem stories it solves for your audience Most companies do this: ❌ "We are proud to announce AI-powered blah blah blah" ✅ Do this instead: You spend hours manually looking for content ideas. You research on your phone during family time. We get it. Creating new content is tough. You can do this in < 30 secs now. You just check AI ideas. Done. Get back to your family. 👆 See the difference? Break down your product launch into multiple posts. Pick one emotion. Connect each post to it. Tell that story. With emotion. — 2) Your Award → Don't just announce your award → Connect to a value your audience care about Most companies do this: ❌ "We just won the Fast Company ABC award! Go us!" ✅ Do this instead: When you call us, we answer in 3 rings. Your time matters. That's why Fast Company awarded us ABC... We're pushing for 2 rings next year! To support you even better. 👆 See the difference? Awards are a great way to showcase what you stand for. Pick one value your audience deeply cares about.  Connect your WHY with why they should care. — 3) Your # 1 Ranking →Don't just announce your ranking. → Explain what it means for your audience. Most companies do this ❌ "We just earned # 1 ranking on G2, congrats us..." ✅ Do this instead: You can expect a 30% faster product experience! G2 recognized this advancement ranking us # 1 We know speed matters to you. We hear you. Our goal for you? Get every action <50ms. So you can get back to what you do. 👆 See the difference? What will they benefit from now as a result of your win? Why did you win in the first place? Tell that story. → New funding you're investing to improve something? → More headcount to speed up their support? → A better product experience? — ✅ TLDR; Tell stories. Don't talk features. 📌 Pin this quote from Seth Godin: → "Marketing is no longer about the stuff you make." → "It's about the stories you tell." The next time you start writing "We..." Stop. Put your storytelling hat on. Then start with "You..." /fin P.S. Happy Friday to you fam ✌️ — 👋 Follow Mark P. Jung for more marketing content. Did this land with you? ♻️ Repost to share!

I’ve helped 100+ clients craft 1,000s of LinkedIn posts in the past 4 years and still never run out of content ideas for any profile. The solution is simple- By asking the right questions. Often, the best posts come from asking the right questions. Here are 20 questions our of the 200 that I ask myself (and you can too): - What’s one challenge I’ve faced recently, and how did I overcome it? - What’s a common misconception in my industry that I can clarify? - What’s something I wish I knew when I started my career or business? - What’s one trend I’m noticing that no one’s talking about yet? - What’s a mistake I’ve made, and what did it teach me? - What’s a question I get asked all the time, and how can I answer it better? - What’s one piece of advice I’d give to someone entering my field? - What’s something I learned from a recent failure or setback? - What’s a small win I achieved this week, and why does it matter? - What’s a habit, tool, or mindset that’s made a big difference for me? - What’s something I saw today that challenged how I think about my work? - What’s a story from my past that shaped how I approach my work today? - What’s a piece of advice I received that I didn’t follow—and why? - What’s one thing people overcomplicate that can actually be simple? - What’s something I’ve changed my mind about recently? - What’s a framework or process I use that others might find helpful? - What’s a moment that made me feel proud of the impact I’m creating? - What’s one way my industry could improve, and how I am contributing to that? - What’s a surprising insight I’ve gained from talking to my customers or team? - What’s something I’m still figuring out, and how am I approaching it? Let these be your guide the next time you’re staring at a blank screen. Pick one, dive deep, and see where it takes you. Because content creation isn’t about waiting for inspiration, it’s about knowing where to look for it. Which question will you start with today? #linkedin

Your connections don't matter anymore. Harsh? Maybe. But the data doesn't lie. In 2024, 70% of your post's initial distribution went to your connections. In 2025, that dropped to 54%. In 2026? Just 10%. Read that again. 10%. Meanwhile, the Interest Graph went from 5% → 21% → 50%. LinkedIn completely flipped the distribution model. And most people are still playing by the old rules. You're still obsessing over: → Connection request acceptance rates → Growing your network with "the right people" → Sending those awkward "let's connect" messages None of it moves the needle anymore. Your post doesn't travel through your network first. It travels through your topic cluster. The algorithm now asks: "What does this person stand for?" Not: "Who does this person know?" 𝗧𝗵𝗲 𝗻𝗲𝘄 𝗿𝗲𝗮𝗹𝗶𝘁𝘆: Stop optimising for who you know. Start optimising for what you stand for. If you've been grinding to hit 10K connections thinking that's the unlock — it's not. Not in 2026. Your niche clarity matters more than your network size. Your content consistency matters more than your contact list. The people who win now aren't the best networkers. They're the ones who picked a lane and stayed in it. Still think connections are king?

How I figured out exactly who I can reach on LinkedIn (and built a 2,000-person target list in 20 minutes): Last week I needed to scope a new market for notus: construction companies in DACH. I wanted clarity on who I'm trying to reach, whether they actually spend time on the platform, and how to get more touch points with them through content, ads, network expansion, and DMs So I opened LinkedIn Sales Nav and ran this process: 𝗦𝘁𝗲𝗽 𝟭: 𝗙𝗶𝗹𝘁𝗲𝗿𝗲𝗱 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗳𝗶𝗿𝘀𝘁 (𝗻𝗼𝘁 𝗽𝗲𝗼𝗽𝗹𝗲) Most people go straight to Lead Search. I did the opposite. I filtered for construction companies with €100M+ revenue in Germany, Austria, and Switzerland. LinkedIn gave me around 700 relevant companies. I saved them all to an account list. 𝗦𝘁𝗲𝗽 𝟮: 𝗟𝗮𝘆𝗲𝗿𝗲𝗱 𝗶𝗻 𝗯𝘂𝘆𝗶𝗻𝗴 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 I saved that general list first. Then created a second list filtering for companies showing buying indicators: → Department headcount = internal team composition → Growing X team (pick the function) = signal for certain offers → Job postings = active hiring (perfect if you're selling HR/recruitment) → Funding rounds = signals growth (great for selling to SaaS) 𝗦𝘁𝗲𝗽 𝟯: 𝗙𝗶𝗹𝘁𝗲𝗿𝗲𝗱 𝗳𝗼𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 I took my saved company list, went back to Lead Search, and filtered for people working at those accounts. 12,000 people appeared. I added one more filter: "Posted on LinkedIn" in the last 30 days, which put me at around ±2000 people. It's the only filter we have to get closer to active users. I'd rather have a smaller list than a bunch of inactive accounts. I can always expand from there if needed. This gives me cleaner data to work with. 𝗦𝘁𝗲𝗽 𝟰: 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 ±2000 was the total. But I focused on decision-makers. So I ran more filters: → 300+ were Director level or above → 700+ sat in operations roles → 60% were based in Germany, 25% Austria, 15% Switzerland This helped me know exactly who I was writing for. 𝗦𝘁𝗲𝗽 𝟱: 𝗘𝘅𝗲𝗰𝘂𝘁𝗲𝗱 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 Now comes the actual "outreach". I can do this manually or with a tool. I ran campaigns for the decision makers in Switzerland and decision makers in Austria/Germany, which let me A/B test acceptance rates across audiences. Swiss decision makers hit 27% acceptance rate → Austria and Germany only got 10%. Clear signal that my profile resonates better with Swiss executives. As these campaigns ran and my network grew with these target personas, I sprinkled in some niche-relevant content such as a construction case study with Hubert. Still tied to my core service, but showing I’ve operated in their world. The goal was to make sure they know I exist and start building the relationship. Next up will be running targeted thought leadership ads to this audience. Let's see how it goes. P.S. Want a vid walkthrough? Comment "TAM" and we’ll DM it to you.

11% of AI answers use LinkedIn content. That’s more than YouTube, Wikipedia, and every major news publisher combined. So I analysed 5M+ AI answers and 14M+ citations to uncover exactly how to use LinkedIn to show up in AI. Here's my LinkedIn AI SEO playbook: 1. Write like you want to be quoted AI doesn't JUST link your content, it repeats it. - Define key concepts clearly - State your main point in the first 2-3 lines - Use simple, precise language 2. Prioritise original thinking over reposts 95% of cited content is original. - Stop resharing - Start publishing your own POV, frameworks, insights 3. Go all-in on LinkedIn articles They get 8x more citations than posts. - Structure like a blog (clear answer first) - Optimise for Google, not just LinkedIn 4. Hit the AI-friendly length - Articles: 500-2,000 words - Posts: 50-300 words 5. Teach, don't sell AI prefers content that teaches AND shows. - Break down how something works - Share lessons, processes and results - Add real examples, results, experiences - Make your content genuinely useful 6. Post consistently (this matters more than followers) - 5+ posts per month is the sweet spot - Frequency beats waiting for the perfect post 7. Don't chase virality Most cited posts have 15-25 reactions and almost no comments. Relevance beats reach. 8. Use both company and personal accounts - Company pages get cited (especially by Perplexity) - Individuals dominate ChatGPT and Google AI 9. Treat LinkedIn like an SEO channel LinkedIn isn't just for engagement anymore. - Target real search-style questions - Think: "what would someone ask ChatGPT?" - Build content around that You're not just building an audience on here, you're also training AI on how to talk about your brand. Write like it matters… because now it really does. PS. If you want to go deeper on this, I'm running a free live session on 29th April on exactly how to show up in AI answers. Register here: https://lnkd.in/dKpPU9Z8

One day, a friend casually asked me, "What am I even getting from posting on LinkedIn if I’m not able to get more followers?" I get it — putting effort into creating content and seeing little growth can feel pointless. But here’s the mindset shift: Your LinkedIn presence isn’t just about numbers. It’s about value, visibility, and credibility. Here’s why posting on LinkedIn still matters — even if your follower count doesn’t skyrocket: 📍𝗬𝗼𝘂’𝗿𝗲 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗧𝗿𝘂𝘀𝘁, 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗮 𝗙𝗼𝗹𝗹𝗼𝘄𝗶𝗻𝗴 Even if your posts don’t blow up, people notice your consistency. When you share insights regularly, you build a reputation as someone who’s committed to their craft. Trust builds credibility, and that credibility opens doors — sometimes in ways you won’t immediately see. 📍𝗬𝗼𝘂’𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗙𝗼𝗼𝘁𝗽𝗿𝗶𝗻𝘁 Your posts become your digital portfolio. When someone checks your profile, they see not just your resume but your thought process, skills, and perspectives. You might not get followers immediately, but you’re leaving a trail of proof that you’re engaged and insightful. 📍𝗬𝗼𝘂’𝗿𝗲 𝗔𝘁𝘁𝗿𝗮𝗰𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗣𝗲𝗼𝗽𝗹𝗲, 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗔𝗻𝘆 𝗣𝗲𝗼𝗽𝗹𝗲 High follower count doesn’t equal meaningful connections. Sometimes, one thoughtful comment from a decision-maker is worth more than 100 likes from strangers. Focus on quality interactions over numbers. 📍𝗬𝗼𝘂’𝗿𝗲 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗢𝘄𝗻 𝗩𝗼𝗶𝗰𝗲 The more you post, the clearer your voice becomes. You start articulating your thoughts better, sharing ideas more confidently, and becoming someone people recognize for your unique take. 📍𝗬𝗼𝘂’𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 — 𝗘𝘃𝗲𝗻 𝗪𝗵𝗲𝗻 𝗬𝗼𝘂 𝗗𝗼𝗻’𝘁 𝗥𝗲𝗮𝗹𝗶𝘇𝗲 𝗜𝘁 I’ve had people message me months after seeing a post, saying it stuck with them. Opportunities don’t always come right away — but consistent visibility pays off in the long run. The Takeaway: If you’re only posting to chase followers, you’ll burn out quickly. But if you’re posting to share value, express your ideas, and document your journey, you’ll build a stronger presence — even if the numbers take time. 𝗦𝗼 𝗻𝗲𝘅𝘁 𝘁𝗶𝗺𝗲 𝘆𝗼𝘂 𝘄𝗼𝗻𝗱𝗲𝗿, “𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗽𝗼𝗶𝗻𝘁?” 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿: 𝘆𝗼𝘂’𝗿𝗲 𝗽𝗹𝗮𝘆𝗶𝗻𝗴 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴 𝗴𝗮𝗺𝗲. 𝗔𝗻𝗱 𝘁𝗵𝗮𝘁 𝗴𝗮𝗺𝗲 𝗿𝗲𝘄𝗮𝗿𝗱𝘀 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘃𝗶𝗿𝗮𝗹𝗶𝘁𝘆. What’s your take on posting without getting instant traction? Let’s discuss!👇 LinkedIn LinkedIn News India LinkedIn Guide to Creating #LinkedInStrategy #PersonalBranding #ContentCreation #ConsistencyMatters #CareerGrowth

$5000 LinkedIn Ads Budget 2 Products/Verticals Here’s the strategy we implemented: I audited an account for one of our clients and provided a restructure to improve results. There were 2 products they wanted to promote: - Sales tool - Service tool They had a mixture of Cold ads that had both Sales & Service ads created, targeting the same group. They were then using primarily Service content to retarget. I recommended a new structure. I let the client know that those are two separate departments, and if a prospect is interested in and clicks on the Sales ad but then mainly sees Service Ads, it will not keep their attention or influence them with what they were interested in. So we broke it out into separate funnels. They have dedicated pages for those tools on the website. I’m ok sending traffic there instead of the main page (which is our usual recommendation) because it’s both product specific and still allows prospects to explore the site. We then used the following matched audiences for retargeting: Sales funnel - 90 Day Website Visits - Sales Page - (URL ‘Contains’ = sales) - 90 Day Single Image interactions - Cold Sales Ads Service funnel - 90 Day Website Visits - Service Page - (URL ‘Contains’ = service) - 90 Day Single Image interactions - Cold Service Ads General Trust & Credibilty - 90-Day Website Visits - ALL TRAFFIC - (URL ‘Contains’= ‘website domain’) - 90-Day Company Page Visits - 90-Day Single Image interactions - ALL ADS I then made sure to include our “Digital Billboards” for low-cost real estate to stay top-of-mind and pick up Company Page followers (including staying in front of prospects that fell out of our 90-day window): - 180-Day Website Visits - ALL TRAFFIC  - 180-Day Single Image Interactions - ALL ADS - 180-Day Company Page Visits I also made sure all ICP filters were layered on this audience. With this setup, we separated the audiences for the relevant ICP of the products, engaged them with the ads that would catch their interest, and then built trust & credibility for the specific products in separate retargeting funnels. We then built Trust & Credibility for the Company with General Retargeting Ads that prospects for both products would see. And stayed top-of-mind with continued nurturing through our Text, Spotlight, & Follower Ads. Any questions/thoughts on this setup? Let me know in the comments below! #linkedinads #linkedinmarketing #funnelbuilder

𝗠𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗿𝗲𝗮𝘁 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗮𝘀 “𝗮𝗳𝘁𝗲𝗿𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀.” 𝗕𝗶𝗴 𝗺𝗶𝘀𝘁𝗮𝗸𝗲. Done right, comments are mini-posts that 3X your reach, authority, and engagement. Here are 10 powerful tactics I use (that most people miss): 1️⃣ 𝗧𝗵𝗲 𝟯-𝟮-𝟭 𝗠𝗲𝘁𝗵𝗼𝗱 3 lines adding value 2 lines sharing experience 1 line asking a question → Works like magic for sparking replies. 2️⃣ 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 𝗜𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁𝘀 Start with “Actually…” or “Interestingly…” → Instantly stands out in a sea of “Great post!” 3️⃣ 𝗠𝗶𝗰𝗿𝗼-𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗪𝗶𝗻 Challenge → Action → Result → Humans respond to stories more than statements. 4️⃣ 𝗧𝗵𝗲 𝟭𝟱-𝗠𝗶𝗻𝘂𝘁𝗲 𝗥𝘂𝗹𝗲 Engage within 15 minutes of a post going live. → LinkedIn boosts early engagement. 5️⃣ 𝗧𝗵𝗲 𝗕𝗿𝗶𝗱𝗴𝗲 𝗠𝗲𝘁𝗵𝗼𝗱 Take the post → link it to your expertise. → Builds thought leadership without hijacking. 6️⃣ 𝗖𝗼𝗺𝗺𝗲𝗻𝘁 𝗦𝘁𝗮𝗰𝗸𝗶𝗻𝗴 Reply to top comments with insights or questions. → Turns you into part of the conversation, not just a spectator. 7️⃣ 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗗𝗮𝘁𝗮 𝗣𝗼𝗶𝗻𝘁𝘀 “This worked 3X better for me” “Got a 227% increase doing this” → Specific > vague. 8️⃣ 𝗔𝗴𝗿𝗲𝗲𝗱 + 𝟭 𝗘𝘅𝘁𝗿𝗮 “Yes, and here’s another angle…” → Shows you’re not just nodding along. 9️⃣ 𝗦𝗺𝗮𝗿𝘁 𝗧𝗮𝗴𝗴𝗶𝗻𝗴 Mention 1–2 relevant experts (never spam). → Expands visibility organically. 🔟 𝗖𝗹𝗼𝘀𝗲 𝗪𝗶𝘁𝗵 𝗮 𝗛𝗼𝗼𝗸 “What’s your take on this?” or “How do you approach this?” → Invites dialogue, not dead ends. 𝗕𝗼𝗻𝘂𝘀 𝗥𝘂𝗹𝗲: If your comment looks like a throwaway… it probably is. Never waste an opportunity to show up with value. 👉 Stop scrolling. Start commenting like a creator. Your next client, opportunity, or collaborator might just find you in the comments.

How to recognize a nonsense post on LinkedIn? (And why it matters more than ever) With AI flooding the feed, the volume of content is exploding. But not all content is created equal. Some posts look smart on the surface—but crumble under the slightest scrutiny. Here’s what to watch for: 🚩 “99% of managers get [X] wrong.” Bold claims with no data. 🚩 “Do [X] to 10x your performance.” Vague verbs. Inflated outcomes. No mechanism. 🚩 “What top leaders do to achieve [X].” Wrapped in authority. Empty in insight. 🚩 “The 1 thing you need to fix [X].” Simple sells—but oversimplifies. 🚩 “Habits of the top 1% to do [X].” Generic repackaging of well-worn ideas. 🚩 “The secret about [X] no one told you about” If it's all over your feed, it’s not a secret. 🚩 Lists of [X] number of “musts” or “rules.” These aren’t bad by default—but look for originality, depth, and source. Not just formatting. In a time of content overload, discernment is a competitive advantage. Don’t just scroll. Read critically. Because the signal is still out there. You just have to get better at spotting the noise. #CriticalThinking #AIContent #LinkedInStrategy #ContentQuality #Leadership