Hi there,
Thanks for reaching out, I'm happy to give you some initial thoughts and guidance on your LinkedIn ads. It sounds like you're in a frustrating spot, getting the clicks but not the conversions. It's a common problem, and I've seen it loads of times with B2B campaigns. Don't worry, it's usually fixable! I'd say your marketing director’s probably wrong to write off LinkedIn ads so quickly.
We'll need to look at your landing page...
The first place I'd look is your landing page. You mention you're getting traffic, but no sales. That tells me there's a disconnect somewhere. Is it truly speaking to the IT professionals you're targeting? I’d say its likely that the landing page isn’t quite hitting the mark. Make sure it’s crystal clear what the course entails, what the key benefits are, and why they should choose your course over the competition.
Think about it from their perspective. They're busy IT professionals. What are their pain points? What are their career goals? Your landing page needs to address these things head-on. Use persuasive copy that speaks directly to their needs and aspirations. Highlight the specific AWS certifications covered, the instructors' expertise, and the value they'll gain in terms of career advancement and earning potential. If the value proposition is not clear from the moment they land on the page, they'll bounce.
Are you asking for too much information upfront? Consider simplifying your sign-up form. The easier it is to sign up, the more likely people are to convert. We've found that shorter forms work much better, especially in the early stages. You can always collect more information later once they're engaged. If you have a really long form, this can be off-putting, with lots of fields to fill in.
I'd say you might want to re-evaluate your offer...
The next thing to consider is your offer. Is it compelling enough? In a competitive market like AWS certification, you need to stand out. Are you priced competitively? Compare your pricing to other similar courses. If you're charging a premium, make sure you're offering a premium experience to justify the cost.
Maybe consider an introductory discount to sweeten the deal. Limited-time offers can create a sense of urgency and encourage people to sign up now rather than later. Or a free trial is always good, so people can test the waters before committing. It works like a charm.
You probably should analyse your competition...
Take a good look at what your competition is doing. What are they offering? How are they positioning themselves? What kind of language are they using? You can learn a lot by studying your competitors' strategies. This can provide valuable insights into what's working in the market and where you can differentiate yourself.
Don't just copy what they're doing, but use it as inspiration to refine your own approach. Is there any additional value that you could offer to get people over the line? Think about things like:
- -> Exclusive study materials
- -> One-on-one mentoring
- -> Career coaching
- -> Access to a community forum
Anything that adds value and makes your course more appealing. This will help you stand out and give potential students a reason to choose your course over the competition.
You'll need to consider ad creatives...
I would recommend re-evaluating your ad creatives. Are they eye-catching and engaging? Do they clearly communicate the benefits of your course? Are they targeted to the right audience? Experiment with different ad formats and angles. Try something more benefit-driven, focusing on career advancement or increased earning potential. Sometimes it's all about the hook. A/B test your ads to see what resonates best with your target audience.
Video ads can be really effective. Create a short video showcasing the benefits of your course and the expertise of your instructors. Testimonials from satisfied students can also be very powerful. Showcasing the actual learning in the video will definitely help you achieve better results.
I remember one campaign we ran for a software client on LinkedIn. By focusing on B2B decision makers, we were able to achieve a cost per lead of $22.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Landing Page | Ensure clear value proposition, persuasive copy, and easy sign-up. |
| Offer | Consider introductory discounts, free trials, or added value (study materials, mentoring). |
| Competition | Analyse competitors' strategies and differentiate your offering. |
| Ad Creatives | Experiment with different formats, angles, and engaging visuals. |
I know this is a lot to take in, but I hope it gives you a good starting point. I've run quite a few campaigns for B2B SaaS and professional training and seen lots of successes with LinkedIn ads. Don't lose hope just yet – it's all about finding the right formula.
If you'd like to chat more about your specific situation and how we can help, feel free to book in a free consultation. We can review your strategy and account together and see what we can do to turn things around. In any case, I hope you find these tips useful.
Regards,
Team @ Lukas Holschuh
