Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on launching your LinkedIn-focused content strategy & execution service.
From what you've mentioned, it sounds like you're at a crucial stage – getting those first beta testers on board. Let's break down how you can approach this effectively. I've run quite a few campaigns for B2B SaaS clients, and getting those initial users can be tricky, but definitely achievable with the right strategy.
We'll need to look at campaign setup...
Given you're targeting B2B companies for a LinkedIn-centric service, Linkedin is probably the right place to start. You could test a few different strategies:
- Sponsored Content: You could run ads in the LinkedIn feed. What you want to do here is target specific job titles or industries. The main focus here needs to be on highlighting the pain points your service can solve. Consider something like: “Struggling with LinkedIn Content? Get a Free Content Strategy Session.” One client I worked with saw a really impressive increase in traffic through targeted sponsored content. You could also look at running multiple ad variations with different headlines and copy, and see which one performs best.
- Lead Gen Forms: Consider LinkedIn's lead gen forms to make it super easy for people to sign up. You need to ask a few qualifying questions to ensure they're a good fit for the beta program, but don't go overboard! Keep it short and to the point. People will be put off applying if they have to fill in a huge form.
- Message Ads: It's worth sending personalised messages to your target audience. This can be effective, but also easy to annoy people. Make sure your message is relevant and not too salesy - focus on the value you're offering with the beta program.
For B2B, I’d recommend the second option. We've seen great success with LinkedIn Lead Gen Forms for B2B clients. For example, we had a software client where we achieved a cost per lead of $22 using this approach.
I'd say you should think about the budget...
When you are looking at your budget, think quality over quantity initially. It's better to get a smaller group of highly engaged beta testers than a large group of uninterested ones. If it's beta testers you're after, I wouldn't blow the bank on this initally. Maybe start with £500-£1000 and see how it goes? You can always scale up if you're getting good leads. And if you are not getting good leads, you need to figure out why. Are you targeting the right people? Is your copy not persuasive enough?
Don't just throw money at the problem - analyse the data and make informed decisions, and optimise accordingly.
You probably should not neglect the landing page...
Your landing page is a crucial element for a successfull campaign. Make sure your landing page is clear, concise, and easy to navigate. You need to explain the benefits of your service and why people should join your beta program. It should also be mobile-friendly!
Think about the user experience. Is it easy for people to understand what you're offering and sign up? Does the landing page load quickly? Are there any distractions that might prevent people from converting?
I’d say include:
- Headline: A clear and concise headline that communicates the value of your service.
- Description: A brief description of your service and its benefits.
- Call to action: A clear and compelling call to action (e.g., "Sign up for the beta program").
- Social proof: Testimonials or case studies that demonstrate the effectiveness of your service.
You'll need to address the targeting...
Let's have a talk about targeting. With LinkedIn, you've got some pretty powerful targeting options available. You can target people by job title, industry, company size, skills, and more. Take some time to really think about your ideal beta tester. Who are they? What are their pain points? What are they looking for in a LinkedIn content strategy service?
The more specific you can get with your targeting, the better. Don't be afraid to experiment with different targeting options to see what works best. I remember one software campaign for a B2B client, we tried heaps of audiences before landing on one that was really successful. It took a lot of testing to see success.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Campaign Setup | Test Sponsored Content and Lead Gen Forms on LinkedIn. |
| Budget | Start with £500-£1000 and scale up if you're getting good leads. |
| Landing Page | Ensure it's clear, concise, and mobile-friendly. Highlight the benefits of the beta program. |
| Targeting | Get specific with your LinkedIn targeting. Define your ideal beta tester and target them accordingly. |
Running a beta program launch can be a lot to get your head around, especially with all the targeting options available on LinkedIn. To get the best results, you might wanna think about having a dedicated paid ads person to make sure things run smoothly. The main thing is to be clear on your audience and make sure that you are giving them something of value they can't resist.
If you'd like to chat through your specific situation in more detail, feel free to book a free consultation. We can review your strategy and give you tailored advice.
Regards,
Team @ Lukas Holschuh
