Cybersecurity & Marketing Integrity — Yoel Israel // Wadi Digital

Quotes

• “There’s lots of channels that people need to be looking out for. The companies that we work with are B2B. One of the biggest mistakes people are making is trying to think where my audience is, but even if you have them on Facebook and Twitter, it is much harder to target them there than in LinkedIn.” - Yoel“I have questions whether LinkedIn has enough interesting content whether those ads actually get consumed.” - Ben “There’s a difference when you’re targeting a B2B purpose as opposed to a B2C purpose. It's actually the engagement of ads in Facebook and Instagram that are going to be stronger because you can tag them than it would be on LinkedIn just by the definition of B2C vs. B2B.” - Yoel“Your click-through rate on Facebook is going to be much higher. However, that being said, LinkedIn is a CPC model and Facebook is a CPM model.” - Yoel“On LinkedIn, your sales cycle is longer. You are targeting people that are much more coveted, big decision makers and your ECVs are usually at hundreds and thousands of dollars minimum. I tell people if you don’t have ECVs of 50,000, don’t even touch LinkedIn.” - Yoel“If you are just riding it yourself, assuming you know what you’re doing, you shouldn’t have a problem with a small ECV. It’s a little bit of branding and exactly targeting the right people. There are ways you can get your messaging right to the right people. There is a way to do it and it can be worthwhile.” - Yoel“But in general, the real money maker, the real opportunity for LinkedIn ads are those larger companies that have an ECV of at least 50,000 US dollars.” - Yoel“You want to make a funnel and you want a good video about your product and target your audience very specifically. Anyone that watches 50% of one minute of your video, stopped for a minute, and then newsfeed, you want to remarket to them. Use that audience to send a gated piece of content to get them down to a case study. Then, those who download the case study, I will remarket to them in their feed to show them our actual live demo and if they click to it, that should be able to schedule a demo.” - Yoel“I actually learned about this in 2016, how you use LinkedIn for targeting and Google for remarketing. But everyone we do LinkedIn for, we do for Google to. It is further down the funnel. The messaging we used in LinkedIn, we wanna make sure is consistent for Google too as they would go for the same phrases later.” - Yoel“Remarketing on LinkedIn is unique. So the majority of your ads on free marketing aren’t even relevant to begin with. They’re not prequalified. Quantity is important but quality is even more important. If you want to piss off sales, don’t send them leads but if you really want to piss them all, send them shitty leads.” - Yoel“I think the point AJ was making was if you have this fine-tuned targeting on LinkedIn, if you’re using a landing page or a landing page experience that is basically only created for that LinkedIn ad, then the only people that are getting it are your target so you feel comfortable retargeting.” - Ben “Let’s do the maths on that. If you need a thousand clicks and your average clicks is $20 on LinkedIn, now you’re looking at 20 grand to create your remarketing audience. But you know that 20,000 is something that is pretty damn refined. So again, we get into, it depends on what your reorder value is and that’s how you can rationalize remarketing on other platforms.” - Ben     “Google ad network has very terrible marketing when it comes to B2B. You won’t be able to get good intent. However, remarketing there is inexpensive. The big barrier to YouTube is YouTube is so cheap because there’s so many people that are making videos and want to post ads on it. So supply and demand is actually the favorite appetizer.” - Yoel“The barrier to entry though is actually creating the video. That’s where people get wrong. That’s why so many people don’t advertise on YouTube. It’s because it’s expensive to create the video. But YouTube is fantastic to B2B as a touchpoint to help you close a deal. When it comes to lead gen, Google is very good but the most fantastic touchpoint is YouTube for remarketing in B2B.” - Yoel“Google competitor search is also a really good low funnel and Google remarketing is also very powerful for the low funnel. Quora is absolutely phenomenal. You’re not gonna get nearly the scale, not many people are on Quora but they have great targeting features.” - Yoel“Quora isn’t great for lead gen but it’s great for thought leadership. Let me give you a hack. A friend sent me Quora questions, I then answered them in the LinkedIn post. He then takes my LinkedIn post, repurposes it as a couple of screenshots and answers the Quora question because Google crawls Quora but doesn’t crawl LinkedIn posts. It had a lot of engagement.” - Yoel