163: LinkedIn Message Ads: The Convergence of Influencer Marketing and Paid Social

163: LinkedIn Message Ads: The Convergence of Influencer Marketing and Paid Social

One of the goals of influencer marketing is to incite the word of mouth marketing that organic social alone can't, but there are times that we will still pay to play and employ Paid Social as part of our marketing. How might we be able to use Paid Social as part of our influencer outreach? This is a case study from my own influencer marketing program for the launch of my new book, The Age of Influence, and how I am leveraging one of the unique and most cost-effective forms of Paid Social that many don't know exist or haven't utilized properly: LinkedIn Message Ads.

Key Highlights 

[02:16] Why I Am Passionate About Influencer Marketing

[04:04] Paid Social

[04:45] How I Leverage Paid Social

[07:34] Ad Product On LinkedIn

[09:42] How To Create Ad Product On LinkedIn

[13:24] My Approach On Making LinkedIn Message Ads

[15:27] How I Set Up My LinkedIn Campaign

[16:27] My 2 Approaches On Marketing My Book

[21:39] Hyper-targeting

[25:05] Alternative Outside Facebook Messenger

[26:22] Conclusion

Notable Quotes

  • Whenever you want to reach a goal. You reach in a paid social, you spend a little money. And inevitably, whatever KPI, whatever metric, whatever outcome you want, it's going to help you reach it.
  • By tapping into these influencers and by having something bigger than my own, it creates something that's more compelling. This is an example of leveraging influencers in terms of this ko content creation.
  • Influencers is not just about paying someone to say something for you. influences. Also, if I get my product in the hands of these people would incite word-of-mouth marketing.
  • The first thing is, if you are going to develop a relationship with someone on LinkedIn, knowing the power that it has, wouldn't you want to give something of value to begin that relationship?
  • So if you want to make these LinkedIn message ads work for you, you need to think of the person receiving it as an influencer. And you need to find a way to add value to them without being able to ask them how you can add value to them.
  • And that's where LinkedIn has its value in all this is that if we're looking for people with titles, that is the premier place to look. And if you think that advertising on LinkedIn has to be expensive, you need to understand how this model of LinkedIn messaging works.

    Links mentioned in the show:

My Marketing Book Giveaway: https://nealschaffer.com/marketing-books-giveaway/

The Age of Influence Free Preview: https://nealschaffer.com/age-of-influence-preview/

The Age of Influence on Amazon: https://nealschaffer.com/ageofinfluence

Episodes mentioned in the show:

157: Influencer Marketing before the Internet: A Personal Case Study to Help Guide You Towards Success Today

147: LinkedIn Ads: A Comprehensive Look (AJ Wilcox Interview)