en_US
en_US es_ES
Book a Call
Contact us

Tag: LinkedIn

7 Proven Ways to Make Your LinkedIn Page Actually Convert in 2025

Posted on by Will Yuste

Your LinkedIn Page is dying for attention. Most businesses treat them like dusty “About Us” sections instead of conversion machines.

I’m about to fix that.

After reviewing hundreds of high-performing LinkedIn Pages, I’ve identified 7 methods that actually work. No fluff, just results.

Make it visual

LinkedIn posts with images get 2x more comments than text-only posts.

Video? That’s 5x more engagement.

Live video? A staggering 24x more engagement.

The algorithm practically begs you to use visuals. But here’s where most fail:

  • They upload landscape videos when 91% of LinkedIn users are on mobile
  • They forget subtitles (only 33% of mobile viewers have sound on)
  • They bury the hook beyond the critical 10-second mark

Fix these three issues and you’re already outperforming 80% of LinkedIn Pages.

Your entire strategy hinges on the first 150 characters

You have three seconds to grab attention.

Skip the corporate babble. Ask questions. Create tension. Show immediate value.

“57% of businesses are using AI wrong. Here’s what the top 3% do differently…”

That’s how you start a post that gets engagement. Not “We’re excited to announce our latest blog post about artificial intelligence solutions for enterprises.”

The 4-1-1 rule is the golden ratio

For every self-promotional post, share one piece of industry content and four posts from others with your perspective added.

This isn’t just being nice. It’s strategic.

When you solely talk about yourself, your engagement plummets. The algorithm punishes narcissists.

Sometimes, the best link is no link at all

Here’s a counterintuitive trick: Posts without links often outperform those with links.

LinkedIn wants to keep users on their platform. The algorithm rewards linkless posts with higher reach.

Try this: Create thought-provoking questions or bold statements without links. Watch your engagement skyrocket.

Hashtags aren’t just decorations

Most businesses slap on random hashtags like #business or #marketing.

Useless.

Research niche hashtags where your exact audience hangs out. Use 3-5 targeted hashtags per post.

And create branded hashtags for campaigns. It gives followers a breadcrumb trail to all related content.

Employee activity

When employees engage with company content, it reaches 60% more people.

They’re 14x more likely to share company content than other sources.

The math is simple: 100 employees with 500 connections each = potential reach of 50,000 people.

Create an engagement program. Recognize employees who share. Build internal champions.

Boost what’s already winning

The smartest LinkedIn marketers identify which organic posts are already performing well, then amplify them with paid promotion.

Don’t boost duds hoping money will save them. Double down on proven winners.

Start with $50-100 behind posts that already have engagement. You’ll typically see 5-10x the results compared to boosting average content.

What nobody tells you about LinkedIn success

LinkedIn success isn’t about perfect grammar or professional headshots.

It’s about starting conversations.

Respond to every comment. Ask follow-up questions. Tag relevant people.

The algorithm tracks comment velocity as a key ranking factor. A post with 20 comments in the first hour will reach exponentially more people than one with 20 comments spread across a week.

Consistency beats perfection. Seven average posts weekly outperform one “perfect” monthly post.

Stop overthinking. Start posting. Refine based on data.

The Power of Holistic Measurement in LinkedIn Advertising

Posted on by Will Yuste

In the evolving B2B marketing ecosystem, LinkedIn has emerged as a cornerstone platform for reaching decision-makers. A recent benchmark report reveals fascinating insights about what top-performing startups do differently on this platform.

Beyond the Lead: A New Way to Measure Success

The most successful B2B startups on LinkedIn changed how they measure marketing success. They don’t count leads, most of them now look at what happens after, many meetings are booked, deals in progress and the sales that are made. 

This is a really big shift in how marketing teams see their jobs. Instead of just finding potential buyers/customers and passing them to the sales team, marketing helps throughout the entire buying process.

There is one tech startup that went even further with this idea, and combined their sales and marketing teams into one “growth team”. It was reported by their CEO that this simple change ended years of finger-pointing between departments, because when both teams started working together, their conversion rates improved by 30% in just one quarter. 

Executive Thought Leadership: The Surprise ROI Driver

Perhaps the most surprising finding from the research is the significant impact of executive thought leadership content. Companies that feature their leaders’ perspectives in their marketing see dramatically better results, with 1.6x higher engagement compared to standard brand ads and 45% higher conversion rates when retargeting audiences who’ve seen thought leadership content.

What’s especially noteworthy is that this doesn’t require elaborate production. Simple, authentic content often outperforms expensive, highly-produced videos. A 30-second smartphone clip from an executive can generate better engagement than a $20,000 studio production. This challenges the common perception that executive content needs to be polished and time-consuming to create.

Reimagining the Marketing Funnel

The traditional marketing funnel concept is being challenged by a more realistic “in-market vs. out-of-market” approach. Based on LinkedIn’s 95-5 rule (only 5% of potential buyers are actively in-market at any time), smart marketers are focusing on engaging the 95% through education and relationship-building.

Research shows that 74% of B2B buyers choose vendors who were first to provide helpful content, long before they were ready to make a purchase decision. This explains why targeting only “in-market” prospects significantly limits potential success. The companies that engage early in the buyer’s journey are far more likely to be on the shortlist when purchase decisions are finally made.

The ABM Acceleration

More startups are embracing account-based marketing (ABM), with early-stage companies increasing their use by 30% over the past two years. One fascinating case study from the research involves a SaaS startup that tripled its conversion rates after switching to what they called their “total account coverage” strategy.

Instead of targeting just one decision-maker at each company, their marketing team created personalized content for everyone involved in buying decisions, from technical evaluators to finance approvers. They found that when 3+ people from the same company engaged with their content, deals closed 40% faster on average.

This team-based approach includes creating special campaigns that keep potential buyers engaged from first contact until final purchase. Companies using this method consistently report shorter sales cycles and significantly higher win rates against competitors who focus on single-contact approaches.

The Measurement Gold Rush

Advanced measurement approaches are creating competitive advantages for forward-thinking companies. The mention of sophisticated measurement tools has increased 300% in marketing conversations, and more startups are creating dedicated “Head of Measurement” roles earlier in their growth journey.

The top 3 measurement shifts among leading companies include:

  1. Accepting that perfect attribution is impossible, rather than chasing an unattainable measurement ideal
  2. Moving beyond single-touch attribution to multi-touch models that better reflect complex B2B buying
  3. Extending measurement time horizons to capture the full impact of campaigns, particularly for top-of-funnel initiatives

Fascinating Facts from the Research

The research uncovered several surprising insights about high-performing LinkedIn marketing strategies. Full-funnel marketing approaches drive 6x higher conversion rates compared to bottom-funnel-only strategies. Additionally, startups that merge marketing and sales into unified revenue teams eliminate costly internal conflicts and focus more effectively on customer experience.

Perhaps most importantly, the report found that low-effort, authentic content from executives consistently outperforms highly produced marketing materials. This democratizes effective marketing by proving that even resource-constrained startups can create high-impact content without massive production budgets.

The Bottom Line

The B2B landscape has fundamentally changed. Longer sales cycles, larger buying committees, and more complex decision processes demand a more integrated approach to LinkedIn marketing. By aligning sales and marketing toward common goals, leveraging authentic executive voices, and adopting more realistic measurement frameworks, today’s top performers are creating significant competitive advantages.

The question isn’t whether you can afford to make these changes – it’s whether you can afford not to.

Ready to elevate your LinkedIn results? Book a call today.

LinkedIn’s New Measurement Insights: A B2B Marketer’s Guide

Posted on by Will Yuste

LinkedIn’s new Measurement Insights tool transforms how B2B marketers assess ad performance. If “Measurement” has replaced “Analyse” in your Campaign Manager, you’re already part of the rollout of Measurement Insights.

What Makes This Tool Different?

The Measurement Insights tool represents LinkedIn’s acknowledgement that its true strength lies not in competing on price but in demonstrating the superior quality of its targeting and traffic. This AI-powered Measurement Insights analyses up to 50 recent touchpoints per user across your funnel, giving you visibility into how companies and individuals engage with your content.

Breaking Down the Key Features of Measurement Insights

Measurement Insights organises campaigns into three primary buckets: 

  • Awareness (brand awareness campaigns), 
  • Consideration (engagement, video views, and website visits campaigns), 
  • Conversion (lead generation, website conversions, and talent leads campaigns). 
  • A fourth bucket, Revenue, appears when you connect your CRM to Measurement Insights, showing how LinkedIn interactions translate to actual business outcomes.

The new performance chart in Measurement Insights lets you overlay up to three metrics simultaneously over your selected period. This provides far more context than previous LinkedIn reporting capabilities, allowing you to spot trends and correlations that were previously difficult to identify.

Perhaps the most valuable feature of Measurement Insights is how the tool identifies your top-performing audience segments. It analyses which job functions, seniorities, locations, company sizes, and industries engage most meaningfully with your content at each funnel stage. This intelligence can help refine your targeting strategy and content approach.

What’s Good and What’s Not About Measurement Insights

Measurement Insights makes it easier to see how your ads are doing with better charts and visuals than LinkedIn had before. You can now see how companies move through your marketing process from start to finish. When you connect your customer database (CRM), Measurement Insights can show you which LinkedIn ads actually led to sales.

But Measurement Insights has some problems too:

  • You can’t look at individual campaigns or ads in detail
  • It calls campaigns “top performers” based on how many leads they get, not on cost or efficiency
  • It groups your campaigns based on LinkedIn’s categories, not how you actually use them in your marketing plan

How to Get the Most from Measurement Insights

  1. You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them. 
  2. When it says something is a “top performer,” it just means it got the most leads—not that it got leads at the best price.
  3. Connect your customer database to get the most from Measurement Insights. This shows you which LinkedIn activities actually turned into sales. You’ll see exactly how your LinkedIn ads affect your bottom line.
  4. Compare LinkedIn’s Measurement Insights attribution model with your measurement approaches. LinkedIn’s perspective is valuable, but should complement rather than replace your existing frameworks.
  5. Experiment with filters in Measurement Insights by toggling between individual and company views, and filter by funnel stage to discover actionable insights that might otherwise remain hidden.
  6. Since Measurement Insights organises by objectives rather than your intended funnel stage, consider incorporating funnel position into your campaign naming conventions. Names like “TOF_Whitepaper_ITManagers” make it easier to identify your true funnel strategy despite LinkedIn’s objective-based categorisation.

Looking Ahead

While the current iteration of Measurement Insights has limitations, it signals LinkedIn’s commitment to solving the platform’s longstanding perception problem around value versus cost. The AI-driven approach means Measurement Insights will likely improve rapidly as it processes more data.

For B2B marketers who’ve long struggled to justify LinkedIn’s higher CPCs to stakeholders, Measurement Insights provides more ammunition to demonstrate true business impact beyond surface-level metrics.

As you explore these new insights from Measurement Insights, remember to provide feedback to your LinkedIn rep — this is clearly just the beginning of LinkedIn’s measurement evolution.

You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them.

Want to learn more about how Measurement Insights works? Schedule a quick 15-minute chat and let’s explore how it can work for you!

The Unfair LinkedIn ABM Advantage Your Competitors Don’t Know About

Posted on by Will Yuste

If you’re dead set on using ABM, then LinkedIn is your best bet, but you need to know how to use it correctly.

I’ve tested hundreds of campaigns across multiple industries over the years.

Came to the conclusion that most companies have no idea what they’re doing.

They end up wasting thousands on ads with nothing to show for it.

Demand Gen and Account Based Marketing

Demand Gen is all about authority, not just plain cold outreach.

Account-Based Marketing precision-targets highly valuable accounts.

Most marketers choose one or the other but smart ones use both.

LinkedIn Beats All Other Platforms for ABM Any Day

LinkedIn’s filtering capabilities remain unmatched. 

These filters are extensive and pretty much go as deep as they can.

LinkedIn users generally love to put every little detail about them onto their profiles.

You can use this to your advantage and target only those you deem fit.

Job title, seniority level, function, company size, geographic location…

This solves the biggest ABM problem – data that goes stale faster than milk in summer.

What Can Help Convert?

Use Extremely Specific Retargeting

Here’s where most marketers drop the ball.

Instead of throwing your ABM targets into your general re-targeting pool, make a specific list just for them.

Set up retargeting for people who:

  • Visited your website
  • Engaged with your company page
  • Interacted with specific ads
  • AND belong to your target accounts

Correct Budget Allocation

I see this mistake constantly – throwing huge budgets at tiny ABM lists.

Your budget needs to match your list size. You can’t be spending the same when targeting 25-50 people and when targeting 1,000+ people:

  • 40% to your core ABM list
  • 40% to broader criteria-based audiences
  • 20% to specialized retargeting

Trust-Building Content Instead of Sales Pitches

Your ABM ads need to scream expertise, not desperation.

Forget product demos and feature lists. Nobody cares.

What works? Content that establishes you as the authority:

  • Case studies with actual results
  • Industry insights nobody else is talking about
  • Counterintuitive takes backed by data

A client switched from feature-focused ads to expertise-based content. Engagement jumped 318% overnight.

Audience Tuning For Maximum Impact

The magic happens after your campaigns are running.

Pay attention to which companies engage most with your ads. Add more similar companies to your ABM list.

Spot the low-engagement accounts sucking up your budget? Remove them without mercy.

This continuous refinement multiplies your ROI over time.

The Bottom Line

LinkedIn Ads for ABM isn’t about blasting your message to everyone with a job title.

It’s about precision, authority, and strategic allocation of resources.

Get this right, and you’ll generate demand among exactly the right accounts while your competitors waste money showing ads to people who will never buy.

That’s not just smart marketing. It’s the difference between campaigns that drain budgets and campaigns that drive revenue.

4 Brutal Truths About Your Failed LinkedIn Ads

Posted on by Will Yuste

Your LinkedIn ads suck.

Not my opinion. Just math.

Most B2B companies waste thousands on LinkedIn ads with pathetic ROI. I’ve seen the numbers.

Want to know why? You’re skipping the fundamentals.

LinkedIn ads can be absolute money printers when done right. The targeting capabilities are unmatched for B2B.

Here’s the four brutal truths about why your LinkedIn ads fail – and how to fix them.

Truth #1: Your Targeting Is Way Too Broad

“Let’s target all marketing managers!”

Dead on arrival.

The B2B buyer’s journey includes multiple people, ~3.000 impressions and 260+ touchpoints.

If you’re going too wide, it means you won’t be able to afford to go deep enough and actually convert.

Your LinkedIn ads need extremely specific and focused targeting.

Instead of “Marketing Directors,” try “Marketing Directors at SaaS companies with 50-200 employees struggling with lead generation.”

Specificity gets attention.

Most companies (that can afford to) think broader targeting means more leads. But that’s wrong in most cases. What it does mean is you get more expensive and overall lower-quality leads.

Follow the 80/20 rule here. Figure out the 20% of your customers that bring in 80% of your revenue and then keep on targeting people like them.

Truth #2: You Make Your Content All About You

Your potential buyers don’t care that much for your product’s features.

What they do care about are their problems and how you can solve them.

If you’re pushing out random product demos before you build trust with your audience, you’re dooming yourself to failure…

The best performing ads on LinkedIn are those that deliver value upfront.

Trust comes before transactions. Always.

Most LinkedIn ads fail this basic test. They talk about “our revolutionary platform” instead of “how to solve your specific problem.”

Remember: Nobody wants to buy a drill. They want a hole in their wall.

Your LinkedIn ads should focus on the hole, not your fancy drill features.

Truth #3: You Make New Content For Every Ad (Stupid)

The content hamster wheel kills most LinkedIn ad campaigns.

You don’t need new content for every ad.

One piece of great content can become multiple LinkedIn ad variations.

Take a single expert interview and transform it into:

  • 8 different LinkedIn posts
  • 4 distinct ad creatives
  • 3 downloadable resources
  • 1 in-depth article

Each variation targets a different pain point or objection.

Work smarter, not harder.

Most marketers burn out trying to feed the content beast. Stop the madness. Repurpose ruthlessly.

Take your best-performing piece and wring every drop of value from it. Your LinkedIn ads will thank you.

Truth #4: Your Ads Look Like Ads (People Hate Ads)

The fastest way to kill LinkedIn ad performance? Make it look like an ad.

Stock photos of happy business people? Instant scroll-past.

Headlines that scream “REVOLUTIONARY SOLUTION”? Instant skepticism.

The best LinkedIn ads don’t look like ads at all. They look like helpful content a colleague might share.

They use:

  • No stock photos
  • Human, conversational tone
  • No vague promises
  • Actual results with proof

What now?

When you set up your campaigns properly, expect to see:

  • Dramatic drops in CPL
  • Conversion rates climb
  • Sales cycles shorten

This isn’t complicated.

It’s about doing the foundational work most marketers skip:

  1. Deeply understand your exact audience
  2. Create helpful content that builds trust
  3. Maximize that content through smart repurposing
  4. Make your ads not look like ads

Most companies want shortcuts.

They hire agencies to “fix” their LinkedIn ads without fixing their fundamentals.

That’s like putting premium gas in a car with no engine.

Implement these four truths, and your LinkedIn ads won’t just generate clicks, they’ll generate actual business results.

Everything else is just a waste of money.

10 Tactics to Increase LinkedIn Ad Budget Efficiency

Posted on by Will Yuste

Are you satisfied with the performance of your LinkedIn ads? You will likely waste your marketing budget if you don’t properly set up and monitor your campaigns.

Here are 10 key steps to optimise your LinkedIn campaigns and get better results:

1. The Importance of Insight Tag

If the insight tag is not functioning properly, you’ll miss important conversion data and targeting opportunities.

Proper way to check: Navigate to LinkedIn Campaign Manager, click on “Audiences” on the left side, and under “Sources”, look at “Website visit”. How to know if the tag is working? You should be able to see signals from your website within the last hour. If you don’t see any signals, you need to fix the tag.

2. Count Conversions Correctly

You can use simple form fills, and that is fine, but what is more important is tracking valuable actions through your funnel.

Our tip: Add URL forwarding at important conversion points. When customers book calls through Calendly, for example, redirect them to a specific confirmation page. This creates universal tracking points for all ad platforms, including LinkedIn. Use the same approach for purchases and major conversions. Measure what’s important, not just what’s simple.

3. Give Value to Conversions

If you were wondering, it’s not enough to just count conversions, you need to give them appropriate values. This way, LinkedIn can prioritise quality over quantity.

Value examples:

  • Key page visits: $1
  • Form submissions: $25
  • Booked calls: $150
  • Purchases: $1,500+

By assigning values, you avoid optimising for cheap, low-quality conversions and focus on what brings real business impact.

4. Implement Both Last Touch and Each Touch Attribution

Set up both attribution models:

  • Last touch: Credits the final ad interaction before conversion
  • Each touch: Distributes credit across all ads in the conversion journey

Consider assigning higher values to last touch (80-90%) and lower values to each touch (10-20%).

5. Make Larger Retargeting Audiences

Don’t wait until you need retargeting audiences to create them. Set them up early so they can collect data while you run other campaigns.

Key audience segments to create:

  • Website visitors (30, 90, 180 days)
  • Company page visitors (30, 90, 180 days)
  • Ad engagement (30, 90, 180 days)
  • Video views (30, 90, 180 days)
  • Lead gen form opens/submissions

Many businesses find more success starting with retargeting campaigns rather than cold outreach. Building these audiences early gives you that option.

6. Monitor LinkedIn Audience Network Spending

LinkedIn Audience Network (LAN) can silently consume your budget if left unchecked, sometimes taking 90-95% of spending. Either disable it completely or create a split strategy: allocate most of your budget to LinkedIn-only placements and a smaller portion to LAN.

7. Optimise Your Targeting Settings

The most important setting to disable is “Audience Expansion.” This feature will broaden your targeting beyond what you specified, and this will dilute audience quality. Try to focus on position titles, job functions, geographies, and company sizes which are relevant to your ICP (ideal customer profile).

8. Create a Clean Campaign Setup

An effective campaign structure follows the buyer journey:

  • Awareness campaigns for cold audiences
  • Consideration campaigns for people who are engaging
  • Conversion campaigns for high-intent users
  • Retargeting campaigns (30, 90, 180 days) for previous visitors
  • Long-term nurture campaigns for staying top-of-mind

This approach makes sure you are meeting prospects with the appropriate message at the right stage

9. Use Customer Interest Strategies

Check if your ads are building trust or if they are interrupting people while scrolling.

LinkedIn advertising isn’t just about promoting and selling, it’s about showing you are a trusted authority. Helpful and meaningful content is something that you need to focus on when addressing the challenges of your audience, and then you can focus on sales.

10. Review Creative Quality and Performance

Check the quality of your ad creatives. Make sure images are professional, copy is captivating, and your headlines are engaging.

Conclusion

These steps can help you improve performance and ROI. Put your focus on meaningful messages so you can target the right audience and see what truly matters to your business.

If you need help with these steps, don’t hesitate to book a call with us!

These Bidding Tricks Helped Me Slash My LinkedIn Ad Costs By 27%

Posted on by Will Yuste

LinkedIn Ads were eating away at our budget ridiculously fast.

At first I didn’t give it much thought because It’s not my money anyway, why should I care about the bidding?

Learned pretty quick company management does not share the same stance on it.

Upon further investigation, I managed to figure out what was decimating our ad spend and I even brought down our cost by 27%.

The LinkedIn objective trap that most marketers fall into

First, I realized LinkedIn’s objective system was sabotaging my campaigns before they even started.

LinkedIn forces you to pick an objective that dictates your bidding options:

  • Brand Awareness – charged by impressions
  • Website Visits – charged by clicks or impressions
  • Engagement – charged for every tiny interaction
  • Video Views – charged per view (2+ seconds at 50% on screen)
  • Lead Generation – charged by form fills
  • Website Conversions – charged by specific actions

I was using “Maximum Delivery” for Website Visits. Big mistake.

When I switched to the right objective with manual bidding, my costs immediately dropped by 12%.

The auction hack that saved me 15% more

LinkedIn doesn’t just give ad space to the highest bidder.

They look at three factors:

Your bid amount.

Ad relevance to your audience.

Historical performance.

I improved my relevance score by making my ads hyper-specific to my audience.

Tighter targeting + better creative = lower costs.

This single change cut my costs by another 15%.

Four bidding types, but only one slashed my costs by 27%

I tested all four bidding strategies LinkedIn offers:

Manual bidding: I control exactly what I’ll pay per click or impression.

Maximum delivery: LinkedIn controls everything and spends my budget as fast as possible.

Cost cap bidding: I set an average cost target, LinkedIn adjusts within that range.

Enhanced bidding: LinkedIn increases my bid up to 45% for “high-value clicks.”

Manual bidding won by a landslide. It was the foundation of my 27% cost reduction.

LinkedIn Campaign Manager bidding options

I went from paying $8.45 per click to just $6.17.

My CPM disaster (and what I learned the hard way)

So I got cocky.

After saving so much with manual bidding, I thought I’d try CPM bidding because some LinkedIn “guru” recommended it in a YouTube video.

Wow. Worst decision ever.

My costs shot up by $782 in the first week alone. I nearly had a heart attack checking the dashboard Monday morning.

Turns out my CTR was garbage, only 1.8% – nowhere near high enough to make CPM work.

After a panicked chat with my marketing buddy who’s been doing this for years, I learned CPM only works when:

  • Your B2B campaigns already get 3%+ CTR (mine didn’t)
  • Your retargeting is crushing it with 5%+ CTR (again, nope)

That $782 lesson was a painful one but it clarified a lot.

After my CPM fiasco, I developed this process through pure trial and error:

  • Start bidding 15-18% below LinkedIn’s suggested range (they always inflate it)
  • Check campaigns before lunch daily – if they’re spending too fast, drop bids by 5-7%
  • If a campaign is crawling along with no spend by 3pm, bump bids up 8%
  • Weirdly, my weekend bids can be 22% lower and still perform (everyone’s offline anyway)
  • I track everything in a spreadsheet that only makes sense to me (don’t do that)

My boss thinks I’m a genius, but ‘m not telling him it’s just manual bidding and a spreadsheet.

My Expensive Automated Bidding Mistake

I’m very lazy.

I originally just chose automated bidding because I didn’t wanna have to bother with it.

That laziness cost my company $4,367 in wasted spend in just under a month.

When I finally switched to manual bidding (after my boss started asking questions), we not only saved money but somehow our conversion rate jumped 8.3%.

Now I just spend about 30 minutes each morning adjusting bids slightly.

If we’re being honest, LinkedIn literally designed their platform to extract the most money out of advertisers.

They try their best to push automated bidding, “LinkedIn Audience Network”, and other proprietary BS. Don’t give into it.

Anyway, that’s my little short story, hopefully you can learn something from my mistakes.

How to Beat The LinkedIn Algorithm at Its Own Game

Posted on by Will Yuste

LinkedIn has changed over the years. Today, it’s a content-driven force where your career and business can expand – if you know how to use it properly.

What LinkedIn Wants (And Doesn’t Want) From You

LinkedIn has one mission: to keep professionals on its platform as long as possible. Every time you post, the algorithm asks itself: “Will this content make people stick around?”

When you post on LinkedIn, it shows your content to a small, test audience. If this audience engages with your post in any way, LinkedIn’s algorithm will show this post to a wider audience. But if by any means, your test audience doesn’t respond to your post, it will disappear from feeds and will lose its visibility and reach.

How LinkedIn Scores Your Posts

Behind the scenes, LinkedIn judges your posts in three main ways. First, it checks your Spam Score to see if you’re trying to trick the system. Then it looks at your Quality Level to determine if your content helps professionals. Finally, it calculates your Relevance Rating to measure how much your connections will care about what you’ve shared.

Red Flags That Kill Your Reach

  • Dropping external links in your post (LinkedIn wants to keep users on their platform)
  • Emoji overload (looks unprofessional)
  • Excessive tagging or hashtags (looks desperate)
  • Poor grammar (reflects badly on your professionalism)
  • Machine-gun posting (quality over quantity)

The Golden 90 Minutes

The first hour and a half after posting is make-or-break time. This is when LinkedIn decides if your content deserves the spotlight.

Pre-Post Ritual:

  • Engage with others’ content for 10-15 minutes before you post (warms up the algorithm)
  • Respond to every comment you receive
  • Don’t edit your post for at least 3 hours (it resets the algorithm)

Six Tactics That Work in 2025

1. The Dwell Time Secret

LinkedIn measures how long people pause on your post. The longer the better. Short posts with no visuals get scrolled past quickly.

Something to try on: Start with an intriguing question or bold statement. Use formatting that creates visual breathing space.

2. Comments Are LinkedIn Currency

Comments outrank likes and shares in the algorithm. A post with active discussion will keep appearing in feeds for days or even weeks.

Something to try on: End posts with a specific question that’s easy to answer but causes thought.

3. Hashtags Are (Mostly) Dead

LinkedIn now prioritizes natural keywords over hashtags as it moves toward SEO-driven content.

Something to try on: Write naturally with relevant industry terms. If you use hashtags, limit them to 3-5 highly specific ones that aren’t already in your text.

4. The Link Work-Around

LinkedIn bans posts that take users away from the platform.

Something to try on: Follow the 80/20 rule – 80% native content, 20% external links. Better yet, put important links in the first comment and mention “link in comments.”

5. Short Video Renaissance

With LinkedIn’s “Videos for You” section, video content is getting prioritized again, but attention spans are still short.

Something to try on: Try to keep your videos under 90 seconds, and anything that is longer than 3 minutes should be linked in comments.

6. Ride the Format Wave

LinkedIn gives preference to new content formats they’re promoting.

Something to try on: Carousels are getting boosted reach. Create engaging content that brings value in each slide.

Strategic Timing Matters

The LinkedIn audience follows predictable patterns:

  • Peak engagement: Tuesday-Thursday between 8-10 am, 12-2 pm, or 4 pm
  • Content matching: Early week = technical content; Late week = lighter topics; Weekends = personal stories
  • Consistency sweet spot: 2-5 posts per week builds momentum

Companies that post consistently gain followers 6x faster than those with sporadic activity.

Timing Your Content to Your Audience’s Mood

Match your posts to when people are most receptive:

  • Early Week: Share problem-solving tips when people are facing new challenges
  • Midweek: Offer industry insights when professionals come up for air
  • Fridays: Post uplifting content before the weekend
  • Weekends: Connect with personal stories when professionals have time to reflect

Don’t forget, you can use LinkedIn to build relationships, not just to gather connections. Engage authentically, provide genuine value, and the algorithm will reward you.

If you need help with putting this strategy alive, book a 15 minute call with us today!

Why LinkedIn Text Ads Matter for Your Business

Posted on by Will Yuste

LinkedIn became a popular network among professionals all over the world. One of its advertising options is Text ads, which serve as a simple yet powerful tool for businesses. 

Here is why they are so beneficial for every business strategy:

What Are LinkedIn Text Ads?

Text Ads are dense advertisements that appear in the right sidebar of LinkedIn’s desktop interface. You can see them across various pages, including home feeds, search results and profiles. 

These ads include:

  • A brief headline (25 characters max)
  • Concise descriptive text (75 characters max)
  • A small image (100×100 pixels)

When users click, they’re directed to your desired destination – whether that’s your website or LinkedIn page.

6 Reasons to Use LinkedIn Text Ads

1. Ads that your budget will love

Text ads are cheaper than other LinkedIn ad formats. You have two options to pay: 

  • Pay-per-click (PPC): Ideal for generating leads
  • Per impression (CPM): Great for building awareness

You control daily spending with custom budgets and bids, making them appropriate for businesses with limited marketing funds.

2. Better results on desktop

Because Text Ads are only appearing on desktops, they target users who are better positioned to complete forms and take significant actions. This is a much better way to respond immediately because mobile users often delay conversions.

3. Connection power

LinkedIn shows the faces of people you know who follow the advertiser. Seeing friends connected to a brand makes you trust it more, and you’ll likely click.

4. Precision Targeting

Target decision-makers based on:

  • Industry and company size
  • Specific job titles
  • Professional skills
  • Education level
  • Geographic location

This precision ensures your marketing budget reaches only the most relevant prospects.

5. Quick Setup, Easy Management

Text Ads are easy to use. They require minimal creative resources – a headline, a short description and a small image. These campaigns are quick to launch, and you can easily track performance through LinkedIn’s analytics tools.

6. Versatile Marketing Strategy

Text Ads work excellently alone or alongside other ad formats. They’re scalable for businesses of all sizes. You can start small and expand as you see results. You can filter and adjust your targeting based on performance data.

Start Simple, See Results

Text ads work really well for all businesses, even though they are simple. They are cheap, target the right audience, and are really easy to use; they give you good results for your money invested. 

Doesn’t matter if you’re just starting with LinkedIn or want to add to what you are already doing; these types of ads help you connect with the right professionals easily. 

Need help with your LinkedIn ads? Book a call today for a free 15-minute chat!

Why 82% of LinkedIn Ad Campaigns Fail (And How To Be In The 18%)

Posted on by Will Yuste

Most LinkedIn Ad campaigns fail because they’re too generic. Here’s how to fix that.

Step 1: Get Ridiculously Specific About Your Target

Generic messaging gets ignored. Always.

If I shouted “Hey you!” in a crowded room, would you turn around? But if I shouted “[YOUR EXACT JOB TITLE] struggling with [YOUR EXACT PROBLEM]!” – you’d snap your head around instantly.

This is why most LinkedIn ads suck. They try to speak to everyone, and end up speaking to no-one.

How do I find my perfect target?

  • Analyze your top 20% of customers who bring 80% of value.
  • Interview them about their pain points (use their exact words in ads).
  • Keep note of the buyer’s journey and their decision making process.
  • Map out who/what influences their purchasing decisions.
  • Find out where they actually spend time online.

One client discovered 80% of their best customers came from just two specific industries. We focused all ad spend there. Their pipeline exploded within 30 days.

Step 2: Create Content That Actually Helps People

Nobody cares about your product features.

What they do care about is your product solving their problems.

The best LinkedIn ads don’t sell, they help. They educate. They build trust.

I worked with a SaaS company running product demo ads to completely cold audiences. Absolute waste of money and resources.

We switched to boosting genuinely educational content that helped their target audience solve problems, and all of that without actually mentioning their product. Crazy, right?

What was the result of this little endeavor? 3x more engagement, 5x more saved posts, and 2x more demo requests from people who actually watched them.

Map your content to five awareness stages:

  • Unaware (they don’t know they have a problem)
  • Problem Aware (they know the problem but not solutions)
  • Solution Aware (they know solutions exist)
  • Product Aware (they know your product exists)
  • Most Aware (they know your product but need to be convinced)

Most companies today only create content for stages 4-5. The real magic happens in 1-3.

One of my clients created a ROI calculator that showed prospects they were losing $230K annually through inefficiency. No pitch, just basic math. That single piece of content generated 43 qualified leads in a single month.

Step 3: Repurpose Like Crazy and Learn Fast

One good piece of content should spawn at least 10 others.

Take a 30-minute expert interview and turn it into a long-form article, LinkedIn posts, video clips, an infographic, and a checklist.

This creates “content velocity” without killing yourself.

I do this every other week. It takes me about 3 hours to make a podcast, then another 3 hours to repurpose that into 10+ pieces of content.

Boost these different formats on LinkedIn. Learn fast which messages work best.

One of our clients noticed that their audience engaged 10x more with customer stories than they did with how-to content. We then changed all new content to focus on transformation stories and saw engagement rates double overnight.

Stupid Yet Critical Error Most People Make

Keep in mind that LinkedIn isn’t a billboard, so stop treating it as such.

Instead of that, you should focus on having conversations and building relationships with people.

Try to respond to every comment you get. Engage with the people who engage with you.

To sum up:

Get super specific about who you’re targeting.

Create content that actually helps them.

Repurpose ruthlessly and learn what works.

Have actual conversations with people who engage.

This is only a snippet of the content you can find in our free guide & playbook. If you’re interested in the best LinkedIn ads practices for 2025, take a look here.

From Hot Lead to Cash Money: The SDR Playbook That Actually Works In 2025

Posted on by Will Yuste

TL;DR: After you identify hot leads through signal aggregation, follow these steps to turn them into paying customers: hit them up fast (within 24 hours), research who they actually are, personalize your messages based on their actions, use multiple channels to contact them, get them on a discovery call, and track what’s working.

Got a hot lead? Don’t blow it.

I’ve seen too many companies waste perfectly good leads because they don’t have a system.

At FounderVideo, we’ve created a no-BS SDR playbook that converts qualified leads into customers who actually pay you money.

Respond like your business depends on it

Because it does.

After someone signals interest, your clock starts ticking immediately. You don’t have the luxury of waiting any more than 24 hours before they completely forget about you.

Quick responses are professional and they show that you’re on top of your game.

Write thoughtful emails that prove you’re actually paying attention to your lead:

  • “Hey there, I noticed you recently checked out our case study post on LinkedIn, I wanted to reach out and….”
  • “Saw you downloaded our ROI calculator, would you be interested in….?”

Do a bit of research before you reach out

Seriously, just take 5 minutes to look them up beforehand.

Stalk them (professionally)

Who are they actually? What do they/their company do? What problem can you solve for them?

Take a peak at their title, some of their recent posts, company info…

Targeted messages will ALWAYS get more replies than copy pasted garbage!

Use your signal data

This is why you’re paying for that fancy tracking software.

If you see someone spending more than 5 minutes on your pricing page, they’re doing math in their head and trying to justify it, take the opportunity to push them by showing them the ROI potential.

Do they keep re-watching your intro/how-to video? That means they’re probably stuck on something, reach out and help them out with it.

“Hey _____, noticed you checking out or video tutorials, we just helped ______ improve their KPIs by 23% using exactly what you were looking at….”

Don’t be afraid of reaching out on multiple platforms

Feel free to mix up your approach a bit, no need to stick to a single platform:

  • Regular email when you got something to explain/showcase
  • LinkedIn when you’re trying to appear professional
  • Cellphone if it’s something that can’t wait
  • Text messages for quick “you there” moments

And please, format appropriately, nobody’s reading your 7-paragraph LinkedIn novel.

Get them on a call ASAP

This is the whole entire point.

Everything you’ve done so far has one goal: getting that discovery call booked.

Make the value you can provide them very obvious: “Based on what you’ve seen so far, I think we could save you at least 10 hours per week on campaign management. Let’s hop on a 20-minute call and I’ll show you!”

Track everything

If you don’t measure anything at all, how do you expect to improve?

Keep notes on what worked and what didn’t after every interaction.

Monday morning emails got you way more responses than Friday afternoon? Did mentioning ROI improvements or time savings lead to more positive feedback?

Your CRM software should already have a lot of this info on it.

Update your playbook weekly based on what’s actually working. What converted last quarter might be annoying prospects today.

In Conclusion

This is how we’ve doubled our conversion rates at FounderVideo.

No fluff, no BS, just a system that works.

If your SDRs aren’t following a playbook like this, you’re leaving a lot of money on the table.

Thank you all for reading.

Audience Too Small? Here’s How to Make Retargeting Work Anyway

Posted on by Will Yuste

Have you ever set up a retargeting campaign only to face that unpleasant “audience too small” Message? You are not alone my friend. 

I’ve been there, looking at a screen, wondering why my brilliant targeting tactic is not working, and I didn’t even begin.

Why Your Retargeting Audiences Are Not Working Properly

I assume you have experienced similar situations. You’ve installed the pixel, created that amazing ad, and now are ready to reconnect with those visitors who didn’t convert. What happens next? LinkedIn throws that 300-member minimum requirement at you like a brick in the head. Oh, it’s so frustrating, I know!

Listen, unless you’re getting thousands of visitors daily, individual retargeting segments often struggle to reach that sufficient size. But you don’t have to worry – there’s a smart way that the best LinkedIn advertisers use.

Moving Smart: Make One Super Audience

Instead of watching your small audience pools gather dust, try this: combine ALL your warm audiences into one unified campaign. This is what I’m  talking about:

  • Website visitors who browsed your pricing page
  • People who checked out your company profile
  • Those who engaged with your thought leadership posts
  • Video viewers who stuck around (the 50%+ crowd)
  • For starters who got cold feet
  • Webinar registrants who know your name

This is a strategic genius. By pooling these smaller audiences together, you create a robust retargeting group that LinkedIn’s algorithm can work with.

Your Wallet Will Thank You

Here’s something LinkedIn doesn’t show you: ultra-small audiences come with ultra-large costs. When you’re targeting just a handful of people, the algorithm struggles to optimize, and your cost per click goes wild in the clouds.

I once saw a client pay $28 per click on a tiny retargeting audience when their usual CPC was around $6. That’s something that nobody talks about.

With the combined approach, you’ll keep costs manageable while still reaching people who already know your brand. Plus, you’ll start collecting performance data today instead of three months from now.

When to Break Up the Party

You will reach that point when splitting them makes sense, as your audience segments grow.  Look for segments crossing the 1,000-member mark – that’s usually when you can start getting more strategic.

Think of it like graduating from a startup’s “everyone does everything” phase to having specialized teams. When you break out your audiences, you can:

  • Create messages that speak directly to how they’ve interacted with you before
  • A/B test which ad resonates with which segment
  • Assign budget based on which segments convert best

Just watch those metrics closely after splitting – sometimes unified audiences perform better than the sum of their parts.

Hot, Warm, Cool: Strategic Time Segmentation

Wanna know about advanced tactics that can change your results for the better? Once your audiences are substantial, segment them by recency:

  • Hot audience (last 30 days)
  • Warm audience (31-90 days)
  • Cold audience (91-180 days)

I had the opportunity to test this. In one B2B software campaign, the 30-day visitors converted at 4.2% while the 31-90 day group managed just 1.8%. That’s a 133% difference!

Someone who visited your site yesterday will remember you – your job is to push them over the finish line. 

Someone from three months ago? You will have to reintroduce yourself and rebuild that connection.

How to Implement the Blueprint

When you put this strategy into action:

  • Start with the same creative across segments to establish your benchmark
  • Use UTM codes that tell you exactly which audience segment is performing
  • Bid more aggressively on your hottest, most recent segments
  • Create clean exclusions between segments (your 30-day people shouldn’t see your 90-day campaign)

Beyond the Click: Measuring What Matters

Impressions and clicks are nice to see in large numbers but they don’t pay bills. Track these business-focused metrics instead:

  • How many qualified leads each segment delivers
  • The time it takes from first ad impression to conversion
  • The revenue attributed to each retargeting segment
  • How retargeted leads move through your sales process compared to cold leads

One surprising insight I’ve found: sometimes the older audiences convert more slowly but have higher average deal sizes. You’d never catch that looking at CTR alone.

Never Set and Forget

Your retargeting strategy should evolve as your audience grows. Every quarter, challenge your approach by asking:

  • Which of my small audiences are now big enough to stand on their own?
  • Are there new interaction points I could be retargeting? (That new product demo video, perhaps?)
  • Has the performance gap between recency segments changed?

Throughout my career, I’ve seen companies double their retargeting ROI simply by refreshing their strategy quarterly instead of letting campaigns run on autopilot.

Remember, smart retargeting isn’t about perfection from day one – it’s about starting with what you have, learning what works, and continuously improving. Even the smallest audiences can deliver amazing results with the right approach.

Ready to scale up your LinkedIn retargeting? Book a call with us and turn those small audiences into big results.