S2E9 | How To Run LinkedIn Ads

Have you been frustrated with your lead-generation efforts on LinkedIn? In today’s episode we share with you tips and (kind of) a formula that you can apply to attract and nurture quality leads at a reasonable cost. Watch out for the bonus tactic on how a certain type of LinkedIn ad could be run for almost the same price as Google ads!

Discussion Topics: How to run LinkedIn ads

• Why run LinkedIn ads?
• Think Campaigns, not ad-hoc messaging.
• How to calibrate ad spend for maximising ROI.
• A formula for successful B2B lead generation.
• LinkedIn ads are more effective than Google in many ways.
• How should you evaluate ‘success’ of a LinkedIn ad?
• How can a little company with limited budgets compete with the big guys?
• 4 easy ways to make your LinkedIn page more effective.
• A satisfying project.

Transcript: How to run LinkedIn ads

Hasita: Subha, what’s happening with that paid ads plan that you had for this year?

Subha: I don’t think I’ve achieved much. And I’m quite lost between multiple efforts. So yeah, like, you would expect I’m all over the place.

Hasita: Fair enough and also, I think when we are doing tactical stuff for technical outcomes, it’s a lot harder, because I think somewhere in investing in things like content and brand we know that it’s going to take a while, and maybe there’s some comfort in knowing that. But when I’m spending a decent budget on something in any given month, then I probably want faster results, which is what I really thought I mean, this is a confusion that all of us go through myself included, and a lot of clients as well.

So why don’t we really ask somebody whose day job it is to run these campaigns, what kinds of budgets would you set, how would you go about thinking about something like this even? Welcome to the Damn Good Marketing Podcast. We are already on Episode 9 of Season 2. I don’t know how to believe that. But I’m going to give myself a minute and just believe that.

We have with us today Varnika Pasari, founder of Tic Tactic. Tic Tactic, is a performance marketing studio for B2B Companies. And that’s the most exciting thing for us because Varnika is very clear that she wants to work with B2B brands. And she does LinkedIn and Google Ads. Hi, Varnika.

Varnika Pasari: Hi, guys. Thank you so much for having me.

Hasita: Thank you. Thanks for being here. So we have a lot of questions for you today Varnika, as you’d expect, Subha is going to come to ask you questions about budgets, how do you decide if it going to be Google? Is it going to be LinkedIn? And I have some mindset-level questions as well. So let’s just get started. Yeah.

Varnika Pasari: Yes, please, shoot.

Hasita: So Varnika, my first question to you is really about convincing people. So when you have four, or five different things that you can do as part of a marketing plan firstly, why should you go the LinkedIn ads or the Google Ads route, and for someone to succeed in doing that, what are certain baseline metrics, things that should already be taken care of.

Varnika Pasari: So we normally work with clients who have two objectives, either it could be brand building, where they want a lot of awareness on their pages, or of course, lead generation. See, any company that wants to invest in marketing ultimately wants to make money out of it. So the way we work is always showing them that if you invest this much, this is a kind of an ROI that you get in return. So that’s always been the pitch that has worked till now. And also we’ve more or less always delivered on the lines that we’ve taken them through.

Because we try to understand, we do a lot of research at our end, before starting any campaign on any platform. And before even telling them so we don’t promise anything, but even giving them an idea of what we think that they can get out of the campaign, it requires a lot of research and we believe in giving them very realistic results.

Hasita: Interesting. And you’re saying that so far in most of the campaigns that you’ve run, expectations and reality have been somewhat close to each other?

Varnika Pasari: Yes, this is something that I believe very strongly, even as a person that you have to set very realistic goals to achieve anything. If I tell my clients that, you know, you invest, say 50,000 rupees, and it will turn into 50 lakhs, I can say it and there’s no reason that they’ll be able to hold me accountable because there are so many factors that come into play. But if I’m not realistic about it, they are never going to come back to me.

I have to tell them that this is what we can achieve with whatever your budget is. We are very conservative when it comes to our budgets to start off with, for example, there is a company that we run ads for that has been now we’ve been doing it for six months. So I have increased their budget gradually. And now we run ads for even one lakh rupees or two lakh rupees a month to start with.

We started with a very conservative budget of say 20,000 rupees, because I had to show them some results. See, LinkedIn ads are quite expensive in comparison to any other platform. But that is simply because the kind of results that you get from LinkedIn, and the kind of leads that you get from LinkedIn are so much better than any other platform. So LinkedIn charges you for the quality that they give you. And that you can only achieve if you start off by showing some very basic results. And then you start building trust from the client also.

Subha: You know something that you said, it stands out for me that you look at it as a series or a set of campaigns. I feel most of us as business owners, it’s a little bit unstructured. It’s like, okay, today I woke up what do I want to say, on this week what do I want to say or you know, some event happens, and hence I’m going to talk about it, but I’m never really thinking in terms of campaigns.

Varnika Pasari: Honestly, that’s how we work, especially if we have a long-term campaign. See short-term objectives are obviously, okay, I have an event I want to run an ad for an event or I have this specific thing coming up, and I want to create a lot of awareness about it. But in the long term, when we make plans for lead generation, it’s not something that can happen in one month anyway.

See B2B sales cycles are quite long, and the deal amounts are also quite big. So, for me to tell my client, okay, you spend this much money and tomorrow you’re going to get a lead, it’s not fair on their part, because they will be expecting that from me. But if I tell them that, okay, we’ll get some leads, then we’re going to nurture the leads, and at the end of, say, three months, the leads that I’m going to give you are going to be genuine good leads, that can actually turn into potential clients, then cracking the deal is on you.

So this is something that will take time, we have to be in a mindset that it’s going to be, say, three months, six months, we divide our months into short-term goals and then we have long-term goals, we achieve our short term goals in order to achieve the long term goals.

Hasita: Right. I really like the idea of layering these objectives over each other. So say my short-term goals could still be a month or a 60-day period. But the longer-term goal is just an extension of that. So that I think is a very cool way of thinking about it, which we don’t often do as Subha said, it’s always campaign to campaign, or sometimes honestly, we don’t even think in terms of campaigns.

So I think that singular focus probably really helps. And I also had a question for you Varnika on the sales cycle aspect of it. So there are obviously certain services in certain industries, which have a longer sales cycle, because they are either perceived as wants not needs, or the market is still not ready for that specific kind of solution.

So there could be any number of use cases in which conviction takes a while to build. So have you had an experience of running a campaign of that sort, wherein it took that six, nine-month period, and if you can just give us an example of how you layered these campaigns on top of each other I think that’d be very interesting to know.

Varnika Pasari: So yes, the client that I was talking about where we started off with a budget of 20,000 rupees, they were my first client that we started with. And so they are a video company, that makes B2B videos. So they wanted to connect with corporates that want training videos, which are say for two lakhs, three lakh rupees.

So that’s the kind of clients that they wanted. We started off by running very, very conservative ads at that time because they were my only client also, I was monitoring the ad every minute of every day, to be honest. And I was just checking what can be done, how can I optimise it further. So that time my short-term objectives were to just build brand awareness for their page in that particular industry.

And what we did was, we just kept building awareness, because with that budget, it is not possible to do lead generation and I was very clear about this also, then, once we got say X number of views on our videos, we got X number of likes, we got a lot of engagement, which did quite well, then I started convincing them to increase the budget slowly.

So we kind of made it 30,000 rupees, and then we made it 40. Today, when I ran a campaign for them, it starts off at one. And they’ve got three or four really, really good leads, in fact, they got a lead with one of the companies that they have been looking to connect with, since the last year, they were just not being able to get a contact in that company because they did not know. So we used a combination of LinkedIn ads with Sales Navigator, which I’ll come to later.

But Sales Navigator really helped us in nurturing the lead. And then all our ads later were just targeted towards that particular company. So for that company, we’ve spent a lot of money. But at the end of it, the amount that they spent, and the amount that they’ve got from them, in terms of their deal has been, I think, 3x or 4x.

So that’s how it works, see have to create a plan, we have to move people down the funnel, and we have a rule, when we come to B2B marketing that 95% of your buyers don’t know that they want your product, you have to continuously teach them and tell them about your product. So even the first campaign that you run for any company cannot directly be a lead generation campaign, because mostly it doesn’t work.

Hasita: Or you will get the worst kind of leads and then you will anyway be disappointed. And it’s almost like a self-fulfilling prophecy in that sense.

Varnika Pasari: Yeah, exactly. So this is also how, you know, when we talk about Google ads, and a lot of people see that the leads we are getting are not good, it is because these people at this point, don’t even know that they want your product. They are just people who are, you know, just there for the sake of being there or just trying to inquire about things. But if you’re spending that much money and you want your ROI, so we sit and we nurture the lead, we move them through the funnel by so the first part will be an awareness side and the second ad will be more of telling them about your products, about the features of your products. So when we say awareness, I mean only brand awareness.

The second step is telling them exactly what kind of products you will give them, and how it will help to solve their pain point. Then the third step is the process. So telling them how to get in touch with you. So thinking that now they’re already a buyer so you give them all the relevant information. And in the fourth step, we bring all of this back to them through retargeting.

Hasita: Oh! That’s where the retargeting kind of comes into the picture. It’s more of a reeducation process rather than basically hitting anyone and everyone who spends even a second on the website.

Varnika Pasari: Exactly. We don’t even believe in retargeting everybody that has come to the website, because in a B2B situation, you could have a lot of people, a lot of your competitors coming onto your website over and over again. So retargeting everybody that comes to the website is of no use to you. But if you retarget people who have specifically shown a lot of engagement with your ad, not only in the first step, but in the second step, and in the third step, you know that these are people who are interested in working with you, or at least interested in knowing more about your product.

Hasita: Yeah. And that’s what I find is the difference between working with somebody who’s a really good analytics person or a really good CRO, because they know that the behavior you’re looking for is not somebody going to home product contact, or doing something that you so expect, right, it’s about the unexpected behaviours. And that’s where I think that experience of folks who are on the analytic side also matters so much, because what events are you tracking in terms of capturing intent?

Varnika Pasari: See, also, intent when it comes to B2B, see, you can track intent very easily on Google because you know that people search through these keywords, but on LinkedIn, you can track people through intent. It’s actually why I love LinkedIn because, as I mentioned, a lot of them don’t know that they want your product, but we are making them want your product. So that’s where the more interesting part comes in.

It’s actually a journey with your customers where you are taking them through all the different steps because they don’t know what they want, you will never be able to find intent in terms of, okay, I want to buy this product. How do you find that on LinkedIn? You can’t do it. But you can find people who are interested, who can be interested, and you can find the right group of people in terms of decision-makers. So nurturing the leader is a very interesting process on LinkedIn, and I really enjoy doing that.

Hasita: No, that’s really nice to hear Varnika and it explains why you’ve specifically chosen B2B.

Subha: So the effort that goes into LinkedIn has to be over a longer game plan, like, I’m thinking that if I, let’s say, have an event coming up, or if I have something very specific that I want people to sign up for, then maybe a Google Ad makes sense and you buy ads for that particular period. But if you’re really looking to nurture a kind of audience, then I should be more on LinkedIn, is that how I should look at it?

Varnika Pasari: Not really, it depends on what the event is. See if it’s a large-scale event, where you know that a lot of people in the world will be attending, then it’s fine, then you can go for Google because it’s going to be relatively cheaper. But if it’s a specific event that your company conduct, or if it’s an online event where you want people to sign up, then LinkedIn is a better platform because it will also give you the information of your leads, there’s a lead gen form that they just have to click on the button LinkedIn auto-fills the form for them. So it really depends on how much time you have and what kind of event it is.

Subha: Got it and I think, on LinkedIn, in some way, I feel that there is an opportunity to get somebody to also follow you or connect with you. And that relationship could go beyond just that one event. Whereas a Google Ad tactically might be great for that event, but to kind of nurture that relationship, you’d have to find some other ways and means, right?

Varnika Pasari: Absolutely. Also, you know, the good thing about LinkedIn ads is also there are so many ways to do it, right? It can be a video, it can be a single image, or it can even be a message. So people think that you have to spend a lot of money on LinkedIn to gain anything, which is not true at all because LinkedIn is so targeted. And because you can exactly tell LinkedIn that I only want these people you don’t end up spending a lot.

So if you have a defined target group for an event, you can just do sponsor messaging, which is almost at par with Google ads, sponsored messaging is one of the cheapest LinkedIn ads that you can go for. And the message goes from your profile, even if it’s for your company, it needs the person to send the message. Very rarely does LinkedIn allow companies to send messages and even if they do allow, it has to be a very, very high-end company with a lot of followers.

So when a person sees your face on a message, it automatically resonates with them a lot more. It makes them want to talk to you more, even if I don’t want to talk about that particular message, I might want to connect with you to understand your product or build my connection. So there are so many different things that you get out of a LinkedIn ad, it’s not just getting the lead, it’s also building your network, getting more people to follow you, which eventually overall in time might convert into a good client.

Subha: Right.

Hasita: So Varnika, I had a question actually on optimising for different parameters. So of course, you have a platform, which is essentially a professional platform, and therefore you have a lot of data on people where they work, what roles, what functions, what levels of experience, past industries, present industries, all of that. So there’s that component and understanding that confidence well, there’s also, of course, budget, and finally, how much you’re wanting to spend in any given context. In your experience, what has been the single greatest determinant of an ad’s success or failure for that matter.

Varnika Pasari: That’s a very interesting question. I think, for me, success is always if I have targeted a particular group, keeping in mind that obviously, as you mentioned, all the budgets, etc., are all in place. But at the end of the day, what our clients want is to reach out to the right people, that’s why we are telling them to do LinkedIn ads, because the group that you’re looking for is on LinkedIn, it’s not anywhere else. The decision-makers are on LinkedIn.

So for me just to see, it’s also not like, you know, whenever we even do the lead generation ads, and sometimes we get only one or two leads, which to the client looks like a failure. But for me, what I see is how many people have interacted with my ad, and what kind of people have interacted with it. So for me, the top parameters are always the demographics in terms of the decision-makers and the industry. If I’m trying to target a particular industry, or if I’m trying to target a particular company, have I managed to reach the decision makers or the required people in that company?

So if you would tell me that I want to target say, the CTO of a particular company, have I been able to do that or not? And vice versa that’s, I think, always been the number one thing for me, because it makes me realise, one is it reaching my target group, and two also in the future if I have to run a retargeting ad for these people will I get the right people or no. So we always, you know, also come back to our ad, say six months later, if I have run an ad today, I might use the interaction group of that ad six months later. So for me ensuring that I’m building the right audience on LinkedIn, is very, very essential.

Hasita: Fair enough, which actually kind of leads me to industries that have a lot of competition already in terms of LinkedIn ads, like, for example, I know for a fact that cybersecurity is an industry that’s laden with LinkedIn ads because even when I was working as an external party there, I used to be bombarded with ads about cybersecurity.

And also, I think the complexity of the domain is such that there are so many different things that you can talk about, and then there are of course, some industries, as we discovered in the project that we worked together on, such as manufacturing, where there doesn’t seem to me that be that kind of ad presence.

So when you have to operate in industries where the competition is high in terms of your competitors, probably larger competitors spending a lot more money given that LinkedIn is considered such a powerful tool, so even outside of ads, I’m sure there are other ways of reaching out to your potential audience and other ways of building a process out of that, say, for example, my two biggest competitors are really huge folks. And they’re already spending a lot of money on LinkedIn. And if I’m just this small guy starting out, I have some organic presence, what should I really be doing?

Varnika Pasari: So again, it’s always a plan of organic growth, with paid ads, and then Sales Navigator, these are the three things that go hand in hand, when it comes to lead generation on LinkedIn, you cannot just focus on any one of them and expect results, you have to try to put your eggs in all these three baskets.

So, when it comes to organic growth, also, because all your plans have to be aligned, whatever your objective is, say, for example, even as a small company, if you’re looking to target a particular company, then your organic posts and your paid ads should both reflect the same message. If you’re doing two different things, then it’s probably not going to work out for the best.

Because what happens is that the paid ad is going to take them sometimes to the page or to the website, but if my paid ad is saying something and my LinkedIn page is saying something else, and my website is seeing something completely different they’re going to drop out in less than a second, because you’re like, Okay, I don’t know what this company is doing. So that’s one part of it. The second part is your question about how small companies manage to compete against the big guys, how do these companies compete against the big guys in the real world, it’s the same thing here, as well.

See, every company has some sort of a USP or something that they’re offering against the big companies. So for example, if I’m a company in India, and I’m trying to compete with a company in the US, which is a very, very big company, but our clientele is the same. For me, the rates that I would be offering my services to my clients, or the client service that I would be offering would be a lot better. And that is what I’m trying to pitch to them as well.

So this is also what I used to target my LinkedIn ads, I obviously cannot compete with them in terms of their budget. But okay, if they are targeting 500 companies, I’m going to target only five companies. But in those five companies, I’m going to make sure that my message is very, very clear to them, that this is why you have to choose me over say a company X, Y, or Z. So we always leverage their whatever it is that they are trying to do in the real world, even in the online world, it is just that we use their budget more wisely.

You know, I also believe that even as a big company, you don’t have to spend millions just to get those five leads, because ultimately your clients are going to be those five people only. It’s about how you spend it.

Hasita: You know; this actually reminds me of a huge case study for how the small guy can really become big. And this was way back in the 1960s. And the agency involved was DDB if I’m not wrong. So Avis and Hertz were the two car rental agencies that were there in the market at that time. And Hertz was considered the leader with about 60-65% of the market share. And Avis actually went ahead and ran an entire print campaign series called we try harder.

And some of the headlines say things like “Avis can’t afford to be nice. Avis can’t afford to make you wait. Avis can’t afford dirty ashtrays.”  So they really took the small guy positioning and owned it so badly that I think within the next four, five years Hertz’s market share fell to about 49% if I’m not wrong, so I was just reminded that sometimes just playing to your strengths can actually be the single greatest differentiator in a crowded market.

Varnika Pasari: Absolutely. And this is where marketers come in, right? Our entire job is to make them look like they are somebody. That’s our entire role, for me to try to create an interesting tagline for the most boring company is my challenge. So, I think this is always a question that I have come across. And this is also something that I had very initially. So when I spoke to my mentor, he just said that, “So what if you’re a small company play to your strengths. I said, fine. Let me try it.

Subha: So now Varnika, tell me some tips and tricks for optimising the time that I’m spending on LinkedIn, like, what are some of those, you know, kind of maybe hidden features that we just don’t look at, because we don’t know, we should look for it.

Varnika Pasari: Okay, so when it comes to the LinkedIn page, I’m going to start with the page and then we’ll come to a personal profile. I think with pages’ people just don’t do the very basic things like adding a button to visit your website. So there are a lot of times that I overtake pages from companies and they don’t have something as simple as that.

See, next to the Follow button, if you add that contact us or visit my website button, it will automatically take that person into knowing everything that they have to know about your company, that is something that we should really be using to our advantage. The second thing is adding a good tagline and a good description in terms of about. So this is the same for both your personal and your company page.

See the tagline is what people see if they even scroll over your name, or your company name, so it has to be gripping enough for them to want to visit your page. But at the same time, it has to be something that tells them what you do. So this is a little tricky. But if you work on it, if people actually spend more than five minutes on it, you can come up with something good.

Subha: Yeah, because I find the page is something that I do spend some time on. And I put in some of the details like you’re mentioning, but it’s something that I give up the most on because it feels like folks are more likely to visit my personal profile, and then know that okay, I work for X, Y, Z, or I run X, Y, Z company. But the traction on your page always feels very suboptimal. And LinkedIn is not where people go for pages, they go for the people. And that’s the feeling I get is that a misunderstanding? Or is it because I’m just not running the page well enough?

Varnika Pasari: It’s sort of a misunderstanding. Because, you know, where do people go from your profile? When people come on to your profile, and on your profile, you can add your company to your header. So where do they go from there, they go to your company page. And if you have a great-looking profile and a sad-looking company page, they are probably understanding that you’re not spending a lot of time doing that.

See, I feel like your page and your profile are equal leverages, okay your profile is probably 65 and your page is 35, but that 35 is also a lot. From as something as simple as your cover image that people don’t spend any time on for your page. It’s such a great place for you to give so much information to your clients, why are you wasting that space, people are putting just their logo as a banner, we can already see your logo, and we can already see your company name everywhere.

Don’t just write your logo, add some information, or at least add a way to get in touch with you if nothing else, tell them your top five services, or if you’re a product-selling company, tell them three of your top products. Just write the names of your products. So I don’t have to even take the effort of going to your website, I can from your company page if I visit your company page on LinkedIn and I see that banner, and on the right-hand side where I can actually see a snippet of the banner if you just mentioned some information that can be useful to me it saves me so much time.

See a LinkedIn page or profile always has to be formatted for busy people, because everybody on LinkedIn is not there for leisure, they’re mostly there for work. So we have to keep that in mind with every single thing that we do, even though about us that you write whether it’s for your company or for your personal profile the first line has to be something which will tell them what you do and make them want to read the rest of your story, all of the other flowery language and all of those things can be saved for the other profiles, you can do that on Instagram or on Facebook. But on LinkedIn, you have only three seconds to capture anyone’s attention. It’s like your business card.

Hasita: Yeah, sometimes it’s the most basic of things. And it’s good to be mindful because I just realised that there are certain things that I have not done in a very long time just to kind of wrap things on a happy note which one would you consider a project that made you happy? And why?

Varnika Pasari: So we did one single campaign with a company last year in December. And that was something that really made me very happy because the person I had to convince was a 65-year-old uncle and trying to explain LinkedIn, and LinkedIn ads to him was a challenge for me. So they are a B2B company, and they’re trying to export into a new market.

And for me, just convincing him to do it was, I think, half my battle won. And also, this is a company that makes products that go beyond my understanding. So for me, the first step was understanding everything that they do. It was just a learning process because I had no idea about that industry or the company. And I was sitting with him constantly on calls, and he thought, I’m some mad girl who is pestering him so much for such basic things on his end, but he wanted a particular connect in a particular industry in the United Kingdom, and we managed to get him that first breakthrough. And then today they are in that country.

So I think that’s something which was really, really good. Because see, our company is based on the idea that we want to first help people who don’t know how to do any of these things. Like bringing those offline companies online, because they don’t know the value of this. Working with other companies that already are on LinkedIn is obviously great. But to bring that journey, where I have taught somebody that okay, this is a platform that you can use. And today now that Uncle has a proper LinkedIn profile and he is connecting with people every day. So that’s something that gives me a lot of happiness.

Hasita: I know that sounds very wholesome. And also, I think the work that we do has a way of snowballing right? I think it is both cognizant and it’s also exciting that you know, somewhere the little seed that you plant has a way of finally becoming that tree. And that’s finally the most fulfilling and the most exciting aspect of I think the work that we do. Thank you, Varnika, I learned so much and I already made a running list as we were talking of the things that I should do before you go look at my profile.

Varnika Pasari: Thank you so much.

Hasita: That was illuminating, to say the least, I think I’ve always shied away from the performance aspect of things because I have personally had experiences of people trying to rush into it too quickly. But knowing that it works, and especially knowing that it works in specific ways is always very reassuring. And to that end, I think maybe performance marketing is something that we don’t have to be too, so scared of.

Thank you so much for tuning in to today’s episode of the Damn Good Marketing Podcast, about all things ads, we hope to see you next time and we will surely have something fun and exciting for you, as we always do. Do leave us a review on Apple podcasts. We love reading reviews. And if you’re on Spotify, please do give us a follow as well.

Subha: The websites and SEO and all of that I get that, then there is of course, LinkedIn which for the kind of work I do, you know, logically should be where I live and then there is to do ads on, you know, whether it’s Facebook, or Instagram or Google.

Varnika Pasari: So the strategy to convince anybody I mean; any client starts off at understanding what their objective is. See, we only work with people who want to achieve something out of their marketing campaigns. We don’t really focus on organic growth because they normally have somebody on board or they’re doing it themselves. But the areas that we explore where they have to invest a lot of money before we can take them into that part, we have to convince them that okay, there is some objective that you have to achieve through for which you have to do certain things.

Your organic growth is on any platform, whether it’s LinkedIn, or Google does not really have a lot of organic growth, especially through paid ads. So it’s very slow, and it’s not very easy to build a lot of audience over a lot of time. And what I understand is not everybody has those great ideas to put a lot of good posts to get traction on the pages.

Subha: Whether it’s paid or not probably makes sense to say, Okay, there’s a bunch of stuff which is similar and it’s a campaign and then you choose whether that particular campaign you’re going to spend money on whichever platform it is or not.

Varnika Pasari: So this is back when, before even Tic Tactic started, when I was working as a freelancer, what we started doing was my client, she gave me certain goals that she wants people from this particular industry to be her clients, because in terms of the sales cycle, also, they have a video, which will be probably for 20,000.

But what they want from these clients are the bigger videos. So see if all the three, say your website, your LinkedIn page, and your ads, if they’re giving three different messages, your customer is going to get really confused, and they are not going to come back to you because they will probably think that you don’t know what you’re doing. If you have a very, very big company that’s giving you a lot of things, but they’re not giving you attention, they’re not giving you that kind of service that I will be giving you I will be here, whenever you called me I will be here to solve all your problems.

With the big company, you have to go to customer service, you have to wait for the support to call you X Y Z that’s the maximum time somebody will decide whether to continue looking at your profile or not.

So I feel like people don’t use these things. A lot of people that I know have a blank cover image. And I really don’t understand why. If you spend it literally takes there are so many free tools that you can use to create a cover image. You just have to give them three or four things about yourself that will make them want to connect with you. For somebody to connect with you you have to give them enough information to know that they should connect with you. If you’re expecting them to reach your profile and then not give them any information how do you expect them to talk to you? Or why do you expect them to talk to you?

Our Guests: Varnika Pasari

Varnika Pasari is the founder of Tic Tactic, a B2B marketing solutions provider that aims to help brands grow their digital audience across platforms, convert them into quality leads, and maximise ROI.