a single source, nothing corroborates it

Reuse the machinery for the next audience

Once the asset, the landing page and the tracking exist, the expensive part of the channel is already built, so test other platforms on top of the same infrastructure rather than starting from scratch. Scaling then means more assets aimed at additional verticals and audiences, and paying for higher production quality once substance is proved. The infrastructure is the reusable part; the creative is not.

The method

1. 01

   Once the asset, page and tracking exist, reuse that same infrastructure to test other paid channels, which is far cheaper than starting a channel from scratch.

2. 02

   Scale by producing more assets aimed at additional verticals and audiences, and by paying for higher production quality, while remembering that substance matters more than polish.

What it returned

• Other channels he suggests testing: Twitter Ads, banner ads, sponsored links, direct ad buys.

• Options he lists for raising quality: hiring technical writers, funding a research or benchmark study, commissioning a designed ebook.

Sources

• How to Use LinkedIn Sponsored Content to Get Sales LeadsGreg Kogan · gkogan.co · Step 4: Scale Up · 2016-06-10