Swipe Right: How to Match with Your Ideal Customer Profile

Wouldn’t it be amazing if everyone wanted to buy your product or service? It would certainly cut down on all the time, money and effort needed to discover who your ideal customers are and how they like to be sold to.

In reality, even the most successful companies recognise that they can’t appeal to everyone. If you offer a specialised solution tailored to a specific industry, your customer base might be smaller but fiercely competitive. Alternatively, if your product has broad appeal, you might struggle to reach everyone who could benefit from it.

If you’ve had enough of feeling your way around in the dark and would like someone to turn on the light and show you how to precisely target who you’re going after – this guide is for you.

Swipe Right: How to Match with Your Ideal Customer Profile is a guide by Air Marketing, designed to help you understand what an Ideal Customer Profile is, why it matters and how to build your own, to effectively drive revenue for your business.

Get your FREE copy of the guide by completing the form below.

A New Era of Marketing: The Rise of LinkedIn Live Events

In the aftermath of the pandemic, live events have gained even greater prominence on online platforms. Among these platforms, LinkedIn Live Events have emerged as a dynamic tool for businesses and individuals alike to connect, engage, and expand their networks. With the potential to reach a global audience at the click of a button, and boost brand awareness further than ever before, LinkedIn Live Events have become a key part of modern marketing strategies for B2B businesses.

In this blog, we’re delving into the significance of these events, best practices for hosting them, and how to leverage the data generated for further marketing endeavours.

The Global Impact

The dominance of LinkedIn as the leading professional platform is indisputable, with a membership exceeding 930 million individuals spanning across 200 countries globally. In 2022, engagement on the platform surged by an impressive 22%*.

This surge in engagement finds its roots in LinkedIn’s innovative feature: LinkedIn Live Events. These events have taken the virtual stage by storm, facilitating real-time interactions with audiences across the globe. It’s estimated that thousands of LinkedIn Live Events run each day globally*, showcasing the platform’s immense potential for connecting professionals, sharing knowledge, and driving engagement. Furthermore, live streams hosted on LinkedIn garner 7 times the reactions and a staggering 24 times the comments compared to regular videos!*

These statistics alone underscore the significance of incorporating LinkedIn Live into your marketing plan.

Key Benefits of Running LinkedIn Live Events for Brand Awareness

LinkedIn Live Events offer a myriad of benefits, particularly in boosting brand awareness:

✔️ Extended Reach: The live nature of these events attracts attention, and the potential to reach thousands of viewers can significantly amplify your brand’s visibility.

✔️ Guest Speaker Effect: Inviting guest speakers extends your reach even further, leveraging their existing networks and establishing your brand as a hub of valuable information. You can amplify this by strategically partnering with LinkedIn creators who share expertise in a related field or topic. Collaborating with creators who align with the theme of your event can provide a powerful boost to your event’s credibility and visibility.

✔️ Engagement and Authenticity: Live events create a genuine connection with your audience, humanising your brand and fostering a stronger sense of trust and loyalty.

✔️ Relevant Followers and Network Expansion: By hosting compelling events, you’ll attract more high-quality followers on LinkedIn, thereby increasing the reach of your future content.

Best Practices for Running LinkedIn Live Events

So, you’re considering integrating LinkedIn Live Events into your marketing strategy, but you’re unsure of where to begin. To help you enhance the effectiveness of your events, we’re sharing some of our pre and post-event best practices that we follow here at Air.

Pre-Event: Setting The Stage

  • Content Relevance: Craft content that resonates with your target audience’s interests and needs. This will keep them engaged and eager to participate.

  • Engaging Hosts and Guests: Invite expert guest speakers participate in your events. This not only adds credibility but also broadens your reach by tapping into their networks.

  • Promotion: Promote your event well in advance to build anticipation. A countdown is very effective. Utilise LinkedIn posts, and other social media channels to attract attendees.

  • Technical Preparation: Familiarise yourself with the streaming platform you’re using. For instance, platforms like StreamYard offer the advantage of advanced scheduling and branding options.

  • Timing: Timing plays a pivotal role in the success of LinkedIn Live Events. Carefully selecting the optimal time considers factors like time zones, audience preferences, event themes, and avoiding conflicts with other commitments. A well-timed event maximises audience participation and engagement, showcasing your consideration for their convenience and ultimately contributing to a more impactful and successful experience.

  • Data Collection: When setting up your LinkedIn Live Event, tick the box to enable the organiser to collect attendee information. This data can be extracted after the event and used for things like email marketing (we’ll talk more about this later in the blog).

  • Interactivity: During the event, encourage audience engagement through polls, Q&A sessions, and comments. Interaction creates a sense of community and helps maintain interest throughout the event.

Post-Event: Leveraging Data, Content and Email Marketing

As mentioned earlier, the data generated from LinkedIn Live Events can be a real treasure trove for your marketing efforts. Here’s how:

  • Registration Data: By enabling the registration form during event setup, you collect valuable information about your attendees. This data can include their name, job title, email address, LinkedIn Profile URL and marketing communications consent.

  • Connection Strategy: Connect with key stakeholders on LinkedIn who attend your events. This fosters a more personalised relationship and increases the likelihood of them engaging with your brand in the future.

  • Email Marketing: Utilise the collected data for targeted email marketing campaigns. Craft tailored messages that address the specific needs and preferences of your audience, driving higher engagement and conversion rates.

  • Content Recycling: After the live stream, the live event recording can be edited and distributed across diverse platforms, such as your website’s knowledge hub, YouTube channel, and other social media outlets. Through the process of repackaging the content into smaller, topic-specific segments, it becomes not only more accessible but also more digestible for a broader audience.

In conclusion, LinkedIn Live Events offer an exciting opportunity to engage with a global audience, enhance brand awareness, and strengthen your network. By following best practices, inviting guest speakers, and leveraging the power of streaming platforms like StreamYard, you can create a memorable and impactful experience for your audience. Moreover, the data collected during these events serves as a valuable resource for future marketing endeavors, especially in email marketing campaigns. As the digital landscape continues to evolve, embracing the potential of LinkedIn Live Events is an investment that can yield substantial returns in terms of brand growth and engagement.

Opinion piece by Senior Marketing Executive, Hannah Sanders

*Source: The Social Shepherd

Explore some of Air Marketing’s most successful Live Events to gain insights into our effective event management techniques:

Alternatively, if you’re looking to elevate your brand with the power of social media, get in touch here or call us on and we’ll talk you through how our expert team can help you achieve your goals with organic content marketing

Why Paid Media is Leading The Way in Modern Advertising

Traditional media or ‘offline advertising’ has always referred to more conventional forms of advertising. Predominantly channels such as TV, radio, print and direct mail which are widespread, less targeted and expensive (resulting in a lot of wastage).

The rise of digital channels and social platforms meant that the way consumers spent their time and the media they consumed shifted. Suddenly, everyone could be found online paving the way for the emergence of paid media advertising.

Paid media consists of online ads, sponsored content, display ads, social media advertising, and PPC. An ultra-targeted form of advertising, allowing advertisers to choose their placement, their audience and ensure their budget is being fully utilised to get in front of the correct audience with real-time data and analysis.

On its formation, the concept of paid media was worlds apart from its traditional counterpart, but over the years there has been a shift on the usage of both forms of marketing. Invariably, there is crossover of both channels with many traditional media outlets and channels now incorporating elements of paid media.

Traditional media outlets now have very well-established digital platforms and offer paid advertising options on their websites and apps. Traditional billboards have evolved into dynamic digital billboards which can utilise a range of effective techniques and strategies for reaching your target audience. Even traditional TV advertising has evolved to include paid media strategies and targeting to reach a very specific audience through the use of Sky AdSmart and various streaming platforms.

The way target audiences consume media continually adapts and with it, new trends and strategies for reaching them, which means the paid media landscape is ever evolving.

Paid media has evolved to become even more sophisticated, with innovative ways to reach consumers on social media (through Instagram shopping or stories which are pegged to replace the prominent feed ads we’ve become so accustomed to in recent years), through to Googles machine learning capabilities which allows Google to optimise your PPC campaigns for maximum performance using algorithms and AI to get the most out of your audience.

There’s no question about it, paid media is here to stay, and because of its range of innovative ad formats, access to real-time reporting and insight, and its highly targeted nature, it has evolved to become a marketers go-to choice during strategy and campaign planning sessions.

Opinion piece by Account Director, Jess House

Looking to elevate your business with the power of paid media? Reach out to us now, and we’ll talk you through how our expert team can help you achieve your goals. From online ads to social media advertising and PPC, we’ll craft a highly targeted strategy using real-time data and analysis to reach your ideal audience. Benefit from innovative ad formats, real-time reporting, and optimised performance through our paid media solutions.

Account-Based Marketing (ABM): Why We Love It, Understanding Its Power

Traditional marketing techniques can sometimes fall short in reaching and engaging with the right audience in today’s fast-paced business landscape. That’s where account-based marketing (ABM) steps in, reshaping the way businesses connect with prospects. 

The Rise of ABM: A Shift in Marketing

Account-based marketing represents a significant shift from the age-old quantity-focused marketing strategies to a quality-driven, hyper-personalised approach. The days of casting a wide net and hoping for leads are gone. ABM allows businesses (especially those with niche target audiences and smaller addressable markets) to focus their efforts on high-value accounts and establish meaningful relationships with key decision-makers. This tailored approach ensures that marketing resources are invested where they are most likely to yield the desired results.

Unlocking the Power of Personalisation

One of the most compelling aspects of ABM is its ability to deliver personalisation effectively across a wide range of target accounts. By leveraging technology, data analytics, and advanced targeting techniques, businesses can craft highly relevant and personalised content that speaks directly to the pain points and needs of individual accounts. Gone are the days of generic, one-size-fits-all marketing messages that fail to resonate. ABM empowers businesses to provide tailor-made solutions, building trust and credibility with their target audience.

Sales and Marketing Synergy: A Recipe for Success

For far too long, sales and marketing teams have operated in silos, causing inefficiencies, and missed opportunities. ABM bridges this divide by promoting collaboration and aligning the efforts of both departments. Through joint account planning, shared goals, and regular communication, ABM fosters a unified approach where marketing and sales work hand in hand to nurture and convert target accounts. This synergy not only improves the efficiency of the sales cycle but also enhances customer experiences, leading to better retention and increased revenue.

Tangible ROI: Measuring Success

One of the reasons why ABM has gained immense popularity is its ability to deliver measurable results. ABM allows businesses to track key metrics such as engagement rates, conversion rates, and revenue generated from target accounts. This data-driven approach empowers marketers to optimise their strategies, make informed decisions, and demonstrate the tangible return on investment that stakeholders crave.

Overcoming Challenges: Commitment and Collaboration

Implementing an ABM strategy is not without its challenges. It requires a deep understanding of target accounts, a commitment to personalised experiences, and the adoption of advanced technologies and data analytics tools. Additionally, it demands patience as it is a medium-term strategy that may not yield immediate results. However, the rewards of ABM far outweigh the initial hurdles. While the impact of ABM may take some time to fully materialise, it is important to remember that the true benefits manifest within the sales pipeline. ABM allows for the cultivation of relationships, the nurturing of leads, and the development of targeted engagement strategies that gradually move prospects through the pipeline. By consistently engaging with key accounts and delivering personalised experiences, businesses can steadily build momentum and generate valuable opportunities. Ultimately, the investment of time and resources is well worth it when businesses witness the transformative impact ABM can have on their growth trajectory.


Account-based marketing has ushered in a new era of marketing excellence, where personalised experiences and targeted strategies reign supreme. As a passionate advocate for ABM, we firmly believe that this approach offers businesses an unprecedented opportunity to connect with high-value accounts, build enduring relationships, and drive sustainable growth. By embracing the principles of ABM, businesses can unlock a world of possibilities and elevate their marketing efforts to new heights. ABM is not just a passing trend; it’s a strategic mindset that empowers businesses to thrive in the dynamic and ever-evolving landscape of modern marketing.

Opinion piece by Head of Marketing Services, Verity Studley-Wootton, and Digital Marketing Manager, Becca Duckering.

Building Brands UK Workshop by Shaun Weston: How to Make Your CRM Sexy to Enable You to Achieve Your Marketing Goals

Shaun Weston, the brilliant mind behind our CRM strategy, delivered an incredible workshop at the Building Brands UK event on 23rd May. This workshop was a valuable opportunity for our audience to gain insights into the intricacies of CRM implementation.

For those who were unable to attend the event or wish to revisit the workshop, the recording is now available for you to watch above. 

Shaun covered a comprehensive range of topics, including:

– Understanding the fundamentals of a CRM
– Collaborating seamlessly with sales teams through CRM
– Harnessing accurate data on lead and customer journeys to showcase Marketing’s impact
– Gaining actionable insights on MQL conversion through CRM
– Consolidating data from various sources (organic social, paid social, email, PPC, web, landing page design) in one CRM for enhanced effectiveness
– Closing the feedback loop and improving lead quality with CRM data instead of relying on opinions and emotions
– Empowering end users to become early adopters and advocates of CRM


Your most important relationship is the one that you have with your customers. So why not make it as smooth as possible?

With the right software in place, you can enhance your sales and marketing processes and boost your ROI.

We’re offering a free tech stack audit to help you understand your existing CRM and identify any inefficiencies. We will provide honest, actionable recommendations to optimise your tech stack and improve your business operations. Request your audit by completing the form.

Download: Why a Killer Marketing Strategy is Non-Negotiable

Your marketing strategy is like a roadmap to achieving your business goals. It’s the foundation that supports your success; encompassing a plan that outlines the key steps and tactics required to effectively promote your products or services, connect with your target audience, and ultimately drive desired outcomes.

It needs to answer the following questions:

WHAT? What are your business goals?

WHY? Why should your people choose you over your competitors?

HOW? How will you reach and engage with your audience?

Why a Killer Marketing Strategy is Non-Negotiable is a guide by Air Marketing, designed to provide you with 4 key lessons to help you create a killer marketing strategy, tailored to your business. 

From your company’s vision to who you target and how you position yourselves to them, a killer marketing strategy contains everything you need to succeed when it comes to communicating with your customers – both current and prospective!

These 4 lessons include…

  • Sizing up your competitors
  • Analysing your business
  • Getting brutal with your targets
  • Getting it done!
Get your FREE copy of the guide by completing the form below.

How to Master Your Branding with Canva Brand Templates

Visual brand identity is essential to establishing a strong brand presence and standing out in a crowded market. A cohesive visual identity across all platforms, especially on social media, can build trust and credibility with customers, as it shows that you take your brand seriously and have invested in its presentation.

Social media has become an integral part of marketing strategies for businesses of all sizes. While creating compelling content is essential, the look and feel of your content is just as important as the message you’re trying to convey. In fact, statistics show that the earlier you invest time in quality branding, the sooner you will see success in differentiating your brand from competitors and conveying your brand’s personality and values.

That’s where Canva comes in. Canva is a design platform that allows anyone to create professional-looking graphics, including brand templates specifically designed for social media, even if you have little to no design experience.

Research has shown that humans are visual creatures, processing visual information much faster than text. According to a study by HubSpot, 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. HubSpot also prove that consistent brand presentation across all platforms increases revenue by up to 23%. Another study by Venngage found that using custom branded visuals in social media posts can increase engagement by up to 650%. This emphasizes the importance of creating visually appealing content can have a significant impact on engagement rates.

How to create your brand templates in Canva

  • Upload your Brand Kit: Open Canva and select the “Brand Hub” tab to add your brand’s colours, fonts, logos, and other design elements. This will serve as a guide to ensure that all your templates reflect your brand’s style consistently across all of your content.
  • Choose a template type: Canva offers a variety of template types, including social media posts, presentations, business cards, and flyers. Choose the type that best suits your brand’s needs and the type of content you plan to create.
  • Add elements: Use the easy-to-use drag and drop interface to add Canva’s wide range of design elements, such as text, images, shapes, and icons, to your design. To add an element, simply drag and drop it onto the canvas.
  • Keep it simple: Your templates should be easy to use and adapt to different types of content. Avoid cluttering your templates with too many design elements or text blocks. Keep it simple and focus on the essentials.
  • Use grids and guides: Canva provides grids and guides to help you align your design elements and create a more visually pleasing template. Use them to ensure that your templates are well-balanced and easy to read.
  • Save and share: Once you’re happy with your design, you can save it and share it with others. Canva allows you to download your design as an image or PDF, or share it directly to social media or via a link.
  • Test and refine: Once you’ve created your templates, test them out to see how they work in practice. Make any necessary adjustments based on feedback from your team or audience.

In conclusion, the look and feel of your social media content can have a significant impact on engagement rates and brand recognition. Utilising Canva by building templates designed specifically for social media, you can create a cohesive visual identity, increase brand awareness, and make a lasting impression with your audience. So don’t overlook the importance of aesthetics in your social media marketing strategy – it could be the key to unlocking your brand’s potential.

Opinion piece by Laura Jackson – Account Manager at Air Marketing

Paid vs Organic Marketing: Which is Best For Your Business?

When you’ve not got a lot of time, or your marketing budget is smaller than you might like, you may have to choose between the two. If this is the case, which one should you go for?

We’ve put together this short guide to help you make the right decision.

What are paid marketing and organic marketing?

Paid marketing (unsurprisingly!) is any type of digital marketing that you pay to implement. It includes advertising on search engines like Google and Bing, as well as paid social advertisements on social networks like Facebook, Instagram, and TikTok. It’s estimated that 45% of small businesses have a paid marketing strategy in place.

Organic marketing is any type of digital marketing you don’t pay to implement, although you might spend money creating it. It includes everything from blogs and case studies to email newsletters and social media posts. With organic marketing, you’re making and publishing content that doesn’t just encourage engagement but is optimised for relevant keywords, increasing the chances of ranking highly in search engines like Google.

Paid marketing and organic marketing are great for driving traffic to your website and building brand awareness. However, there are advantages and disadvantages to both.

Organic marketing: the pros

It’s low-cost

Many businesses use organic marketing for one reason: it’s low-cost and, in some cases, has no cost.

It’s free to set up social media accounts, and if you’ve already got a website, you don’t have to pay extra to start a blog. Not only this, but there are a lot of great tools, like Canva, MailChimp, and even Chat GPT, that businesses can take advantage of when it comes to organic marketing.

Still not convinced? Content marketing costs 62% less than traditional marketing and can generate three times as many leads!

It’s excellent for search engine rankings

If you want to target customers, build trust, and generate leads, it’s crucial to rank as high as possible in search engines.

After all, the number one result in Google ends up getting nearly 28% of all clicks!

SEO is a great way to give your website a boost in the rankings. By focusing on the keywords and phrases people are most likely to use, you can drive traffic, attract the right customers, and, most importantly, make a profit!

It’s long-term

Organic marketing drives permanent traffic to your website. This means you can see the benefits of your marketing efforts, even after your campaigns have ended.

One of the best ways to take advantage of long-term organic traffic is to create evergreen content. This is information that isn’t time-sensitive, meaning that prospective customers can discover it at any time.

Organic marketing: the cons

It takes time to work

Organic marketing is not a quick fix; it takes time to see the right results. As a rough estimate, it can take six to twelve months to see your optimised blog posts rank in the search engines.

Remember that the main aim of organic marketing is to build brand awareness and engage with your audience. This can take time to do, although, in our experience, the results are well worth the effort.

It can be hard to stand out from the crowd

Did you know that 7.5 million blog posts are published every single day? With so much content available online, prospective customers can be spoilt for choice!

With organic marketing, you must work extra hard to make your content stand out from your competitors and encourage your customers to engage with you.

All the content you create should be 10x content – content that is ten times better than the existing number one result in Google.

Paid marketing: the pros

It works immediately

While organic marketing takes time to work, the critical advantage of paid marketing is that it works straight away. Just set up your campaign details, enter your credit card information, and your ad will appear to thousands of people in minutes!

This makes paid marketing ideal if you need to promote something quickly. For example, let’s say you’re offering a time-sensitive product. You can use paid marketing to push your product to your target audience as soon as possible. Conversely, you might have to wait months for an organic marketing campaign to take effect.

It offers highly targeted advertising

We all know the importance of knowing your target audience. Where they live, what they do for a living… even their hobbies and interests!

One of the great things about paid marketing is the targeting options you have available. Social media platforms like Facebook, TikTok, and LinkedIn, as well as Google Ads, gather a large amount of user data. You can use this to your advantage to ensure your ads are shown to the right people and you get the right return on your advertising spend.

It offers valuable insight into your customers and competitors

Organic marketing can sometimes be hard to track. For example, if a customer checks out a blog post, an email newsletter, and a social media post before making a purchase, which piece of content do you attribute the sale to?

Conversely, paid marketing provides you with lots of valuable information you can use to power your future campaigns. You can see which ads are leading to conversions, which copy and images people prefer, and even how you’re performing compared to your competitors.

Paid marketing is also fantastic for A/B testing. Create two ads with one small difference between them and see which one performs the best.

Paid marketing: the cons

It can be expensive

The main issue with paid marketing is that it’s ‘pay to play.’ Your website might be on top of Google when you’re spending money, but as soon as you pause your campaign, you’re right back at square one.

Some industries can be incredibly competitive, and this can drive the price of advertising up. For example, if you’re in the insurance industry, you can expect to pay up to £44 per click!

The good news is that paid marketing doesn’t have to be pricey. By regularly checking your data, choosing the perfect ad types, and targeting the right customers, you can drive sales without burning through your budget.

A skilled digital marketing agency (like Air Marketing) can help structure your ad campaigns correctly.

It can be seen as untrustworthy

As people become more digitally savvy and aware of ‘misinformation’ on the internet, they’re becoming less trusting of adverts they see online. A 2021 survey by YouGov showed that only one in ten people trust social media ads. Similarly, paid ads on Google have an average click-through rate of only 1.9%.

This means that people are more likely to dismiss ads they see online, whether on Facebook, Instagram, or Google. As a result, more hard work is needed to instil confidence in prospective customers.

Alternatively… why not use both?

So far, we’ve talked about using organic marketing OR paid marketing to grow and develop your business. However, there is nothing to stop you from using both together!

35% of businesses have integrated their paid and organic strategies to get the best effect from both. Here are just some of the reasons why combining the two is often the best approach:

  • Paid marketing lets you promote your brand and engage with customers quickly, while your organic marketing works behind the scenes to build a loyal audience over time
  • Paid marketing allows you to precisely target customers based on their demographic, behaviour, and interests, while organic marketing can be used to build relationships with customers
  • Paid marketing gives you the insight and data you need to optimise your organic marketing campaigns. For example, you can see which keywords customers are using to trigger your PPC campaigns and adopt these words and phrases for search engine optimisation purposes
  • Paid marketing can be affected by your organic marketing. For example, high-quality, relevant copy on your website can increase your ‘quality score’ in Google Ads, meaning you pay less when people click on your ads

Think of both marketing channels as two halves of the same whole. For example, let’s say you operate an eCommerce website and want to encourage more people to buy your products. You can use organic marketing to boost brand awareness and inform prospective customers of your store.

When these people visit your website, you can use a retargeting campaign on social media, as well as the Google Ads display network. These ads remind them of your brand, encouraging them to return to your site and make a purchase when they’re ready.

By combining organic and paid marketing, you can expand your reach and grow your audience faster than you would with either approach on its own.

Air Marketing: experts in organic and paid marketing

At Air Marketing, we specialise in both organic marketing and paid marketing, meaning you can have the best of both worlds!

Our digital marketing experts will create a strategy that focuses on the needs of your target audience and delivers the right messages at the right time. This means you get more leads and sales, all while getting a fantastic return on investment.

Contact us today to see how you can use organic and paid marketing in perfect harmony.

Why LinkedIn for Advertising?

To me, LinkedIn is my ‘go-to’ for advertising. Many business owners are extremely successful in using LinkedIn ads to generate more leads and sales, and they do absolutely work if they are done right. Here’s how:

It’s unique

LinkedIn is different from other social networking sites, such as Facebook, Twitter, and Instagram, as it’s designed specifically with business networking in mind.


As well as setting your objectives, whether it’s brand awareness, website, or a lead generation campaign, there are also different options for which format you want your campaign to run as. This is an ‘ad format’ which could be a single image ad, a carousel ad, an InMail, a conversational ad, a video ad and much more! I personally am a fan of single-image ads and carousel ads – anything ‘visual’ gets great results.

Targeting abilities

LinkedIn targeting capabilities are granular, allowing you to target specific industries, company sizes, job titles and more. This makes it easier for businesses to reach their ideal audience.


LinkedIn is a reliable and trustworthy platform that promotes user engagement with informative content. It stands out as a professional networking platform that prioritises business networking and professional content sharing, in contrast to other social networking platforms that emphasise personal connections, entertainment, and social content sharing.

Reporting at its finest

I recommend producing a weekly report for your campaign. This enables you to make edits to how your campaign is running. For example, you can pull a demographics report and see who is interacting with your ad (job titles/location/industry and so on), and if you’re not happy with who is engaging with your ad, you can easily make adjustments based on the data.

How to create engaging ad content that resonates with your target audience

  • Use visually appealing imagery that is relevant to your brand and message
  • Use concise, attention-grabbing headlines and copy that clearly communicate your value proposition
  • Use customer testimonials or case studies to provide social proof and demonstrate the benefits of your products or services
  • Use strong calls-to-action (CTAs) that encourage viewers to take action

For example, a B2B software company could create an ad campaign that features a customer testimonial video, highlighting how their software has helped streamline their business operations. The ad should feature a clear CTA, encouraging viewers to sign up for a free trial of the software.

How to leverage LinkedIn’s targeting capabilities

  • Use the targeting options to narrow down your audience based on criteria such as job title, company size, industry, and location
  • Use the “Matched Audiences” feature to retarget users who have engaged with your website or other LinkedIn content in the past
  • Use the “Lookalike Audiences” feature to reach users who are similar to your existing customers or leads

For example, a B2B marketing agency could create an ad campaign that targets marketing managers at mid-sized tech companies in the United Kingdom. They could also use the Matched Audiences feature to retarget users who have visited their website in the past, and the Lookalike Audiences feature to reach users who have similar job titles and company sizes to their existing customers.

How to ensure you are getting the most out of your ad spend

As mentioned above, it’s important to monitor and optimise your campaigns regularly. This involves analysing your ad metrics to identify areas for improvement, such as increasing click-through rates (CTR) or reducing cost-per-click (CPC). Some best practices for monitoring and optimising your campaigns include:

  • Setting up conversion tracking to measure the effectiveness of your ads in driving leads or sales
  • Running A/B tests to compare different ad creatives or targeting options
  • Adjusting your budgets to optimise your ad delivery and maximize your ROI

By regularly monitoring and optimising your campaigns, you can ensure that your ad spend is being used effectively and that you are reaching your target audience with engaging ad content.

In conclusion, while Facebook, Twitter, and Instagram are popular social networking sites for advertising, LinkedIn stands out as a unique platform designed specifically for business networking. Its granular targeting abilities, diverse ad formats, and reliable user engagement make it a powerful tool for businesses in the B2B space. The ability to produce weekly reports and make adjustments to campaigns based on demographics ensures that businesses can continuously optimise their advertising efforts. However, it’s important to note that each platform has its own unique strengths and should be considered based on individual advertising objectives.

Opinion piece by Nicola Roberts – Senior Digital Marketing Executive at Air Marketing

How to Use First-Party Email Data to Improve Your Marketing Strategy

As a marketer, you’re always on the lookout for new ways to connect with your target audience and drive results. One strategy that has proven to be highly effective is using first-party email data. In this article, we’ll explore what first-party email data is, why it’s valuable, and how you can use it to improve your marketing strategy.

What is First-Party Email Data?

First-party email data refers to the information that you collect from your own customers and prospects, such as their email addresses, names, and other demographic or behavioural data. This data is collected through a variety of channels, such as your website, social media, and online/in-store purchases.

Why is First-Party Email Data Valuable?

There are several reasons why first-party email data is valuable for marketers:

Targeted Messaging: First-party email data allows you to create highly targeted and personalised messaging for your audience. By knowing more about their demographics, behaviours, and preferences, you can tailor your messages to their specific needs and interests.

Improved ROI: Because you’re targeting a highly specific audience with your messages, you’re likely to see improved ROI on your marketing efforts. You’ll be reaching people who are more likely to be interested in your products or services, which can lead to higher conversion rates.

Deeper Insights: First-party email data provides deeper insights into your audience and their behaviours. By analysing this data, you can identify trends, preferences, and areas of opportunity for your business.

How to Use First-Party Email Data in Your Marketing Strategy

Now that you understand the value of first-party email data, let’s explore how you can use it to improve your marketing strategy:

Segment Your Audience: Use your first-party email data to segment your audience into specific groups based on demographics, behaviours, and interests. This will allow you to create targeted messaging that resonates with each group.

Personalise Your Messages: Use the data you’ve collected to personalise your email messages for each recipient. Address them by name, use their past purchase history to recommend similar products, and offer promotions that are tailored to their interests.

Optimise Your Timing: Use your first-party email data to identify the best times to send your messages. Analyse the data to see when your audience is most likely to open and engage with your emails, and adjust your send times accordingly.

Test and Refine: Continuously test and refine your messaging and tactics based on the data you collect. Experiment with different subject lines, calls-to-action, and messaging to see what resonates best with your audience.


Using first-party email data is a highly effective way to improve your marketing strategy. By collecting and analysing data about your own customers and prospects, you can create highly targeted and personalised messaging that resonates with your audience. Use the tips outlined in this article to optimise your strategy and see improved results from your email marketing efforts.

Opinion piece by James Ollerhead, Senior Marketing Executive at Air Marketing