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Hey there, fellow marketers! Today, we’re diving deep into LinkedIn advertising, exploring strategies that can significantly enhance your LinkedIn ads, LinkedIn strategy, and B2B sales. Let’s get started!
Mastering LinkedIn Ads: Strategies for Success with Summary
Key Takeaways:
- Audience Alignment: Understand your Ideal Customer Profile (ICP) and Buyer Personas to effectively target your LinkedIn ads.
- Ad Formats: Single image ads and video ads perform best on LinkedIn, with a clear call to action being crucial.
- Lead Gen Forms: Utilizing LinkedIn’s lead gen forms can significantly increase conversion rates, reaching up to 40%.
- Funnel Strategy: Tailor your LinkedIn campaigns to different stages of the funnel, from broad awareness to specific sales-qualified leads.
- Creative Simplicity: Keep ad creatives simple yet powerful, with potent messaging and eye-catching visuals.
The Importance of Audience Alignment
One of the most crucial elements of successful LinkedIn advertising is audience alignment. Understanding your Ideal Customer Profile (ICP) and Buyer Personas is the foundation of effective ad targeting.
Your ICP defines the types of companies you’re targeting. Are they mid-market software companies, enterprise healthcare providers, or small brick-and-mortar businesses? Meanwhile, Buyer Personas focus on the decision-makers within those companies, such as directors of marketing or chief marketing officers. Aligning your campaigns with these profiles ensures your ads reach the right people.
Key takeaway: Precise audience alignment is essential for an effective LinkedIn strategy.
Crafting Compelling LinkedIn Ads
Creating ads that drive engagement on LinkedIn requires simplicity and clarity. The most effective ad formats are single image ads and video ads. These formats quickly capture attention and feature clear calls to action, which are crucial for conversions.
Using the correct ad dimensions, especially for mobile placements, is also important. Vertical ads (1080 by 1920) can take up the entire screen on a mobile device, making them highly effective. Additionally, bright backgrounds and bold messaging can help your ads stand out.
Key takeaway: Simple, visually appealing ads with clear calls to action perform best on LinkedIn.
Leveraging LinkedIn Lead Gen Forms
LinkedIn’s lead gen forms are a game-changer for boosting conversion rates. These forms can drive lead form completion rates up to 40%. They are particularly effective for capturing top-of-funnel leads and can be integrated seamlessly into your LinkedIn ads.
Key takeaway: LinkedIn lead gen forms are a powerful tool for increasing conversion rates and capturing high-quality leads.
Structuring Your LinkedIn Campaigns
Structuring your LinkedIn campaigns according to the sales funnel stages is crucial for maximizing effectiveness:
- Top of Funnel: Broad awareness campaigns targeting your ICP and Buyer Personas. Use landing pages to educate your audience about your product or service.
- Middle of Funnel: Narrow your target audience and offer lead magnets like toolkits, guides, or downloadable resources to capture their information.
- Bottom of Funnel: Target individuals who have shown interest in your product or service with compelling offers, such as free audits or strategy calls, to drive conversions.
Key takeaway: Tailor your LinkedIn campaigns to different stages of the funnel for maximum effectiveness.
Quick Tips for LinkedIn Ad Campaigns
Here are some actionable tips to optimize your LinkedIn ad campaigns:
- Manual Bidding: Always use manual bidding to control your cost per click and maximize your budget.
- Disable Audience Expansion: Keep your targeting precise by disabling audience expansion.
- Keep Intro Text Short: Ensure your intro text is no longer than two lines to avoid unnecessary charges for “see more” clicks.
- Avoid Audience Network: Stick to LinkedIn’s native placements for better performance and cost control.
- Set End Dates: Always set end dates for your campaigns to avoid running over budget.
Key takeaway: Implement these quick tips to save money and improve the performance of your LinkedIn ads.
Setting Realistic Expectations
Managing expectations is crucial when running LinkedIn ad campaigns. Unlike other forms of advertising, LinkedIn ads typically require a minimum of three months to start showing significant results. This timeframe allows you to fine-tune your campaigns and gather meaningful data to optimize performance.
Key takeaway: Be patient and give your LinkedIn campaigns at least three months to start delivering results.
Conclusion
By focusing on audience alignment, crafting compelling ads, leveraging lead gen forms, structuring your campaigns effectively, and implementing quick optimization tips, you’ll be well on your way to LinkedIn advertising success. These strategies can help you enhance your LinkedIn ads, refine your LinkedIn strategy, and boost your B2B sales.
Mastering LinkedIn Ads: Strategies for Success Episode Transcript
Rich: My next guest is on a mission to share his passion for digital marketing with businesses and help them improve their bottom line. Originally trained in outdoor education, he brings over a decade of experience in digital advertising, demand generation, planning and execution, optimizing websites for search engines, and working with a multifaceted team to produce outstanding marketing results.
He currently holds a position of CEO at Market Vantage, a fast-growing digital marketing agency based in the Boston area and co-founder of the Vermont Huts Association, a nonprofit based in Vermont. Today, we’re going to be diving into LinkedIn ads with Devin Littlefield. Devin, welcome to the podcast.
Devin: Thank you so much for having me, Rich. It’s an honor.
Rich: I’m excited to dive in here. This is a really important conversation. I’m a big fan of LinkedIn ads, but can you explain to us the concept of audience alignment and why it’s crucial for LinkedIn advertising success?
Devin: Yeah. It’s a great question, and I think it’s a fundamental starting place for a lot of advertisers. One of the things that we find is that people go in thinking that, oh, LinkedIn ads should be able to produce great results for me. So I’m just going to go ahead and launch a campaign and hope for the best. And I think unfortunately, it’s not an uncommon problem that we see where people just expect those results to come in.
What it really first requires is that understanding of your ideal customer profile and your buyer personas. You want to make sure that you first have documented those and you understand who you’re really going after, and making sure that it’s completely aligned to, of course, your bigger marketing plan.
From there, once you have that information and you know exactly who you’re going after, that’s where we see the first step when you are building a campaign in LinkedIn ads, is to then make sure that you are layering in multiple ICP targeting criteria along with multiple buyer persona targeting criteria.
And the reason why we recommend that careful layering, which when I’m saying “layering”, I’m referring to, ‘and statements’. So you want to say somebody with this job title of director of marketing, chief marketing officer, whatever, and somebody that works at a company in this industry, and somebody with this many years of experience or this skill set or whatever it happens to be at that point. You want to make sure the reason for using those ‘and statements’ is you don’t want to just open this up to be spaghetti on the wall. Effectively using the proper alignment between your ICP and buyer personas will allow you to get much more specific, much more targeted, and you will see generally much more effectiveness in terms of who you’re actually reaching your ad campaign with.
So that’s usually the first step, is making sure that again, you’ve documented that ICP and buyer persona. It’s clear. Everybody knows who you’re going after in your team. And then you’re aligning your campaign strategy to that. So that’s usually the first step.
Rich: You talk a lot about ICP and buyer persona. How do you differentiate those? How are they similar and how are they different?
Devin: It’s a great question. So on the ICP side, what we talk about, or the way that Market Vantage thinks about that, is your target company. So I’m thinking about that at that company level, what is the type of company that I want to go after? Am I targeting mid-market software companies? Am I targeting enterprise healthcare companies? Am I targeting small businesses, with brick and mortar shops? So that’s how we typically will think about that ICP.
On the buyer persona side, I’m then thinking about the people inside of the ICP who make decisions to buy services or products from you. Market Vantage, as an example, we would typically go after mid-market and enterprise level customers. Our buyer persona will be typically either director or VP of demand generation. They could be a VP level in terms of just marketing in general, or then the chief marketing officer. Those are really the three big titles that we go after. And so those are our buyer personas. They make the decisions, they hold the budgets. They’re the keys to the kingdom, so to speak.
So in that regard, when you carefully document those and you have that clear understanding of both of those in tandem, that’s when you will really get that kind of key alignment around the LinkedIn ads campaigns. And I would say even more broadly beyond LinkedIn ads, those are just incredibly helpful to have. Because then you can start doing any marketing activity and making sure you’re targeting both the appropriate companies and the appropriate buyers.
Rich: That makes a lot of sense. Once we’ve honed in on those things, what do you feel are some of the key elements for creating compelling ads on LinkedIn that drive engagement? Are there differences from say the type of ads we might run on other social platforms or are there specific things that you found over the years tend to be more effective?
Devin: It’s a great question. And for us, what we see particularly on LinkedIn ads is that single image ads and video ads are by far the most effective ad types. They have other formats related to in mail or text ads, carousel which is a fun type, document ads. There’s different formats that you can literally choose from. We find that really potent single image ads or video ads can do incredibly well in terms of attracting and getting the attention of that buyer persona and the ICP that we’re going after.
What we often see with those, the most effective ads are usually those that have a very clear call to action. They’re very kind of upfront. They are in the appropriate size or dimensions, which actually may not seem incredibly important, but it is for those of you who don’t know on LinkedIn if you have a vertical ad, so something that say 1080 x 1920. So that’s a vertical aspect ratio.
Typically most things on the internet when we look at it, like on YouTube, is horizontal. So that’s 1920 x 1080. We flip that and put it up vertically. Those are mobile-only placements on LinkedIn ads, and that actually comes with keeping in mind that when you have a mobile only placement like that, typically an image that size will take up the entire screen.
And so if you imagine you have somebody scrolling and you literally get a few seconds, you’ve captured somebody’s attention. It’s literally the only thing that they may see on their screen. And so you want to make sure that you’re leveraging that appropriate type of format in that way. And then again, just having the right message to put in front of them something that’s bold. That’s not particularly, overly wordy or distracting.
We’ve even found through series of testing, things like bright backgrounds on the images or bright colors that will typically get people to stop, to scroll, and to look at the ad a little bit more, even click through. So I think it’s a matter of just playing around based on your brand guidelines, playing around with those different formats to see what works and visually can capture that attention. But again, it’s images and videos. Those are typically the two formats that we recommend for running ads like that.
Rich: And those ads tend to be in the newsfeed themselves, but obviously LinkedIn does have other places you can advertise. You kind of name checked a few of them. Do you think it’s important to stick with one type of ad or one type of ad placement, or should we be experimenting with different ad formats based on what our objectives might be?
Devin: It’s a great question. And I do think like anything, it’s always worth testing to see what works for you. But generally speaking, we know that single image ads and video ads will typically get the highest click through rates and could lead to the highest level of conversion. So that’s why we typically would want to say at minimum focus on those. When you go into other formats around messaging, as an example, that requires I would say a little bit more careful planning around them. How do you develop that content?
And obviously you’ve got to write out potentially multiple messages. Should there be a sequence or carousel images which require having actually multiple types of images, all shown in a row. So we also find single image videos a little bit harder to produce, but particularly single image. It’s the easiest thing to be able to produce on LinkedIn, typically with the one exception of text ads. But again, we don’t find that those are very highly clicked very often.
But you bring up a great point. Like anything, I would absolutely recommend testing with different formats to see what works for your industry. We see right now that a lot of B2B companies, particularly software technology, and even some professional services, are getting exceptionally good lead generating results from single image ads. But that may not be definite and maybe even by the time this podcast airs, it could be outdated news.
So the idea being, yes, you’re testing and you’re always watching the data to see what’s actually driving real results for you as well. Not just clicks to your landing page or potentially even form fills, but what’s driving pipeline for you or what’s driving deals, deal flow.
Rich: And how about the, I believe LinkedIn also has, many social media platforms have lead gen forms that are on LinkedIn so that we don’t even need to take somebody offline. Have you used those very often? And what kind of results do you see with those?
Devin: Yes, it goes without saying everybody, my opinion, almost everybody should be using lead gen forms inside of LinkedIn. They absolutely drive the best results. We’ve been seeing for clients, as an example, upwards of 40% lead form completion rates. So that’s effectively a conversion rate between the people that are clicking on your ads to then actually completing the form. 40% is bonkers. That’s off the charts. And I think I have never seen lead form completion rates or conversion rates like that if we’re driving from an ad on LinkedIn to a landing page. So I absolutely and highly recommend people explore using the lead gen form.
There is additional setup work that’s required as part of that, but I think bar none, it’s worth it. Even LinkedIn’s data would suggest at least a 1% if not 2% bump in your overall conversion rate by using a lead gen form compared to driving to a landing page. And functionally there’s almost no difference with the exception that you won’t get to track that user explicitly hitting your website, and then through retargeting them that way.
LinkedIn has really good native retargeting functions that you could leverage. You can build retargeting audiences of people that have clicked on your ads or completed forms. And so we always recommend setting that up as well so that way we’re not losing out on that one touch point of driving them to a landing page.
So I would absolutely recommend the lead gen forms. And where we see those to be most effective, especially is for downloadable content assets, resources, guides, Toolkits, right? Anything in that regard, there’s a lead magnet. We also do see that they work well, though not at the same volume for things like a demo request or request a call the very bottom of the funnel type approach where we want to drive people that have shown some form of interest to really try to kick them off into a sales-related call or get them to engage a bit further.
So I think lead gen forms, again, use strategically can provide a ton of value in terms of driving marketing qualified leads or top of funnel leads. And then being able to even bring in people that are really expressing interest in your product or service further down in the funnel. So sales qualified or sales qualified opportunities, as an example.
Rich: You teed up the next question I was planning on asking. And that’s, how should we tailor our content strategy for the different stages of the funnel?
Devin: Yeah, and it’s natural, of course, one leads into the other. So now continuing on with what I was saying a minute ago, when we think about a very traditional three stage funnel – top of funnel, middle of funnel, bottom of funnel – LinkedIn campaigns can be completely catered and set up in that very simple structure. So we try not to overcomplicate it. I think three stages is more than enough for most companies where when we think about that type of funnel, we want to build out a broader awareness campaign. This is something that could be slightly more widely targeted. It’s still to your ICP and ideal buyer persona, but we’re doing that at a level where it’s not quite as granular of an audience.
And the focus there is how do we just get them to learn more and understand your service? And that those are typically more broad, it’s a broad audience, but it’s cheaper cost per click. It’s cheaper to actually get impressions on. And we’re just trying to gauge interest in terms of will people want to learn more about our service. We typically recommend driving people just to a landing page in that particular instance. It doesn’t necessarily need to be a lead magnet. We just want to make them aware that this is the product or service that we have.
When we think about that middle of funnel, that’s when we really want to dig in more in terms of that target audience. We want to make it smaller. We want to make sure that it’s nice and specific. We do want to capture people that have also been to our website, and that’s when we want to then offer them something. We want to capture their information. So the lead magnets come into play, toolkits, guides, downloads, anything in that nature. That’s where lead gen forms will become incredibly impactful. Because again, they have that higher conversion rate.
Then when we get into that bottom of funnel, that’s where we’re really just trying to get to the people that we think will have a direct interest to buy our product or our service. And that is more exclusively towards that target audience that has absolutely expressed some form of previous interests around our website or our offers, or our people that we’re even trying to potentially nurture in our sales funnel.
I don’t think lead gen forms are a particularly bad option in this stage either. Again, it’s just the offer and making sure that it’s aligned to the expectation there. For an example, if we have a retargeting campaign that we’re running, it’s bottom of funnel. Somebody has been to our website multiple times. They’ve downloaded our content, but we haven’t had a sales call with them yet, or, they haven’t necessarily expressed interest in our service. That’s where I might put out a really kind of juicy or compelling offer. Hey, get a free marketing audit. And get a free strategy call, something in that nature to really try and sink people in and say, “Oh I have a need for that. I’ll raise my hand and sign up for that.” So that’s a really great bottom of funnel offer as an example.
And that’s where, again, now you have a completed funnel where you’re driving nice, cheap kind of clicks at the top, still relevant, you have nice lead magnets in the middle for your really nice, qualified buyers. And then that bottom of funnel recapturing, trying to get them in the door for something. And so that’s how we would typically recommend structuring a campaign like this.
Rich: Nice. Now we talked about lead forms, but when we’re not using lead forms, we’re obviously driving them to our website, hopefully a landing page. What best practices do you have for us for landing pages that might be specific to running a LinkedIn ad campaign?
Devin: Absolutely. And it’s funny, some people miss the fundamentals here. And I think it’s really important to make sure, bar none, that there is one distinct call to action, and the form that’s minimal to complete. We don’t want to make it a huge hurdle. But really, it’s completely aligned to the campaign that you’ve run, it’s completely aligned to then what people would expect. It’s using language that your audience would also expect, and again, that form is also very crystal clear, this is exactly what I’m going to get. I know what I’m going to get, and it provides value for completing this form often.
And amazingly, what I see sometimes is that people have this preconceived notion of oh, people already know who I am. They know my brand, right? So I don’t need to necessarily tell them about my brand. Here’s just the form and two sentences about what the offer is. We all know that’s not going to work, even if it’s for paid search campaign or anything, right? That’s not necessarily going to be effective. But for LinkedIn ads, I think one of the unlocked powers here is being able to, should you decide to go down this rabbit hole of being really specific, being able to then even target by title or by really using name-dropping to some respect.
So Rich, I’m sure you probably see these as well, but FoundersCard. I actually love their ads on LinkedIn. And the reason is, they call out in the intro texts. And then when you hit their landing page, “Hey, Mr. And Mrs. CEO, we’ve got unlocked specials for you.” I love that. It’s super potent. It’s in your face and it’s clear. Like, this is for you. This is not for the entry level junior on your team or my team or whoever. This is for the CEO and founder of the company. And I love that.
And so I think similarly, making sure that for others that are running campaigns, we want to make sure that language is very specific. It’s very focused on you. And that there is, again, that clear call to action above anything else. We also certainly, it goes without saying, I think I often find landing pages are just not quite long enough. And what I’m also saying in there is that there’s not enough information to actually convince people that you’re a service or product worth pursuing. So I think it’s mission critical to also make sure you are, I would even say before launching a campaign, getting your potential examples of your buyers or existing buyers to review your landing page and get their honest opinion. Does this make sense? Does this clearly convey the service or the product that I have? Does it clearly explain it well enough to get you to peak interest and to fill out a form of some kind? So I think that is also incredibly valuable feedback to get from existing customers or existing clients in that regard as well.
Rich: That’s a great piece of advice. And I hope people, whether it’s LinkedIn ads or anything else, that’s just a piece of advice that I think most marketers don’t currently practice, but absolutely should.
As we’re thinking about putting together these campaigns, do you have any quick hit tips or best practices for setting up LinkedIn ad campaigns that can either help us save money or improve performance?
Devin: Yeah. And I will point out just really quick on the creative side or the ad format side, I think people try to overcomplicate creative. I think some of the most powerful and influential ads out there are those that are super simple and easy, and I actually often think and gravitate towards really powerful magazine ads.
Actually Tesla just released one recently that it was a full page or a half page ad in one of the magazines, and it was a Tesla that was out of focus and zooming away. So it looked like it was going off the page, and then there were some really potent text about “Zero to 60 never looked so good” or you know catching the blur. It was a very well put together ad. And then it just had the Tesla logo at the bottom.
Shopify was running a campaign for a while that just had a woman on her cell phone. It wasn’t overly complicated, and then the text was “get paid faster”. Super potent, super clear. Any graphic designer could have pulled that together in five minutes. It wasn’t incredibly hard or difficult. But I think the simplicity and the power came in the simplicity of that type of graphic. So I do want to make sure that’s emphasized. We do not need to be over complicating these campaigns or these images.
But some other quick hit settings that I absolutely recommend everybody consider pursuing. I almost always use manual bidding for every single campaign. I never use the auto or max, any form of maximized campaign bidding. The reason is we just find that LinkedIn runaway runs away with your cost per click. Typically, we always recommend disabling audience expansion. So we never want to give them the opportunity topotentially go see other audiences.
One exception to that may be at the brand awareness level. But otherwise, in most cases – or brand awareness campaign – you may want to consider doing that just for a short-term test. But otherwise, we always recommend disabling that. One other quick tip, keep your intro text, the text that shows above the image but under your name and your icon, keep that to two lines or 160 characters. Anytime you see that ‘see more’ button show up when it’s a paid ad, that is a chargeable event by LinkedIn, and they will count that as a click as well. So you do not want that to show up in there because otherwise you will get charged for that. And potentially then you could be double charged.
As an example, if somebody clicks on that first and then clicks on the call to action, you’re just going to be spending more money for functionally what is no fewer people actually visiting the site or visiting and completing the lead gen form. So definitely keep that to two lines.
We also do not recommend using the audience network by LinkedIn. So it’s two different functions. It’s different from the audience expansion. The audience network is like the expanded display network for Google ads. It just goes out somewhere in the ether, you don’t really know where it is. And that’s where most of the money is going to go. So we don’t recommend that.
And then the last thing, and this is more of just a sidebar or pro tip. I always recommend setting end dates for your campaigns, especially for those that you’re going to be self-managing and may not be checking in on every single day. The reason for that is simply so that way campaigns don’t just go on indefinitely in case you lose track of it. If you’re not actively managing it, it’s best to just be safe. Turn it off for a short period of time or let it run its course. And then your budget or your money won’t just continuously run if you’re not actively paying attention to it. So that’s just another, maybe more like a pro tip on the management side. Not so much on the campaign set-up side.
Rich: Understood. I know that most people who spend money on advertising want to perhaps expect to get immediate results. When you’re talking to a client and helping them manage their expectations on LinkedIn, how long do you usually say that it will be? Do you say we’re going to get immediate results for you, there’ll be an immediate ROI, or you saying it’s three, six, 12 months before it really gets up to speed?
Devin: Yeah, it’s a great question. I think you and I have probably experienced a lot of the same things, people want instant results No, you do not get instant results from advertising, and Linkedin is no exception to that. We are typically recommending at this point three months as a minimum, like an absolute minimum. We need at least three months to dial in the campaigns, the messaging, the right tone, the ad creative. That’s just minimum maintenance time to make sure that we can start to prove out some results.
And when I’m also saying prove out results, I’m referring to, are we seeing strong click through rates that are in line or above benchmarks for your industry on LinkedIn? Are we seeing that there’s lead flow coming in at an adequate rate? Is the cost per lead viable, and is it in expectation or in line with the expectations of what the client is willing to pay? Those are several things that we think about and how we optimize within the first three months. From really three months onwards, even like nine, that’s when we then take a much more closer look around the actual sales funnel for your product or service. We want to make sure that we’re actually seeing deals that are coming into pipeline that show some form of interest in that, in your product or service.
And we give it that timeframe somewhat arbitrarily. It depends entirely on your business. And you know what your typical sales cycle may look like if you’re selling a product that it’s incredibly easy to buy online. Even a self-serve B2B software, as an example, that would certainly have a shorter time horizon and something where we might expect that even within a 3, 4, 5-month time period.
But if you’re selling large enterprise deals that are multi-millions of dollars, those take a lot of time and therefore we need to reflect that in our timeline of how we look at this certainly. But all of it to say it is partially dependent upon your product or service and how long deals typically take to close. But we would expect that campaigns should be able to produce results. Some top line performance, those three metrics I mentioned earlier, certainly within three months, and that’s what we use to gauge initially. Beyond that, then we’re looking at hard CRM data to see where these deals are actually coming from and is the deal volume sufficient.
At the end of the day, though, any decision around running LinkedIn ads should be entirely based on is it helping achieve the goals that the marketing team and or the business is expecting to achieve? And I think if the answer is ‘no’ in both of those cases and you’ve given it a sufficient amount of time and testing, then it’s absolutely not worth running.
But if you are seeing the results and it’s just taking a little bit longer time, that’s less concerning to me. We can ultimately figure out how to shorten that up over time. But I think that then comes down to much more aggressive testing. Unfortunately the answer is, it depends, in this case. But ultimately, I would not expect anything less than 3 months. And I would say if you are not seeing anything beyond even 9 months, that’s when I would start to get concerned. And even for companies that are selling enterprise level services or software, at that point I would still expect something within nine months, at least some signs of life at that stage.
Rich: Right. Maybe not closing the sale. If you have a very long sales cycle, but you should be getting some sales or qualified leads at that point that are expected to lead to a certain… Excellent.
Devin, this has been great. If people want to learn more about you, about Market Vantage, where can we send them online?
Devin: Absolutely. So the best place to find me is either on LinkedIn, so it’s @DevinLittlefield, just nice and easy. Go to LinkedIn, just type in my name. And that’s Devin with an I. Otherwise I am becoming more active on X and Reddit as well. Both of those, you should be able to just find me by my name, and then otherwise Market Vantage. So marketvantage.com is the other best place to track me down.
Rich: Awesome. And we’ll have those links in the show notes. Devin, thank you so much for coming by today.
Devin: Thank you so much. It was a pleasure, Rich.
Show Notes:
With over a decade of experience in digital marketing and leadership, Devin Littlefield helps businesses achieve their goals through effective online strategies and campaigns. At Market Vantage, he designs, implements, and measures powerful digital marketing strategies that drive business growth and generate positive ROI. Connect with him on LinkedIn.
Rich Brooks is the President of flyte new media, a web design & digital marketing agency in Portland, Maine, and founder of the Agents of Change. He’s passionate about helping small businesses grow online and has put his 25+ years of experience into the book, The Lead Machine: The Small Business Guide to Digital Marketing.