EdTech Linkedin Ads: The Biggest Misconceptions

4 Hard Truths about #EdTech Linkedin Ads:

1. Linkedin is not #K12's key traffic driver

2. You can’t run traditional ToFu ads for #HEd

3. People ignore ads from #B2B Linkedin pages they don’t know

4. K12 ≠ HEd ≠ B2B. Each sector has its own recipe

Think with me for a second…

• Most active Linkedin users visit it once a month.

Regardless of the size of your audience, you will reach only 12% to 20% of them (the most active) in the first month on their Linkedin feed.

After that, it becomes a waiting game - and you will hardly reach 35% of them after months.

• The vast majority of school Principals are not on Linkedin. Some district Admins are.

• Linkedin shifted from Networking to an Authority-Driven Content platform

• this means that People want to hear from People, not from companies

Therefore, here’s what you need to do with your Linkedin Ads:

K12

• Drive full funnel traffic through other platforms

• Use Linkedin to target Admins with Bottom of Funnel messages

• and Retarget districts and schools (ABM Retargeting) that have crossed the Warm/Hot thresholds

HEd

• Run Brand Awareness, not Top of Funnel campaigns

• Run MoFu Thought-Leadership campaigns

• Retarget institutions (ABM Retargeting) that have crossed the Warm/Hot thresholds

B2B

• Run Founder-Led / Authority-Led ToFu campaigns, not blog posts

• Run MoFu Thought-Leadership campaigns

• Retarget institutions (ABM Retargeting) that have crossed the Warm/Hot thresholds

Linkedin Ads is just a #tactic…

…but it can be part of several #EdTech #Strategies.

That’s what I unpack in the EdTech GTM Strategies PDF:

If you’re mapping your ad strategy to the funnel or launching your first LinkedIn campaigns, it’s worth a read.

Hi, I’m Rod 👋
I share marketing and sales strategies for EdTech leaders.

Scale your pipeline and drive more demos and trials - no extra hires.

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