Greetings, lovely people. It’s time for your quick dose of marketing insights from Fresh Salmon, your favorite B2B marketing newsletter, helping you quickly implement strategies and tactics to level up your marketing game. 

Are you ready then?

1) Twin Accounts for Social Media

In B2B marketing, it can often feel as if every brand is merely copying what has worked before it. However, it is impossible to ignore a B2B brand that breaks the mold and gets unique. 

How about Walnut's recent marketing campaign? 

The way they are responding to tweets as their "Evil Twin" is nothing short of brilliant.

They can not only showcase their strengths in a playful and unexpected manner but also demonstrate the opposite of what they stand for, making them all the more memorable. 

In a world where B2B marketing can be as exciting as watching paint dry, this campaign is a breath of fresh air.

Weird, wild, and working! 

Let's raise a glass to the mavericks and rule-breakers of B2B marketing, the people who don't mind taking risks and thinking outside the box. Let's face it, when it comes to standing out in a crowded market, being normal is overrated. 

I salute Walnut and all the B2B brands out there that are brave enough to be a little weird.

2) Zero Click LinkedIn Ads

Tired of your ads scrolling past potential buyers on LinkedIn?

Luckily, zero-click ads are here to help you achieve your marketing goals. Buyers can benefit from these types of ads without having to click on them since they are optimized for consumption in-channel or in-feed.

What would be the point of doing that?

Getting people to click on ads is getting harder and harder. The average CTR on LinkedIn and Facebook hovers around .4-.5%, so it's no wonder that 99% of people don't click on your ads.

There are plenty of ways to optimize for in-channel consumption, so don't despair yet. From creating video clips that highlight key takeaways from your guides and e-books to breaking up your strategic narrative in carousel ads that show buyers before and after. 

There is also a new ad format from LinkedIn called Document Ads that allows users to consume your e-book/guide in-channel.

I know there are some downsides to optimizing for in-channel consumption, including less control and attribution becoming practically impossible, but in 2023, B2B SaaS companies that start optimizing for more in-channel consumption will be in the lead as they align with the way buyers want to consume information.

Go forth, be bold, and optimize your ads for zero clicks now!

3) Tactic to Win LinkedIn Followers

A LinkedIn follower is not merely a vanity metric. Numbers aren't the only thing it's about, it's also a strategy game!

Having more followers increases the reach of an account. It's like having your own megaphone, and who doesn't want one?

Your LinkedIn account acts like a hat, but instead of pulling a rabbit out, you pull leads and conversions.

Let's move on to the tactic . . .

Brendan Rogers is one of Wag's co-founders, I follow him on LinkedIn. PET is traded on the NASDAQ. Currently, he is investing in Indian startups, a topic I am interested in. 

Over 160K people follow Brendan on LinkedIn. 

By leveraging his content and following him on LinkedIn, I was able to gain more visibility on the platform.

The tactic was - to be the very first comment on this post!

I have been following Brendan on LinkedIn for a couple of months, I notice that whenever he posts something he gets a ton of engagement, especially from startup folks in India. I am also interested in expanding my network to this audience.

In order to gain visibility with his audience, I decided to be the first one to comment. Therefore, I had my LinkedIn mobile app notifications turned on, and when he posted in the morning, I received a notification. 

I immediately went to his post and commented. 

The results: 

My comment was liked by 28 people, and I received 35 connection requests, of which I accepted 32.

Simple 🙂…

Don't be afraid to try it out for yourself!

Btw, did you notice the engagement on his post in the screenshot? Mind-blowing.

Interesting Thing That I Read Last Week

This is so true. Growth is the output of a good business. Sam Jacobs has said it well.

Tweet That I Noticed Last Week

Jesse Pujji’s content on Twitter is 🔥

Meme of The Week

Lol.

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️