Justin Rowe, Founder and CEO at Impactable a LinkedIn ads agency explains the quick journey how LinkedIn played a big role in the journey from restaurants to agency founder and through acquisition.
From Restaurant Operator to Linkedin Ads Agency Founder - My quick journey.
6 years ago I was working in the restaurant space looking for more opportunities when I discovered LinkedIn.
At first, I just thought it was a place to update your online resume and hopefully get more job opportunities.
I did a bit more than that though - here was my original game plan.
1. Send 50 targeted connection requests a day
2. Introduce myself to those who might have opportunity
3. Post 3x a week about my journey and experience
What happened next was not what I expected.
I became the most visible restaurant operator in my city on LInkedin
....which now looking back...that isn't hard for anyone in the world to do...because there are still less than 2 people trying to dominate any given industry in any given city on Linkedin 😂
But..this started to have perks.
I not only started to get job opportunities but actually started to attract investors who were looking for an operating partner - they came to LinkedIn to find someone and I was the most visible in our area.
This is actually how I became a part owner in a small sandwich shop franchise!
I came back to LinkedIn and my little lead generation system and turned it into a side hustle....things started to move fast and turned into a full-blown agency.
2 years later that agency was acquired 🙌
I had learned and taught myself marketing across multiple channels in an effort to help grow/scale my little startup without spending tons of money on management fees and agencies and that's when I fell in love with marketing.
It made sense then after the acquisition to pivot our agency into an ads agency vs a lead gen agency.
I'd say we made that pivot pretty successfully because we are now one of the largest LinkedIn Ads Agencies in the world with 200+ LinkedIn Ads clients currently and a team of 60+ now.
LinkedIn ads in particular was fascinating to me because it was this underused, misunderstood channel in the B2B world that had a massive superpower that most didn't know existed.
LinkedIn Ads insight tag can actually see ALL YOUR WEBSITE TRAFFIC regardless of source AND THEN QUALIFY that traffic by layering on LInkedIn's amazing targeting filters on top of warm audiences to ensure you just retarget your actual best-fit prospects vs an overdilluted retargeting audience.
This was crazy powerful because it meant LinkedIn ads could actually help improve ROI of all other channels.
For some reason I noticed most businesses were only thinking of Linkedin as this channel in a silo and seeing it as "expensive" but it's because they missed the mark with it's true capabilities.
I'm now still on a mission to help more orgs improve overall marketing efficiency and unlock LInkedIn ads for their ecosystem.
Any questions? Sharing more on this journey soon.
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