ISLG LinkedIn Campaigns for Enhanced Profiles

Hi Morgan ,

Thanks for looping us in here – excited to hear this is coming together.

Our recommendation would typically be to do copy and design together as it allows for a) efficiency (time spent) communicating between teams and b) consistency in terms of messaging/visuals. That being said, we are more than happy to support with copy only if that's a preference.

I'm happy to share some examples with you of ad assets we've created for other brands if that is of interest, or discuss our process with you in more detail.

Thanks,
Manuela

P.S. Jocelyn  – nice to meet you! 

Ok. Sounds good, Manuela .

Melissa and Savannah , does that work for you? It might lighten the load for your side anyways?

Morgan 

Hi Morgan , 

That works for us. We are happy to provide any guidance wherever necessary. 

OK. Great, Savannah .

Manuela , why don't we integrate this briefly into our discussion concerning GA tomorrow.

Also, Jocelyn , should we invite Manuela to the call we have scheduled tomorrow at 2pm?

Thanks,

Morgan

That sounds great, Morgan . And I'm happy to join your 2pm call as well. 

OK. Great. Manuela . I'll wait to hear from Jocelyn to confirm the timing makes sense.

Morgan

Hey Morgan, 

2pm today (Friday) works for me! Talk to everyone then :)

Ok. Great. Thanks Jocelyn . Talk to everyone soon.

Morgan 

Yes, why don't you join Manuela . I've sent the calendar invite with details. We'll start the meeting with the LinkedIn campaign, and then you can hop off when we discuss other matters.

Thanks,

Morgan 

Sounds great. Talk then!

Hey Morgan,

I just wanted to go over the conversion tracking which we will need for LinkedIn. I vaguely remember you mentioning you were going to switch to using Google Tag Manager.

If this is the case, all the developer will need to do is create a new tag, select LinkedIn as the product and insert this code as the partner id: 2941948

https://www.linkedin.com/help/lms/answer/65628?accountId=500019138

We will need 2 styles of tags installed. One will be a remarketing tag which should fire across all pages. 

The second tag will be a conversion tag which should fire when someone submits an enhanced profile sign-up. 

Thanks!
Jocelyn 

Hi Jocelyn ,

Yes, I just setup to-do group here: Google Analytics Implementation - TOLOGIX - ISLG App Rebuild to start the process of setting up Google Tab Manager.

Manuela and Anna , I assume you can easily integrate this into the Google Tag Manager implementation process?

Thanks,

Morgan 

Hi Morgan , hi Jocelyn ,

Ahead of the weekend, I'm excited to share the first version of ad copy for the LinkedIn campaign. 

We followed the brief/strategy tightly – you'll see the various versions mapped to specific audiences and themes that Jocelyn plans on testing. I've also left a number of comments throughout the document to help guide you, but please let me know if any questions arise as you review. 

If you are looking to make any edits to the copy, please use the "suggesting" mode so that we can easily track changes. 

Looking forward to your feedback by EOD Monday, Mar 15. 

Have a great weekend, 
Manuela 

P.S. We discussed the Google Tag Manager question in your previous note on a different thread, but do let me know if you have any other Qs on that topic. :) 

Thanks Manuela . I'll try to take a look at these over the weekend. Jocelyn and Liam please provide your comments on Monday.

Thanks,

Morgan

Hi Manuela ,

Thanks for this, I don't have anything to add in addition to Morgan 's comments.  I agree that the long version is likely to get overlooked, the medium length seems most appropriate, as you suggested.

Thanks,

Liam

Hello everyone,

Thanks for all your feedback - so far it's very straight-forward! Jocelyn , do you have anything further to add? Let me know once you've reviewed and we'll jump in to make revisions. 

Thanks again, 
Manuela 

Hi team, 

As we wait for Jocelyn's final notes, I did want to share the timeline below. The team is on standby for revisions, so we'll adjust once we hear back. 

Thank you! 

Hi all, 

Apologies in the delay in providing my feedback, I took some time off for personal reasons. 

I've provided my feedback within the Google Doc via comments. I think overall I would challenge the copywriting team to think about how this product is going to benefit the user / change the users professional life. To me it comes across a bit factual and kind of cold. For me, it's missing the "so what aspect", the "whats so special about this product".

There are lots of techniques here we can use to create interest, such as the feeling of missing out "other lawyers are using this" or "you may have a free profile, see what information is out there about your firm or yourself". 

Happy to jump on a call if you need more details. 

Thanks!
Jocelyn 

Hi Jocelyn , 

Thanks for your input, and no worries at all about the delay! 

Your comments are clear, but I'll let you know if any questions arise. 

In the meantime, here's the revised timeline – still in line with your planned launch. 

Thanks everyone!

cc Morgan Liam  

Hi Morgan , Liam , Jocelyn ,

Excited to share our revised ad copy here for your review. We've addressed your comments; the tone of the copy is less factual and more conversational, while focusing on the benefits of ISLG Reports to the user. We've also implemented a few of the suggestions made – you'll see that noted in the comments.

As you review these, keep in mind that the imagery will help bring these to life further.

Morgan – regarding the testimonial versions: 

Let me know if you have any questions! Otherwise, looking forward to your approval or final comments by EOD tomorrow (Friday). 

Manuela 

Hi Manuela ​,

I'm not going to be able to look at this until next week. I've been pretty inundated with other matters while on holiday this week, so I'll let Jocelyn ​ and Liam ​ comment first.

Regarding the testimonials, we probably won't get this back until the end of next week. Also, we won't have an accountant testimonial prior to launch. My suggestion is that we save the testimonials for a post-launch campaign. It doesn't really make sense posting how enhanced profiles "have enhanced their practice" when the feature hasn't even been released yet.

Thanks,

Morgan

Morgan , no problem! We'll start with addressing any feedback from Jocelyn and Liam, and can address any final comments from you while we're working on the designs simultaneously. 

And thanks for the update re: testimonials. Agree with you that it's a little premature thematically at this stage! 

Thanks again, 
Manuela 

Hi all, 

Thanks for the call a few minutes ago. Here's a revised timeline per our discussion: 

Hi Liam , Jocelyn ,

Apologies for the delay in getting you this next set of ad copy, we wanted to make sure we've thoroughly addressed your feedback.

Please see the updated version here and make note of my comments in the doc. We've provided options/alts to give you more to work with and feedback on. 

Looking forward to your thoughts by EOD tomorrow (Friday) if possible to keep us on track. 

Thanks again, 
Manuela 

Great. Thanks Manuela .

Liam , Jocelyn and I have a meeting this morning. We'll discuss the latest version of the copy and have feedback submitted by the end of the day.

Morgan

Hi Manuela ,

I've taken a quick review of the copy. I think the messaging is a big improvement; however, the language may not be appropriate for the audience. For example, using phrases like "... blow past the competition..." and ".. boost your business..."  is not the professional language that would appeal to an international arbitration lawyer in their mid-40s to mid-50s. I would like the language to be polished and professional, not fresh and hyperbolic.

I'm not sure what to do here given that this is your second draft. I suppose I can do a rewrite over the weekend, but I was hoping I wouldn't need to get directly involved in the copy.

Morgan 

Hi Morgan, 

Those comments would be very quick for our team to address, and we're happy to do so today. If you could also confirm the following: 

Thanks! 

Hi Manuela ,

After discussing things with Jocelyn and Liam , we're going to make the edits directly in the document and take it from there.

Regarding the testimonials, as I mentioned previously, we can't get testimonials until the new product is launched and we have accountants with enhanced profiles that can provide a testimonial about their experience. Without a launched products, there isn't a testimonial for them to give.

Also, Jocelyn is going to provide specific direction on the assets for the campaign, so that you can get started on that aspect of the project.

Thanks,

Morgan 

Okay, thanks for the update! Let me know when your edits are in the doc, and when Jocelyn 's direction for the assets is, too. It would be great if that could all be kept in the same document to make it as efficient as possible for our designer.

Thanks Morgan ! 

Hey Manuela - 

I wanted to see if you could provide some info on the creative image assets which will be accompanying the LinkedIn Ads. 

Will it be an image over text? Will there be stock images used? 

Thanks!
Jocelyn  

Hi Manuela ,

Jocelyn , Liam and I have completed our revisions of the copy: https://docs.google.com/document/d/1uPncpOG0myrb_qMVKFstXaokht__GrNE-adkos11wLs/edit#. Could you please perform a round of copy edit, and we'll finalize the copy for the campaign.

Thanks,

Morgan

Hi Morgan ,

Thank you! Unless I’m reading this wrong, could you confirm which of the copy options you’d like to proceed with for Version 4? We can finalize the rest of the copy today and share it with our designer.

Jocelyn , as outlined in the copy, there is text overlayed on the images for the sponsored posts. The imagery hasn’t been sourced yet, but we will be looking for free stock content to pull here. We will also explore using graphic elements and colours from ISLG’s new website. If there’s anything you’d like us to consider before we start, please let me know. I’m hoping to brief our designer by tomorrow.

Hope that helps, thank you!

Manuela

Hi Manuela ,

Great. Thanks. I've review the edits and accepted. I'm not sure I understand about version 4. I believe there is only one set of copy for version 4. Are you referring to the Image copy option?

Thanks,

Morgan

Manuela - my only feedback on images is making sure there is diversity! 

Looking forward to seeing them :)

Hi Morgan  – yes, I was referring to the image copy options! It looks like you chose copy for Version 1, so I wanted to check if you have a preference for Version 4. Thanks! 

I've highlighted my preferred options. Perhaps we run both versions and see which one gets more conversions.

Morgan

Hi everyone, 

We'll have the first designed versions over to you on Monday AM for your review. From there, we're set up to tackle revisions ASAP and hopefully deliver your final ads on Wednesday. 

Let me know if there are any timing concerns there – thanks!
Manuela 

Sounds good, Manuela . Thanks for the update.

Morgan

Hi Jocelyn ,

In advance of the LinkedIn campaign, do you have the LinkedIn insight tag code to share? I know this is something that we wanted to have implemented on the marketing site to track conversions through / for campaign optimization purposes.

We can get that up today/before you launch once you send through the code.

Thanks,
Anna

cc Manuela  
 

Hi Morgan , Liam and Jocelyn ,

Please see our first round of ad designs here for your review: https://drive.google.com/drive/folders/1ophK1AtFepTaBsit96BDXQHGWCNFs0I2?usp=sharing

As a reminder, the approved copy that will go with these assets can be found here: https://docs.google.com/document/d/1uPncpOG0myrb_qMVKFstXaokht__GrNE-adkos11wLs/edit

Looking forward to your feedback by EOD tomorrow.

Jocelyn , in case you miss it – there's a message from Anna above this one re: LinkedIn tags. 

Manuela 

Hi Manuela ​,

I'll defer to Jocelyn ​ on any further feedback, but the assets look good to me.

Note we will be launching the new ISLG tomorrow at 6am. Hopefully we can get the new LinkedIn campaign and updated Google Ads campaign launched this week.

Thanks,

Morgan

Hi Manuela, 

These look great to me! No changes from my end :)

Hi Anna - 

Our partner code for LinkedIn is 2941948

We would like to have remarketing and the enhanced profile sign-up tagged for the site. 

The Enhanced Profile Sign-Up is the conversion even we will be tracking (to determine the success of our campaigns). 

Thanks!
Jocelyn 

Anna - 

In case you need it, here's the full code. Happy to email through if you would prefer, I will just need your email address. 

<script type="text/javascript">
_linkedin_partner_id = "2941948";
window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
window._linkedin_data_partner_ids.push(_linkedin_partner_id);
</script><script type="text/javascript">
(function(){var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})();
</script>
<noscript>
<img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=2941948&fmt=gif" />
</noscript>

Thanks Jocelyn !

I've added the insights tag via the LinkedIn ID. Currently, the tag is set to fire when the Enhance Profile form in particular is submitted. Let me know if you'd like for me to also associate the tag with any other events, like a Contact Us or Trial form submission. 

Since the change has been pushed live, I've just sent in a test form and the tag seems to be firing. Could you confirm whether you're seeing activity on the LinkedIn side? 

Hi Anna -

Let's also associate the tag with Contact Us and Trial Form. My guess is there will be some users who will submit forms this way.

Are you able to let me know the URL a user lands on when they submit an enhanced profile?

Screen Shot 2021-04-06 at 4.16.03 PM.png 43.4 KB • Download

That sounds good -- we'll go ahead and associate the tag with all three forms then Jocelyn . 

Just a note -- not every form loads up a thank-you page upon form submission. The Enhance Profile form submission is actually treated as an event. If you wanted to set up a LinkedIn conversion for it, we can implement the event-specific pixel and associate it with that form submission. 

I believe we'll need to do the same for the Contact Us form, too. 

Ahh gotcha. Ok in that case here are the codes...

Enhanced Profile Sign Up 

<img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=2941948&conversionId=4037924&fmt=gif" />


Contact Us 

<img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=2941948&conversionId=4037932&fmt=gif" />

Great, thanks Jocelyn .

We'll get these up tonight. 

Hi Jocelyn ,

Both of those event tags are live on the site. Feel free to conduct any testing on your side to make sure they're firing as they should.

cc Manuela  

Jocelyn – In case you haven't already done so, you can download the final images from the folder I shared previously as there was no further feedback. Let me know if you need anything else from our side. Looking forward to seeing the results of the campaign. 

Hey Manuela -

I'm just going through and uploading the new LinkedIn ads and I noticed on the Lawyer carousels, the images and the carousel text are off.

Within the Google sheet, it's saying the carousel image should be "Stand out from the 7,500+..." however the image actually uses the copy "Customize your enhanced profile"

Carousel image 1: Stand out from the 7,500+ lawyers on ISLG Reports.

Carousel caption 1 (30-character limit): Customize your enhanced profile.

CTA button: Learn more

I would switch the copy, but the "Stand out..." is too long to be a headline. 

Are you able to get the team to fix the image copy? 

Thanks!
Jocelyn 

Hi Manuela - I noticed the accountant carousels are the same. Whereby the Carousel Caption has been used within the image vs the Carousel Image 1 

Thanks for flagging Jocelyn and sorry about the mixup. Will share the revised versions back with you asap. 

Thanks Manuela  

Hey Jocelyn – here they are! https://drive.google.com/drive/folders/1ophK1AtFepTaBsit96BDXQHGWCNFs0I2?usp=sharing

Let me know if you need anything else :)