PaperTube LinkedIn Campaign Strategy

Overview

A 3-month, 5-campaign LinkedIn advertising plan approved in the ^[1] January 2026 working session. The strategy runs in parallel with the cold email outreach program, using LinkedIn to reinforce brand presence with the same target accounts while also casting a wider net across similar audience profiles.

The campaign is designed as a learning phase: optimize over months 1–2, then streamline in month 3 to drive qualified leads.

Campaign Structure

Each campaign maps directly to the vertical-specific landing pages and email cadences being built in parallel. See ^[2].

Targeting Strategy

LinkedIn does not allow targeting specific individuals, but it does allow targeting by company name and job title — enabling near-exact overlap with the cold email list.

Two-layer approach:

1. Cold Email List Match — Upload the specific company names and job titles from the Salesforce lead list. This ensures LinkedIn ads reach the same accounts being emailed, creating multi-channel reinforcement.
2. Broader Audience Expansion — Apply the same universal targeting parameters (location, company size, job function, industry) used to build the original list, capturing similar profiles not yet in the email sequence.

This mirrors the logic of the cold email segmentation and should be reviewed alongside the ^[3] for how LinkedIn-sourced engagement feeds back into Salesforce.

Budget

• Minimum recommended: $200/month per campaign
• Total minimum: ~$1,000/month across all 5 campaigns
• Budget can be tiered by segment priority — higher-ROI verticals (e.g., Food & Beverage, Beauty) receive larger allocations; smaller audiences (e.g., Agriculture) receive proportionally less

Final budget allocation to be confirmed by PaperTube internally before launch.

Ad Creative

LinkedIn ad engagement benchmarks, in order of priority:

1. Video ads (under 30 seconds) — highest engagement; preferred format
2. Carousel ads (multiple swipeable images) — strong alternative if video is unavailable
3. Static image ads — fallback only

Content sourcing:
- Parag to share existing social media content produced by Ricardo (graphic director) for review
- Existing website video may be clipped for use
- Asymmetric to assess usability and produce carousel assets if video is insufficient

Approval & Access

• Campaign plan approved during the January 29, 2026 working session
• Karly Oykhman (Asymmetric) granted Account Manager access to PaperTube's LinkedIn Campaign Manager during the call
• Ad copy and targeting document to be shared with Parag for review before graphics are produced

Timeline

Open Items

• [ ] Asymmetric to share LinkedIn ad copy and targeting doc with Parag for review
• [ ] Parag to provide Ricardo's social media content (video + imagery) for creative assessment
• [ ] Parag to confirm monthly budget allocation
• [ ] Asymmetric to build out graphics once copy is approved and content is received

Related

• ^[4]
• ^[3]
• ^[5]
• ^[6]