Introduction to AJ Wilcox

AJ Wilcox is the founder of B2Linked.com, a LinkedIn ads performance agency that helps B2B companies fill their sales pipeline with custom, targeted LinkedIn ads. With over 10 years of experience, AJ has turned B2Linked into a top agency for creating ads that work across industries.

AJ isn’t just a strategist; he’s also a speaker and educator, speaking at major marketing conferences and hosting webinars and courses. With over 40,000 LinkedIn connections and thousands of followers across Instagram, Twitter and YouTube, AJ is a marketer influencer.

AJ has been featured recently for his thoughts on LinkedIn ad trends and is launching new online courses to help marketers get the most out of LinkedIn ads. His approach is simple and effective, data driven advertising and B2B engagement on LinkedIn, he practices what he preaches every day.

Table of Contents

• Who is AJ Wilcox?
• Current Projects that Excite AJ
• Tactical and Strategic LinkedIn Ads Advice from AJ
• Where Does AJ See the Future of LinkedIn Advertising?
• How to Get in Contact with AJ
• AJ’s Advice to His Younger Self
• Books, Podcasts, and Leaders That Inspire AJ
• Conclusion

Who is AJ Wilcox?

AJ Wilcox gesa, Arizona. After rew up in Mhigh school he served a 2 year mission in Ukraine where he gained a unique perspective and language skills. After returning to the US he attended Brigham Young University in Utah where he was studying international business with a focus on Russian.

But his career path took a drastic turn when he found his passion for marketing. He credits this to watching TV commercials with his dad as a kid. His dad would ask him questions about the target audience and marketing strategy.

The Digital Marketing Journey

AJ’s entry into digital marketing was during his junior year of college when a guest lecturer introduced him to search engine optimization (SEO). He was hooked and pursued an internship where he learned SEO, Google Ads, HTML and CSS. These skills are the foundation of his digital marketing career.

After college AJ gained experience working for agencies and in-house marketing departments. He worked at Orange Soda, a digital marketing agency, where he managed a large portfolio of client websites. This is where his eyes were opened to the big world of digital marketing.

Current Projects that Excite AJ

AJ’s current focus is on B2Linked, the LinkedIn ads performance agency he founded in 2014. What started as a passion for LinkedIn advertising has grown into a successful business that offers both management and consulting services for LinkedIn ad campaigns.

The Evolution of B2Linked

Over the past decade, B2Linked has evolved alongside the growing popularity of LinkedIn advertising. AJ notes that when he first started, LinkedIn ads were largely overlooked by marketers. However, in the last three to four years, LinkedIn advertising has gained significant traction, leading to increased competition and a growing community of LinkedIn ad specialists.

Despite the increased competition, AJ remains at the forefront of the industry. He continues to share his knowledge through various channels, including:

• The LinkedIn Ads Show podcast (138 episodes and counting)
• YouTube content
• Speaking engagements at marketing conferences
• Online courses and webinars

AJ’s commitment to creating valuable, free content has helped him maintain his position as a leading expert in the field.

Tactical and Strategic LinkedIn Ads Advice from AJ

AJ shared several key insights and strategies for optimizing LinkedIn ad campaigns:

Common Mistakes to Avoid

1. Geographic Targeting: LinkedIn’s default setting of “recent or permanent location” can lead to targeting errors. AJ recommends switching to “permanent location” for more accurate targeting.
2. Audience Expansion: LinkedIn automatically enables this feature, which can dilute your target audience. AJ advises disabling it to ensure your budget is spent on your ideal audience.
3. Bidding Strategy: LinkedIn defaults to “maximum delivery bidding,” which is often the most expensive option. AJ suggests using the hidden “manual cost per click” option for better cost control.

Creating Engaging Content

AJ emphasizes the importance of three key components in LinkedIn ad content:

1. Ad Format: Choose from options like single image, video, or document carousel. Single image is easiest to start with, while video can be highly effective if done well.
2. Visual Element: Use colors that contrast with LinkedIn’s blue and gray palette to make your ads stand out. Focus on creating “scroll-stopping” imagery rather than cramming too much information into the visual.
3. Written Copy: Quickly communicate the value proposition to capture attention, as LinkedIn users often scroll quickly through their feeds.

Video Ad Best Practices

AJ notes that more organic, authentic video content tends to perform better than highly polished productions. He recommends:

• Having founders or internal thought leaders speak directly to the camera
• Keeping videos short (15-30 seconds)
• Using animated subtitles, as most users watch videos without sound

Audience Targeting Strategy

Unlike other platforms that favor broad audiences, AJ recommends keeping LinkedIn audience sizes between 20,000 to 100,000. He calls this approach “micro-segmentation” and explains its benefits:

• Allows for more precise targeting
• Provides valuable data on which segments perform best
• Enables marketers to adjust strategies based on segment performance

Leveraging New LinkedIn Ad Features

AJ highlighted two recent LinkedIn ad features that have significantly impacted B2B marketing strategies:

1. Thought Leader Ads: Introduced about a year ago, these ads allow companies to promote personal posts from employees or thought leaders. They typically see much higher engagement rates than traditional company-page ads.
2. Sponsored Content from Any User: As of April 2024, LinkedIn now allows companies to promote posts from anyone, including customers and influencers. This feature opens up new possibilities for testimonials and influencer partnerships.

Where Does AJ See the Future of LinkedIn Advertising?

AJ predicts several trends for the future of LinkedIn advertising:

1. Increased Focus on Personal Branding: With the success of thought leader ads, AJ expects more companies to invest in developing their employees’ personal brands on LinkedIn.
2. More Flexible Ad Formats: AJ anticipates that LinkedIn will continue to develop more interactive ad formats, such as auto-filling lead generation forms attached to personal posts.
3. Emphasis on Emotional Connection: As users become more discerning about AI-generated content, AJ believes there will be a greater focus on creating genuine, human connections through advertising.
4. Integration of AI and Human Touch: While AI will play a larger role in content creation, AJ suggests that marketers will need to find ways to provide unique value that AI cannot replicate.
5. Shift Towards Authentic Content: As AI-generated content becomes more prevalent, AJ speculates that there may be a swing back towards valuing human-created content, both from users and search engines like Google.

How to Get in Contact with AJ

AJ welcomes connections and inquiries from those interested in learning more about LinkedIn advertising:

1. LinkedIn: Search for AJ Wilcox on LinkedIn and send a customized connection request mentioning you heard him on this podcast.
2. Website: Visit b2linked.com for more information about AJ’s services, blog posts, and podcast.
3. Free Advanced Guide: AJ has generously offered listeners access to his advanced LinkedIn ads guide. You can download it for free at b2linked.com/advanced-guide.

AJ’s Advice to His Younger Self

When asked what advice he would give to his younger self, AJ offered a thoughtful perspective on entrepreneurship:

“If you have aspirations of being an entrepreneur, don’t think you have to start your own business immediately. Instead, focus on gaining skills and getting paid to be trained on what’s going to help you find what you’re best in the world at.”

AJ emphasized the value of working for agencies and in-house marketing departments before starting his own business. He explained that this experience was crucial in helping him:

• Gain diverse skills across different marketing channels
• Understand various industries and business models
• Identify his true passion and expertise (LinkedIn advertising)
• Build a network and reputation in the industry

He views his time working for others as “getting paid to be trained,” which ultimately prepared him to launch and succeed with B2Linked. This advice challenges the notion that aspiring entrepreneurs should immediately start their own businesses and instead encourages them to gain valuable experience and skills first.

Books, Podcasts, and Leaders That Inspire AJ

AJ shared that he prefers audiobooks and podcasts over traditional reading. He listens to content at 2.5 times speed to consume more information efficiently. Here are some of the podcasts and thought leaders that currently inspire him:

1. The Jordan Harbinger Show: A self-help podcast that covers a wide range of topics from world events to personal development, often offering contrarian viewpoints.
2. The Informed Podcast by Mark Williams: A LinkedIn-focused podcast that shares insights on organic LinkedIn strategies, including tips on going viral and staying up-to-date with platform changes.
3. Various Social Media and Digital Marketing Podcasts: AJ mentioned that he follows several podcasts in this space to stay current with industry trends.
4. Religion and Astronomy-Related Content: AJ expressed interest in these topics as well, showcasing his diverse range of interests beyond marketing.

AJ recommends using podcasts as a way to quickly gain insights from experts. He points out that in a 45-minute podcast interview, authors often distill the key points from their books, providing a valuable “cliff notes” version of their expertise.

By continuously learning from a variety of sources and thought leaders, AJ stays at the forefront of digital marketing trends while also nurturing his curiosity in other areas. This commitment to ongoing education and diverse interests likely contributes to his innovative approach to LinkedIn advertising and his ability to provide fresh insights to his clients and followers.

Conclusion

AJ Wilcox’s journey from a curious marketing student to a leading expert in LinkedIn advertising is a testament to the power of finding your niche and continuously developing your skills. His insights into the intricacies of LinkedIn ads offer valuable guidance for B2B marketers looking to maximize their return on investment in this powerful platform.

As LinkedIn advertising continues to evolve, AJ’s emphasis on authentic, personal connections and data-driven strategies provides a roadmap for success in the increasingly competitive B2B marketing landscape. By staying ahead of trends and generously sharing his knowledge, AJ Wilcox has positioned himself as an indispensable resource for marketers navigating the world of LinkedIn advertising.

Whether you’re just starting with LinkedIn ads or looking to optimize your existing campaigns, AJ’s advice offers a wealth of actionable insights. As the digital marketing landscape continues to shift, keeping an eye on thought leaders like AJ Wilcox will be crucial for staying ahead of the curve and achieving success in your B2B marketing efforts.