How To Do LinkedIn Marketing

How To Do LinkedIn Marketing

Top ways to boost profits with LinkedIn advertising

In this article you will learn effective ways on how to do LinkedIn marketing to grow your online business, church or personal website. You can also download our FREE linkedin marketing report now.

With two ‘professionals’ signing up to the site every second, it’s fair to say that LinkedIn has become a suitable place to reach B2B marketers. There are multiple methods to reach your prospects online, but most of them are often time consuming and ROI generated through them is hard to measure.

But with LinkedIn advertising you can get in front of your ideal prospects with pinpoint accuracy and within a couple of minutes. LinkedIn provides you with three distinct advertising formats which are:

  • Text ads
  • Sponsored Content ads
  • InMail ads

This year, LinkedIn is all set to roll out video ads for marketers to take their marketing efforts one step further.

Each ad format has its own benefits, you just need to experiment with them to find the best for your campaign.

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So now the big question, How to take advantage from LinkedIn ads? 

Here are the top five things that would help you make a significant difference in the performance and results generated through a LinkedIn advertising campaign.

  • Nail your targeted audiences:
  • Targeting your prospects, may sound an easy to-do task but involves a little more demanding work.  Here are a few things to remember while targeting prospects through LinkedIn.
  • Keep your targeting list short: Make use of LinkedIn’s audience expansion feature instead of building an exhaustive targeting list.
  • Use Skill Targeting: With this you can target people involved in specific areas. Skill is the top performing approach that provides more volume and is cost efficient.
  • Use negatives: Instead of adding new targeting requirements, consider excluding segments you don’t want to reach. 
  • Go Mobile:
  • Better user experience means higher engagement. More than 50% of LinkedIn Visitors access the platform via mobile devices and around 70% of clicks in the main streams are from mobile devices. Optimize your posts, PDFs, etc. according to mobile devices to provide the best user experience.
  • Add value to your brand:
  • B2B marketers love to position the business value of their content and solutions like how to reduce costs, improve profitability, drive growth, etc. But unless you are marketing directly to owners, these aren’t the primary motivators.
  • Don’t promise to increase profits, growth, or business efficiency, even though that is the space your target audience is looking for. Instead, promise them to take the hassle out, by giving the information they need. And yes, it works extremely well.
  • Hack your social proof:
  • Social proof in the form of positive comments, matters a lot when it comes to LinkedIn. Positive comments help in validating your offers and at the same time create brand credibility.
  • Comments on your posts and offers, grabs attention and builds a higher engagement rate. An ad with positive comments significantly outperforms the rest of the campaign, yet the exact same ad in another campaign without the comments remains unnoticed. 
  • Track and optimize:
  • LinkedIn supports tracking ad campaign links which helps you to take the right turn and optimize your posts and offers to generate higher benefits. 

To generate the best results, you need to first understand how to set up campaign and which ad format works best for you. Take time to figure out which targeting approach you should use.

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LinkedIn video advertising: 5 ways B2B marketers should prepare

According to recent studies, “online video will account for more than 80% of all consumer internet traffic by 2020”.  When it comes to B2B marketing, video content holds the utmost importance.

Most of the social media networks already offer in-stream video advertising which is highly cost-effective. It can be difficult to hone in on niche B2B audiences through these platforms and this often results in wasted investments.

But the best part is LinkedIn has also introduced native video advertising as a new feature which will bring a big opportunity for B2B marketers.

Here are the top 5 ways B2B marketers should prepare for LinkedIn video advertising.

  • Create segmentation that is focused on target customers
  • Marketers must identify individuals that fit their ideal customer profile and develop ways to engage them at each step of the customer journey. One can’t limit the efforts to be guesswork: segmentation must be navigated by data, focusing investment on individuals with commercial value to the business to ensure ROI and avoid wasting resources and time.
  • Ensure video content is aligned to audience motivations
  • Establishing an emotional connection with your audience requires more than a beautiful, vibrant video. Your message must be aligned to each segment’s current challenges and motivations, and relevant to their position in the customer journey.
  • Optimize video as per audience behavior
  • Most LinkedIn users login through mobile devices. Make sure your videos are optimized for mobile connections, small screen-sizes, and devices set to mute. Ensure key messages are communicated at the start of every video, as most users will not watch to completion.
  • Optimize by commercial outcomes
  • With demand generation, investments in video advertising must be measured – and optimized – by commercial outcomes. Establish KPIs that you understand, and that track key events along with the customer journey. Ultimately demonstrating the business impact of your activity.
  • Integrate with your sales team
  • Successful demand generation programs integrate with both marketing and sales. LinkedIn’s targeting options i.e. video content isn’t just for the top of funnel – it can play a significant role in starting, nurturing, and converting prospects.
  • Make sure your strategy covers all stages of the customer journey, and supports your sales team as they work to close deals.

As per news from LinkedIn, LinkedIn video ads will offer brands the same targeting options as other LinkedIn advertising options, targeting via data from member profiles, such as company size, geography and job title, as well as via LinkedIn Matched Audiences.

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How to create LinkedIn ads that boost ROI?

Advertising with LinkedIn is something that can help B2B marketers to promote their business to targeted groups of professionals.

“According to recent studies, LinkedIn stands as the world’s largest business networking website and the most powerful way to reach their targeted audience of over 150 million engaged professionals.” 

If you are a B2B marketer and want to try LinkedIn ads to get more leads for your business, follow these steps to create LinkedIn ads that boost ROI:

  • Choose an Ad Format:
  • LinkedIn provides you with three distinct advertising formats that is, Text ads, Sponsored Content ads and InMail ads. This year, LinkedIn is all set to roll out video ads for marketers to take their marketing efforts one step further.
  • Using these ads, you can easily navigate targeted audiences to your website. In this image, you can see the sponsored update appears in the LinkedIn user’s news feed highlighted in the red box and three text ads appear adjacent to the sponsored ads, highlighted in the blue box.
  • People can view sponsored updates either by visiting advertiser’s website or by clicking on the image in the update and by clicking on the advertiser’s LinkedIn brand page. But for the text ads, users can only visit the advertiser’s website and click on the image in the text.
  • Create a Sponsored Update:
  • For creating a sponsored update, first, go to the LinkedIn Campaign Manager. If you have an account linked to your LinkedIn company page, then click on your account from the list and if you don’t have an account, you can create one by clicking on the “Add account” button.

After choosing your account, click on Create Campaign Button and select Sponsored Updates.

Enter a campaign name. Then either go for an update to sponsor from your company/showcase page or click on Create New Sponsored Update. You can also customize your updates.

Also, you can easily create more than one new updates for your campaign. Updates created will appear on Direct Sponsored Content tab on your company page or showcase page.  Once done, you can view these updates to see which performs better for your campaign.

  • Create a Text Ad:
  • For creating a text ad, first go to the LinkedIn Campaign Manager and select an account linked to your company page or showcase page. Then, click on the Create Campaign button and then, select Text Ads.
  • Enter your campaign name and configure your text ads. You have the option to direct your visitors to your LinkedIn page or website after they click your ad.
  • You can add an image, 25-character headline and a 75-character description for your ad, so make the most of it.  Moreover, you can create up to 14 additional versions to use for testing to see which ad performs better for your campaign.
  • Target Relevant Audiences:
  • There is the same option for targeting an audience for both ad formats.
  • Start your targeting with locations, professional characteristics like company name, company size, job title, school, skills, gender, age etc.
  • Set Your Ad Budget:
  • After configuring your target audience it’s time to set your ad budget. You can go with cost per click or cost per impression to pay for results.

Try LinkedIn ads platform if you are really looking forward to reach the most relevant professional audience for your business and boost your ROI with it.

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LinkedIn ads compared to Facebook ads - What’s better for your brand?

There are many advertising strategies but the one that brings out constant results is Social Media Advertising.

Global social ad spending doubled from $16 billion in 2014 to $31 billion in 2016 and is projected to increase another 26% in 2017.

Whether it is Facebook or LinkedIn, both provide social media ads but the major difference between them is that Facebook allows you to connect on a more personal level, while LinkedIn helps you network with companies, organizations, and professionals, among others. 

Selecting the right marketing channel is the key to reach your target audience and generate your desired results through it. And selecting a wrong channel can cost more and turn into a dismal failure.

Here’s what you need to know:

Comparison based on

Facebook Ads

LinkedIn Ads

Target Audience

General consumers, their lifestyle and interest

Companies and businesses to promote B2B exchanges and transactions

Industry

Specific industry through privacy options that limit data transmission

Broad industry through a professional and extended network

Analytics

Real-time, built-in reports consisting  of data of the audience type, their country of origin, and others

Does not provide extensive insights on page performance but uses Google Analytics to track conversions

Lead Generation & Marketing Goals

Caters to average consumers through direct sales

Gears toward more professional businesses across many industries

Demographics

Interests and location, allowing you to choose from a wide range of preferences

Targets users according to location, job titles and similar preferences

Cost Per Click

Gives the option to adjust how much you're willing to pay per day, which corresponds to the number of users you reach out to

Offers a specific way to reach audience but cost is higher than Facebook

Many businesses and authors have seen remarkable success with lead generation using LinkedIn Ads. Facebook is a cheaper choice, although it isn’t nearly as targeted, but is working on adding more targeting options, and this may lead to a more desirable and effective advertising.

Remember, however, that you should use the ideal advertising platform that suits your needs. A single platform will rarely meet an author’s need. The right mix of marketing strategies and powerful content are still keys to a successful campaign.

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6 ways to drive free quality traffic from LinkedIn to your website

For online marketers, success relies on two major factors: traffic and conversions. One of the best, and often overlooked traffic sources online is LinkedIn.

Yes, LinkedIn. This social media network is full of business decision makers and potential clients. The trick is getting them to your site. 

Here are the top 6 ways that can help you drive quality traffic from LinkedIn to your website.

  • Have a complete and updated profile:
  • For creating a killer LinkedIn profile, you don’t need to research what draws the attention of prospects.  So, the better-looking LinkedIn profile means – professional, complete and updated. The more qualified you'll appear to your audiences, the more eyeballs you’ll have on your site.
  • Increase connections:
  • A good LinkedIn profile is the one with lots of 1st degree connections. More 1st degree connections means more clicks and traffic to your site. More connections equal more views, that is more people are visiting your website and viewing your content. You must aim to have at least 500 1st degree connections and continue growing from there.
  • Join targeted groups:
  • Groups are the best place to share your content and links. Look for groups that are related to your brand or business. Some groups on LinkedIn have more than 500,000 members. That’s a large audience you can be engaging with and direct back to your site.
  • Start your own group:
  • Creating a group should be the top priority for business owners. It allows you to build an audience inside of LinkedIn and send a message to that targeted audience each week. Send messages to helpful resources and articles on your site. This way you not only become the go-to resource to these group members, you also drive traffic as well.
  • Customize your profile links:
  • Instead of having the generic links such as "my website" or "my blog" that LinkedIn provides, create a unique "call to action" where you directly tell visitors to click on the links you've placed, such as "Increase Your SEO" or "First Time Home Buyer -- Click Here".
  • Share Images:
  • Use images and videos. You probably already know that rich media — i.e. images, videos, slideshows and embedded content — drive more engagement than plain old text.
  • When you add an update, LinkedIn will look for a thumbnail image to include. That’s nice, but go ahead and upload a higher resolution image with every post.
  • The more descriptive and appealing the images, the more comments, likes and clicks. Remember also that when users engage with your post, it ends up in other users’ feeds.

Adding a LinkedIn button to your website is the easiest way to get other people sharing your content on the site. Even a handful of shares exposes your work to huge networks of potential customers.

And, there are many tools available to add a LinkedIn button to your site. That takes just a couple of seconds to setup and gives you all the analytics you need to make decisions about the content you’re posting.

Enroll In Our LinkedIn Marketing Course 

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Using LinkedIn ads to garner targeted B2B leads

According to recent studies, 80% of B2B leads come from LinkedIn and because of this, it has become the premier choice for many marketers. LinkedIn ads also helps in lead generation for your website. LinkedIn ads are an affordable way of promoting your brand with less effort.

Below are the ways to attract high quality leads and gain more sales.

  • Decide who you want to reach:
  • If you really want to drive quality leads, you should consider creating a buyer persona and you can start by looking toward your current customers.
  • Buyer persona can be created by listing all of the key traits and demographic information of your ideal customer. It is a ‘must do’ thing for all kinds of marketing campaigns but especially when you need to generate targeted leads. When it comes to LinkedIn, there are two ways that you can craft an effective Buyer persona.
  • Create a buyer persona that’s based on all of your current customers or customers that you have dealt with in the past.
  • Identify traits of your ideal customer, search the LinkedIn advertising platform using that trait and then analyze the profiles that show up.
  • Target your ads:
  • LinkedIn allows you to create segmented campaigns to test out different targeting criteria and use the one that works best for you. Segmented campaigns let you run the same ad multiple times, but aimed at different demographics, so you can more or less multivariate test to find out which group converts the highest.
  • When starting out your campaign, it’s best to start out with fairly broad targeting, and create different test cases to find the best one. For instance, as a membership management software company, you could start by targeting your ads only to people who work in the non-profit industry.
  • Bring your own tracking:
  • LinkedIn by the end of Q2-2016 offered a conversion tracking feature for marketers to measure their efforts. It’s a set of capabilities built directly into LinkedIn Campaign Manager that allows marketers to measure how many leads, sign-ups, content downloads, purchases, and other specific results you’re getting from your Sponsored Content and Text Ad campaigns.
  • The tracking code should be different for every ad/targeting variation, that way you can tell which ad is doing best.
  • With the conversion tracking code you can find which ad is doing best, and figure out exactly which ads and campaigns your leads came from, how much each lead is costing you, and, ultimately, your ROI on LinkedIn advertising.
  • Create unique content:
  • Always put great content in your ads, regardless of the channel it is going to be published on. But LinkedIn makes sure that you put great content into your ads by taking your ads out of circulation.
  • Use images that stands out
  • You only get 25 characters for your headline so make them count
  • Give a decent idea of what you do, and urge them with a strong call to action

If used properly, LinkedIn can be an awesome source of generating quality leads for your business.  LinkedIn recommendations also help in generating leads. The more recommendations you have, the more your chances of having leads for business. LinkedIn helps you in bringing prospective leads and ultimately, higher profits.   

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Proven tips for increasing ROI with LinkedIn ads

When it comes to developing an ad strategy for the LinkedIn network, you need to know about the people out there and examine why they are there. This network is more for professional B2B people. And people use this network for a variety of objectives but they are likely to be business related. 

Why do people visit LinkedIn?

Below are some reasons to answer this question:

  • To stay connected with their colleagues from previous employer’s (or current employer)
  • For the latest updates, by following other companies
  • For seeking jobs in a different company
  • To create a network with individuals in their company
  • To join a group for staying up-to-date on their industry

The above activities are not related to buying and shopping products or services. Isn’t this how most of the people use LinkedIn?

Some of the proven tips to get higher click-through rates and higher conversion rates on LinkedIn are stated below:

  • Target the appropriate audience:
  • Consider targeting the right audience. You can create the best ads for your LinkedIn ad campaign but if the wrong people (which are not targeted) are watching your ads, it’s not worth doing such a campaign for your business.
  • Don’t go for the hard sale:
  • Most people don’t visit LinkedIn network to shop or buy any products or services. It is recommended to have a flexible conversion action that requires less commitment. Consider giving whitepapers, eBooks or presentations that are more likely to work well on LinkedIn network.
  • Be direct and specific:
  • LinkedIn platform allows you to add 50*50 size image ads that are quite shorter than Facebook ads so you have less room to get entertaining, secretive or surprising. Make sure your ads are suitable for the targeted audience. Include a clear and strong call-to-action so that it can tell viewers what you want them to do and what they are going to receive.  
  • Launch test ads regularly:
  • If your LinkedIn ad campaigns are not hitting the LinkedIn network average click-through rate, you will always find difficulty in getting impressions and traffic.
  • Consider monitoring your ads. If you found that your ads are performing less than expected, pause them and start launching new tested variations on a regular basis to get better results.
  • Follow editorial guidelines:
  • Follow these LinkedIn editorial guidelines, otherwise it’s  not worth applying the above tips.
  • Don’t deceive or lie in your ad.
  • Don’t use non-standard spelling, grammar, capitalization, punctuation or repetition in your ad. 
  • Don’t use inappropriate or unacceptable language in your ad.
  • Don’t deceive, confuse, or otherwise degrade the experience of members who click on your ad.
  • Don’t use trademarks that you are not permitted to use.
  • Don’t use LinkedIn in your ad.
  • Don’t use an ad to facilitate the collection of a member’s data.

These above proven tips will surely be helpful to create a successful LinkedIn advertising campaign and get maximum ROI for your business.

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Things to know about LinkedIn conversion tracking

Conversion tracking is a top requested feature amongst online marketers. Unlike other social media networks, LinkedIn in Q2-2016, also introduced Conversion tracking, a set of capabilities built directly into LinkedIn Campaign Manager that allows marketers to measure how many leads, sign-ups, content downloads, purchases, and other specific results you’re getting from your sponsored content and text ad campaigns.

With LinkedIn conversion tracking you can:

  • See how many leads you're getting from your campaigns
  • Easily track website conversions from your LinkedIn programs in your Campaign Manager analytics. At a glance, understand your LinkedIn advertising ROI, conversion count, cost-per-conversion, conversion rate, and more. You can even track which audience segments are driving the most conversions.
  • Measuring the advertising ROI
  • Track conversions from desktop and mobile, whether members converted after clicking on -- or even after just viewing -- one of your ads.
  • Optimize results
  • Monitor the specific campaigns, ads, and the nature of the audiences that are driving conversions.

When to use LinkedIn conversion tracking:

You can use it anytime you want to perform an action as a result of any activity taken on your ad, it would benefit you to track conversions on your ads through the LinkedIn tracking pixel.

How to Implement LinkedIn conversion tracking:

  • Log into Campaign Manager using your email address associated with your Company Page.
  • Choose where you want to track conversions
  • Just enter the domain of your company’s website or where you want to track the conversions. With this you’ll be able to track conversions on every part of your site, even on sub-domains.

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20 HD Videos That Show You How To Grow Your Business Using LinkedIn

    • Add the LinkedIn Insight Tag to your website
    • It is a piece of java script code that allows you to track website conversion from your campaigns. Installing the tag on your site takes just a few minutes, and you only need to do it once.
      • Create a conversion action
      • An action tells LinkedIn which events marketers want to count as a conversion, like when someone fills out a form on your website.
        • Add your conversion action to a campaign
        • Once an action is created, you can record conversions for your ad campaigns. You can create as many events as you want for each campaign.
          • Measure your performance with analytics
          • As your campaign runs, you can monitor your conversion results in Campaign Manager. Use the data to optimize your campaigns.
          • When we don't have data about conversions then we're missing out on the most important part of the story, whether or not our campaigns are actually driving the business results that we want to see.

            LinkedIn is finally catching up with other major social advertising platforms and giving us insight into how ad campaigns are converting.

            Maximize your business benefits with LinkedIn video advertising in 2018

            Videos are engaging, memorable, and popular among consumers than any other type of content. In August 2017, LinkedIn allowed its users to upload videos, taking the platform one step closer to video ads, which will be launched anytime soon.

            These new video ads will initially debut on mobile, with desktop to be added “in the near future.” The Microsoft-owned professional network said these video ads will appear as stand-alone posts alongside other LinkedIn content, and the “Promoted” label will be affixed to those posts.

            According to reports, “Video ads have an average click through rate of 1.84% which is the highest of all digital ad formats”.

            Videos have become an inevitable part of advertising campaigns and if you are not using them then you are lagging behind your competitors.

            Here are the top 5 ways you can maximize your business benefits with LinkedIn advertising:

            • Video ads attracts users:
            • Graphical content attracts user attention. Video ads are the most effective way to engage your prospects and convert them into buyers.
            • Your message must be aligned to each segment’s current challenges and motivations, and relevant to their position in the customer journey.
            • Lead generation and conversions:
            • According to many e-comm sites, adding a video ad to a product description increases the chances of a shopper buying that item by up to 35%.
            • The simple reason behind using video ads is that consumers like to watch videos! At the same time, it is easier too for the professionals to show the product or service demonstration with audio and visuals together. It helps the consumers to digest the information in an easy way.
            • More views:
            • Your prospects or target audience enjoy watching video, which is one of the biggest benefits for a marketer. Here are some stats to prove so.
            • 78% of people watch online videos every week, and 55% view online videos every day.
            • 59% of executives say they would rather watch a video than read text.
            • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
            • SEO Benefit:
            • Advertising with video is the biggest advantage to marketers and many of them are prioritizing video content in their marketing arsenal. Distribution of videos on social media, posting them on blogs and embedding them on websites increases the likelihood that the target audience finds you when searching for relevant information.
            • Increased Visibility:
            • Introduction of video content on LinkedIn offers a great opportunity to reach a wider audience base by allowing advertisers to deliver short video ads. These ads increase the brand reach and make it much more familiar with its prospects.

            LinkedIn video ads will offer brands the same targeting options as other LinkedIn advertising options, targeting via data from member profiles, such as company size, geography and job title, as well as via LinkedIn Matched Audiences.

            It would be a terrific opportunity for marketers to attract their prospects and more brands would rely less on text only or image content on LinkedIn to grab the attention of their prospects.

            7 tested ways to optimize your LinkedIn marketing campaigns

            Are you a B2B marketer and want to reach your target audiences?  Are you using LinkedIn ads but still not getting the desired results for your business?

            Here is the solution.

            You just need to optimize your LinkedIn ads to earn more impressions, clicks, and leads. Optimizing LinkedIn ads will help marketers to enhance their connections, get more engagements and also boost profit.

            Here are some tricks and tips to optimize LinkedIn ads that will help marketers to maximize LinkedIn engagements and profit level.

            • At least 8 ads per campaign:
            • When it comes to promotion of your LinkedIn ads, creating ad campaigns is the best way to do it. But while you create campaigns, make sure that you don’t create too many at a time as it would become difficult for you to manage it properly. Even a marketer should also not create very few ad campaigns. So, it is recommended to keep at least 8 ads for one campaign.
            • Target LinkedIn groups:
            • Once you have created your LinkedIn ads, it’s time to increase  their visibility by targeting your ads to each and every group on LinkedIn. And it would be better to target in groups because targeting individuals will be less productive as compared to group targeting. LinkedIn groups are the place where you can find only interested and professional members, so don’t ignore them.
            • Focus on audiences to enhance LinkedIn ads:
            • To better enhance your LinkedIn ads, you just need to focus on the need of your audiences. And the best way is by interacting with your connection to understand what they actually want from your product and services. Another way is by simply asking for suggestions in groups and individual active users. Then create your ad according to that and it will help you in optimizing your LinkedIn ads also.
            • Resurrect an ad by changing its image:
            • Changing your ad image is another good way to optimize your LinkedIn ads for better impressions. Most of the marketers have been able to increase their CTR by simply changing their ad image. Choose a new ad image that is both relevant and eye-catching. Use bright colors, high contrast, and easily traceable images as they work well compared to unclear and vague images.
            • Support bold headlines with the ad description:
            • Use bold headlines with the ad description to make your ad stand out and grab the viewer’s interest in your ads. Make sure to add your headlines in a way that makes it clear what viewers can expect to find on your landing page once they click on your ad.
            • Give Call to action buttons:
            • Consider adding call-to-action buttons while creating your LinkedIn ads. You can directly land your visitors on your official website or page or wherever you want when a visitor clicks on the call-to-action button. Call-to-action buttons helps LinkedIn marketers to drive maximum traffic and higher search engine rankings for their business pages.
            • Track the performance:
            • Once you update your LinkedIn ad strategies, consider tracking the performance of your ad campaign. Marketers should regularly check click-through rates, engagements and finally profit rates to optimize their LinkedIn ads for better results.

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If you follow the above techniques and tips they will surely help to grow your business on the LinkedIn platform.

If you have questions or a comment please leave them in the comment section below.

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