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Paid Social Strategy

Organization
LeadMagic
paid-social-strategy

Builds a B2B paid social plan across LinkedIn, Meta, and TikTok: platform selection, audience building, creative testing, and budget allocation. Use when the user is launching paid social, planning LinkedIn ads, or allocating a paid media budget. Triggers on: "paid social", "LinkedIn ads", "social advertising", "paid media strategy", "B2B ads".

Overview

PublisherLeadMagic
Repositorygtm-skills
Skill namepaid-social-strategy
Stars
72
Forks
18
Bundled files
4
LicenseMIT
Links
Skill sourceRepositoryHomepage
  • Markdown instructions

    A SKILL.md file the model loads on demand, so it only costs tokens when a request actually matches.

  • Works with any LLM

    AI skills are plain Markdown, not provider-specific code, so this works with GPT, Claude, Gemini, Grok, or a local model.

  • 4 bundled files

    Scripts, templates, and references the model can read while it works. Files are read-only and never executed.

  • Open source

    Published by LeadMagic on GitHub. Read the source before you install it.

Installation

Install the Paid Social Strategy AI skill in TypingMind to use it with any LLM, or drop it into another agent that reads SKILL.md.

1

Install in TypingMind

TypingMind installs a skill straight from its GitHub folder — it reads SKILL.md, bundles the resource files, and stores the result locally.

  1. Open the app and go to Plugins → Skills.
  2. Choose "Install from GitHub".
  3. Paste the skill folder URL below and confirm.
    https://github.com/LeadMagic/gtm-skills/tree/main/skills/demand-gen/paid-social-strategy
  4. Enable the skill in any chat where you want it available.
Plugins → Skills → Add skill → From GitHub URL, then paste the folder URL and press Continue.
2

Install in another agent

Any agent that reads the Agent Skills format can use this skill — copy the folder into that agent's skills directory.

Claude Code — .claude/skills
git clone --depth 1 https://github.com/LeadMagic/gtm-skills.git /tmp/gtm-skills
mkdir -p .claude/skills
cp -r /tmp/gtm-skills/skills/demand-gen/paid-social-strategy .claude/skills/paid-social-strategy
Restart Claude Code after copying so it picks up the new skill.

Use it in TypingMind

Enable Paid Social Strategy in any TypingMind chat and the model takes it from there. Its name and description sit in the system prompt, and the moment a request matches, the model loads the full instructions itself — you never invoke it by hand, and it costs no tokens until it is actually used.

The model loads Paid Social Strategy on its own as soon as a request matches it.

Works with any AI model

AI skills are plain Markdown instructions rather than provider-specific code, so Paid Social Strategy is not tied to the model it was written for. Install it once in TypingMind and use it with GPT-5, Claude, Gemini, Grok, DeepSeek, Mistral, Llama, or a local model you run yourself — all on your own API keys.

  • Loaded only when it is needed

    The system prompt carries just the name and description. The instructions are fetched on the first matching request, so an idle skill costs nothing.

  • Switch models mid-chat

    Because the skill is instructions rather than code, changing model does not break it — the next model reads the same SKILL.md.

Skill instructions

This is the SKILL.md content the model loads. Read it before installing — a skill is instructions your model will follow.

Paid Social Strategy (B2B)

Overview

Paid social for B2B is fundamentally different from B2C — you're not optimizing for clicks, you're optimizing for pipeline. LinkedIn is the primary platform, but Meta retargeting and emerging channels (TikTok for B2B, Reddit ads) are increasingly viable. This skill covers platform strategy, audience architecture, creative testing, and pipeline measurement.

Authoritative Foundations

  • Chris Walker — Demand Creation & Paid Social Education — Dark social demand — self-reported attribution; LinkedIn influence is unmeasurable in last-touch.
  • The B2B Institute (LinkedIn) — 95:5 rule — Most buyers are out of market; budget for reach and memory as well as lead capture.
  • LinkedIn Marketing Solutions — Targeting and ad best practices — Build audiences from company lists and job attributes, and refresh creative before frequency drives fatigue.

When to Use

  • "Launch paid social"
  • "LinkedIn ads strategy"
  • "B2B advertising plan"
  • "Paid media strategy"

Step-by-Step Process

Phase 1: Platform Selection

  • LinkedIn: Primary. Job title + company + industry targeting. Lead gen forms. Thought leadership ads (document ads). $5-15 CPL typical. Best for $10K+ ACV.
  • Meta (Facebook/Instagram): Retargeting only for most B2B. Website visitors, content engagers, video viewers. Lower CPMs, broader audiences.
  • TikTok: Emerging for B2B. Organic-style creative. Reaching younger decision-makers. Test with $500 budget before scaling.
  • Reddit: Community-first. Sponsored posts in relevant subreddits. Authentic voice required.
  • YouTube: In-stream ads for product demos, customer stories, thought leadership.

Phase 2: Audience Architecture

  • Cold audience: ICP targeting (title, industry, company size). Content/thought leadership ads. Goal: content engagement, not demo request.
  • Warm audience: Website visitors (pixel), content engagers, video viewers (50%+). Case study/social proof ads. Goal: demo/book-a-call.
  • Hot audience: Pricing page visitors, demo requesters (didn't convert). Direct offer ads. Goal: convert.
  • Account-based: Upload target account list, target employees at those companies. Coordinated ad + outbound motion.

Phase 3: Creative Strategy

  • Thought leadership: "The 3 attribution mistakes costing you 40% of pipeline" → lead gen form for full guide. Document ad format on LinkedIn.
  • Social proof: Customer quote + results + logo. Video testimonial > text.
  • Product demo: 30-60 second product walkthrough, specific use case.
  • Event/webinar: "Live: How [Company] scaled outbound to $10M pipeline" → registration.

Phase 4: Budget & Bidding

  • Start: $3-5K/month test budget per platform
  • Bid strategy: Max delivery for awareness, manual CPC for lead gen
  • 80/20 rule: 80% budget on proven campaigns, 20% on tests
  • Kill campaigns with CPL > 2x target after 500+ impressions
  • Retargeting budget: 15-25% of total

Phase 5: Pipeline Measurement

Don't measure ads on clicks and CPL. Measure:

  • Pipeline generated (opportunities from ad-influenced accounts)
  • Pipeline influenced (ads touched account before opportunity created)
  • Cost per opportunity (total ad spend / opportunities)
  • Cost per closed-won (total ad spend / closed-won deals)
  • Ad-influenced pipeline as % of total pipeline

Output Format

Paid social plan with: platform allocation, audience architecture, creative briefs, budget model, and pipeline measurement framework.

Quality Check

Before delivering, verify:

  • All required sections are complete
  • Output matches the user's stated need
  • Named frameworks are cited for key recommendations
  • No vague claims — every recommendation has a specific action
  • Deliverable is ready for operational use, not just conceptual

Common Pitfalls

  1. Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
  2. One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
  3. Measuring paid social on clicks. Clicks and CPL don't equal pipeline. Fix: track pipeline generated and cost per opportunity from each channel.

Execution Artifacts

  • references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
  • templates/output-template.md — copy-paste deliverable structure for the user
  • scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand:
  • references/chris-walker-mental-models.md — Repo root: demand creation, paid social philosophy Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

  1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
  2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
  3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
  4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
  5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

  • B2B Paid Social Framework: apply only the part that directly improves the requested deliverable.
  • LinkedIn Ads Best Practices: apply only the part that directly improves the requested deliverable.
  • SiriusDecisions — Demand Waterfall: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

  • A crisp diagnosis of the current situation
  • A recommended path with tradeoffs, not a generic list
  • A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
  • A measurement plan with leading and lagging indicators
  • Risks and edge cases called out before execution

Adaptation Rules

  • For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
  • For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
  • For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

Related Skills

  • campaign-analytics, attribution, content-marketing, landing-pages, ad-creative-strategy

Bundled files

The model reads these on demand while the skill is loaded. They are exposed as readable files and are never executed.

Frequently asked questions

What does the Paid Social Strategy AI skill do?

Builds a B2B paid social plan across LinkedIn, Meta, and TikTok: platform selection, audience building, creative testing, and budget allocation. Use when the user is launching paid social, planning LinkedIn ads, or allocating a paid media budget. Triggers on: "paid social", "LinkedIn ads", "social advertising", "paid media strategy", "B2B ads".

Why use Paid Social Strategy on TypingMind?

Because you install it once and use it with any model. Paid Social Strategy is plain Markdown rather than provider-specific code, so the same skill runs on GPT-5, Claude, Gemini, Grok, or a local model — and you can switch model mid-chat without it breaking. TypingMind runs on your own API keys, so you pay providers directly instead of a per-seat subscription, and your skills and chats stay in your own storage.

How do I install Paid Social Strategy in TypingMind?

Open Plugins → Skills → Install from GitHub in TypingMind and paste https://github.com/LeadMagic/gtm-skills/tree/main/skills/demand-gen/paid-social-strategy. TypingMind reads its SKILL.md and bundles its files and installs it as a skill you can enable per chat.

Which AI models can use Paid Social Strategy?

Any model you connect in TypingMind. AI skills are plain Markdown instructions rather than provider-specific code, so GPT, Claude, Gemini, Grok, and local models can all load this skill when a request matches it.

How many AI models can I use with Paid Social Strategy?

As many as you like. As long as a model supports skills, you can use Paid Social Strategy with it — GPT, Claude, Gemini, Grok, DeepSeek, Mistral, Llama and more — all on TypingMind with your own API keys.

Is the Paid Social Strategy AI skill free?

Yes. It is published on GitHub by LeadMagic under the MIT license. You only pay your own AI provider for the tokens you use.

What are AI skills?

An AI skill is a reusable instruction bundle that teaches an AI model how to do one specific task. It follows the open Agent Skills format: a SKILL.md file with a name and description, plus any scripts, templates or reference files the model may need. The model reads the instructions only when your request matches the skill, so an installed skill costs nothing until it is used.

How are AI skills different from plugins or MCP servers?

A plugin or MCP server gives a model new tools to call — code that runs somewhere and returns a result. An AI skill gives the model knowledge and process instead: how to approach a task, which steps to follow, what good output looks like. Skills are plain Markdown, so they need no server, no API key and no runtime, and they work with any model.

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