AN EASY WAY TO TARGET YOUR AUDIENCE ON LINKEDIN

 

AN EASY  WAY TO TARGET YOUR AUDIENCE ON LINKEDIN

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Targeting is a foundational element for running a successful advertising campaign — getting your targeting right leads to higher engagement, and, ultimately, higher conversion rates. 

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What sets LinkedIn targeting apart from

 that of other platforms is that members are incentivized to keep their profiles accurate and up-to-date for networking, personal branding, and job opportunities. With LinkedIn, you can reach a quality audience consisting of influencers, decision-makers, and executives. 

When members complete their LinkedIn profiles, they provide information on their job experiences, company, skills, and more. 

This means you can target members using profile-based demographic information,  re-target visitors from your website, or upload lists of contacts or companies for your account-based marketing efforts.

On LinkedIn, you can reach members using the following demographic targeting options:

 

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Company    Demographics    Education    Job Experience    Interests

Company Name

Company  Connections

Company Followers

Company Industry

Company Size

Member Gender

Member Age 

Member Schools

Fields of Study

Degrees

Tips for Optimizing Your Targeting Strategy

Now that you’ve learned about the different ways you can target your ads in Campaign Manager, you’ll want to know how you can optimize your targeting strategy to ensure you’re getting the most out of your campaigns. 

Here are four important LinkedIn targeting dos and don’ts to get you started: 

DO

Make sure your buyer personas are clear and well-defined. 

Segment out key personas into separate campaigns, and group together the options that make sense, including related industries, locations, and job functions. This will help you deliver the right messaging to a specific subset of LinkedIn members.

Add no more than two additional targeting options in addition to the Location option. 

We recommend the following audience sizes for LinkedIn’s advertising products. Keep in mind, there’s no one-size-fits-all recommendation, which is why testing is crucial. 

Sponsored Content: 300,000+ members

Text Ads: between 60,000 and 400,000 members

Sponsored InMail: 100,000 or fewer member

DON’T

Hyper-target your campaigns.

It’s tempting to use every targeting feature possible. However, a limited scale will hurt your campaigns.

Lump all of your buyer personas into one campaign.

You’ll likely see poor campaign performance if you use just one campaign to target professionals in different countries, from different continents, and in unrelated industries and functions. If your target audiences are all lumped together, you’ll have trouble personalizing your content for each stakeholder group.

More Customized Options with Matched Audiences

In addition to detailed Demographic Targeting, Matched Audiences also helps you engage those key accounts, prospects, and customers that matter most to your business, with:

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Using Audience Expansion and Lookalike Audiences to Reach Similar Audiences

Audience Expansion and Lookalike audiences deliver your content to members who are similar to your target audience in terms of Demographics and Interests. This increases the scale and reach of your campaign by delivering your ad to additional members who may be interested in your content.

When to use Audience Expansion vs Lookalike audiences: 

When you already have a high-performing audience – either from people visiting your website, people who provided you their email, or a tailored account list, Lookalike audiences can help you find more people who look like these individuals or companies. 

When you are using profile-based demographic targeting, Audience Expansion can help reach new audiences that fit your selected options.

LinkedIn Business Lines

Although this course focuses on our Marketing Solutions business, it’s important to understand the various business lines of LinkedIn and how they can help you or your customers:

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Product    Description    User Cases

Hire    Attract talent and recruit candidates from the world’s largest talent pool    Recruiters, Human Resources, and Recruiting Agencies looking to build talent brand, post jobs, and source candidates

Market    Market to the world’s largest professional audience (includes Elevate)    Marketers, Ad Agencies, PR/Communication teams looking to build their brand and promote their product or service through paid media efforts 

Sell    Power your social-selling efforts with real-time sales intelligence    Sales Team, Business Development, and Executives looking for a sales tool to target the right buyers, understand key insights, and engage with personalized outreach

Learn    Develop talent and keep skills current with personalized eLearning    For individuals, Learning & Development, and Talent Development Teams looking for an online learning platform that enables individuals and organizations to achieve their objectives and aspirations through thousands of expert-taught online courses

Unlocks a Unique Opportunity for Your Brand(s)

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