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Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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In this webinar, you will learn:
- How LinkedIn targeting works: What options are available
- Persona targeting: How to find the right audience on LinkedIn
- Moment of truth: Reasons your targeting is failing
- Turning point: Expert targeting optimization tips
- Beyond the basics: Targeting features to consider

Published in: Marketing
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Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

  1. 1. LinkedIn Sponsored Content The Insider’s Guide to Targeting: How to Find Your Audience on LinkedIn Katerina Ram Team Lead, Online Sales LinkedIn Sponsored Content Pavels Kilivniks Content Strategist LinkedIn
  2. 2. 2 Agenda • How LinkedIn targeting works: What options are available • Persona targeting: How to find the right audience on LinkedIn • Moment of truth: Reasons your targeting is failing • Turning point: Expert targeting optimization tips • Beyond the basics: Targeting features to consider
  3. 3. “Everyone is not your customer.” Seth Godin
  4. 4. 4 40% of online ads reach the wrong audience*
  5. 5. 5 60-70% of content goes unread*
  6. 6. • Brand awareness (or) • Lead generationGoal • Relevant to Buyer Persona • Aligned to goalTargeting • Relevant to audience and goal • Adheres to best practicesContent (Creative) • Deliver on the promise in the creative • Simple, effectiveLanding Pages Framework for successful content marketing
  7. 7. How LinkedIn targeting works What options are available
  8. 8. LinkedIn targeting big picture 1 1. LinkedIn targeting is the most accurate way to reach business professionals on the Internet. 1. LinkedIn members keep their profiles up to date which is valuable for our clients. 1. LinkedIn is a premium product due to our targeting capabilities, accuracy, and user mindset.
  9. 9. Deciphering profile-based targeting Title Company Geography Member entered or IP Group Membership Company Following School Field of Study Graduation Year
  10. 10. Danie Seattle, WA USA Boston University COMPANY INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION FIELD OF STUDY DEGREE GRADUATION AGE SKILLS GROUPS IP Communication Bachelor of Science 2011, 25-34 Simply Measured, 51-200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging
  11. 11. 11 Targeting by function Inferred from user-entered title User-entered title (possibly many) ↓ Standardized Title ↓ ↓ Seniority Function Levels of seniority: Unpaid / Training / Entry IC* / Senior IC* / Manager / Director / VP / CXO / Partner / Owner *Individual contributor (IC) includes highly skilled professionals (e.g., engineer, teacher, doctor, lawyer, etc.)
  12. 12. 12 Company size and company industry Member industry is directly inferred from their current experience Company Entered Name ↓ Company Entered Industry ↓ Company Entered # of employees Sample Targeting Facets: Company Name → LinkedIn Company Industry → Internet Company Size → 5,000-10,000 Large companies may span several industries but can only choose one. Spot-check Company Pages to ensure you are targeting the correct industry.
  13. 13. Targeting by skills and groups Reach experts in their field When targeting by skills you are reaching members who: • Explicitly added their skills into the skills section of their profile • Have skills mentioned in their profile text, but not within the skills section • Have inferred skills based on explicit skills and key values they entered When targeting by groups you are reaching members who: • Joined an interest group and have it listed in the groups section
  14. 14. Persona targeting How to find the right audience on LinkedIn
  15. 15. 15 Buyer personas Representations of your ideal customer • Do they have specific job functions? • Do they have certain skills? • Where are they located? • Do they work in a certain industry? • Do they belong to certain LinkedIn groups?
  16. 16. The tech-savvy sales professional Have you met Marie? Things she cares about Where she might spend today Professional background Personal background and interests • Generating awareness early • Driving leads/opportunities/revenue • Using innovative tools • Sales manager • Graduate degree • Heavy Salesforce user • Social seller • Head of sales for SMB • Reading Pulse articles • Connecting with clients on LinkedIn • Participating in group discussions • Late 20s • Female • Volunteers at the Humane Society • Runs 5 and 10Ks
  17. 17. The tech-savvy sales professional Using the correct targeting and content mix Marie Campaign 1 • Job Function – Sales • Seniority – Manager + Campaign 2 • Groups – Sales, emphasis on SMB and tech Campaign 3 • Skills - Social Selling • Skills - LI Sales Navigator Campaign 4 • Groups - Salesforce
  18. 18. The seasoned sales leader Have you met Thomas? Things he cares about Where he might spend today Professional background Personal background and interests • Efficient sales teams • Low cost per acquisition • Software that enables his teams, and is reliable and customizable • Sales director • Bachelor’s degree • Prefers personal selling • Team uses Salesforce • Mid-size company • Connecting on LinkedIn • Reading through the feed on the train • Participating in leadership and management training • 42 years old • Male • Compassionate leader
  19. 19. The seasoned sales leader Using the correct targeting and context mix Thomas Campaign 1 • Job Function – Sales • Seniority – Director + Campaign 2 • Groups - Leadership • Job Function - Sales Campaign 3 • Skills – Leadership • Skills – Management • Job Function - Sales Campaign 4 • Groups - Salesforce
  20. 20. Moment of truth Reasons your targeting is failing
  21. 21. Three reasons your targeting is failing Combining all your demographics into one Spreading yourself too thin Hyper-targeting your campaigns
  22. 22. #1: Combining all demographics into one ❏ Break out demographics ❏ Group industries ❏ Personalize content
  23. 23. #2: Spreading yourself too thin Having too many campaigns: ❏ Spread your budget too thin ❏ Slow impressions needed to make optimizations ❏ Fluctuate pacing
  24. 24. #3: Hyper-targeting campaigns ❏ Campaigns have little scale ❏ Use audience expansion feature
  25. 25. Turning point Expert targeting optimization tips
  26. 26. Five expert targeting optimization tips A/B test your campaigns Start broad Analyze your audience Target individual contributors (ICs) Tailor your content to your target audience
  27. 27. TIP #1: A/B test your campaigns A/B test the same persona with multiple targeted campaigns to: • Allow for scale • Facilitate future optimizations • Showcase demographics
  28. 28. TIP #2: Start broad Use 2–3 targeting criteria. Aim for 300k+, a good base number.
  29. 29. TIP #3: Analyze your audience Real-time click-demographics can tell you exactly who engages with your brand. After analyzing who engages most with your content, target a more specific demographic.
  30. 30. TIP #4: Target individual contributors Don’t underestimate the influencing power of the IC. ICs include software engineers, lawyers, doctors, consultants, etc.
  31. 31. TIP #5: Tailor your content to your target audience Great performance can’t happen without a mix of great content and great targeting. Great Content Great Targeting
  32. 32. Beyond the basics Targeting features to consider
  33. 33. 33 Audience expansion ▪ Scale campaigns to audiences that are similar to the your target audience. ▪ Discover new audiences by leveraging facets such as groups, skills, and job titles.
  34. 34. 34 Field of study, degree Reach professionals that have a Bachelor’s degree or target people who have advanced degrees. Reach professionals with different fields of study. Home in on the exact educational qualifications you are looking for in a candidate.
  35. 35. 35 Align sales and marketing by seamlessly engaging influencers and decision-makers across your key accounts on LinkedIn The power of account-based targeting
  36. 36. Recap: What you learned today LinkedIn targeting is the most accurate way to reach business professionals who maintain up-to-date profiles. Combining all demographics into one, spreading yourself too thin, and hyper- targeting campaigns are prerequisites for failure. A/B testing your campaigns, starting broad, analyzing your audience, targeting individual contributors, and tailoring your content to your audience are all key to success. Go beyond the basics and experiment with the audience expansion feature, targeting by field of study, and account-based targeting.
  37. 37. Q&A

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