Targeting on LinkedIn allows you to reach a professional audience using a variety of options including experience, company, education, and interests. Experience can be targeted by job function, title, seniority, and years of experience to reach professionals with specific expertise. Company targeting options include industry, company name, and company size to reach employees of key accounts. Education targeting uses school, degrees, and fields of study. Interests are targeted using member interests and groups. Combining multiple targeting options helps create an effective audience.
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Presentation delivered at a special Identity event on March 22, 2016. We discussed LinkedIn strategies for business-to-business companies and professional services firms.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Step by step guide on LinkedIn Ads
1. Campaign Goals
2. Campaign Name
3. Targeting
4. Budget & Time Period
5. Creative Assets
6. Ad Approval
7. Tracking Results
Click here to get started today!: https://www.linkedin.com/ads/home
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
TiE Institute Tourmalet Social Business "Leveraging Your Network"Robert (Rob) Burns
This session was held on Nov 17, 2011 at PwC Tower, 18 York Street in Toronto.
The session focus was on ‘Leveraging Your Network’.
Session Overview
The workshop’s specific focus was on the following aspects:
• Goals and Concepts of Networking
• Fundamentals of Relationship Building
• Tools and Systems of Social Networking
• Maintaining Communication Richness
• Strategies to Leverage Your Network
Presenters
Bobby Umar, President, Raeallan
Katherine Roos, Small Business Manager, Enterprise Toronto
Robert Burns, President, Tourmalet Advisory Services
Shelley Mayer, Founder, Ramp Communications Inc.
The LinkedIn Brand and Demand Playbook highlights how to spread awareness, engage and convert the audiences across the user journey for brands and much more.
Presentation delivered at a special Identity event on March 22, 2016. We discussed LinkedIn strategies for business-to-business companies and professional services firms.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Step by step guide on LinkedIn Ads
1. Campaign Goals
2. Campaign Name
3. Targeting
4. Budget & Time Period
5. Creative Assets
6. Ad Approval
7. Tracking Results
Click here to get started today!: https://www.linkedin.com/ads/home
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
TiE Institute Tourmalet Social Business "Leveraging Your Network"Robert (Rob) Burns
This session was held on Nov 17, 2011 at PwC Tower, 18 York Street in Toronto.
The session focus was on ‘Leveraging Your Network’.
Session Overview
The workshop’s specific focus was on the following aspects:
• Goals and Concepts of Networking
• Fundamentals of Relationship Building
• Tools and Systems of Social Networking
• Maintaining Communication Richness
• Strategies to Leverage Your Network
Presenters
Bobby Umar, President, Raeallan
Katherine Roos, Small Business Manager, Enterprise Toronto
Robert Burns, President, Tourmalet Advisory Services
Shelley Mayer, Founder, Ramp Communications Inc.
The LinkedIn Brand and Demand Playbook highlights how to spread awareness, engage and convert the audiences across the user journey for brands and much more.
Leveraging LinkedIn's Advanced Features for Effective Paid Social AdvertisingSarah Boyer
In the evolving landscape of digital marketing, LinkedIn has emerged as a powerhouse for paid social advertising, especially for B2B marketers. With over 800 million professionals worldwide, LinkedIn offers a unique platform that combines extensive reach with unparalleled targeting capabilities. This article delves into leveraging LinkedIn's advanced features for effective paid social advertising, discussing strategies and best practices to maximize ROI.
The most successful LinkedIn campaigns are tested, refined
and optimized over time. With diligence, you can find a more
relevant audience without sacrificing reach. Here’s what you can do to get the most out of LinkedIn’s targeting capabilities.
Are you struggling to reach your B2B audience on LinkedIn? With over 900 million members, LinkedIn can be a valuable tool for businesses to connect with potential clients and customers. However, without the right B2B LinkedIn targeting strategies, your message may go unnoticed by the people who matter most to your business.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
Join LinkedIn’s in-house marketing experts Irina Skripnik and Cassandra Clark for this 60-minute session, which will provide an insider’s perspective on how to target on LinkedIn.
You'll come away from this webcast with a firm grasp of:
- How LinkedIn targeting works
- Targeting best practices to drive results
- How to achieve your account-based marketing objectives
Discover how you can reach the audiences that matter most to your businessBlack Marketing
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
How to Use LinkedIn to Impact Every Stage of the Marketing FunnelLinkedIn
As a digital marketer, it can be challenging to identify the most effective mix of marketing channels to use, as well as the right technologies to support these efforts. After all, we marketers are a diverse bunch. Some of us live in a world governed by leads and conversions, while others prioritize increasing brand awareness with the right target audience. And of course, there are those who believe that impacting the entire marketing funnel is important—reaching the right people at the top of the funnel and nurturing them through the buying process until they are ready to buy.
The LinkedIn Marketing Solutions platform—comprised of Display Advertising, Sponsored Updates, Sponsored InMail, Lead Accelerator, and Text Ads—is designed precisely with these full-funnel objectives in mind.
Whether you’re a demand generation marketer focused on leads, a brand marketer looking to increase awareness with a professional audience, or perhaps a little bit of both, our portfolio has been purpose-built to help you succeed in reaching the right prospects across any long and complex purchase process. Find out how the platform can help you, no matter what your goals are.
Linkedin Marketing Solutions Overview - December 2016Andrew Lowrey
An overview of Linkedin's marketing solutions portfolio in December 2016. We can help you achieve your business goals and reach audiences that are hard to find, all in one place.
In the modern business setting, where the environment becomes more competitive day after day, finding new clients and driving revenue growth is a vital part of any company. When it comes to the most effective ways for LinkedIn Lead Generation B2B, it is a good idea to use the following methods.
TAKO has been in the business since 1979, thus it is aware of the significance of LinkedIn Lead Generation B2B to businesses’ success. Because of TAKO Digital Marketing’s expertise in LinkedIn Lead Generation B2B Malaysia marketing, we can help businesses generate more leads and boost their conversion rates.
In this blog article, we’ll discuss the LinkedIn Lead Generation B2B strategies that we adopt to generate leads for your company.
Similar to Reach your audience: Targeting on LinkedIn (20)
É hora de aposentar seu conceito de "velho": dados e insights sobre os sênior...Luiz Navarro
Brasil está envelhecendo. Com menos nascimentos e mais longevidade, cresce a participação dos sêniores na população. Ao contrário dos estereótipos que vemos na mídia e na publicidade, muitas dessas pessoas são ativas, produtivas e conectadas. O próprio conceito de "velho" mudou e, se uma coisa não envelheceu bem, foram as noções que temos mantido sobre o que é ser idoso nos dias de hoje.
Dados do Google, fontes externas e entrevistas nos ajudam a entender melhor os hábitos e anseios dessa população madura. Essas transformações têm um impacto profundo e crescente em nossa sociedade, e é fundamental que as marcas possam enxergar esse público com um olhar rejuvenescido.
Como o país está envelhecendo?
No Brasil e no mundo, as taxas de natalidade estão caindo. Além disso, os avanços na medicina fazem com que a expectativa de vida aumente de maneira global. Resultado: a humanidade está ficando mais velha.
Mapeamento de Perfil Comportamental e Sócio EducacionalLuiz Navarro
Profiler OFICINA PERSONA® é uma moderna ferramenta de identificação de perfil comportamental e profissional, 100% brasileira. Validada estatisticamente pelas universidades UFMG (Universidade Federal de Minas Gerais) e USP (Universidade de São Paulo, com acerto de 97,8% na mensuração das competências comportamentais.
Fomentada pela FINEP e apoiada pelo Ministério de Ciência e Tecnologia e Inovação.
Aliamos a Inovação Tecnológica ao RH, síntese da Gestão Estratégica do Capital Humano.
Porquê Mapear os comportamentos para cada cargo e função:
1- Colaboradores mapeados e alocados corretamente, trabalham dentro da sua área de talento, resultando em aumento na produtividade.
2- Equipes mapeadas têm melhores relacionamentos interpessoais, repercutindo positivamente no clima organizacional.
3- Quem trabalha dentro da sua área comportamental permanece mais tempo na empresa, reduzindo o Turn-Over e o prejuízo com contratações erradas.
4- Pessoas que permanecem mais tempo dentro da empresa, trabalhando nas funções mais adequadas, entregam serviços e produtos com melhor qualidade.
5- Pessoas que trabalham na função ajustada ao seu comportamento têm índices menores de estresse negativo. Desenvolvem a habilidade de absorver o estresse produtivamente.
Conheça algumas das mais de 50 informações sobre perfis profissionais e comportamentais, disponíveis nos relatórios do sistema Profiler OFICINA PERSONA®:
+A motivação, energia e pique pro trabalho
+ Forma de trabalhar
+ Motivadores e necessidades básicas
+ Nível de adequação ao cargo atual, como adaptar a novas funções
+ Nível de estresse, e como utilizá-lo a seu favor
+ Perfil profissional: Executor, Comunicador, Planejador, Analista
+ Estilo de Liderança
+ Área de Talento
+ Potencial de trabalho
E MUITO MAIS! Entre em contato com https://www.linkedin.com/in/lcfnavarro/ peça uma demonstração gratuita para você e ou sua empresa.
English level Upper Intermediate – B2*Luiz Navarro
*Common European Framework of Reference for Languages (CEFR)
Assessment of language skills:
Listening: Student understands most TV news and the majority of films in standard dialect.
Speaking: Student can interact with a degree of fluency with native speakers and can explain his or her point of view.
Writing: Student is able to produce a detailed text about various topics as well as to write essays or compositions.
Reading: Student can read articles concerned with current problems and can also understand modern literary works.
PERFIL DO TERRITÓRIO
1) Analisando o Uso do Próprio Tempo
2) Identificação / Mapa geográfico da área
3) Itinerário para cobertura da área
4) Resumo (quantidade) dos segmentos de atividade comercial, industrial, agroindústria, agropecuária, hospitais, etc.
5) Estrutura do distribuidor
6) Definir os parâmetros para potencial de mercado (classificar por segmento e por município)
7) Principais concorrentes
8) Identificar instituições de ensino e de pesquisa, que são líderes e formadores de opinião
9) Relação completa dos clientes A, B e C (300 clientes)
10) Sazonalidade dos segmentos de atuação
has successfully completed all requirements and criteria for the
Lower intermediate - A2* level of our course (86 hours). This level includes the study of structures, functional spoken nglish and 622 words.
*Common European Framework of Reference for Languages (CEFR)
PROJET FERTILE DANS LA VALLEE AUX THERMAUX Préserver la nature et les hommes
ECONOMIE - ECOLOGIE – EMPATHIE
BIEN ETRE & PERMACULTURE
Osez le safran Tracez votre route en or
Projeto Fértil no Vale Termal - Preservando a Natureza e as Pessoas
ECONOMIA - ECOLOGIA – EMPATIA
BEM ESTAR & PERMACULTURA
Interaja e Atreva-se com o Açafrão
Venha traçar a sua jornada em ouro
PARA Viver, trabalhar, renovar um projeto
PARA Apoiar e manter um local seguro para futuras incubações
períodos particulares de transição ou desejo de mudança:
cultivar a terra, convivência multicultural, resignificar a vida de alguém
Um projeto para todas as idades e para todas as trajetórias de vida!
Venha Viver Uma Aventura na França
A tecnologia na gestão do Capital Humano;
Gestão por competência comportamental;
Como mensurar o valor do Capital Humano;
Motivação produtiva.
Perfil profissional e comportamental.
Certificação Internacional - Mapeamento de Perfil ComportamentalLuiz Navarro
Porquê Mapear os comportamentos para cada cargo e função?
►Colaboradores mapeados e alocados corretamente, trabalham dentro da sua área de talento, resultando em aumento na produtividade.
►Equipes mapeadas têm melhores relacionamentos interpessoais, repercutindo positivamente no clima organizacional.
►Quem trabalha dentro da sua área comportamental permanece mais tempo na empresa, reduzindo Turn Over e o prejuízo com contratações erradas.
►Pessoas que permanecem mais tempo dentro da empresa, trabalhando nas funções mais adequadas, entregam serviços e produtos com melhor qualidade.
►Pessoas que trabalham na função ajustada ao seu comportamento têm índices menores de estresse negativo.
►Desenvolvem a habilidade de absorver o estresse produtivamente.
Edição Especial - CERTIFICAÇÃO INTERNACIONAL - Analista Mapeamento Perfil Com...Luiz Navarro
A expressão Perfil Comportamental está diretamente ligada a suficiência, a capacidade e ao talento que uma pessoa tem para realizar uma determinada tarefa ou função.
O modelo de Gestão com foco em Perfil Comportamental se enquadra dentro do conceito de RH Estratégico, surgindo de forma inovadora para atender as novas demandas do ambiente organizacional, proporcionando na prática a pessoa certa, no lugar certo.
Inovação de valor na gestão do Capital Humano.
O RH enfrenta diariamente um cenário de alto Turnover, Dificuldade em Identificar Talentos, Conflitos entre
Gerações, dentre outros problemas. Isso implica diretamente no modelo de gestão das pessoas. Lidar com estes e outros problemas obtendo alta produtividade, é muito difícil, quase impossível.
O sistema Profiler OFICINA PERSONA® é uma moderna ferramenta de identificação de perfil comportamental e
profissional, 100% brasileira, validada pelas universidades UFMG e USP, com acerto de quase 98% na
mensuração das competências comportamentais, é fomentado pelo FINEP e apoiado pelo Ministério de Ciência,Tecnologia e Inovação.
Aliamos a Inovação Tecnológica à Gestão do Capital Humano.
Nossa formação possui Certificação Internacional, você poderá atuar como Analista de Perfil Comportamental
Profiler Oficina Persona no Brasil e nos EUA.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
2. Introduction
HowLinkedIn Targetingworks
Theme1: Experience
Theme2: Company
Theme3: Education
Theme4: Professional Interests
Theme5: Identity
Morecustomized options with
Matched Audiences
Tipsto optimizeyour
targetingstrategy
Conclusion
PartI:
PartII:
PartIII:
PartIV:
PartV:
3
4
10
15
17
19
20
26
29
33
TableofContents
| Reach your audience: Targeting on LinkedIn2
3. Introduction
Steve Kearns
Content Marketing, LinkedIn
Johanna Kimura
Product Marketing, LinkedIn
Part I
Targeting is a foundational element of running a
successful advertising campaign — Getting your
targeting right leads to higher engagement, and
ultimately, higher conversion rates.
By advertising on LinkedIn, you are getting your
message in front of the right person when they are
most engaged, and you can reach a professional
network of more than 610 million members strong by
leveraging accurate first-party data at scale.
In this guide, you’ll learn how targeting on LinkedIn
works and the different ways LinkedIn allows you to
market to those who matter most to your business.
You’ll also learn targeting tips and best practices that
you can immediately apply to your campaigns.
Let’s find your targeting sweet spot on LinkedIn.
Reach your audience: Targeting on LinkedIn | 3Part I: Introduction |
4. HowLinkedIn
Targetingworks
Part II
Seattle, Washington USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured
51-200 employees
Internet
Senior Marketing Manager
Marketing, Senior Individual
Contributor
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging
B2B Marketing, Advertising
Strategies, Digital Marketing
Location, IP
School
Field of Study
Degree
Graduation, Age
Company
Size
Industry
Job Title
Function, Seniority
Groups
Skills
Interests
Danie
LinkedIn targeting is differentiated because
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 composed of
influencers, decisions makers, and executives.
When members complete their LinkedIn
profile, they provide information on their job
experiences, company, skills, and more.
| Reach your audience: Targeting on LinkedIn4 | Part II: How LinkedIn Targeting works
5. 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
Company
Company Connections,
Company Followers, Company
Industry, Company Name, and
Company Size
Job Experience
Job Functions, Job Senioritys,
Job Titles, Member Skills, and
Years of Experience
Education
Degrees, Fields of Study,
and Member Schools
Interests
Member Interests and
Member Groups
Demographics
Age and Gender
account-based marketing efforts. On LinkedIn,
you can reach members using the following
demographic targeting options:
In the following
sections, we’ll walk you
through what each of
these options mean,
how you can use them,
and tips for pairing
options together to
create highly effective
targeting combinations.
Reach your audience: Targeting on LinkedIn | 5Part II: How LinkedIn Targeting works |
6. To get started, log into Campaign Manager, LinkedIn’s self-service platform for creating and
managing your ads. You’ll then be prompted to select the objective you’d like to accomplish with
your ad campaign, as shown below.
Once you select your objective, your next step will be to define the target audience you want
to reach. Based on the objective and targeting options of your campaign, LinkedIn Campaign
Manager will suggest the ads formats that can best help you reach your goals. Options include
Text, Single image, Carousel, Video, Dynamic, Job or Message ads. Campaign Manager allows
you to segment your audiences in several ways and combine different targeting options to reach
people that are most relevant for your content goals and your business.
| Reach your audience: Targeting on LinkedIn6 | Part II: How LinkedIn Targeting works
7. In this section, learn about the different options within Campaign Manager’s audience
selection screen.
1.
Estimated
Audience
Count
2.
Targeting
Options
3.
Matched
Audiences
4.
Audience
Expansion
5.
Audience
Templates
7Reach your audience: Targeting on LinkedIn |Part II: How LinkedIn Targeting works |
8. When in doubt, start broad and then narrow
down your audience after seeing what performs
best. By using LinkedIn’s demographic
reporting, you can discover anonymized
information on who is clicking and converting
on your ads based on Titles, Functions,
Company Industries, etc. (find out more on
page 32).
1.Estimatingthesizeofyouraudience
The Estimated Audience Count displays
the total number of LinkedIn members
that fit your targeting options. In order to
launch your campaign, you must target
at least 1,000 members or 300 if you are
using Matched Audiences. If your audience
size is too small, you will be notified with
an Audience Too Narrow message which
prevents you from saving your targeting and
moving to the next step. However, to have
optimal scale for your campaign, aim for an
audience size of 50k or more.
Tip:
| Part II: How LinkedIn Targeting works8 | Reach your audience: Targeting on LinkedIn
9. 2.Usingdifferent
targetingoptionsto
reachyouraudience
Let’s dive deeper into the Targeting Options
you can use for your LinkedIn ad campaigns.
To get started, first define the Location and
Language of the members you’d like to reach.
Location is the only mandatory field. A
member’s Location can be based on the
Location included in their profile as well as
their IP address.
A member’s Language is based on the
Language used in a members profile. Most
often your ad copy should be in the language
you select.
When you choose multiple selections within a
category, for example, Seniority levels of Senior
and Director, Campaign Manager will target
members that fall in either selection. When you
choose selections between targeting categories,
for example a Seniority level of Senior and a Job
Function of Finance, Campaign Manager will target
only members who fall into both categories
Once you’ve chosen your specific geographic
Location and Language, we recommend you add
no more than two additional options. This will
improve the scale and reach of your campaign.
LocationandLanguage
Tip:
Reach your audience: Targeting on LinkedIn | 9Part II: How LinkedIn Targeting works |
10. Theme1:Experience
Job Functions are based on standardized
groupings of the job titles entered by
LinkedIn members.
For example, a doctor would fall under
the Medical function along with members
with similar occupations such as nurses,
veterinarians, surgeons, and dentists.
JobFunction
Combine the Job Function option with the
Seniority option to reach decision makers
with a specific expertise. For example, if
you’re looking to reach decision-makers in
the IT function, try targeting the Information
Technology, Engineering, and Operations
functions and pairing that with a seniority
targeting of Senior, Manager, Director, VP,
CXO, and Owner.
Tip:
| Reach your audience: Targeting on LinkedIn10 | Part II: How LinkedIn Targeting works
11. When members update their LinkedIn profile
with a new role, these Job Titles are grouped
by LinkedIn’s algorithms and organized
into standardized Titles you can use for your
campaign targeting.
Avoid limiting your reach by targeting
only a few titles. When you begin entering
a title in the tool, Campaign Manager will
auto-suggest other relevant job titles that
you may want to add. Including all relevant
titles will ensure your campaign has
adequate reach.
JobTitle
In some cases, you can also broaden the scale
of your campaign by targeting both current
and past holders of a given Job Title. These
members may have changed roles but still
have a relevant skillset and be of interest to
your business. Do this by selecting current or
past in the Job Title dropdown.
Tips:
For example, though most engineers fall
under the Engineering job function, you
may want to target Software Engineers and
Petroleum Drilling Engineers differently given
they have a different set of skills.
Reach your audience: Targeting on LinkedIn | 11Part II: How LinkedIn Targeting works |
12. Consider targeting Senior Individual
Contributors (ICs). Increasingly, ICs have a
large say in buying decisions. If you’d like
to reach senior ICs with lots of experience,
target them by choosing Senior and combine
that with the Years of Experience option.
JobSeniority
Job Seniority describes the rank and influence
of a member’s current role in their organization.
This option is determined by a member’s
job title. For some campaigns, targeting by
seniority can be an effective way to reach those
with influence over a buying decision.
For example, a Senior Product Marketing
Manager has a seniority of Manager, an
Associate Consultant has a seniority of Entry,
and a Doctor or Physician would be classified
as a Senior Individual Contributor.
Has full or near full ownership of an organization
Has substantial partial ownership of an organization
Has direct reports and leadership responsibilities for the entire business function
within an organization
Executive management that has direct reports and leadership responsibilities for
one business function or unit
Multi-functional management that has direct reports and leadership
responsibilities for multiple groups of individuals
Positions that have direct reports and leadership responsibilities for a single group
of individuals
Individual contributor positions that do not have direct reports but have leadership
responsibility, advanced knowledge, and do not require immediate guidance
Individual contributors that do not have direct reports, no leadership
responsibility, no advanced expertise and contribute without immediate guidance
Students, interns and trainee positions that need immediate guidance to
individually contribute.
Includes volunteer positions and positions that do not refer to a job
Owner
Partner
CXO
Vice President
Director
Manager
Senior Individual
Contributor
Entry
Training
Unpaid
Tip:
| Reach your audience: Targeting on LinkedIn12 | Part II: How LinkedIn Targeting works
13. YearsofExperience
Years of Experience (YOE) allows you to
reach a target audience based on the years of
professional experience they’ve accumulated
over their career. LinkedIn calculates YOE
by adding together the duration of each
individual job experience a member has
listed. However, we exclude any gaps in
experience and also do not double count
overlapping positions.
Consider pairing Years of Experience with a Seniority level of Senior and above to reach
experienced professionals with influence over the buying decision or prospects for an Executive
MBA program. Other helpful combinations with Years of Experience include:
• YOE + Degrees = educated professionals who may be considering advanced degrees
• YOE + Functions = seasoned functional leaders
• YOE + Skills = skilled experts
Tip:
Reach your audience: Targeting on LinkedIn | 13Part II: How LinkedIn Targeting works |
14. Skills
Skills are highly relevant keywords found
within a member’s profile and skills section
that indicate expertise in a particular area.
Skills include those explicitly added by
members in their skills section and also
keywords and phrases mentioned throughout
their profile and summary. LinkedIn uses
modeling to infer skills from a member’s job
title and job description.
Skills targeting is an alternative way to reach
professionals with a specialized expertise when
Job Title targeting may not be as effective.
When using Skills targeting,
consider pairing this with the
Function or Seniority option.
This helps to focus the reach
of your offer on a more
relevant audience.
Tip:
For example, if your business sells Project
Management Software, Job Titles may not
be as effective given several roles may have
a need for project management software.
However, Skills targeting allows you to target
specific competencies that may span a broad
range of job titles.
| Reach your audience: Targeting on LinkedIn14 | Part II: How LinkedIn Targeting works
15. CompanyIndustry
Company Industry is a company’s primary
industry of operation. An organization may
operate in many industries, however only the
primary industry of operation as listed on their
LinkedIn Page will be recognized.
Industry targeting allows you to narrow in
on members who work in a particular sector.
This is particularly effective if your offer is
broadly applicable across an entire industry, for
example, a piece of software geared towards
the financial sector. However, when your offer
is applicable across several industries, other
targeting options may be more effective.
Before utilizing Industry targeting, look at
LinkedIn Pages from a few companies that
fit your options to see which industry they
fall under. Consider including all relevant
industries in your targeting.
Theme2:Company
Company Name is the organization a member
lists as his or her employer. These are based
on LinkedIn Pages, which are maintained by
company employees.
Whether your campaign goal is awareness or
retention, Company Name targeting allows you
to focus your campaign on high-value accounts
and reach decision makers across
an organization. You can target up to 100 different companies
using the Company Name option. For those
who’d like to target an even larger list of
companies, Matched Audiences allows you
to upload a list of up to 300,000 companies.
Find out more on page 26.
CompanyName
Tip:
Tip:
Reach your audience: Targeting on LinkedIn | 15Part II: How LinkedIn Targeting works |
16. CompanySize
Company Size allows you to reach members
based on the size of the organization at which
they work as listed on their Page. Company
Size comes from the total number of inferred
employees who work for an organization, not
just the number of LinkedIn members who
Company Size is one of the options where
excluding options works particularly
well. For example, a startup that’s making
accounting software designed specifically
with small businesses in mind could exclude
501-1000, 1001-500, 5001-10,000 and 10,001+
from their targeting. This ensures members
who are on LinkedIn and work for an
organization that has yet to create a LinkedIn
Page are captured.
identify as working for a given company.
Company Size allows you to effectively identify
small and medium-sized businesses (1-200
employees) as well as enterprise organizations
(500+ employees).
Tip:
| Reach your audience: Targeting on LinkedIn16 | Part II: How LinkedIn Targeting works
17. Make sure you add all subsidiary
Schools when trying to reach an
entire college or university. For
example, when advertising to Harvard
students, be sure to add Harvard
University, Harvard Business School,
Harvard Law, Harvard Medical, etc.
as they have separate school pages
Theme3:Education
You can target based on the School, College,
University or other learning institution where
a member completed a course.
For example, an alumni association can use
Schools targeting to reach alumni who may
be interested in joining their association
or donating.
While Schools targeting allows you to reach
the right alumni or students at scale, targeting
by School may also decrease your audience
size since it isn’t a required field when creating
a LinkedIn profile. Check your estimated
audience count to determine if you’ll reach
enough members.
Schools
Tip:
Reach your audience: Targeting on LinkedIn | 17Part II: How LinkedIn Targeting works |
18. Degrees
Degrees are recognized ranks granted
by a college, university, or other learning
institution. Degrees are grouped by
LinkedIn algorithms and organized in
standardized Degrees you can use for your
campaign targeting.
Choosing to target by Degrees can sometimes
limit your audience size as the Degrees field is
not always populated by members.
Education-based organizations can use
Degrees targeting to reach members
who might be interested in furthering
their studies through additional courses
or programs. For example, if you’re
advertising an enrollment offer for an
advanced degree program, you could
exclude those who already have a master’s
degree. Layering Degrees targeting with
Job Function (ie. finance, accounting, IT)
is a common way to reach audiences who
would be most interested in a specific
type of educational degree.
FieldsofStudy
Field of Study is the major or area of
study within a member’s degree. For
example, those with a Bachelor of Business
Administration (BBA) may have a major in
either Accounting or International Business.
For some campaigns, Field of Study can be
used as a proxy for skills or expertise in a
given field, especially for recent graduates.
Tip:
| Part II: How LinkedIn Targeting works| Reach your audience: Targeting on LinkedIn18
19. When using Interest targeting, consider
pairing this with Function or Seniority.
This helps focus your content to a more
relevant audience.
Groups
Groups on LinkedIn are places where members
who share interests or professional associations
can gather, discover new information, and ask
questions. These Groups often times suggest
expertise in a given area.
Use the search function on the LinkedIn
homepage to find relevant groups.
The larger and more active groups will
typically appear at the top of the list.
Theme4:Interests
Interest categories reach people based on the
content members engage with on LinkedIn and
the B2B topics they search for on Bing.
Interest targeting is an effective way to reach a
range of members based on topics or categories
they’re interested in most and is most effective
for campaigns with awareness and consideration
objectives. Interest targeting can also help you
reach a unique set of audiences when other
targeting options are too narrow.
Interest
For example, if you’re looking to reach
people with an Interest in Business Travel,
Skills targeting may not be as effective as it
would reach those who have that skill listed
on their profile (e.g. Travel Agents). However,
Interest targeting allows you to reach an
audience with an interest in the topic (e.g.
Corporate Executives or Consultants who
travel for work).
For example, for those looking to reach Finance
professionals, relevant Groups may include
the Finance Club (840,000+ professionals),
Banking Careers (500,000+ professionals), or
Finance Plus: Private Equity, Venture Capital
and M&A news (440,000+ professionals).
Tip:
Tip:
Reach your audience: Targeting on LinkedIn | 19Part II: How LinkedIn Targeting works |
20. Gender
Gender is a determination of whether a
member is female or male and inferred
based on a member’s name. Similar to Age,
using Gender targeting will also reduce your
audience size by potentially 50% or more.
As LinkedIn does not require members
to disclose their gender, we recommend
utilizing professional targeting option
wherever appropriate.
Theme5:Demographics
LinkedIn’s professional targeting options make it easy to reach a high-quality audience and can
lead to much stronger results for your campaigns. However, LinkedIn also offers Demographic
Targeting options such as Age and Gender.
Age
Age is an estimation of how old a member
is likely to be based on their first graduation
date. Not everyone on LinkedIn includes a
graduation year on their profile and therefore
including Age may substantially reduce your
audience size.
| Reach your audience: Targeting on LinkedIn20 | Part II: How LinkedIn Targeting works
21. Tip:
3.UsingAudienceExpansionand
Lookalikeaudiencestoreachsimilaraudiences
If you exclude any options, Audience
Expansion will honor these exclusions.
To avoid reaching a certain type
of member while using Audience
Expansion, be sure to exclude their
targeting options. For example if you do
not want to target the Unpaid seniority
level, exclude Unpaid and Audience
Expansion will ensure that no expanded
audience members are Unpaid.
Audience Expansion and Lookalike audiences
deliver your content to members who are
similar to your target audience in their
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 find you more people who look like these
individuals or companies.
When you are using profile-based
demographic targeting, Audience Expansion
can help reach similar audiences to your
selected options
•
•
Reach your audience: Targeting on LinkedIn | 21Part II: How LinkedIn Targeting works |
22. Defining your audience takes time, especially
for people who manage several campaigns.
Speed up this process by saving your
audience as a template and then re-using your
audience for another campaign later on. You
can apply that template to future campaigns
across any of your accounts.
4.Savingyouraudienceasatemplate
for othercampaigns
| Reach your audience: Targeting on LinkedIn22 | Part II: How LinkedIn Targeting works
23. Piecingitalltogether
Let’s now apply what you’ve learned to a real-
world example. How would you use targeting on
LinkedIn to reach a buyer persona represented
by our savvy tech marketer, Marie?
Marie is a marketer in the technology
industry at a small to mid sized company
with marketing-related skills such as
demand generation, SEO, social media,
and project management.
Campaign1:
Targeting by Job Function and Seniority
Job Function: Marketing, Media & Communications
Seniority: Senior, Manager, Director, VP, CXO, Partner, Owner
There are several ways to reach members like
Marie using LinkedIn’s targeting options - the
key is to be creative and adopt an “always
testing” mindset. We recommend running a
few campaigns with various targeting option
combinations to reach your audience. Again,
we recommend starting broad and seeing
what works for you.
To reach Marie, consider some of the sample
campaign targeting below.
Reach your audience: Targeting on LinkedIn | 23Part II: How LinkedIn Targeting works |
24. Campaign2:
Targeting by Company Industry and Company Size
Company Industry: Computer Software, Internet, Information Technology and Services,
Computer Hardware, Marketing and Advertising
Company Size: Exclude: 201-500, 501-1000, 1001-5000, 5001-10,000, 10,000+
“LinkedIn for me has always been one of those weapons
in your arsenal that you have to have. We didn’t know we
would be able to drive down to the pursuit marketing level
to the degree that we did. There is something here that is
extremely difficult for other platforms to replicate. They’ve
been an amazing partner through all of this, extremely
flexible, and a very powerful tool. I truly believe in my heart
it’s a no-brainer.”
Nick Panayi
Head of Global Brand & Digital Marketing, DXC Technology
| Reach your audience: Targeting on LinkedIn24 | Part II: How LinkedIn Targeting works
25. Campaign4:
Targeting by Groups
Groups: Marketing Pros - Largest Marketers Group: Digital Inbound Social Media Content
Search Email SEO Jobs, Tech Jobs: Telecoms, Developer, IoT, Cloud, Digital Marketing, B2B
Technology Marketing Community
Campaign3:
Targeting by Job Function and Skills
Job Function: Marketing, Media & Communications
Skills: Digital Marketing, Lead Generation, Demand Generation, Social Media Marketing, Content
Marketing, Online Marketing, Web Marketing Strategy, Email Marketing, Social Media, SEM,
SEO, Marketing Automation, Integrated Marketing, Google Analytics
Reach your audience: Targeting on LinkedIn | 25Part II: How LinkedIn Targeting works |
26. Morecustomized
optionswithMatched
Audiences
Part III
In addition to rich Demographic Targeting,
Matched Audiences helps you engage key
accounts, prospects, and customers that matter
most to your business with:
• Website Retargeting
• Contact Targeting
• Account Targeting
You can now use LinkedIn to retarget your website
visitors, market to your known contacts from your
databases and marketing automation platforms,
and reach decision makers at target companies for
your account-based marketing programs.
| Reach your audience: Targeting on LinkedIn26 | Part III: More customized options with Matched Audiences
27. AccountTargeting:Reachdecision
makersatyourtargetaccounts
With Account Targeting, you can run account-based marketing (ABM) campaigns by matching
your target companies against the 8+ million LinkedIn Pages. Combined with LinkedIn’s
Demographic Targeting, Account Targeting allows you to guide decision makers along their
buying journey and ultimately drive sales and qualified leads.
Learn how to get started
with Account Targeting. When using Account Targeting,
you can include filters for Company
Industry or Company Size in order to
segment your account list.
WebsiteRetargeting:Re-engageyourwebsitevisitors.
Target your website visitors with LinkedIn ad campaigns by adding the LinkedIn insight tag to your
web pages, such as your homepage or contact us page. With Website Retargeting, you can create
audiences based on the pages they visit on your website and recapture your visitors’ interest with
content relevant to the pages they viewed.
Learn how to get started
with Website Retargeting.
Website Retargeting uses the same insight
tag as LinkedIn Conversion Tracking. So
if you already have an insight tag on your
website, you can quickly get up and running.
Tip:
Tip:
Reach your audience: Targeting on LinkedIn | 27Part III: More customized options with Matched Audiences |
28. ContactTargeting:Integrateorimportyourcontactlists
Contact Targeting allows you to build a customized audience by connecting your contact
management platform or securely uploading a list of email addresses. At this time, LinkedIn
supports data integrations with Marketo, Eloqua, Liveramp, Salesforce, Pegasystems and Microsoft
Dynamics, however new partners are added frequently. Alternatively, you can upload a CSV file
with a list of email addresses directly into Campaign Manager.
Learn how to get started
with Contact Targeting.
With Contact Targeting,
you can deliver ads to a
list of leads based on their
stage in your sales funnel.
You can also exclude a list of
current customers from your
prospecting campaigns.
Tip:
| Reach your audience: Targeting on LinkedIn28 | Part III: More customized options with Matched Audiences
29. DON’T
Lumpallofyourbuyer
personasintoonecampaign.
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.
DO
Makesureyourbuyer
personasareclearand
well-defined.
Break out key personas into separate
campaigns and group together the options
that makes sense, including related
industries, geographies and job functions.
This will help you deliver the right messaging
to a specific subset of LinkedIn members.
Tipstooptimizeyour
targeting strategy
Part IV
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 do’s and don’ts to get you started:
Part IV: Tips to optimize your targeting strategy | Reach your audience: Targeting on LinkedIn | 29
30. DON’T
Hyper-targetyourcampaigns.
DO
Addonlytwoorfewer
additionaltargeting
optionsinadditiontothe
Locationoption.
It’s tempting to use every targeting feature
possible. However, limited scale will hurt your
campaigns.
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 members
| Reach your audience: Targeting on LinkedIn30 | Part IV: Tips to optimize your targeting strategy
31. A/BTestingYourTargeting
Once you’ve set a campaign live and you begin to see results, optimize your targeting to ensure
you’re reaching your audience most effectively.
A/B Test Your Targeting. By testing two similar campaigns with one small variation in your
targeting options, you can see which combination is more effective. To perform an A/B test on your
targeting, create a campaign, duplicate it, and then slightly alter your targeting parameters.
Try testing Interests versus Job Titles, Industry versus Function, etc. Keep refining over time, and
you’ll find the audience that responds best to your content.
Change only a few options at a
time to isolate what part of your
test impacted your campaign’s
performance.
Tip:
Reach your audience: Targeting on LinkedIn | 31Part IV: Tips to optimize your targeting strategy |
32. Usedemographicsreportingtoanalyzeyouraudience.
Available in your account dashboard, demographics reporting enables you to optimize the
targeting of your campaigns with information on who’s responding to your offer.
After you have accumulated enough campaign data, demographic reporting provides detailed
insights about the professionals who have clicked on your LinkedIn ads broken down by Job Title,
Job Seniority, Company Industry, Job Function, Company Size, and Location. This will enable you
to see how your content is performing with different subsets of your audience.
32 | Reach your audience: Targeting on LinkedIn | Part IV: Tips to optimize your targeting strategy
33. By utilizing LinkedIn’s rich demographic
data as well as your own data with Matched
Audiences, you’re better equipped to connect
with those who matter most to your business.
Like all digital marketing, finding your sweet
spot on LinkedIn takes experimentation.
You’ll need to test and optimize over time to
find success.
Conclusion
Part V
Now that you’ve learned the fundamentals
of targeting on LinkedIn, you’re ready to
start creating and optimizing your marketing
campaigns. Go to the LinkedIn Campaign
Manager to get started.
Reach your audience: Targeting on LinkedIn | 33Part V: Conclusion |
34. For the first time in the history of media, you can
reach the world’s professionals all in one place. More
than 610M people worldwide gather on LinkedIn to
stay connected and informed, advance their careers,
and work smarter. Together they comprise the largest
global community of business professionals. These
are the decision-makers, influencers, and the leaders
of today and tomorrow-precisely the people you want
to target.
For more information, visit marketing.linkedin.com.
| Reach your audience: Targeting on LinkedIn34