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LinkedIn Targeting

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With more than 364 million members on LinkedIn, how do you ensure your messages reach the right people at the right time? It takes a diligent approach to segmentation—delivering different content to various audiences based on five key factors.

Among Many Things, You Will Learn How to:

-Align your segmentation strategy with your overall business objectives.
-Target specific segments within your Company Page following.
-Develop deeper, more meaningful connections.

Published in: Social Media
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LinkedIn Targeting

  1. 1. A GUIDE BY LinkedIn Targeting Delivering Relevant Content to the Right People
  2. 2. Be Specific in Your Segmentation 1: https://press.linkedin.com/about-linkedin LinkedIn is the largest professional network in the world, with more than 364 million members in over 200 countries1 . Beyond the basic HR and recruiting use cases of the early days, smart businesses now leverage LinkedIn Company Pages as communities in and of themselves and have integrated the platform into their holistic social strategies. Without a diligent approach to segmentation, however, audiences from different company sizes, industries, job functions, geographies and levels of seniority will receive the exact same information. As a result, you will lose out on an opportunity to cultivate more meaningful connections through one of your brand’s best assets: custom content. Targeting your LinkedIn Company Page updates optimizes message delivery to specific communities within your audience. Moreover, Targeted Status Updates afford each department within your organization the opportunity to engage people with content tailored to their exact interests. With that in mind, as you and your team hone your segmentation, we offer five common use cases for making the most of LinkedIn Targeted Status Updates. 1 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
  3. 3. Targeted Status Updates Options In order to use LinkedIn targeting, you must have at least 100 followers within your selected group. Also, you want to avoid adding too many targeting filters that you exclude followers who might still find your content interesting. Categories for targeting include: LinkedIn by Numbers Company Size Industry Function Seniority Geography LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE >200 countries represented >100 followers needed within your group to employ targeting 7.9M members considered key decision makers2 364M members worldwide1 1: https://press.linkedin.com/about-linkedin, 2: https://www.linkedin.com/ads/ 2
  4. 4. Use Case 01 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Find a Match Between Candidate & Company Gone are the days of LinkedIn simply serving as an online résumé or CV. It’s now a crucial tool for human resources and talent teams looking to amplify company culture, spot talent, start industry conversations and maintain employee communities (past, present and potential). When creating your Targeted Status Updates for talent development purposes, consider the following combination: Company Size Industry Function Seniority Geography 3
  5. 5. Use Case 02 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Nurture Relationships With Loyal Followers As a community manager, you work tirelessly to cultivate a community of advocates. On LinkedIn, give them a peek inside your organization, educate them about your industry and offer resources to help them succeed. In-person events are another great resource to share, as you literally bring people together. When creating your Targeted Status Updates for community management purposes, consider the following combination: Company Size Industry Function Seniority Geography 4
  6. 6. Use Case 03 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Accelerate Sales With a Full-Funnel Approach With 7.9 million business decision makers, LinkedIn is the ideal platform for the full-funnel sales approach1 . As you work your way through that process, gated content is an especially valuable resource for bringing people into the pipeline and creating touch points that ultimately compel them to take action. When creating your Targeted Status Updates for sales purposes, consider the following combination: 1: https://www.linkedin.com/ads/ Company Size Industry Function Seniority Geography 5
  7. 7. Use Case 04 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Build a Brand Through Expertise & Engagement Employee insights. Industry awards. Media placements. There are many assets your brand team will want to tout on LinkedIn. LinkedIn targeting will instill a sense of pride from the inside out, striking conversations with the right groups in the right markets at the right time. When creating your Targeted Status Updates for marketing and branding purposes, consider the following combination: Company Size Industry Function Seniority Geography 6
  8. 8. Use Case 05 LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Empower the C-Suite to Start the Conversation Not everyone can be a LinkedIn Influencer, but the ability to showcase C-suite insights and connect executives sparks important business conversations. Leaders at companies of all sizes use LinkedIn to gain competitive intelligence, publish and read thought leadership, and connect with other experts. When creating your Targeted Status Updates for executive purposes, consider the following combination: Company Size Industry Function Seniority Geography 7
  9. 9. Out Front & Top of Mind Followers who match your targeting criteria will see your company update on their LinkedIn homepage feed. Your status updates will also be visible to anyone who visits your Company Page (even individuals who weren’t originally targeted). Regularly review your Page’s statistics for insights into demographics and engagement so you can continuously fine-tune your targeting and, as a result, make more lasting connections. LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE Sprout Social shared: Like ∙ Comment ∙ Share ∙ 42 With more than 347 million members in over 200 countries, LinkedIn is the world’s largest digital professional network. What’s more 80% of LinkedIn members say they want to connect with companies. These statistics are strong indicators that LinkedIn... show more Target your LinkedIn Company Page Updates in Sprout Social sproutsocial.com/insights/ • Sprout’s helps facilitate social communication between business and professional communities. 1d 8
  10. 10. sproutsocial.com START YOUR FREE 30-DAY TRIAL Sprout Social is a social media management platform for businesses. Sprout powers smart social communication for leading brands, including Anthropologie, GrubHub, Hyatt, MailChimp, Spotify and Zipcar. A powerful platform for business, Sprout enables brands to communicate more effectively, collaborate across teams and provide an exceptional customer experience. Headquartered in Chicago, Sprout is a Twitter Certified Product, Facebook Preferred Marketing Developer and Google+ Pages API Partner.

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