Five Tips to Develop an Effective Targeting Strategy on LinkedIn

January 18, 2017

Editor’s Note: This blog post is part of a 14-day series on running successful LinkedIn Sponsored Content. View the previous blog post here.

As the world’s largest professional network, LinkedIn makes it easy for B2B marketers to leverage professional targeting to their advantage. That’s why 80% of B2B leads generated from social media come from LinkedIn.

Here are five tips that will help you identify a target audience for your LinkedIn Sponsored Content.

Choose from LinkedIn’s wide variety of targeting criteria, such as:

  • Rich demographic data (Job function, seniority, company name, geographic region, industry
  • Interest-based targeting (group membership, skills, fields of study)
  • Persona Targeting (Job searchers, Opinion leaders, Mass Affluent, Business travelers, etc. -- available when you work with a LinkedIn rep)
  • Your own audience data (target account lists your sales team is using)

Hone in on an audience by combining targeting features.

To effectively target your content, steer clear of promoting content to every marketer (or other job function) worldwide. Instead, make sure you’re combining targeting features (such as geographic region, company size, and seniority level or geography, industry, and job title) to maximize the results.

Avoid hyper-targeting.

If you’re using LinkedIn demographic targeting, try keeping your campaign target audience to a minimum of 500,000 people.

Your targeting audience should be based on a geo or location, with no more than one or two additional demographic parameters.

Also be mindful of hypertargeting. It’s tempting to try and get your content into exactly the right hands by using every targeting feature possible, however remember the goal with Sponsored Content is to cast a wide net to expand your audience.

A/B Test.

One great way to avoid hyper targeting is to A/B test your combinations to see what works best.

A true A/B test changes only one variable in order to see what’s affecting your different results.

Instead of using geography and industry in one of your targeted ads, try adding in seniority level to your A/B test to see if that targeting feature maximizes your results.

Monitor and Analyze Every Targeting Test You Run.

Using Sponsored Content to generate leads requires both a short and long-term game. In the short term, using Sponsored Content helps you cast a wide net and allows you to put your content in front of new eyes.

In the long term, leveraging testing, analysis, and new content will help you consistently reach new audiences and generate leads. As you continue to improve your Sponsored Content strategy, make sure you’re always monitoring and analyzing every piece of content or test you run so that each of your campaigns can be more fruitful than the last.

Tomorrow we’ll explore how to establish a bidding strategy. In the interim, create your own LinkedIn ad by logging into Campaign Manager.