Connecting to entrepreneurs with a professional mindset – on LinkedIn and beyond
Even at first glance, LinkedIn Marketing Solutions looked like the perfect solution for Hiscox’s social efforts, as the platform attracted the particular audience they needed to reach. “LinkedIn is a business-first network, which means people are in the right mindset when they’re engaging with our content on the platform,” says Gyawu Mahama, U.S. Communications & Marketing Manager at Hiscox.
But Hiscox really began to see the platform’s value when they started using LinkedIn’s granular targeting capabilities. The marketing team created a set of precise audience segments based on specific titles and groups. With Sponsored Content, the team could then promote different materials that spoke directly to these different audiences.
“Our goal is to produce relevant, timely, and compelling content that will help our clients grow and protect their businesses. To do this effectively, we need to get our content in front of the right audiences at the right time,” says Mahama. “Whether we’re creating evergreen content for a broad audience or highly targeted content for a niche group, Sponsored Content helps ensure that the right content will be delivered to the right people.”
Additionally, by running ads on the LinkedIn Audience Network, Hiscox is able to extend their reach beyond social channels. “With the LinkedIn Audience Network, we can deliver our message to where our audience is most likely to see it – whether that’s on LinkedIn or on other professional websites,” says Mahama.