A key success factor in international marketing is the ability to reach the right audience, at the right time. Here are the top 3 frequently asked questions by international marketers, answered:
● How do I define my target audience in different international markets on LinkedIn?
● What are some targeting tips for international marketing on LinkedIn?
● How can I grow my audience reach quickly and accurately?
How do I define my target audience in different international markets on LinkedIn?
There are 770M+ professionals across 200+ countries and regions on LinkedIn. Using our trusted first-party data, you can accurately define your target audience in two fundamental ways:
By using professional attributes like industry, job function and seniority
You can easily bring your audience persona onto LinkedIn by using the 20+ targeting criteria available. These include location, industry, job function, seniority, skills, and many more. Learn more about LinkedIn’s targeting capabilities.
This is how entomo did it:
● Challenge: To support business growth in 15 countries, including
new markets where it had no presence
● Solution: Used LinkedIn’s targeting filters by industry and persona
to precisely define its audience, then layered purchase intent data
from LinkedIn Marketing Partner G2.com
● Result: 52% lower cost-per-lead, 3X engagement rate vs industry
benchmarks
● Challenge: To support business growth in 15 countries, including new markets where it had no presence
● Solution: Used LinkedIn’s targeting filters by industry and persona to precisely define its audience, then layered purchase intent data from LinkedIn Marketing Partner G2.com
● Result: 52% lower cost-per-lead, 3X engagement rate vs industry benchmarks
By combining your contact or target account list with LinkedIn’s first-party data
Using LinkedIn’s Matched Audiences feature, you can build a custom audience by uploading a list of known contacts or company names. You can also retarget website visitors, visitors to your LinkedIn Page, audiences who have interacted with your ads or registered for your LinkedIn Event. Learn more about Matched Audiences.
This is how Zycus did it:
● Challenge: To drive quality leads across APAC, Europe and North
America despite relatively low brand awareness
● Solution: Used Matched Audiences to exclude existing customers
and Lookalike Audiences to find audiences with similar professional
attributes
● Result: 460 leads per month, 150% increase in converting yearly
MQLs, 7.4X ROI
● Challenge: To drive quality leads across APAC, Europe and North America despite relatively low brand awareness
● Solution: Used Matched Audiences to exclude existing customers and Lookalike Audiences to find audiences with similar professional attributes
● Result: 460 leads per month, 150% increase in converting yearly MQLs, 7.4X ROI
What are some targeting best practices for international marketing on LinkedIn?
Marketers tend to think that hyper-targeting is more effective than broad targeting but, because growing share of voice is key to penetrating an international market, reaching a wider audience will almost always be more effective.
Start by targeting broadly
By targeting broadly, you’re not only reaching the entire buying committee, you could also be engaging future buyers, especially with 44% of professionals changing jobs at least once every four years.
Consider this scenario where a company is marketing cloud computing solutions to IT decision makers in France. Broad targeting ensures that your campaign gets optimal reach.
Scale your reach quickly and efficiently
1. Before your campaign:
Use Matched Audiences to create a wider target audience with similar demographics and interests for website retargeting, contact targeting, account targeting and engagement retargeting.
2. During your campaign:
Identify high-performing segments and use Audience Expansion to build new, similar audiences in real time.
3. After your campaign:
Identify high-performing segments and use Lookalike Audiences to find other audiences with similar attributes.
Reach your audiences more effectively by mastering LinkedIn’s targeting capabilities.
How can I grow my audience reach quickly and accurately?
LinkedIn Audience Network is a feature that you can use to amplify your LinkedIn marketing campaigns. By activating it, you can grow your reach by 25% and engage your audience when they visit a trusted suite of third-party apps and sites. This can help improve ad recall.
Grow your reach safely, accurately and efficiently:
- Extend your reach to trusted third-party apps and sites without having to create separate campaigns
- Target the same audiences that you’re engaging on LinkedIn
- Protect your brand and maintain greater control over ad placements by excluding specific apps and sites with a custom block list
Here’s how Apparent, a marketing agency in Australia, used LinkedIn Audience Network:
● Challenge: To drive direct response results for a professional
services client
● Solution: Extended campaign reach on LinkedIn.com by
activating LinkedIn Audience Network to engage the same
audiences on third-party sites
● Result: 70% lower cost per conversion, 25% lower cost per click
● Challenge: To drive direct response results for a professional services client
● Solution: Extended campaign reach on LinkedIn.com by activating LinkedIn Audience Network to engage the same audiences on third-party sites
● Result: 70% lower cost per conversion, 25% lower cost per click
Zycus used Matched Audiences to engage new segments in international markets
Being a procurement major, Zycus’ target audience included senior procurement professionals within Enterprise and mid Enterprise companies with decision-making powers. What stood between them and their audience was significantly low brand awareness.
● Challenge: To drive quality leads across APAC, Europe and North America despite relatively low brand awareness
● Solution: Used Matched Audiences to exclude existing customers and Lookalike Audiences to find audiences with similar professional attributes
● Result: 460 leads per month, 150% increase in converting yearly MQLs, 7.4X ROI
Build your brand in the minds of international audiences now