Understanding Your LinkedIn Ads Audience Helps Boost Campaign Effectiveness

Let’s be honest, how many emails and online ads do you bypass daily? Even if you’re a loyal customer, you won’t engage if it isn’t the right message at the right time in the right place. So how can marketers better understand their audiences and boost campaign effectiveness?

 

With over 930 million members and 63 million companies, leveraging LinkedIn’s advertising suite of products and services is a great first step. But we all know that marketing is a team effort and you don’t have to go it alone, so understanding which marketing partners can help you with your campaign objectives and meet your marketing goals is an important step in the process. 

 

Read on to learn how to optimize your LinkedIn ad campaign performance, connect with your audiences, and improve ROI.

 

 

 

 

Find your audience with demographic data

MarTech is advancing quickly, but marketers’ primary data needs haven’t changed. We need to know who to send our message to, what they like, the best way to encourage them to buy, and how to keep them coming back. Demographic data, such as location and profession, helps marketers understand and build their audiences.

The sheer volume of data may seem like an impossible hurdle, but AI and machine learning pinpoint audiences and analyze campaigns. More importantly, near real-time analysis offers you the chance to make iterative changes in your strategy and see how they impact performance.

Audience Segmentation

 

HG Insights leverages advanced data science to help B2B companies create a detailed and accurate profile of installed technologies, business needs, and other habits and interests of targeted prospects. The insights they provide help to identify your best audiences and their business needs.

Data-Informed Segmentation

Acxiom delivers 3rd party audiences to LinkedIn Campaign Manager via a privacy-safe, people-based, cookieless integration. Acxiom focuses on creating the best possible audiences across multiple sources, effectively harnessing big data and offline information on real people. Their comprehensive data repository includes more than 5,000 attributes representing 100% of marketable households.

Understand Audience Preferences

Even if you identify the characteristics of your perfect audience, if they don’t like what they see, they won’t engage. Potential customers interact with your company on many channels, but they will have preferences about which to use. The best way to understand audience preferences is by reviewing your content on all channels and tracking its performance.

Leveraging LinkedIn’s new Audience Insights API and marketing partner solutions can provide a holistic understanding of your audiences.

Improve Campaign Performance

Segmentation improves campaign performance and ROI, but defining audiences can be challenging. Using smarter segmentation helps marketers provide content that resonates with audiences and guidance about which channels to use.

Audiences can be segmented using general data, such as a job industry, or specific data, such as customer history. How granular you get depends on your goals and the MarTech you use.

Automate and Optimize

Metadata.io is a B2B Account-Based Marketing (ABM) platform powered by AI that optimizes and automates campaigns at scale. Metadata.io integrates with your existing technology and is the only ABM platform that automates routine tasks. Their patented AI operator identifies your ICP, builds lookalike and named-account custom audiences, and automatically deploys campaigns for the best inbound leads.

Seamless Personalization

Adobe Marketo integrates with Matched Audiences and offers multiple personalized groups such as buyer journey stage, product interest, and more. Capture leads with LinkedIn Lead Gen Forms, sync to Marketo, and the platform will automate email responses, alerting sales reps and more for a seamless sales and marketing flow.

Measure and Refine

Conversion rates determine the value of your marketing strategies. Unfortunately, defining meaningful KPIs can be incredibly challenging.

Many businesses have a division between marketing and sales teams which is a significant hurdle to identifying and acting on KPI insights.  Each team can have its own KPI and definition of success. Aligning sales and marketing makes it easier to identify KPI, refine strategies, and increase ROI by directly linking the marketing to the final sale.

Align Marketing and Sales

RollWorks helps B2B companies align marketing and sales teams using an account-based platform. Their single platform enables the creation of more meaningful KPIs and measures the effectiveness of campaigns across channels. Businesses can adjust strategies and increase ROI by clearly defining what is working and what isn’t.

Account Engagement

Using intent, engagement, and other CDP data, 6sense gives sales and marketing the information they need to boost ROI and increase sales. Their proprietary Company Graph accurately matches anonymous behavior to accounts to capture more customer insights. Their AI predicts which accounts meet your ICP and are ready to purchase.

Marketing Partners Can Help

Modern marketing is challenging on many levels. Finding the right tech to help you understand and engage with your audiences is a crucial investment. LinkedIn Marketing Partners are certified and trained on LinkedIn best practices and can take the guesswork out of defining complex solutions to meet the current demands of your marketing needs.