With hundreds of millions of followers, Linkedin is practically the biggest social media platform for professionals. Targeting the right audience on linkedin is key and needs to be done with precision. Truth is, it is easy to target so many people and still not reach the people relevant to your business.
Reaching your target audience
Sponsored content ads are a great way to reach out to your target audience. Unlike regular audience targeting that makes use of age, gender and other less specific details, sponsored ads allow you to use more detailed demographics such as geographic area, type of industry, position and experience and even certain companies and groups.
Interestingly, audience size matters, but so does audience relevance. If your sponsored ad is too specific, you may miss out on a significant part of your audience, and if it is too generic, you may be wasting resources with little effect.
To create an audience that is wide enough and is relevant as well, the following tips would be great to use.
Basic Linkedin research
When you have figuredout what audience group you want to reach out to, get information from their profiles to see what common features they might share.These features include their geographic region, job titles, positions and so on. This information can help you decide if you can focus your ads in certain areas.
Merge your target features
Given that users rarely give all of the information you need to find them easily, you could run similar ads for several audiences. This will give you enough data to determine which audience you should spend time and resources on.
Try job title against skills. Job titles are relatively easy and there quite a lot to choose from, but skills can give you a broad audience with relevance as well. Try job function and seniority, specific industries and regions, skills and seniority, and so on.
Multiple campaigns allow you target the same persona on a larger scale, making sure you do not leave out any relevant audience. With these campaigns running, you can figure out what works and what adjustments to make at lower costs.
Use your retargeting options
Linkedin retargeting options allows you to make follow up moves on potential customers who may have checked out your page or taken some other relevant action.
The algorithms come into play
The audience expansion option on Linkedin helps you create a wider and relevant audience using the analysis on the features of your target audience.
Don’t forget to…
- Use matched audiences to get the details of your existing contacts
- Create specific audiences using the Demographics tab in campaign manager
Keep experimenting and working on your ads