live webinar: linkedin sponsored content - the insider's guide to targeting: how to find your...
Post on 15-Apr-2017
1.298 Views
Preview:
TRANSCRIPT
LinkedIn Sponsored ContentThe Insider’s Guide to Targeting: How to Find Your Audience on LinkedIn
Katerina RamTeam Lead, Online SalesLinkedIn Sponsored Content
Pavels KilivniksContent StrategistLinkedIn
2
Agenda
• How LinkedIn targeting works: What options are available
• Persona targeting: How to find the right audience on LinkedIn
• Moment of truth: Reasons your targeting is failing
• Turning point: Expert targeting optimization tips
• Beyond the basics: Targeting features to consider
“Everyone is not your customer.”
Seth Godin
Jeff Weiner
4
40%of online ads reach the wrong audience*
5
60-70%of content goes unread*
• Brand awareness (or)• Lead generationGoal
• Relevant to Buyer Persona • Aligned to goalTargeting
• Relevant to audience and goal• Adheres to best practicesContent (Creative)
• Deliver on the promise in the creative• Simple, effectiveLanding
Pages
Framework for successful content marketing
How LinkedIn targeting worksWhat options are available
LinkedIn targeting big picture1 1. LinkedIn targeting is the most accurate way to reach business
professionals on the Internet.
2. LinkedIn members keep their profiles up to date which is valuable for our clients.
3. LinkedIn is a premium product due to our targeting capabilities, accuracy, and user mindset.
Deciphering profile-based targeting
Title
Company
GeographyMember
entered or IP
Group Membership
Company Following
SchoolField of Study
Graduation Year
Danie
Seattle, WA USA
Boston University
COMPANY INDUSTRYSIZE
SCHOOL
LOCATION
JOB TITLE
SENIORITY
FUNCTION
FIELD OF STUDY
DEGREE
GRADUATION AGE
SKILLS
GROUPS
IP
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200, Internet
Senior Marketing Manager, Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital Marketing, Blogging
11
Targeting by function Inferred from user-entered title
User-entered title (possibly many)↓
Standardized Title ↓ ↓
Seniority Function
Levels of seniority:Unpaid / Training / Entry IC* / Senior IC* / Manager / Director / VP / CXO / Partner / Owner*Individual contributor (IC) includes highly skilled professionals (e.g., engineer, teacher, doctor, lawyer, etc.)
12
Company size and company industryMember industry is directly inferred from their current experience
Company Entered Name↓
Company Entered Industry↓
Company Entered # of employees
Sample Targeting Facets:Company Name → LinkedInCompany Industry → Internet
Company Size → 5,000-10,000
Large companies may span several industries but can only choose one. Spot-check Company Pages to ensure you are targeting the correct industry.
Targeting by skills and groupsReach experts in their field
When targeting by skills you are reaching members who:
• Explicitly added their skills into the skills section of their profile
• Have skills mentioned in their profile text, but not within the skills section
• Have inferred skills based on explicit skills and key values they entered
When targeting by groups you are reaching members who:
• Joined an interest group and have it listed in the groups section
Persona targetingHow to find the right audience on LinkedIn
15
Buyer personasRepresentations of your ideal customer
• Do they have specific job functions?
• Do they have certain skills?
• Where are they located?
• Do they work in a certain industry?
• Do they belong to certain LinkedIn groups?
The tech-savvy sales professional Have you met Marie?
Things she cares about Where she might spend today
Professional background Personal background and interests
• Generating awareness early • Driving
leads/opportunities/revenue• Using innovative tools
• Sales manager• Graduate degree• Heavy Salesforce user• Social seller• Head of sales for SMB
• Reading Pulse articles• Connecting with clients on LinkedIn• Participating in group discussions
• Late 20s• Female• Volunteers at the Humane Society• Runs 5 and 10Ks
The tech-savvy sales professionalUsing the correct targeting and content mix Marie
Campaign 1• Job Function – Sales• Seniority – Manager +
Campaign 2• Groups – Sales, emphasis on
SMB and tech
Campaign 3• Skills - Social Selling • Skills - LI Sales Navigator
Campaign 4• Groups - Salesforce
The seasoned sales leader Have you met Thomas?
Things he cares about Where he might spend today
Professional background Personal background and interests
• Efficient sales teams• Low cost per acquisition• Software that enables his
teams, and is reliable and customizable
• Sales director• Bachelor’s degree• Prefers personal selling• Team uses Salesforce• Mid-size company
• Connecting on LinkedIn• Reading through the feed on the
train• Participating in leadership and
management training
• 42 years old• Male• Compassionate leader
The seasoned sales leader
Using the correct targeting and context mix Thomas
Campaign 1• Job Function – Sales• Seniority – Director +
Campaign 2• Groups - Leadership • Job Function - Sales
Campaign 3• Skills – Leadership• Skills – Management• Job Function - Sales
Campaign 4• Groups - Salesforce
Moment of truthReasons your targeting is failing
Three reasons your targeting is failing
Combining all your demographics into
one
Spreading yourself too thin
Hyper-targeting your campaigns
#1: Combining all demographics into one
❏ Break out demographics ❏ Group industries❏ Personalize content
#2: Spreading yourself too thin
Having too many campaigns:❏Spread your budget too thin ❏Slow impressions needed to make
optimizations❏Fluctuate pacing
#3: Hyper-targeting campaigns
❏ Campaigns have little scale❏ Use audience expansion feature
Turning pointExpert targeting optimization tips
Five expert targeting optimization tips
A/B test yourcampaigns
Start broad Analyze your audience
Target individual contributors (ICs)
Tailor your content to your target audience
TIP #1: A/B test your campaigns
A/B test the same persona with multiple targeted campaigns to: • Allow for scale• Facilitate future optimizations• Showcase demographics
TIP #2: Start broad
Use 2–3 targeting criteria.Aim for 300k+, a good base number.
TIP #3: Analyze your audience
Real-time click-demographics can tell you exactly who engages with your brand.
After analyzing who engages most with your content, target a more specific demographic.
TIP #4: Target individual contributors
Don’t underestimate the influencing power of the IC. ICs include software engineers, lawyers, doctors, consultants, etc.
TIP #5: Tailor your content to your target audience
Great performance can’t happen without a mix of great content and great targeting.Great
ContentGreat
Targeting
Beyond the basicsTargeting features to consider
33
Audience expansion▪Scale campaigns to audiences that are similar to the your
target audience.▪Discover new audiences by leveraging facets such as
groups, skills, and job titles.
34
Field of study, degreeReach professionals that have a Bachelor’s degree or target people who have advanced degrees.
Reach professionals with different fields of study.
Home in on the exact educational qualifications you are looking for in a candidate.
35
Align sales and marketing by seamlessly engaging influencers and decision-makers across your key accounts
on LinkedIn
The power of account-based targeting
30
Recap: What you learned today
LinkedIn targeting is the most accurate way to reach business professionals who maintain up-to-date profiles.
Combining all demographics into one, spreading yourself too thin, and hyper-targeting campaigns are prerequisites for failure.
A/B testing your campaigns, starting broad, analyzing your audience, targeting individual contributors, and tailoring your content to your audience are all key to success.
Go beyond the basics and experiment with the audience expansion feature, targeting by field of study, and account-based targeting.
Q&A
top related