Written by Russell Davies

Targeting has come a long way since the old-school ‘spray and pray’ technique of traditional marketing. Today, there are many tools and technologies that we can use to make sure that we are speaking to the right audience. One of the most powerful of these tools is LinkedIn.

More and more businesses are turning to LinkedIn for their marketing, and for good reason. It’s the largest professional networking site available. As of 2017, it has 106 million monthly active users. It’s available in 24 different languages and in over 200 different countries around the world (numbers taken from Marketing Data Insider). In other words, if you’re in B2B, there’s a very high chance that your target audience is using LinkedIn on a regular basis.

But having a big audience pool means nothing if it can’t be targeted effectively, and this is where LinkedIn comes into its own. LinkedIn offers some of the most sophisticated targeting capabilities in the business, and it’s all done programmatically, which means that your media budget gets spent as effectively as possible to ensure that you get in front of the people that you care about.

LinkedIn offers segmentation right down to company size, seniority, job title, industry and skill, allowing you to connect with a highly relevant target audience group. This ultimately means more efficient spend of your budget and better overall ROI for your business.

Alternatively, if you already have a target list of account names or email addresses that you want to go after, then you can upload this list as a targeting option, allowing you to focus your ad spend specifically on these identified prospects.

You can even take it that one step further and take advantage of LinkedIn’s multiple retargeting options. This will allow you to connect with users who have shown previous intent or who have already visited your company website. You can send these users promotional content that is more appropriate to their individual stage of the buying cycle. This allows us to build out a more personalised buying journey for each member of your target audience, resulting in higher quality leads filling your pipeline.

On top of this, let’s not forget about LinkedIn’s powerful organic capabilities. These provide the perfect complement to any paid promotion. There’s a high chance that users who get served paid advertising from your company will visit your LinkedIn profile (if not your website) and so it’s important that all is in order before they get there. LinkedIn offers a fully customisable company profile page, as well as the ability to post content that you want your audience to see on a regular basis. We would recommend running paid and organic promotion in tandem for best results, but this of course depends on the goals and objectives of your business.

Combine all of this with some clever creative design and a few tricks we’ve got up our sleeve, and you have one of the most effective ways to drive awareness and generate leads in 2018.

The big question is: is it right for your business? Our answer to you would be, if you’re in B2B, and you’re looking to target your audience effectively, you’re definitely missing a trick by not at least experimenting with LinkedIn marketing as part of your wider strategy.

But don’t just take our word for it. We let the results we’ve achieved for our clients do the talking. Get in touch today to find out how we can help you turbo-charge your existing marketing efforts using LinkedIn.

Also – more to come on the benefits of Facebook and Twitter for your business. Stay tuned!

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