Above the fold is Aspectus’ regular feature shining a spotlight on the major stories in the technology, digital, energy and financial services sector.

By: Kelley Wake

The story:

Late in March, LinkedIn announced the introduction of three new targeting options to further improve ad targeting efficiency: ‘lookalike audiences’, 20 audience templates and ‘interest targeting’ that leverages Bing search data.

Why it’s important:

LinkedIn is a gold mine for marketers, offering a wealth of opportunity to engage with a predominantly B2B audience. It is where Fortune 500 and FTSE 100 decision makers and executives are active, giving ample opportunities to build connections, generate leads, promote thought leadership content and drive targeted website traffic.

This is why 89 per cent of marketers plan to spend as much or more this year than last on LinkedIn advertising. And about one-fifth of B2B digital advertising in the United States in 2019 will appear on LinkedIn, according to eMarketer.

Not convinced? Try these stats on for size

  • Approximately 45% of LinkedIn article readers are in upper-level positions (managers, VPs, directors, C-level)
  • 80% of B2B leads come from LinkedIn
  • 46% of social traffic to corporate websites comes from LinkedIn
  • LinkedIn generates three times more conversions than Twitter and Facebook
  • LinkedIn is 277% more effective for lead generation than Facebook & Twitter

LinkedIn’s latest audience targeting update reinforces its commitment to building out its ad offerings to match the growing needs of its advertisers:

  • Audience templates. With 20 new audience templates, campaign set up time will be significantly reduced, allowing marketers to spend more time on data analysis, insights and research.
  • ‘Lookalike audiences’ will improve a campaign’s chances of reaching high converting audiences. This new targeting option also gives marketers the opportunity to discover companies they hadn’t considered before as well as audiences similar to those that have previously engaged with their content.
  • LinkedIn’s new ‘interest targeting’ uses Bing’s search data meaning that advertisers can target users based on the topics and content they’ve engaged with on Bing (as well as professional interests on LinkedIn). In the U.S. most Bing users are aged 45-54 and live in households that earn an annual income of more than $100,000, which correlates with the profiles of key decision makers, the optimum audience for B2B campaigns.

With this in mind, it is clear to see why LinkedIn is the B2B platform of choice.

What the expert had to say:

These opportunities do present problems in themselves. As it becomes easier to target audiences – especially those that have previously been more difficult to reach, such as the C-suite ­– marketers will need to make sure they can cut through the noise. Companies now, more than ever, need to work closely with digital marketing experts who have deep knowledge of their industry and their audience. And with 8.2 million C-level executives on LinkedIn, this is an opportunity that B2B brands cannot afford to miss out on.

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