Are you reaching the right audience on LinkedIn? Wondering how to better target prospects and leads with LinkedIn ads?
In this article, you’ll discover how to target your ideal audience with LinkedIn advertising.
#1: Use LinkedIn Audience Attributes to Describe Your Ideal Customer
We know that LinkedIn is the number-one social media platform for B2B but how do you know if you’re reaching the right target audience? And will advertising on LinkedIn help?
Whatever marketing channel you choose, when you’re marketing to everyone, you’re marketing to no one. Reaching the right people, at the right time, with the right message, in the right place is an old marketing mantra that I believe will always ring true but you need to know what’s right to begin with.
Targeting the right people is fundamental. On LinkedIn, you can reach business professionals who are seeking to advance their careers, build their networks, and promote their skills and knowledge by using the following options:
Company—connections, followers, industry, and company name and size
Demographics—age and gender
Education—degrees, fields of study, and specific schools
Job Experience—job functions, job seniority, job titles, member skills, and years of experience
Interests and Traits—member interests and groups
Can you describe your ideal customer using these attributes? You might need to do some research by diving into LinkedIn profiles to look for information and perhaps speak to relevant people to find out some more details.
Why is this so important? A well-defined customer persona (also often referred to as an avatar) allows you to personalize your marketing messages. When you use personalization in your messaging, and ensure that it’s highly relevant to people’s needs, they’re more likely to value you and your business. This focused effort means you’ll also be able to maximize your return on investment (ROI).
To define your audience, first use the list of targeting options above to describe your ideal customer. Then make a list of your top customers and review their LinkedIn profiles against the list. Does it match?
If the answer is no, you need to ask why this might be, and consider what actions you might need to take within your business.
If yes, great; read on to find out how you can find more of the same types of people on LinkedIn.
#2: Build a Basic LinkedIn Target Audience From Scratch
LinkedIn offers a range of useful advertising options and the ability to target messages to niche audiences. The platform supports a range of display, text, video, carousel, and dynamic advertising formats, plus you can integrate lead generation forms into your campaigns.
You can choose from three advertising formats on LinkedIn:
Text ads are pay-per-click (CPC) or cost-per-impression (CPM) ads that appear down the right-hand side of your LinkedIn home page on desktop. They’re available in four formats: square, tall, horizontal, and long.
Sponsored content is advertising that appears directly in the LinkedIn feeds of professionals you want to reach. Single-image ads, carousel ads, and video ads can be displayed on desktop and mobile.
Message ads (previously known as sponsored InMail) let you deliver personalized content through LinkedIn Messenger. You purchase them on a cost-per-send basis, which means you only pay for each message that gets delivered on desktop and mobile.
Note: Dynamic ads, which can uniquely target an individual to include their photo and name, can only be deployed by speaking directly to a LinkedIn representative.
To get started with LinkedIn advertising, log into Campaign Manager, LinkedIn’s self-service platform for ad management. Then click Create Campaign.
You’ll be prompted to select an objective for your LinkedIn campaign.