Transcript
Page 1: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Pavels Kilivniks
Do we need this slide?
Katerina Ram
Not sure? I've moved it down to the beginning of the targeting section... If we have too many slides we can prob lose it
Page 2: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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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

Page 3: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

“Everyone is not your customer.”

Seth Godin

Jeff Weiner

Pavels Kilivniks
Found this cool quote from Seth Godin that is relevant to our webcast
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40%of online ads reach the wrong audience*

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60-70%of content goes unread*

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• 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

Page 7: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

How LinkedIn targeting worksWhat options are available

Page 8: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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.

Page 9: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Deciphering profile-based targeting

Title

Company

GeographyMember

entered or IP

Group Membership

Company Following

SchoolField of Study

Graduation Year

Page 10: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

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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.)

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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.

Page 13: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 14: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Persona targetingHow to find the right audience on LinkedIn

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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?

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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

Page 17: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 18: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 19: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 20: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Moment of truthReasons your targeting is failing

Page 21: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Three reasons your targeting is failing

Combining all your demographics into

one

Spreading yourself too thin

Hyper-targeting your campaigns

Page 22: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

#1: Combining all demographics into one

❏ Break out demographics ❏ Group industries❏ Personalize content

Page 23: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

#2: Spreading yourself too thin

Having too many campaigns:❏Spread your budget too thin ❏Slow impressions needed to make

optimizations❏Fluctuate pacing

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#3: Hyper-targeting campaigns

❏ Campaigns have little scale❏ Use audience expansion feature

Page 25: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Turning pointExpert targeting optimization tips

Page 26: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 27: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 28: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

TIP #2: Start broad

Use 2–3 targeting criteria.Aim for 300k+, a good base number.

Page 29: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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.

Page 30: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

TIP #4: Target individual contributors

Don’t underestimate the influencing power of the IC. ICs include software engineers, lawyers, doctors, consultants, etc.

Page 31: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

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

Page 32: Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: How to Find Your Audience on LinkedIn

Beyond the basicsTargeting features to consider

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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.

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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.

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Align sales and marketing by seamlessly engaging influencers and decision-makers across your key accounts

on LinkedIn

The power of account-based targeting

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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.

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Q&A