Targeted Advertising - Unlocking LinkedIn’s Potential

“As a channel, LinkedIn offers unrivalled B2B opportunity. With 4 out of 5 LinkedIn members driving business decisions, it is the ideal digital platform to construct brand salience and ensure that your specific service is in front of buyers as they develop their business strategy.”

Targeted advertising is increasingly becoming the most significant aspect of a company’s marketing strategy, and it’s easy to see why. As the world emerges from the global pandemic, ‘the personal touch’ has never been more significant as a means of sustaining growth and developing a customer-centric brand. With LinkedIn’s users boasting double the buying power of the average web audience, knowing how to effectively execute a targeted advertising strategy can be the difference between sinking and swimming in the digital marketplace.

Behavioural Data

With ample information regarding user behaviour available online, agencies can draw on their expertise to translate this data into highly effective advertising strategies, reaching consumers who are most relevant to a business's products or services. Without the right guidance, brands can be missing out on a wealth of opportunity to maximise profits and strengthen the loyalty of their customer base. In fact, approximately 76% of companies fail to utilise behavioural data, job title and organisational information in order to target consumers online with relevant advertisements.

 In this rise of hyper-personalisation, brand exposure has become a far more fragmented and complex affair. The effectiveness of targeted marketing rests entirely on the relevance of audience segments formed through behavioural data. In targeted advertising machine learning, user data is collected to segment consumers for relevant advertisement delivery.

 While many users are comfortable with the practice of collected data and AI targeted marketing, some can be hesitant about how their information is stored or used. With consumers also likely to be put off by targeted advertising which is irrelevant to their needs, ensuring that your services are being delivered to the appropriate audience has never been more significant.

Why Advertise on LinkedIn

As a channel, LinkedIn offers unrivalled B2B opportunity. With 4 out of 5 LinkedIn members driving business decisions, it is the ideal digital platform to construct brand salience and ensure that your specific service is in front of buyers as they develop their business strategy.

Growth & Trust

Crucially, targeted marketing is a tried and tested means of growing your following and providing credibility to your specific expertise. It proves that your business can answer critical questions that decision-makers ask during the planning phase of a project. With the right content targeted towards the right professionals at the right time, one can present a compelling argument for those professionals to act in their interest and connect with your company. With LinkedIn’s unique targeting capabilities, the right campaign can enjoy the successful synergy of message and mindset.

 Scale

A further benefit of targeted advertising on LinkedIn is the sheer scale at which one can increase the reach of their voice and move towards economic goals at a more rapid and efficient pace. As a platform, LinkedIn currently has over 722 million users, the majority of whom are there specifically to seek out prospective business ventures and economic opportunities. What’s also significant is that almost 60% of those users are between the ages of 25 and 34. The Millennial demographic are growing their careers, and therefore a significant group to have networking access to. Through applying the appropriate messaging companies can engage with a wider breadth of influencers and corporate executives.

 Variety

LinkedIn offers a wide range of advertising options. Every format presents different benefits and it’s important to identify which ones best align with your company and its overall marketing aims. For instance, with Sponsored InMail, sales teams can curate a collection of suitable contacts and consumers to target with personalised messages. According to research, this form of advertising is far more successful at driving conversations than traditional emails. An advantage of LinkedIn as a platform is that agencies can continuously adapt and update which type of advertising to feature throughout the campaign.

Executing a LinkedIn Marketing Strategy

LinkedIn’s studies have shown that the ideal user size to be targeting with a campaign should fall between 60,000 and 400,000. As a result, your message should be reaching the right people and avoid the risk of being too general or too niche.

 Achieving this involves limiting every campaign to two or three targeting aspects, then testing a sequence of campaigns to discover which marketing approach engages your desired audience the most successfully. Through devising a LinkedIn targeted advertising campaign, businesses can acquire a projection of the anticipated audience yield they are targeting which allows them to achieve a greater balance of marketing efforts.

 Navigating a targeted advertising campaign on LinkedIn can be tricky, but with the right guidance and expertise, one can reap the rewards of unparalleled networking and growth opportunities. At Mighty Social we believe is constantly maximising learnings and drawing up on our experience to continually push boundaries using techniques like A/B testing to maximise performance. Every new client receives a detailed test and learn road map which constantly evolves and forms the basis of our partnership. Our strategy? Well it’s a strategy that is always on the move, it is alway optimised based on data and results and ultimately never final.