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LinkedIn Marketing Solutions Targeting Playbook

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LinkedIn Targeting Playbook
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Page 1: LinkedIn Marketing Solutions Targeting Playbook

LinkedIn Targeting Playbook

Page 2: LinkedIn Marketing Solutions Targeting Playbook

Contents

1. What are the basics of targeting on LinkedIn?

2. How to run account-based marketing campaigns with Account Targeting

3. What are member personas and how can I use them?

4. What are the LinkedIn Targeting best practices?

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Page 3: LinkedIn Marketing Solutions Targeting Playbook

Be the most effective platform for marketers to engage

with professionals

LinkedIn Marketing Solutions’ mission

Be the most effective platform for marketers to engage

with professionals

Page 4: LinkedIn Marketing Solutions Targeting Playbook

Influenced by their professional networksOpinions from their professional peers impact personal buying decision

A professional audience Brand-loyal professionals with more purchasing power than other social platforms

In an aspirational mindsetOpportunity for marketers to align their brands with member’s professional success

Mindset + Context

Page 5: LinkedIn Marketing Solutions Targeting Playbook

Reach the right professional audiences Market to who matters

Rich demographic dataJob Function, Seniority,

Company Name, Geo, Industry

Interest-based targetingGroup Membership, Skills, Fields of Study

Persona targetingJob Searchers, Opinion Leaders, Mass Affluent, Business Travelers

Your own audience dataTarget Account Lists

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Page 6: LinkedIn Marketing Solutions Targeting Playbook

Targeting on LinkedIn 101

Page 7: LinkedIn Marketing Solutions Targeting Playbook

Danie

Seattle, Washington USA

Boston UniversityCommunicationBachelor of Science2011, 25-34

Simply Measured51-200 employeesInternet

Senior Marketing ManagerMarketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, Digital Marketing, Blogging

Page 8: LinkedIn Marketing Solutions Targeting Playbook

Build a relevant target audience on LinkedIn

LinkedIn Targeting Capabilities

Use LinkedIn’s 15 targeting dimensions to define your ideal customer:

• User-provided targeting facets are based on information members enter when building their profile

• Derived facets are based on user-provided standardized data

USER-PROVIDED

GeographyTitle

CompanyCompany Following Group Membership

SchoolGraduation Year Field of Study

DERIVED

Geography (IP)Function Seniority

Years of ExperienceCompany Size

Company IndustryGender

Age

Page 9: LinkedIn Marketing Solutions Targeting Playbook

User-provided targeting fields

Title

Company

Member-specified location

Group Membership

Company Following

SchoolField of Study

Graduation Year

Page 10: LinkedIn Marketing Solutions Targeting Playbook

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Targeting by Function  Inferred from user-entered title

User-entered Title

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

Page 11: LinkedIn Marketing Solutions Targeting Playbook

IP or member-entered

• Sponsored Content will be delivered to members who fit the geo-targeting criteria by either IP or member entered geography

• Like Sponsored Content, Text ads do not have a priority of delivery for IP or member-entered location

Member-entered geo

• LinkedIn Dynamic Ads use member-entered locations only

• Sponsored InMail uses member-entered locations when available (If the member in your target audience doesn’t have a location specified in their profile, Sponsored InMail uses IP).

IP only

• Traditional display ads are the only ad type on LinkedIn using IP only targeting.

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Geo-targeting by Product

Page 12: LinkedIn Marketing Solutions Targeting Playbook

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Targeting by Company Size and Company Industry Member industry is directly inferred from their current experience

Company Entered Name

Company Entered IndustryCompany Entered # of employees

Sample Targeting Facets:Company Name → LinkedIn

Company Industry → InternetCompany 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: LinkedIn Marketing Solutions Targeting Playbook

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Targeting by Seniority

Focus on hands-on influencers• Target senior individual contributors

(ICs) as part of your audience• Senior ICs test products and

influence the purchase• Senior ICs represent a much bigger

audience than the person that will ultimately sign the contract

PRO TIPCraft different messages for ICs versus Owners/Partners/CXOs.

Manager

Senior

Entry

Director

VP

OwnerCXO

PartnerTraining

Unpaid

Page 14: LinkedIn Marketing Solutions Targeting Playbook

Targeting by Years of Experience (YoE)Years of experience is calculated based on all the positions listed in a member’s

profile using the month and year from start and end dates.

Count begins with first listed positionGaps in experience are not countedOverlapping positions are not counted

Page 15: LinkedIn Marketing Solutions Targeting Playbook

Creative Years of Experience Targeting Combinations

Entry / Senior IC + YOE = experienced decision-makers & influencersSkills + YOE = skilled experts

Degrees + YOE = educated professionals

Functions + YOE = seasoned functional leaders

YOE = great alternative to “Run of Site”

Page 16: LinkedIn Marketing Solutions Targeting Playbook

Targeting by Professional SkillsReach experts in their fields who have:

• Explicitly added their skills into the skills section

• Have skills mentioned on their profile text, but not within the explicit skills section

• Have inferred skills based on explicit skills and key values they entered

Page 17: LinkedIn Marketing Solutions Targeting Playbook

LinkedIn Member Personas

Page 18: LinkedIn Marketing Solutions Targeting Playbook

INTERNAL USE ONLY

What are Member Personas?

Unique aggregations of targeting facets, which are built based on member entered data and user behavior

• Action or trigger-based (e.g. Job Searchers)• Intent-based (e.g. Opinion Leaders)• Data model-based (e.g. SMB Inferred)

* Member Personas are only available for Sponsored InMail and managed service Sponsored Content campaigns

Page 19: LinkedIn Marketing Solutions Targeting Playbook

LinkedIn Member Personas

FINSERVFinance & Banking Followers, Mass Affluent, Active Traders, Credit Card, Finance Followers, Financial Advisor Network, Fortune 1Ks, Finance Opinion Leaders

RegionalOutside of Home Country Connections, Canada Dual

Language, Ex-Pat Segment, Newcomers to Canada

TECHIT Committee, Technology Followers, CI/TO Network

General UseRetail Followers, Entrepreneurship & Small Business Followers, SMB Inferred, Young & Upwardly Mobile, Opinion Leaders, Business Travelers, Small Business Growth, Energy Followers, CEO Network, Mobile/Device, Automotive Followers, Freelancers,

EDUEducation Followers, Students,

Higher Ed Followers, Career Starters, Job Searchers, Unemployed

Professionals, Career Changers, Bachelors but no Masters, 2-7 Years

of experience, 13+ Years of Experience, Undergrad Senior, Veterans, Company Changers

Page 20: LinkedIn Marketing Solutions Targeting Playbook

Power of Account-Based Marketing (ABM)

Page 21: LinkedIn Marketing Solutions Targeting Playbook

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The Buying Committee

OperationsFinanceSalesMarketing C-Suite HR

Now all possess budget, purchase authority, and influence in buying decisions

Page 22: LinkedIn Marketing Solutions Targeting Playbook

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

Targeting on LinkedIn

Page 23: LinkedIn Marketing Solutions Targeting Playbook

Source: LinkedIn data;

Senior Level Decision Influencers

60M+Decision Makers

40M+C-level execs

6.8M+Opinion Leaders

10.7M+

Match your target account list to over 8MM+ Company Pages on LinkedIn

Page 24: LinkedIn Marketing Solutions Targeting Playbook

Extend Account-based marketing seamlessly across devices with Sponsored Content and Sponsored InMail

Page 25: LinkedIn Marketing Solutions Targeting Playbook

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Align program dollars and resources against priority accounts that are determined

in partnership with your sales team Use Case Why How

Audience and reachAccurately target influencers across prospect organization

RelevancyTailor Sponsored Content and Sponsored InMail campaigns to accounts that matter most

Business impactDeliver relevant content that translates into meaningful results

Your target audienceDefine your account list and streamline your focus using LinkedIn profile-based targeting like seniority and job function

Your contentCreate relevant and valuable content to drive impactful engagement among your key accounts

Your resultsMeasure the effectiveness of your campaigns and optimize your content

Re-engagementRe-establish a connection with your lost opportunities through valuable and relevant content

Thought leadershipDeepen relationships with your current customers and find a voice amongst your target accounts

Business results Deliver marketing-influenced leads to your sales team

Page 26: LinkedIn Marketing Solutions Targeting Playbook

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Targeting Best Practices

Page 27: LinkedIn Marketing Solutions Targeting Playbook

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Guiding Targeting PrinciplesInfluence the Influencer Not All Products are Equal A/B Test and Test Again

Need brand exposure?Consider broader targeting with products that are designed for branding and advocacy

Need leads?Drive net new traffic to your site while staying focused on a more specific targeting audience

Want to be granular?Consider products designed for a highly personalized outreach

Test targeting facetsA/B test to see which audience engage• Titles vs. Function + Seniority • Group members + Seniority • Skills & Seniority

Test creativeUse one audiences with multiple creative assets to see what content works best

Measure consistentlyYour measurement should align with your campaign goals

Define your audienceThink members first. Who would find the content relevant?

Establish your goalsWhat does success mean for this campaign?

Resist temptation to hypertargetHypertargeting significantly reduces your scale and ability to optimize

Page 28: LinkedIn Marketing Solutions Targeting Playbook

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Best Practices

Keep your targeting broad. Targeting by Industry, Function, and/or Seniority provides more scale.

A/B test your creative and optimize towards best performing option.

Build relationships and grow your company’s LinkedIn follower count using unique Display Ad formats and “Follow” CTAs.

LinkedIn Dynamic Ads

Page 29: LinkedIn Marketing Solutions Targeting Playbook

• Plan out the timeline of your campaign if you are going after a niche audience

• Consider refreshing your content if you are targeting the same audience after 60 days

• Tailor your content to your target audience by crafting genuine and interesting content

• Consider influencing the influencer and include Senior IC

Sponsored InMailSponsored InMail

Page 30: LinkedIn Marketing Solutions Targeting Playbook

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• Tailor content to your target audience

• Keep targeting broad at first to understand who your audience is

• Avoid hyper targeted campaigns since they tend to have lower performance and much lower scale

• Set up multiple campaigns using the same creative but diversify your targeting: ex. Skills + Seniority, Groups + Function, Titles + Company Size etc.

Sponsored Content

Page 31: LinkedIn Marketing Solutions Targeting Playbook

Focus your campaign on both decision makers and influencers

A/B Test Your Audiences & Diversify Your Reach

Page 32: LinkedIn Marketing Solutions Targeting Playbook

©2015 LinkedIn Corporation. All Rights Reserved.


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