Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute.
Today’s Topic: “LinkedIn Targeting DO’s and DON’T’s”
Accurate targeting is a critical element of a successful ad campaign. As a financial advisor, you want to generate engagement and ultimately improve your conversion rate. The beauty of using LinkedIn for targeting your ideal audience is that LinkedIn members keep their profiles accurate and updated for networking and career opportunities.
You have access to valuable professional data like job experience, skills, interests, industries, and more. By running multiple campaigns, you can fine-tune your target market strategy. You can create a campaign which targets by Seniority and Job Function, and another one can target Job Function and Skills. Some financial advisors have found targeting by Groups surprisingly effective.
Here are some LinkedIn Targeting Do’s and Don’ts to consider:
- Check that your avatar is distinct for targeting. Create separate campaigns and groupings for the target audience that fit together. Ensure the content of your campaign is on point for each group.
- An essential targeting option is location. After that, only include two additional targeting options. You can see the target audience size within those parameters in the Forecasted Results column while setting up your campaign.
- If by chance, you have more than one avatar, don’t include more than one in one campaign. You won’t be able to serve relevant ads or content to all of them. It does take time to define your target audience(s) initially, but you can save audiences as templates and reuse them for other campaigns later.
- Hyper-target your campaigns. You may be tempted at first to use every targeting feature available, but it will decrease the scale and reach of your campaign.
Once your campaign is activated and you see results, do A/B testing to fine tune your campaigns. A/B Testing or split testing is the process of comparing two versions of a marketing campaign with just one varying element in your targeting options. You’ll be able to see which combinations are more effective. Duplicate one of your campaigns and alter one of your targeting parameters to create a B version.
You can use demographics reporting in your account dashboard once you have gathered enough data. It provides detailed insights to analyze your target audience and identify who is likely to respond to your offer.
It will require initial experimentation and tweaks to your digital marketing strategy on LinkedIn to discover the ideal targeting parameters. Testing and optimization will guide you in running the ideal lead generating campaign, which will become simpler and less time consuming over time.
If you’d like to get more information, click the link below. Thanks, and see you next time.