LinkedIn hosts a community of more than 585 million professionals around the globe. No matter who your B2B customers are, they are almost certainly on the platform. And with the depth of filters and targeting parameters you can use to focus your campaigns, your ability to refine the scope of your messaging is unparalleled, and the ability to put your business and your message in front of your target market – it becomes very powerful!
- LinkedIn is the most trusted social network in the world. 73% of social media users at least somewhat agree that LinkedIn protects their privacy and data. Compared to Facebook at 44%
- Ad exposure on LinkedIn can increase purchase intent by 33%. LinkedIn is not just about recruiting or networking anymore, targeted ads can boost purchase or engagement intent leading to more sales conversations.
An effective LinkedIn Marketing Strategy isn’t just about reaching the right people — it’s about reaching them in the right context. This can be a major challenge for businesses marketing in the social space, because typically people aren’t seeking out professional content while leisurely scrolling through their personal feeds. But on LinkedIn, discovering useful professional content is the reason many members log in to LinkedIn.
Reach a More Professional Audience
First things first: perhaps the most publicised difference between LinkedIn and other social network is its audience. Users on the network skew older, more educated, and have a higher income than those on almost all other platforms. Pool together all this demographic information, and you’re looking at a businessman or businesswoman in their early 30s who has graduated from Uni and earns more than $75,000 per year.
That demographic is not relevant if you’re looking to reach teenagers or low-income individuals. But if your core target audience consists of educated professionals with at least some work experience, LinkedIn tends to be your best bet.
Narrow Your Targeting Through Industry-Specific Variables
As mentioned in the introduction, advertising success on social media largely depends on how you can make sure your message reaches your most desirable audience. Targeting opportunities on the channel you choose are absolutely vital. Facebook, for instance, prides itself on its interest and behaviour-based factors. However, it does not compete with its more “professional-focused” competitor when it comes to industry specific variables. In addition to standard demographic information, LinkedIn allows you to target your ads based on variables such as:
- Job title
- Job function
- Seniority
- Company name
- Company size
- Industry
- Skill
- Degree type and name
Thanks to these targeting opportunities, LinkedIn is an especially good fit for businesses targeting business customers. However, even consumer-based products and services that focus on specific industries, degrees, and job titles can benefit from the opportunities provided by LinkedIn’s narrow targeting.
Are you ready to use professional data from the most trusted platform to drive real results?
Business Assist have a team of dedicated and results-based LinkedIn marketers that can elevate your brand above your competitors, so Contact us today!
