Targeting is an essential element of any content marketing strategy – and the right approach to targeting has never felt more important than it does right now. Growth over the next year will depend on inspiring those ready to do business – and inspiring as many of them as possible.
Content is a proven vehicle for both engaging attention and building trust around your expertise. It can build the all-important brand salience that ensures your solution springs to mind as decision-makers formulate their forward plans. It can also answer the crucial questions that buyers ask themselves in the consideration phase and provide compelling reasons for them to act on their interest in your business. However, it does all of this best when you’re able to target the right content at the right prospects and at the right stage of the funnel.
LinkedIn’s unique targeting capabilities enable you to match message to mindset in this way. Crucially, they also mean you can do so at scale, multiplying your share of voice and moving you towards your marketing goals as quickly and efficiently as possible. The key is to apply the right purpose and philosophy to your LinkedIn targeting. It’s not about finding reasons to exclude people from engaging with your content. It’s about reaching those ready to do business, engaging influencers, decision-makers and executives at scale.
We’ve created a new infographic which takes you through the wide range of targeting facets available on LinkedIn. From Company and Industry to Job Function and Seniority, Work Experience and Interests, these are criteria that can help you consistently reach all of your most relevant audiences when they’re at their most engaged.
You’ll also discover the sweet spot for multiplying awareness, credibility and impact: the ideal audience size of between 60,000 and 400,000 that you should aim to build your content targeting around. The key to doing so often involves limiting each campaign to two or three targeting facets and then testing different campaigns to find the targeting approach that engages your audience most effectively. When you set up a campaign on LinkedIn, you get a projection of the likely audience size you’re targeting that helps you to get the balance right.
Scroll down to explore how to get to the heart of your ideal audience on LinkedIn:
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