Ahhhh, LinkedIn. The safe space for B2B social media marketers in a sea of advertising platforms meant for e-commerce.
Here we get to target by title, company, company size, industry, years of experience, seniority, and so much more. When your buying cycle is long and the product costs (potentially) tens of thousands of dollars, there are multiple people involved in the buying process. Those people have different value propositions – the practitioner needs to know that the day-to-day functionality of a tool will meet their needs, while the CIO needs to know the platform will make their department more efficient. On LinkedIn, we get to tailor the content and messaging to the right titles or levels of seniorities to get those selling points across.
My favorite consideration? Exclusions. While it’s easy to find titles, skills, interests and companies in what you do want to include, who DON’T you want to see that ad? Clicks can be very expensive on LinkedIn, so I do everything I can to eliminate a bad click. I exclude our employees, our competitors’ employees, workers who are intern or entry level, workers who are in functions that do not match my target titles, and company sizes that do not match our target line size.