Free ebook: LinkedIn Targeting

With more than 364 million members in over 200 countries, LinkedIn is the world’s largest digital professional network. What’s more, according to a LinkedIn study, 80% of LinkedIn members say they want to connect with companies on the platform. These statistics are strong indicators that LinkedIn Company Pages are an important channel for communicating with existing and potential customers, job candidates and your broader professional network. To that end, we’re pleased to introduce new LinkedIn targeting functionality—as well as comprehensive design updates—to Sprout’s publishing tools to help facilitate more effective social communication between your business and your professional community. Deliver Relevant Content to Your LinkedIn Audience Deliver Relevant Content to Your LinkedIn Audience You can now target your LinkedIn Company Page updates by company size, industry, function, seniority and geography. Targeting your updates allows you to communicate with your LinkedIn followers in a more relevant and personal way. In turn, by sharing content that is tailored specifically to your intended audience, your targeted LinkedIn status updates are likely to garner more engagement. Some examples of effective targeted update strategies include: -Sharing job opportunities with relevant candidates with seniority or job function targeting. -Posting updates about local events or regional company news with geography targeting. -Publishing thought-leadership articles and other topical content to a tailored audience with industry or company size targeting. It’s important to note that in order to publish a targeted status update on your LinkedIn Company Page, you must have at least 100 followers in the targeted segment. As you apply more targeting criteria across the various target segments, you will be narrowing in on a more refined subset of your followers. Whether you’re publishing to one LinkedIn Company Page or several, the Follower Counts tray will help you understand if your chosen targeting segments meet the 100 follower minimum. Target your LinkedIn Company Page Updates We’ve also redesigned the entire user-flow for targeting posts on Facebook, Twitter and Google+. The new flow is super intuitive and will make targeting network specific and syndicated posts a seamless process. A Brand-New Compose Experience In addition to the new targeting user-flow, we’ve revamped the Compose window. It’s now easier than ever to schedule and post messages to multiple networks simultaneously and leverage unique targeting options for each individual network—all from a single intuitive Compose window. A Brand-New Compose Experience We’ve cleaned up the profile-picker menu and repositioned the icons for targeting, image attachment and character count. These updates all make room for a larger text input area so you can focus on the task at hand: composing a great message to share with your audience. Also, when creating lengthier posts for Facebook, Google+ or LinkedIn Company Pages, the entire Compose window now expands as you type, allowing you to view more of your message without having to scroll. By continually improving our social publishing tools, Sprout is able to enhance and refine your social publishing process—saving you time, boosting engagement and ultimately providing a platform to more effectively power social communication. As always, let us know if you have any questions or feedback.

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LinkedIn Targeting Delivering Relevant Content to the Right People Be Specific in Your Segmentation LinkedIn is the largest professional network in the world, with more than 364 million members in over 200 countries. Beyond the basic HR and recruiting use cases of the early days, smart businesses now leverage LinkedIn Company Pages as communities in and of themselves and have integrated the platform into their holistic social strategies. Without a diligent approach to segmentation, however, audiences from different company sizes, industries, job functions, geographies and levels of seniority will receive the exact same information. As a result, you will lose out on an opportunity to cultivate more meaningful connections through one of your brand’s best assets: custom content. Targeting your LinkedIn Company Page updates optimizes message delivery to specific communities within your audience. Moreover, Targeted Status Updates afford each department within your organization the opportunity to engage people with content tailored to their exact interests. With that in mind, as you and your team hone your segmentation, we other five common use cases for making the most of LinkedIn Targeted Status Updates. Targeted Status Updates Options In order to use LinkedIn targeting, you must have at least 300 followers within your selected group. Also, you want to avoid adding too many targeting filters that you exclude followers who might still find your content interesting. Categories for targeting include: LinkedIn by Numbers Company Size Industry Function Seniority Geography LinkedIn by Numbers >200 countries represented >300 followers needed within your group to employ targeting 7.9M members considered key decision makers 364M members worldwide