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 In ae-ideas, campaign development, Digital Marketing, social media marketing

New targeting tools for LinkedIn marketing

The key to any successful marketing is the ability to speak to and engage with right audience at the right time. Three capabilities in LinkedIn’s new Matched Audiences tool can help your business do just that. As a trusted Dallas marketing agency, we’re going to explain what these three new capabilities mean for your business’ digital marketing efforts.

What is Matched Audiences?

In April LinkedIn announced their newest marketing tool – Matched Audiences, which features a new set of targeting capabilities. Business owners and marketers can now integrate their first-party data with LinkedIn’s professional data, meaning that reaching your ideal audience on LinkedIn has just gotten a whole lot easier! The three new LinkedIn marketing capabilities are called: website retargeting, account targeting and contact targeting.

  1. Website Retargeting

    Ideal for pulling in LinkedIn members that have already visited your website, Website Retargeting allows you to define your audiences based off of the pages they visit on your website. By doing this, you can know your audience better and make your ad content be relevant specifically to them.

  2. Account Targeting

    Getting your ads in front of real decision makers, Account Targeting lets you upload a CSV list of target companies and helps you find the audience you’re looking for with an account-centric strategy. You can target to all employees of those companies, or you could further refine your LinkedIn marketing strategy by targeting specific experience levels.

  3. Contact Targeting

    Does your business already have a newsletter or other digital marketing efforts that utilize customer emails? If so, then Contact Targeting is the perfect tool for you. By simply uploading a CSV list of your customers’ email addresses, you can serve up relevant content that’s made to bring your business back to the forefront of your customer’s mind.

The Proof is in the Pudding

So these tools sound great, but you’re probably thinking, “Will these new tools really be worth the investment?” Well for six months, LinkedIn tested Matched Audiences with nearly 400 advertisers and over 2,000 active campaigns. The average results of customers using Matched Audiences were:

  • Website Retargeting: CTR (click through rate) increased 30% and post-click CPC (cost-per-conversion) dropped 14%
  • Account Targeting: Post-click conversion rates increased 32% and post-click CPC dropped 4.7%
  • Contact Targeting: CTR increased 37%

Admittedly, digital marketing can be hard to handle all by yourself, especially when new and better capabilities are always coming out. Don’t spend your days stressing about how you’re going to reach your customers. Let the team of digital marketing specialists at our Dallas marketing agency take care of everything. Contact Agency Entourage today to take your digital marketing efforts to the next level.

Image from Thinkstock by Getty Images. Item number: 621142710

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