Biz Tips: 3 Tips for Using LinkedIn Matched Audiences

Biz Tips: 3 Tips for Using LinkedIn Matched Audiences


3 Tips for Using LinkedIn Matched Audiences

Source: Unsplash

With more than 530 million users, LinkedIn is currently the world’s largest professional network. While Facebook still is the biggest social media network and works well for B2C advertising, when it comes to B2B, marketers are more focused on LinkedIn.

There are two primary reasons for this shift:

  1. LinkedIn has a broad reach among business professionals; so much so that one in every three professionals in the world has a LinkedIn profile. This makes LinkedIn a hotbed for business networking.
  2. LinkedIn also has a broad base of key decision makers; 49% of them use LinkedIn for business purposes. You have access to the crème de la crème from the business world, providing exponential value for generating qualified leads for your business.

Whether you’re trying to attract top talent, generate more leads, or just network with people in your industry, LinkedIn is where the world suits up to discuss business. Today, marketers continuously use LinkedIn to drive more business ROI and engage the right audience at the opportune time. LinkedIn’s targeting capabilities used to be limited when it came to matching the platform’s professional data with your first-party data.

Now, that’s changed with the introduction of LinkedIn Matched Audiences.

Introduced in April 2017, LinkedIn Matched Audiences provides marketers the ability to target and engage their target audience with three new capabilities: Website Retargeting, Account Targeting, and Contact Targeting.

In this article, we discuss three tips for using LinkedIn Matched Audiences.

1. Run “Always-On” Campaigns with Website Retargeting

The average website receives up to a 726% increase in traffic after a month of retargeting. So how do LinkedIn Matched Audiences help?

With an insight tag — a piece of javascript code you put on your website — LinkedIn helps you create target audiences by matching data with visitors to your site. In the pilot, LinkedIn experienced a 30% increase in CTR and a 14% drop in post-click cost-per-conversion with Website Retargeting.

You can use this targeting information to run “always-on” marketing campaigns to your prospects. These could include running a campaign for people who are visiting your services page with a reminder to contact you or creating a campaign targeting visitors to your pricing page with a better offer and stronger messaging with the goal of increasing conversions. The possibilities are endless.

To create a Website Retargeting audience:

  1. Click on “Create an audience to target.” Note: User must have “Account manager” or “Campaign manager” access to access Website Retargeting.
  2. Name your audience and add the URLs you want to use to create an audience. You can also define “or” relationships between URLs to generate a combined audience based on visitors from different pages on your site.
  3. Launch your campaign as is or save it as a draft. If you click on launch, your campaign will go live as soon as LinkedIn matches 300 website visitors.

2. Engage Your Contacts with Contact Targeting

Do you have a list of emails from prospects and customers who you want to engage with? With Contact Targeting, LinkedIn provides you the flexibility to upload your contact list and match each contact based on their respective LinkedIn profile.

Contact Targeting is an excellent tool for upselling your products or services to leads and customers. In fact, LinkedIn experienced a 37% increase in click-through-rate with Contact Targeting.

A campaign approach to Contact Targeting can yield a high return on ad spend as your contacts are generally past the awareness stage if they’re in your customer and lead list; they’re more likely to be in the decision phase of their buyer’s journey.

To create a Contact Targeting audience:

  1. Go to Matched Audiences and click on Uploaded list audiences.
  2. Once you are in the Uploaded list audiences, click on Upload a list.
  3. Choose “Match based on a list of contacts” and upload a .CSV file including email addresses. Don’t forget to write “email” as the first-row header. LinkedIn recommends 10,000 emails or more (with a maximum of 300,000) for best results. It’s also important to limit one list per file.
  4. Include the contact list in the targeting parameters and launch the campaign. The campaign will start delivering once it has matched enough members.
Source: LinkedIn Business

3. Market To Influencers With Account Targeting

Gone are the days when marketers had to rely on just interest or seniority-level targeting to engage influencers and key decision makers. With Account Targeting, LinkedIn allows marketers to reach and engage influencers who work at companies that are of high relevance to the business.

In its pilot of Account Targeting, LinkedIn received a 32% increase in post-click conversion rates and a 4.7% drop in post-click cost-per-conversion.

That’s huge for businesses targeting C-level executives. By utilizing a database of 12 Million company pages that can be targeted, marketers have an opportunity to market services and solutions to the upper echelons of their industry.

To create an Account Targeting audience:

  1. Go to Matched Audiences and click on Uploaded list audiences.
  2. Once you are in the Uploaded list audiences, click on Upload a list.
  3. Choose “Match based on a list of accounts” and upload a .CSV file with company names under one column. Don’t forget to name the first-row header as “companyname.” LinkedIn recommends 1,000 companies or more (with a maximum of 300,000) for best results.
  4. Finish setting up your campaign and click on “Launch.” When LinkedIn can match at least 300 members, your campaign will launch automatically
Source: LinkedIn Business

LinkedIn Matched Audiences is an excellent tool for full-funnel marketing allowing you to reach your customers at every stage of the funnel. Do you plan to use it? Or have you been using it and seen some results? I would ❤ to know.

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