LinkedIn, the world’s largest professional network, offers a variety of features to help you reach your ideal customers – LinkedIn Pages, LinkedIn SlideShare, LinkedIn Groups, Publishing on LinkedIn, LinkedIn Sponsored Content and Direct Sponsored Content, LinkedIn Sponsored InMail, LinkedIn Text Ads. But, as with all social media marketing aimed to drive brand awareness and revenue, you need to test and measure your results. Only through actively testing, measuring, and refining can you reach the level of success your input deserves.
LinkedIn has built-in features that are designed to filter your audience, measure campaign results, and help improve your ROI.
LinkedIn Website Demographics
To maximise the impact of your LinkedIn marketing efforts, target your strongest prospects. Use the free Website Demographics tool for useful audience insights – industry, job title and seniority company name, size, and location. Use this data to customise and share content which resonates with those most likely to become leads and customers.
LinkedIn Audience Network
You want your Sponsored content and ads to reach more professionals on LinkedIn and all over the web, right?
Get in front of the right people, block the bad matches, and still stay on budget using the LinkedIn Audience Network (LAN – not to be confused with the lawn dressing or a local area network!)
LinkedIn Conversion Tracking
Having used the tools above to make sure you reach your ideal prospects and influencers, you will want to measure the impact of your LinkedIn Sponsored Content and Text Ads.
LinkedIn Conversion Tracking – part of Campaign Manager:
- Records conversions on your website or landing page.
- Measures leads and sign-ups, purchases and page views, installs and content downloads.
- Identifies the demographics (industry, company location and size, job function and seniority) of people who are becoming leads.