Businesses can also use audience expansion and lookalikes to find new audiences that are similar to their existing customers, website visitors and target accounts.
This piece suggests marketers should use LinkedIn audience attributes like demographics and job experiences to describe their ideal customers and better target prospects. It can help them personalise their marketing messages and make them relevant to consumer needs.
Businesses should build their target audiences on LinkedIn by searching for attributes of professionals they want to reach. Marketers should then decide their objective of LinkedIn advertising and accordingly choose the advertising format to reach their target audience.
The author suggests brands should test how their content performs organically with their existing network before investing in their LinkedIn advertising. Businesses should further analyse the effectiveness of their organic LinkedIn marketing using Google Analytics.
[12 minute read]