Selecting the right audiences is one of the most important steps in planning a successful campaign. In most cases, at the top of the marketing funnel you need to start with broad audiences that probably don’t know your brand, products or services and nurture them through a series of relevant and useful contents to conversion phase. In this post, we will review some targeting ideas for different stages of a marketing funnel on LinkedIn Ads platform. The platform known for its strong B2B footprint, has introduced some interesting engagement-based audiences that we will talk about them too.

Top of Funnel

1. Core audiences: This is what LinkedIn is famous for. All company, job title, interests, education and demographics targeting are in this group. In order to use these options effectively, you need to have a good understanding of your customer persona and try to get close to it by mixing and matching different targeting options. But, don’t overdo it. Remember that this is very top of your funnel and you need to let your content do the talking and segmentation for you. I suggest aiming for an audience size of at least 100,000 LinkedIn members for your prospecting campaign.

Pro Tip: Use Audience Templates to save time if you need to use similar core audiences in different campaigns.

2. Lookalikes: As the name suggests, these are users who share similar attributes to the seed audience that you’re making you lookalike audience off of. Therefore, the quality of it will heavily…

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