LINKEDIN HAVE STEPPED UP THEIR GAME.
As someone who has a business that is B2B, I have found that LinkedIn has been the most successful Social Media revenue driver. I use each of the main social networks, as well as Google to promote my business, but since the beginning of this month LinkedIn has become my NBF (new best friend).
Because the way I can market to my potential customer has become more effective and intelligent.
I have spoken before about Facebook and their remarketing features and how great they are for niche-targeting but for today’s article I want to talk to LinkedIn and how I am able to take a potential customer, and nurture them which then turns them into a paying customer.
WHAT IS LINKEDIN’S MATCHED AUDIENCES?
At the end of April, LinkedIn introduced a brand new piece of software that allows you to combine LinkedIn’s professional data with your own LinkedIn Data to create campaigns that target a specific audience. Matched Audiences will help you engage with the key members of your audience through three different features; Website Retargeting, Account Targeting and Contact Targeting.
With website retargeting you can re-engage with your website visitors and nurture them through engagement.
Account targeting is a unique option where you can upload a list of company names to match against the 12 million LinkedIn company pages. You now have the power to market to thought leaders and decision makers with all of the hard work of finding them done for you by LinkedIn’s new remarketing feature.
For me, contact targeting is the most powerful tool because of the large database that I have. I can now upload this database to LinkedIn through a CSV file and engage with potential customers that have already been through my email marketing funnel.
FACEBOOK VS LINKEDIN
Fortunately for LinkedIn, Facebook’s audience reach has been widely criticised for the last 8 months with many businesses looking at other options as they are finding that they are not getting a ROI (return on investment)
You will find one big different when taking your database and uploading it into Facebook, and doing the same inside of LinkedIn. Less than 15% of the email addresses you upload into Facebook will be matched to a Facebook account meaning that you are marketing to such a small percentage of your database. Having a low match rate inside of Facebook means that your ad volume will also be low, as will your conversions.
It has been reported that around 75% of someone’s database is actively using LinkedIn and because they have both their personal, and work-related emails registered with their LinkedIn profiles, the chances of being able to remarket to them, and personalise your content is much higher, meaning your efforts will be greatly rewarded.
Facebook might have the bigger user total at over 1.9 billion, but if you’re B2B, LinkedIn will be your best bet when it comes to advertising on Social Media.
WHY IS MATCHED AUDIENCES SO POWERFUL?
I have had a huge shift in how I market to my Go to the full article.
Source:: Business 2 Community