LinkedIn Introduces Account Targeting

Increasingly account based focus and personalised approaches is becoming common place in business today. This is the foundation for better It is the basis for bringing into line all resources, business plans and strategy, whilst prioritising the relative importance of clients from most to least important. 

With this as the background, LinkedIn have now announced the recent launch of  the new LinkedIn Account Targeting service which offers users additional functionality to adopt and run specifically targeted  marketing activities from the LinkedIn platform. 

The introduction of this exciting new service empowers users to precisely tailor the brands  Sponsored Updates and Sponsored In Mail campaigns against a per-specified priority list of selected corporate accounts. 

This new functionality combined with LinkedIn’s existing profile targeting, provides even greater capability for LinkedIn users to better promote their goods and services whilst being highly selective about which message is seen by what customer or prospect.

LinkedIn Account Targeting is available to customers purchasing Sponsored In-mail and Sponsored Updates through a LinkedIn account representative. As well LinkedIn have advised that  their plan is to also eventually offer this service to self-serve clients.

How Does LinkedIn Account Targeting Work

Interested LinkedIn users approach LinkedIn with a pre-selected list of businesses that they would  like to engage on the LinkedIn platform through the use of the LinkedIn advertising products. From this list they can then match the list to the eight million plus firms that have LinkedIn company pages

 and build an account target segment based on any matches. 

To add additional value and precise targeting, LinkedIn have also confirmed that they will allow users to further layers of details with information such as: position title and  experience to ensure that all messaging is delivered every time to the most appropriate individual(s) within the targeted firm or organisation. 

In the initial beta phase with only a small number of test cases, LinkedIn reported that those businesses after experiencing  positive results that exceeded their own expectations went on to reinvest with ongoing promotional budgets that were up to five times greater than what they had originally invested, suggesting increased sales that surpassed all expectations.

To learn more about LinkedIn or any other area of social media be sure to check for the latest dates for Victorian Chamber of commerce and Industry courses on:   

 http://www.vecci.org.au/business-solutions/training/short-courses/marketing-sales-and-service/social-media-fundamentals

So until next time, good luck and good marketing.

Regards,

Daniele.