Linkedin: Precisely target your B2B event personas


November, 2018

LinkedIn advertising: Target your B2B event personas with precision

 

While LinkedIn offers the most targeted form of paid advertising across digital, it’s also the most expensive and needs to be done well to get good ROI. Advertising on LinkedIn will allow you to reach potential exhibitors, speakers and attendees. The personas you’ve created will come in handy when deciding who should see your ads.

Here are some of the best ways to target your personas using LinkedIn’s paid advertising:

 

Icon-4Custom Audience

On LinkedIn you can select who sees your ads by creating a custom audience using carefully chosen filters. Filtering your audience allows you to target your audience by industry, company size, title, geography and more. These filters can help you narrow down to an audience that closely matches your personas.

 

Icon-4Account-Based Targeting

Account-Based Targeting is yet another way of building a custom audience. This allows your ads to reach employees of companies you want to attend your event. What makes this strategy so effective is that you can tailor your LinkedIn ads to each target company, ensuring that the messaging resonates with them.

 

Icon-4Lookalike Audiences

Lookalike audiences are a great way to reach new audiences without having to filter, because that’s done by LinkedIn

Once you’ve uploaded your personas’ email addresses into a custom audience, you can create a lookalike audience. The beauty of a lookalike audience is that LinkedIn does the filtering for you based on the people in your custom audience.

 

Icon-4LinkedIn Insights Tag

LinkedIn’s Insight Tag is a piece of JavaScript that can placed on your website to track which pages people are visiting and retarget those people with messages tailored to their behaviour your website.

If done right, LinkedIn’s paid advertising can help you laser target your B2B event personas and entice them to your event.

 

This blog is part of a series series dealing with personas and how best to target them with your marketing. Catch the latest persona blogs and the previous ones down below.

Targeting Your Personas – Click here to view

How to use personas in your B2B event’s email marketing strategy – Click here to view

Convert your audience on LinkedIn with earned persona targeting – Click here to view

LinkedIn advertising: Target your B2B event personas with precision – You are here now

How to reach your personas on Facebook – Click here to view

6 ways to tweet the right peeps – Click here to view

7 ways Feathr can help you reach your target audiences – Click here to view

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Eric Louw
Eric Louw

Eric Louw

CLIENT SERVICES DIRECTOR


Some people are just destined to market B2B events. Eric is one of those people. It’s not because he’s passionate about B2B events (that’s a given), it’s because he’s passionate about helping B2B event organisers maximise their marketing budget with digital marketing tactics.

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