A GUIDE BY

LinkedIn Targeting

Delivering Relevant Content

to the Right People

Be Specific inYour Segmentation

1: https://press.linkedin.com/about-linkedin

LinkedIn is the largest professional network in the world, with more than 364

million members in over 200 countries1. Beyond the basic HR and recruiting

use cases of the early days, smart businesses now leverage LinkedIn

Company Pages as communities in and of themselves and have integrated the

platform into their holistic social strategies.

Without a diligent approach to segmentation, however, audiences from

di�erent company sizes, industries, job functions, geographies and levels of

seniority will receive the exact same information. As a result, you will lose out

on an opportunity to cultivate more meaningful connections through one of

your brand’s best assets: custom content.

Targeting your LinkedIn Company Page updates optimizes message delivery

to specific communities within your audience. Moreover, Targeted Status

Updates a�ord each department within your organization the opportunity to

engage people with content tailored to their exact interests.

With that in mind, as you and your team hone your segmentation, we o�er five

common use cases for making the most of LinkedIn Targeted Status Updates.

1

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Targeted Status Updates Options

In order to use LinkedIn targeting, you must have at least 100 followers within

your selected group. Also, you want to avoid adding too many targeting filters

that you exclude followers who might still find your content interesting.

Categories for targeting include:

LinkedIn by Numbers

Company Size

Industry

Function

Seniority

Geography

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

>200countries represented

>100followers needed

within your group to

employ targeting

7.9Mmembers considered

key decision makers2

364Mmembers worldwide1

1: https://press.linkedin.com/about-linkedin, 2: https://www.linkedin.com/ads/ 2

Use Case 01

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Find a Match Between

Candidate & Company

Gone are the days of LinkedIn simply serving as an online résumé or CV. It’s

now a crucial tool for human resources and talent teams looking to amplify

company culture, spot talent, start industry conversations and maintain

employee communities (past, present and potential).

When creating your Targeted Status Updates for talent development purposes,

consider the following combination:

Company Size

Industry

Function

Seniority

Geography

3

Use Case 02

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Nurture Relationships

With Loyal Followers

As a community manager, you work tirelessly to cultivate a community of

advocates. On LinkedIn, give them a peek inside your organization, educate

them about your industry and o�er resources to help them succeed. In-person

events are another great resource to share, as you literally bring people together.

When creating your Targeted Status Updates for community management

purposes, consider the following combination:

Company Size

Industry

Function

Seniority

Geography

4

Use Case 03

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Accelerate Sales With a

Full-Funnel Approach

With 7.9 million business decision makers, LinkedIn is the ideal platform for the

full-funnel sales approach1. As you work your way through that process, gated

content is an especially valuable resource for bringing people into the pipeline

and creating touch points that ultimately compel them to take action.

When creating your Targeted Status Updates for sales purposes, consider the

following combination:

1: https://www.linkedin.com/ads/

Company Size

Industry

Function

Seniority

Geography

5

Use Case 04

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Build a Brand Through

Expertise & Engagement

Employee insights. Industry awards. Media placements. There are many assets

your brand team will want to tout on LinkedIn. LinkedIn targeting will instill a

sense of pride from the inside out, striking conversations with the right groups

in the right markets at the right time.

When creating your Targeted Status Updates for marketing and branding

purposes, consider the following combination:

Company Size

Industry

Function

Seniority

Geography

6

Use Case 05

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

Empower the C-Suite to

Start the Conversation

Not everyone can be a LinkedIn Influencer, but the ability to showcase C-suite

insights and connect executives sparks important business conversations.

Leaders at companies of all sizes use LinkedIn to gain competitive intelligence,

publish and read thought leadership, and connect with other experts.

When creating your Targeted Status Updates for executive purposes, consider

the following combination:

Company Size

Industry

Function

Seniority

Geography

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Out Front &Top of Mind

Followers who match your targeting criteria will see your company update on

their LinkedIn homepage feed. Your status updates will also be visible to

anyone who visits your Company Page (even individuals who weren’t originally

targeted). Regularly review your Page’s statistics for insights into

demographics and engagement so you can continuously fine-tune your

targeting and, as a result, make more lasting connections.

LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

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With more than 347 million members in over 200 countries, LinkedIn is the world’s largest digital professional network. What’s more 80% of LinkedIn members say they want to connect with companies. These statistics are strong indicators that LinkedIn... show more

Target your LinkedIn Company Page Updates in Sprout Socialsproutsocial.com/insights/ • Sprout’s helps facilitate social

communication between business and professional communities.

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