LinkedIn shared a new overview of how to use the Companies hub within Campaign Manager in order to track engagement from target customers and enhance focus on key decision-makers.
Companies hub includes a range of data points on in-app engagement, such as insight into which businesses' representatives have been reached through organic posts and paid advertising in the app. Brands can use this information to improve their targeting and ensure that they’re focusing on high-intent companies that are more likely to convert.
To that end, LinkedIn has provided a four-step framework:
- First, LinkedIn advised brands to upload a company list or connect their CRM in order to combine LinkedIn insights with first-party data.
- Next, businesses can use the Companies dashboard in Campaign Manager to see which accounts are engaging with their content across both organic and paid posts. Brands can filter this data by engagement level in order to detect stronger opportunities. LinkedIn said marketers should also apply the job seniority filter to confirm that they’re reaching decision-makers.
- Using this data, marketers can target companies based on their engagement stage. LinkedIn said that brands should retarget companies which have shown high engagement with their ads, and build audiences from their CRM data to capitalize on potential opportunities.
- Finally, marketers can track engagement with their follow-up ad campaigns to determine where each company is placed on the path to purchase, and then adjust their approach to capitalize on opportunities.
These are some handy notes, which provide actionable insights into how to use LinkedIn’s evolving data tools to improve prospect targeting.
“The best advice for a new company-based strategy is to pick a group of accounts that look like your best customers, connect your CRM or company list, and watch which of those companies start engaging,” LinkedIn said. “Then point your next campaign at them to nurture them through the funnel.”
Using this process, brands can ensure that their ad approaches are resonating with the right people, which could improve promotional performance.
