How to Engage Your Target Audience on LinkedIn

Published on 6th April 2021

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This insight post is a summary of the original blog post authored by Allison Wood of Dix and Eaton. View the original blog:How to engage your target audience on LinkedIn.


When most companies advertise on social media, they typically stick to the more glamorous platforms like Facebook, Instagram, and Twitter. However, LinkedIn has the unique ability to target your audience in a strictly professional setting and is helpful for creating brand awareness with thought leadership or implementing a B2B marketing strategy.

Advertising on LinkedIn

While LinkedIn isn’t the most popular platform for advertising, nearly half of worldwide agency and marketing professionals invested their ad budget into the platform, according to May 2019 research from Hanapin.

Similar to the more popular social channels, campaign objectives on LinkedIn offer awareness, consideration, and conversion.

Advertisers have the option to leverage the LinkedIn Audience network. This capability allows advertisters to build their own audiences and layer in various LinkedIn attributes to customize the segment with demographic, firmographic and behavioral data. LinkedIn Audience audiences include traits such as existing and previous company, education level and job experience. These targeting capabilities give you the power to create very specific segments – something other social platforms cannot provide.

LinkedIn also offers several different ad formats and content types including video. While sponsored posts remain the most popular for all objectives, lead generation ads are promising for high form completion rates. 

Curious how your competitors are using LinkedIn? Check out this free ad scorecard

Learn how to engage your audience further by leveraging a strong organic strategy on LinkedIn in the full blog post, How to engage your target audience on LinkedIn.

Want to learn more? Check out more insights from our partners on social mediaand B2B Marketing

Dix & Eaton is a strategic communications consultancy specializing in investor relations, crisis communications, media relations and marketing communications. Working as trusted partners focused on driving results, Dix & Eaton combines deep experience, foresight and creativity with digital intelligence and analysis to help clients realize the full power of communication and generate greater return on investment. Founded in 1952, Dix & Eaton is 100 percent employee-owned and has twice been named the nation’s best midsized firm.

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