The LinkedIn profile gives marketers an unparalleled ability to deliver highly relevant, targeted messages to unique audiences. Whether you're seeking finance professionals with graduate degrees or decision-makers in healthcare organizations – targeting on LinkedIn connects your message with your precise audience.
In this March 2013 webinar, we discussed:
• Which components of the LinkedIn profile determine target audiences
•Approaches for targeting your audience on LinkedIn to get the biggest impact
• How the digital agency Vertic used targeting on LinkedIn to reach Fortune 1000 decision makers for their client, Vestas, a wind energy provider
“When a company debuts at $9 billion based on minimal revenues and no projected profit,is that a sign that their data is incredibly valuable, or that Wall Street has lost its mind?” Paul Noglows, Managing Director at Mesa
ENERGY TRANSPARENCY A PERSONALIZED MASS COMMUNICATION CAMPAIGN CLIENT: VESTAS The world’s largest pure player in wind energy BRIEF Vestas wanted to create awareness among Fortune 500 Corporations about the economic and brand benefits for using wind energy in creating their products and services
Unique ContentVestas comissioned two studies, the GlobalConsumer Wind Study in partnership with TNSGallup and the Corporate Renewable Energy IndexIn partnership with Bloomberg New Energy Finance,which showed that consumers want products madewith wind energy, and that corporations are eager tosource more renewable energy.
TargetingUsing LinkedIn targeting platform, this enabledVestas to reach specific individuals within selectedcompanies with a highly ersonalized and relevantmessage.In total 419.000 employees globally were targeted
MessagingThe combination of a compelling business case,unique content and the opportunity to target aspecific audience, provided Vertic with the ability topush engaging, customized messages and increaserelevancy.
PersonalizedInteractive ExperienceUpon click through from LinkedIn, the resultingsite experience was dynamically displayed toprovide relevance according to the user’s company,industry, segment and role.
Unique ContentData and/or content that is compelling andsparks interest and awareness.TargetingAn agile platform that enables user segmentationon multiple parameters and abillity to targeteffectively.PersonalizationAn opportunity for a subsequently customizedmessage to each targeted segment.
ResultsVestas was able to view a direct ROI from thecampaignin addition to generating awareness. They have alsobeen able to reduce time-to-market based on directone-to-one messages that have been delivered to thekey C-level executives within the target audiences.Vertic and Vestas were awarded the ECHO DMAGold Award for the campaign in November 2012.