Guide: LinkedIn Audience Segmentation

Target audience is one of the crucial aspects of LinkedIn Lead Generation campaign. In our previous article, we have outlined some benefits you receive from using LinkedIn Sales Navigator. Among other features, Sales Navigator provides you with various filtering options, making your search much more precise.

Although, it is not enough for you to set your filters properly. To make your marketing messages more efficient, you need proper Audience Segmentation. In this article, we will pay your attention to some of the Sales Navigator functions that enable you to segment your audience.

Why is it important?

If you have ever tried to define your target audience – you might have noticed that it can be inconsistent. There are a lot of various factors to include and some of them do not match perfectly.

For example, if you are providing Lead Generation services for SMBs – you might want to connect Senior Marketers in Medium-sized businesses. However, when it comes to small companies – you will rather want to target CEOs, as they are the ultimate decision-makers.

You can definitely send them the same message, but it will be far from personalized.

Why do you need to have personalized messages? 

According to Statista, personalized messages experienced an 18.8 percent open rate compared to 13.1 percent open rate for messages without personalization.

LinkedIn has two built-in tools that allow you to divide your target audience into segments. Here’s a short step-by-step guide for you:

Lists.

If used properly, this feature will save a whole lot of your time. You can save your search results in different lists, which makes it much easier for you to track your audience. This is especially important for marketing campaigns that include several buyer personas.

For example, if you are targeting people from the same industries, but with different seniority levels. If you are contacting CMOs with the same message you use to contact Junior Marketing Assistants – you don’t have many chances to succeed.

So here’s a short guide on list creation:

1. Set up search filters.

You can find a detailed description of LinkedIn search filters here. 

2. Use the “Save search” function.

3. Create a list.

LinkedIn allows you to choose a proper name, as well as the frequency of alerts. An alert is basically a notification about any change that happens on any profile from your list.

This option is extremely useful if you are trying to build natural interpersonal communication. With alerts, you will see your prospects’ anniversaries, promotions, etc.

4. Find your list in the “Saved Searches” section.

Tags.

The other Sales Navigator feature allows you to create internal segmentation of the prospects. It allows you to add a tag to every LinkedIn profile that appears in your search. The best thing about this is that you actually don’t need to change your search lists.

 

All you need to do is add a tag to a particular profile, marking it for further segmentation.

After that, you can use an additional tag-based filter:

 

Following these simple steps, you will be able to segment your audience, thus providing your prospects with much more personalized messages.

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