7️⃣ Insights for an Ungated LinkedIn Strategy to Boost Demos

1️⃣ Understand your ICP

Launching a campaign without full understanding of which roles you want to be in front of can only cause issues down the funnel. The main issue being audience pollution. The last thing you want is to get demos from titles you do not want to meet with once you start “asking” for those appointments.

2️⃣ Be hyper focused around targeting within the platform

Do you have a target account list? Is utilizing titles the best approach for targeting the ICP within those accounts? Maybe seniority with job function can be better? Make sure to sit down with the arbiter of truth within your organization or client to literally go through every audience target option available. The last thing you want is to have too broad of an audience, or too small of an audience, that is not correctly penetrating the correct personas within your target account list.

3️⃣ Review Professional Demographics, Monthly

Without getting regular lead gen form fills, you will have to review who is getting impressions of your ads and who is clicking. Make sure to review titles within Professional Demographics to make sure to include/exclude the wrong titles within your campaigns.

4️⃣ Audience size matters

The smaller the audience is the longer it will take to populate your bottom of funnel “demo” audience. LinkedIn recommends audience sizes to be between 50K to 500K. However, every organization is different. Be vigilant.

5️⃣ Stay creative

You want to try and optimize down to the top two performers. Don’t be afraid to think outside of the box. Should I use ONLY single image ads or couple that with carousal ads? Would a dynamic ad outperform a static ad? You are always want to be thinking of ways to utilize the full potential of the platform as the key differentiator for your brand.

6️⃣ Utilize LinkedIn’s new Audience Penetration feature

This is an amazing new feature rolled out on the 2nd of September, 2024. In this new column selection, you are able to view how much of the audience your ads have penetrated. From there, you can decide how you can better increase your bids, lower them, and/or get a better understanding of just how well the ads have been resonating with your audience.

❗ Here is how you can find it: Columns -> Delivery -> scroll all the way to the end of the screen to see the column Audience Penetration

7️⃣ Set realistic timelines internally and externally for results

The bigger the original audience, the faster the bottom of funnel audiences will be ready to convert on a demo. The smaller the audience, the longer it will take to populate that coveted demo audience.

Depending on audience size, I would stick within the recommended time frame of 3 - 9 months.

Make sure to review these key insights so you can have a more streamlined and scalable success in building a demo audience that converts!

Feel free to like and share the LinkedIn post where this blog originated from.