Use Targeted LinkedIn® Company Page Posts
Learn when targeted organic LinkedIn® Company Page posts can make content more relevant to a defined audience and when broad distribution is more appropriate.
Not every Company Page post needs to reach every follower. LinkedIn® allows Page super admins and content admins to target organic posts using supported professional and organizational audience criteria.
Target when relevance genuinely differs
Targeting can make sense when a message is specifically relevant to a geography, job function, seniority level, industry or another supported audience characteristic. It is less useful when the content is broadly relevant to the Page’s whole audience.
Do not use targeting to disguise weak content
A narrower audience does not make an irrelevant post valuable. First make sure the message solves a real audience need; then decide whether distribution should be restricted.
Check whether the audience is large enough
LinkedIn currently requires a targeted post to address at least 300 Page followers. Targeting options and limits can change, so confirm the current requirement in the Page interface before making targeting part of a recurring content process.
Know the trade-off with employee notifications
LinkedIn does not allow employee notifications on targeted posts. If a post is important to a defined follower segment and to employees, decide which distribution objective matters more rather than discovering the restriction after publishing.
Compare results carefully
A targeted post and a broadly distributed post have different potential audience sizes, so raw impression totals are not a fair comparison. Look at whether the intended people responded and whether targeting improved relevance.
LinkedIn currently requires a minimum target audience of 300 Page followers for an organic targeted post and allows targeting by up to 150 locations. Targeted posts cannot use employee notifications. Treat these as current operating limits rather than permanent rules.
Your task
Review your next month of planned content. Mark any post that is genuinely relevant to only one meaningful segment of your followers. Define that segment, check that the available target audience meets LinkedIn’s current requirements, and decide whether targeting is more valuable than broad distribution or employee notification.
Course details:
Use Targeted LinkedIn® Company Page Posts
- Intermediate
- FREE
A Free LinkedIn® Course by:
Fox Tucker
About This Series
This module helps you build a practical LinkedIn® Company Page content system. You will decide what the organization should talk about, set a workable posting cadence, plan a content calendar, choose formats, use articles and newsletters, target posts, schedule content and repurpose useful website material.
Each lesson can be completed independently or as part of the module.
Lessons In This Series
Requirements
- Access to, or responsibility for, an established LinkedIn® Company Page
- A desktop or laptop is recommended for Page administration and Business Manager tasks
- Some actions require the appropriate LinkedIn® Page admin role or Business Manager permission
Audience
- Anyone responsible for managing an established organization’s LinkedIn® Company Page
- Marketing and communications professionals
- Social media managers
- Owner-managers responsible for their organization’s LinkedIn® presence
Expert Tip
Across the course, I use a box like this for practical notes based on managing and improving LinkedIn® Company Pages.
LinkedIn® Premium Notes
I use a box like this when a feature or option depends on LinkedIn® Premium Company Page access. Premium features can change, so each note explains the relevant use rather than assuming Premium is required.