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More efficient ads? Learn about LinkedIn industries It is now possible to focus a LinkedIn campaign on more industries than ever. Learn how to make your strategy more efficient. How companies pick their LinkedIn industry LinkedIn is a social media platform specifically for companies and professionals. This focus makes LinkedIn the perfect platform for companies in the Business to Business (B2B) industry to find potential clients and partners. Since March 2022 companies on LinkedIn are categorized into industries, which makes it easier to create an effective and high-conversion B2B funnel. Not all products are useful for all companies on LinkedIn, but with the new industries, it becomes a lot easier to get your product to the right person. Learn how LinkedIn industries work in this article. What LinkedIn industries are available? There are currently 24 industries that a company can be categorized into. These main industries are also divided into 148 subcategories. For example, the education industry is divided into Education Management, E-Learning, Higher Education, Primary/Secondary Education and Research. The full LinkedIn industries list can be found in LinkedIn Campaign Manager. Before March 2022 it was already possible for companies to pick their industry manually. At that time, there was only a limited number of industries available. Industries on profiles are not automatically updated and therefore it is possible for a company to use an old category. For this reason, some companies might fall outside of your sales funnel. Source: photo from Pixabay.com by 3D Animation Production Company ttps://pixabay.com/illustrations/linkedin-social-network-icons- 3504141/ 28-06-2018 How are companies categorized in LinkedIn industries? Ads on LinkedIn are shown to profiles according to their employer, demography and firmography. For example, a business manager who works for a healthcare company will likely be shown ads for related companies and products. However, there is a turn side to this strategy. Sometimes, users do not terminate a job on their profile properly and might therefore be shown ads that are not interesting for them. Luckily, this can easily be fixed by selecting the most recent job function on their profile in LinkedIn manager. For ad management, the industry on their profile is not the most important criteria to target a user. Users are selected based on the industry of their employer firstly, along with their demography and firmography. Basically there are three things you can do. You can focus your ads on specific industries, you can focus on specific LinkedIn users that are or were active in a certain industry or exclude the industry altogether. How are LinkedIn industries helpful? If you launch a campaign on LinkedIn, you can now choose to include or exclude certain industries. It is unlikely that your product or service is applicable to all industries and therefore you can target your target group more efficiently. However, since some companies still use old categories it is possible that some interesting potential clients will fall outside of the chosen category and will not see your ads. It is also possible for some professionals and companies to fall into multiple industries. A software engineer in the healthcare industry might fall in the Software & IT Services industry but also in the Hardware & Networking or in the Healthcare industries. Since the user of the profile manually picks the industry, not all of them might be included in their profile. For this reason it is good to not only focus your marketing efforts on LinkedIn industries, but also on demography and other factors. LinkedIn is the only platform so far that focuses mainly on the employers and industries of people. Therefore, LinkedIn is a good platform for B2B marketing and sales. The recent updates in the available industries make it even easier to create targeted marketing strategies which are most likely to lead to high conversion.
