LinkedIn: Go After Your Competition’s Audience with Member Skill Targeting

The LinkedIn targeting options are a B2B marketers’ dream. It is powerful but expensive, and it delivers results.

One specific targeting option I want to talk about in this post is “Member Skill”.

A member skill could be

“Copywriting”

or

“Photoshop”

While Copywriting is a general business skill, Photoshop is a very specific product skill driven by one specific company.

Imagine you are creating a product that competes with Photoshop (or complements it). Using the member skill targeting option from LinkedIn allows you to go after the audience your competition serves.

In combination with

• Industry
• Company size
• Location
• Experience
• and others

you can build a specific “compare us with” campaign.

I wouldn’t be surprised if LinkedIn pulled the targeting for product-specific member skills. Use this option as long as it is available to collect leads directly on LinkedIn.

We have had some pretty good results of running such campaigns with message ads/lead ads.

The flow has been:

1. Target member skill audience of competition
2. Outline the benefits of your product compared to the competition
3. Lead-form for webinar registration
4. Funneling the audience into an email list for further nurturing towards the product

The member skill is, of course, powerful for the owner/creator of the member skill too (Adobe in the case of Photoshop). Want to reach your long-time users and fans to make them aware of new features or products? Target your users with a member skill audience. Check out the LinkedIn Targeting options.

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