Marketing messages are a lot more effective when they’re targeted. That’s a given. But customizing the message is tricky when you’re updating a social media feed. Say your company is going on a road trip across the US. Do you want to stack up 12 posts, one for each city on your company LinkedIn feed? LinkedIn has a better idea.
What this tool allows you to do is create custom content and make it visible only to a specific group of people. This way you can personalize and test content without clogging up your public facing feed.
Previously, if you wanted to pay to promote your 12 city tour, you’d have to create 12 pieces of content, each with specific city information, then push each one out as sponsored content using location targeting. Anyone who visits the company page would see all 12 posts stacked up.