How to Target Real People Through Social Advertising


Wayne St. Amand is Chief Marketing Officer at Brand Networks, a software platform used by large brands to manage their advertising across five social media platforms from one central hub. I recorded this episode with Wayne on location at the IBM Amplify conference in Tampa, FL.

Slide from Wayne St. Amand’s presentation at IBM Amplify 2016.

Social media marketing is not free. As I’m sure you know, social platforms make their money from advertising. Decreasing organic reach to less than 1% forces marketers to advertise to reach their audience. In this podcast episode, Wayne discusses how social advertising allows marketers to target real people rather than taking an educated guess or a probabilistic approach. He also provides an example of a fashion brand that started out in a market in Bondi Beach, Australia, which is now a multi-billion dollar online commerce company thanks in part to social advertising.

On this episode you’ll discover:

  • That Algorithms are now adjusted so that organic reach is as low as 1% and how social media marketing is really social media advertising.

 “Social media marketing equals social advertising.” @WayneSaintTweet: Tweet This

  • Social advertising is complex because there are many things to learn on each social platform and their advertising systems.
  • Brand Networks enables the marketer to learn one platform, so it reduces complexity in doing cross-channel social marketing.
  • Why Wayne says it’s a good idea to take a 360-degree approach to social media marketing and that most marketers are already advertising across platforms.
  • Since each social platform exists as its own silo, marketers don’t have visibility across all of the social platforms; it requires extra work to export each platform’s data for analysis.
  • Using a deterministic strategy to target real people in social advertising, based on both psychographics and demographics, allows marketers to learn who their audience is in a very granular way.
Slide from Wayne St. Amand’s presentation at IBM Amplify 2016.
  • Brand Networks’ study of Instagram advertisers on their platform in the last quarter revealed 2 billion ad impressions and that video advertising has grown to 58% from 9% in the past six months.
  • Wayne says advertisers will be interested in Snapchat because they want to target millennials and Snapchat is very popular with that demographic.
  • Wayne says of the five major social platforms (Facebook, Twitter, Instagram, Pinterest, and LinkedIn), Facebook and Instagram dominate.
  • B2B marketers are usually better served to target users on LinkedIn because even though they may find their target audience on Facebook they may not be willing to engage.
  • Social advertising on LinkedIn requires trial and error and is full of untapped potential.
  • How Australian fashion brand St. Frock started as a “tent and mortar” business, but bad weather pushed the owner to start selling on Facebook.
  • How social advertising has helped St. Frock grow into a multi-billion dollar online sales channel in fashion wear with a brick and mortar location too.
  • Why Wayne says “any good marketer is always testing” and why you should be allocating some portion of your budget to testing.

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with Wayne St. Amand.

You can click the Listen Now button at the top of this page… Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.

P.S. Our next podcast features Therese Lochemy, Director of Internet Marketing & Social Engagement at Johns Hopkins Medicine.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”

  1. My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.

  2. There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.

  3. I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).

  4. People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!

  5. Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?

    B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer

    Or can you add more keyword phrases than this?

  6. All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
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