Ultimate Long Read 

Communication. It's what we're all about, no matter where we work. How can we harness personal communication if it's no longer face-to-face? Ultimate explains. 


Communicating right now can be tough. Whether we’re talking to our teams, our managers or our clients, we’ve all been getting used to the quirks of video calling and e-meetings as we navigate the guidelines of lockdown life. For lots of us, with time and dedication, this approach works just fine, for those all-important chats with existing clients or internal meetings.   

But how does this distance affect how we speak to potential or prospective clients? Face-to-face networking has long been a vital part of business, no matter your industry. When your usual personal communication strategy isn’t an option, how can you reach prospective leads to let them know about your offering -  or, once you’ve got their attention, nurture their interest in a one-to-one way?  

We think the answer is in targeted communications - and we’ll show you why. When you can identify the commonalities within your audience, you can ensure that your marketing is reaching the people who’ll find the most value in your offering - and the people who’ll engage with it most. 

With LinkedIn, you’ll get to reach your ideal audience in a real, meaningful way. One of the most effective methods of lead generation, LinkedIn allows you to keep your personal touch whilst scaling up your messaging - vital now the whole world is online more than ever. Let’s take a look at how. 

What is Audience Targeting? 

This is as simple as it sounds: allocate your messaging to the audience you want, by splitting off any industries, demographics or positions which don’t directly relate to your offering. 

When all users join LinkedIn, they’re invited to add various aspects of their professional experience, like their job roles, industries, experience and positions held, onto their profile.  So, these are the tags that you’ll use when you define your audience. The things which matter the most when it comes to engagement and relevance - like the industry you want to target, the potential job roles of your target audience and their role seniority- are yours to pick and choose from, which means your messaging reaches only the people you want to reach. 

How’s that going to keep my communication personal? 

To be honest, it’s a game-changer. No longer will you be risking broad, sweeping ads which - frankly - will be lost in a sea of similar ads on the LinkedIn homepage. Instead, you can see at a glance who’s likely to be looking - and change how you speak to them accordingly. What are their pain points? What are they looking for? What will they identify with? 

Most crucially - you get to change the format of your conversations with them - more on that now.

You’ve changed what you’re saying - now change how you’re saying it 

We all know that different people consume information in different ways. Now you’ve selected your demographic of choice - how do they want information communicated to them? Remember, this is all about keeping it personal - a CFO is unlikely to be wading through your sales email, so focus on what they might prefer instead.  Without getting into too much detail, LinkedIn gives you three main channels of communication for that all-important communication: 

Sponsored Content 

Sponsored content is a good way of increasing your website traffic and brand awareness, in the form of an update. This is shown on an organisation’s page on LinkedIn, which is then promoted to a broader audience. This is a great way to keep your reach high. 

Instant ‘Lead Gen’ Forms

Putting information behind instant forms is a great way to rapidly increase the quality of your lead generation. Using the Call To Action button on your sponsored content, just choose up to seven qualities or attributes you want your audience to have (job title, industry, etc.) This is a good way of checking that the people responding are the people you want to reach. 

Spotlight Ads

Spotlight ads are best used to maximise your reach and engagement on LinkedIn. Spotlight ads are dynamic adverts which are shown on a user’s LinkedIn feed, and when they’re clicked on, they transport the user to your website or landing page. This is a real personal touch - tailoring your ad to the user based on their own details? Win-win. 


InMail, LinkedIn’s personal messaging service, is known as ‘the fastest way to start a conversation’ on the platform. InMail lets you directly message users from your account, for that one-to-one communication - bespoke to your ideal end user. Less cluttered than email, with simpler tracking  - what are you waiting for? 

These are just a couple of ways in which you can bring that personal touch to your communications, even across a digital landscape. 

As you can see, for companies looking to re-infuse their chat with that all-important personal touch, post-COVID, it’s pretty simple to get started if you do it with LinkedIn. If, however, you’re looking for a little more detail, data and depth - you’ll need to speak to a Digital Marketing team, who can tailor your use of LinkedIn directly to your needs. (See? Personal. It’s what we’re all about).

Written by Cia Risbridger July of 2020