How to Create LinkedIn Retargeting Strategy

1. How to Create LinkedIn Retargeting Strategy "Remarketing" can be defined as taking a "second shot" of marketing to someone who has visited your website. If you run a B2B business and someone visits your website to read a great article, blog or white paper but doesn't send you a message to inquire more about your services. Instead, they just leave. Wouldn't it be great if you could advertise to this potential client who has run away? Of course, it will be. Is LinkedIn Remarketing Right For You? If your business relies on generating leads and has a long sales cycle, it is crucial that you interact with the leads after you receive the initial lead. Don't let potential clients who've worked so hard to visit your website get away so easily. Remarketing can help you optimize the middle and bottom path channels and drive users to convert. Here are some areas to focus on while planning your LinkedIn remarketing strategy: LinkedIn lead generation forms These forms allow you to capture user information with pre-filled fields and are a great way to interact with past site visitors. This information can be automatically transferred to CRM platforms such as Salesforce. The lead generating forms can be used with the "Sponsored InMail" and "Sponsored content" ad formats. Sponsored by InMail Supported InMail messages are the paid equivalent of your regular InMail. Sponsored InMail messages can appear overused as spam, but when done right, they can actually convert higher than any of LinkedIn's other ads options. Since these ads have to come from a personal profile versus a branded business page, people don't feel they've been sold out and more than they can actually communicate with a company representative. Remember, customizing your InMail will make your Sponsored Content stand out from the rest.

2. Contact targeting LinkedIn reported a 37% increase in click-through rates for ads with contact targeting. You can build a custom audience by uploading your email address lists or using your own data. Once the list is uploaded, the contacts become an audience to which you can display your ads. Undoubtedly, this targeting tool is a great step for marketers with a large group of contacts. Redirect the middle of the funnel Midstream retargeting aims to promote relevant content to users who have already interacted with your business. Use content that reconfirms your company's value propositions. Another good option might be to showcase testimonials from existing clients, unpublished white papers, blogs, infographics, videos, and other engaging content. Make sure to choose 'Sponsored content' as your ad format due to its original appearance in your user feed. Depending on the response you receive, you can create different segments of high-value leads who are close to converting, leads who may be lukewarm, and leads who are just starting to talk to the sales team. Good content strategies are essential when working with longer sales cycles. There will be a lot of value in testing a variety of content at different stages of the funnel, the person who has just viewed a product demo will consume different content than the person who downloaded the whitepaper. Conclusion Platforms like Facebook already have detailed remarketing options that allow advertisers to further customize their ads based on their audience. The full remarketing feature is expected to appear on LinkedIn in 2020. LinkedIn also aims to add more narrow geographic targeting of cities, states, and countries. As marketers, it will be beneficial to stay ahead of the curve and improve your digital strategy to reach your potential customer base from the more than 500 million users on LinkedIn as of 2019.

3. Brand awareness & lead generation Looking to target specific accounts and decision-makers? Or engage with a wider audience? Find out how we can help.