As a savvy marketer, you know LinkedIn’s power for generating quality leads. But are you taking full advantage of retargeting to nurture those hard-earned prospects?
Retargeting is a highly effective way to stay top-of-mind with your LinkedIn audience after they engage with your LinkedIn content, follow your LinkedIn business page, or visit your website. By serving tailored ads, you can gently guide prospects further down the funnel. This is especially true when 92% of first-time website visitors aren’t planning to make a purchase.
Source: LinkedIn
Consider this: LinkedIn states that its users have “2x the buying power of the average online audience,” further emphasizing the platform’s value for retargeting campaigns to drive conversions and revenue.
This article will discuss 7 LinkedIn retargeting strategies that can help you improve your marketing. But first, let’s explain LinkedIn retargeting and why it is important.
What is LinkedIn Retargeting?
LinkedIn retargeting allows you to show ads to people who have previously visited your website or interacted with your business on LinkedIn. This is powerful because you’re targeting a warm audience that has already shown interest in your offerings.
For example, let’s say someone visited your website’s pricing page but didn’t make a purchase. With retargeting, you can show them an ad on LinkedIn to remind them about your product or service. This keeps you top-of-mind and can help convince them to convert.
Why is LinkedIn Retargeting Important?
It is beneficial (and essential) because it helps you reengage interested prospects you may have otherwise lost. Instead of targeting a completely cold audience, you market to people already familiar with your brand. This tends to drive higher conversions at a lower cost-per-lead.
Source: eMarketer
Setting it up is straightforward, too. First, you’ll install LinkedIn’s Insight tag on your website. This little script lets you build custom audiences based on specific actions people take on your site. Did they hit your demo page but bounce? Add them to an audience for a retargeting campaign offering a free consultation.
From there, you can get creative with different campaign types, such as Sponsored Content, to drop relevant posts in their LinkedIn feeds.
Note: Effective retargeting requires Using LinkedIn’s Matched Audiences and Insight Tag. These tools allow precise targeting and re-engagement with people who have previously interacted with your content or website.
Of course, you’ll want to be mindful of privacy and compliance. Make sure you have proper consent to track people and allow them to opt-out if they don’t want personalized ads following them around. When done right, LinkedIn retargeting helps maximize every lead and boost your ROI.
So, what’s the key? The key is to properly set up your retargeting audiences and create a compelling ad creative to win back potential customers. And you can do that with a smart LinkedIn retargeting strategy to get more bang for your buck. So, let’s explore the 7 (plus a bonus) retargeting strategies for LinkedIn you should test.
7 LinkedIn Retargeting Strategies to Test
1. Leverage Website Demographics
One of LinkedIn’s most powerful (and underutilized) features for retargeting is Website Demographics. This free tool gives you an inside look at the professional traits of your website visitors – no more shooting in the dark.
Once you install LinkedIn’s Insight Tag on your site, you can access anonymous data on job titles, roles, industries, company sizes, and more for everyone who visits your pages.
For B2B brands, this is game-changing intel.
Source: eMarketer
Let’s say you sell marketing automation software to enterprise companies. With Website Demographics, you can see that 35% of your pricing page visitors are marketing managers at Fortune 500 firms. That’s your bullseye audience! You can surgically build retargeting campaigns aimed directly at lucrative segments from there.
Source: LinkedIn
The data integrates seamlessly with LinkedIn’s Campaign Manager for precision targeting. For ultra-specific audiences, you can combine it with other parameters, such as job experience, skills, interests, and more.
Website demographics can also reveal eCommerce brands’ top consumer audiences. If you sell outdoor gear, you could retarget avid hikers, climbers, or campers who browse your site. The possibilities are endless when you truly know your audience.
Let’s take another example. For instance, if you’re a B2B software company targeting enterprise customers, you could use Website Demographics to identify your website visitors’ job functions and industries. If you notice a significant portion are IT managers and directors from the financial services industry, you can build retargeting audiences specifically targeting those profiles.
“The data LinkedIn provides closely matches the targeting options available in Campaign Manager, so you can use these insights to create highly targeted campaigns,” said Social Media Examiner.
2. Retarget By Content Topics
One of the most effective ways to maximize your LinkedIn retargeting efforts is to create audiences based on the specific content topics your prospects have engaged with. This allows you to develop hyper-relevant ads that align perfectly with their demonstrated interests.
For example, someone downloaded your latest whitepaper on cybersecurity best practices. With content-based retargeting, you can show user ads promoting related assets, such as a cybersecurity case study showcasing a customer success story. You could also retarget them with an in-depth industry report further exploring cybersecurity trends and solutions.
The same principle applies to other top-of-funnel content like webinars. If a prospect watched your on-demand webinar about – let’s say – supply chain optimization, you can retarget them with complementary content that builds on that topic area – perhaps an eBook digging deeper into supply chain strategies or an invitation to a live Q&A session with your subject matter experts.
Bonus read: Creating a Successful B2B Marketing Strategy: The Ultimate Guide.
Note: Here’s a good LinkedIn checklist for retargeting. You can also check out this LinkedIn advertising best practices.
