How to create LinkedIn Retargeting Strategy

Remarketing can be defined by taking a "second shot" in marketing to someone who has visited your website. If you have a B2B business and someone visits your website to read an awesome article, blog or publication 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 a potential customer who got rid of it? Of course it would.

Is LinkedIn remarketing right for you?

If your business depends on generating leads and has a long sales cycle, it is important that you interact with potential customers after receiving the original lead. Don’t let potential customers that you’ve worked so hard to visit your website slip so easily. Remarketing can help you optimize the channels at the center and bottom of the channel and force users into conversion.

Here are a few focus points when planning your remarketing strategy on LinkedIn:

LinkedIn Lead Generation Forms

These forms allow you to capture user information in pre-filled fields and are a great way to interact with previous visitors to your site. This information can be automatically transferred to CRM platforms such as Salesforce. Lead generation forms can be used in Sponsored InMail and Sponsored Content ad formats.

Sponsored In Mail

Sponsored InMails are the paid equivalent of regular In Mail. Sponsored In Mails messages can run into spam when overused, but if done correctly, they can turn higher than any other LinkedIn advertising option. Because these ads have to come from a personal profile compared to a branded product page, people feel less about being sold to them and more than they could actually connect with a company representative. Remember that editing InMail makes your sponsored content stand out from the rest.

Contact us for targeting

LinkedIn reports a 37% increase in ad click rates through contact targeting. You can build your own audience by uploading lists of your email address or using your own information. Once the list is loaded, your contacts will become an audience where you can show your ads. This targeting tool is undoubtedly a great business for marketers with an extensive collection of contacts.

Re-align the funnel in the middle

Funnel targeting is designed to promote relevant content to users who have already interacted with your business. Use content that reinforces your company’s value propositions. Another good option would be to showcase current customer testimonials, non-stop magazines, blogs, infographics, videos, and other interesting content. Make sure you choose sponsored content as your ad format, as it is native in the user's feed. Based on the responses you receive, you can create different segments for valuable leads that are close to conversion, leads that may have cooled, and leads that have just started talking to the sales team. Good content strategies are essential when working with longer sales cycles. Testing different content at different stages of the channel is much more valuable. The person who just watched the product demo consumes different content than someone who loaded white paper.

Conclusion

Platforms like Facebook already have detailed remarketing options that allow advertisers to further customize their ads based on their audience. The entire LinkedIn remarketing feature is expected to appear in 2020. LinkedIn also aims to increase its narrower geographic targeting to cities, states, and countries. As a marketer, it’s helpful to stay ahead of the curve and optimize your digital strategy to reach your potential customer base of more than 500 million LinkedIn users from 2019 onwards.