You hear a lot about integrated marketing campaigns, buyer journeys, and personalization these days, but how can B2B marketers use these strategies to deliver actual results?
In other words, how can you drive more conversions and bottom-line revenue through LinkedIn retargeting?
No one enjoys spending money on social media advertising – but honestly, it’s necessary to connect with your leads at every stage of the sales funnel.
Although easy, it’s intimidating dabbling in the social media campaign creator tools if you’re not an expert.
You want to stretch each dollar as far as possible. To do that, you need to create personalized retargeting campaigns for your leads on LinkedIn. Here’s how to do it.
Why Use LinkedIn for Retargeting?
You want to create a seamless experience for your leads across all your marketing channels.
Here’s why LinkedIn is your best choice for retargeting as a B2B.
- 92% of Fortune 500 companies hang out on LinkedIn.
- LinkedIn has over 260 monthly active users with 40% using the platform daily.
- Over 3 million companies have LinkedIn pages – spanning every industry from railroad to nanotechnology in every corner of the globe.
- 90 million senior-level influencers and 63 million decision makers hang out on LinkedIn.
In other words, LinkedIn retargeting is valuable because it’s where your audience spends their time online.
Not only that, but LinkedIn unveiled exciting new audience insights and personalized promotion features recently so it’s easy to reach your leads at every stage of the funnel with relevant (and non-intrusive) content.
8 Secrets to Create a Great LinkedIn Retargeting Strategy
To make the most of your LinkedIn retargeting, you need to keep a few things in mind as you create your campaigns. The tips below can help you create the most personalized retargeting strategy possible.
1. Insert the Right Piece of Code into Your Website
First things first—you need to set up the code LinkedIn supplies so you can successfully retarget leads on their platform.
The LinkedIn insights tag is a simple piece of lightweight code that you’ll attach to a part of your theme code (usually the header or footer).
With this code, LinkedIn will be able to grab information about people who view specific pages on your website so it can reach them on your platform with targeted ads.
2. Create Audiences to Target Based on Your Personalized Audience Segments
Now we’re getting to the fun part.
Head over to the Campaign Manager and click on “create audience.” From there, you’ll click on “create matched audience” where you’ll be able to reach people who visited your website.
LinkedIn allows you to choose URLs so you can target the people on LinkedIn who visited that unique URL.
Do you see where we’re going with this?
After checking out some of your top-performing URLs on Google Analytics, create different audiences for LinkedIn based on the URLs. You could name a campaign for each segment based on either the stage of the sales funnel, job role, or needs.
Source: LinkedIn
3. Design Account-Based Marketing Campaigns for LinkedIn Retargeting
LinkedIn also makes it easy to run account-based marketing retargeting campaigns.
Just head back to the Matched Audiences section and create an audience. LinkedIn gives you the possibility to upload lists of company names so you can run campaigns that specifically target employees of that company.
From there, you can develop personalized ABM campaigns using other data through the Campaign Manager.
Source: LinkedIn
4. Target Specific Funnel Stages with Email Contacts
Head over to matched audiences again and upload a list of your email contacts.
Once you do that, you can create personalized campaigns to target your leads based on their stages of the sales funnel and engagement levels.
For example, let’s say you ran an onboarding campaign and your leads opened the emails but didn’t convert, you would create unique campaigns that encourage them to keep engaging with your content.
5. Create Unique Landing Pages and Authoritative Content for Personalized Campaigns
Creating LinkedIn retargeting campaigns is great, but you also need to create personalized landing pages for your campaigns so that your audience has a seamless experience.
Use features like content bingeing to avoid dead ends. Content bingeing is designed to provide visitors with a personalized (and endless) experience, like Netflix or Facebook, so leads can educate themselves at their own pace.
6. Make Sure Your Landing Pages are Mobile-Friendly
Think with Google says that at least half of all business searches take place on mobile devices. By 2020, Google expects that number to increase to 70%.
Responsive design is critical, but you should also consider ditching forms to make your landing pages truly mobile-friendly.
If someone has taken the effort to click on your link from LinkedIn, the last thing you want to do is annoy them with forms. Let’s be honest—no one likes forms.
7. Aim to Develop a Seamless Experience Across All Marketing Channels
People have come to expect a seamless experience across email, websites, and social media.
As you design your LinkedIn retargeting campaigns, start with a fresh calendar and record specific information about your audiences like funnel stage, job role, company, and interests.
8. Check Your LinkedIn Retargeting Results and Adapt
Just as with any marketing campaign, you’ll want to nail down some KPIs before you launch your retargeting campaigns on LinkedIn so you can watch the progress and improve for the future.
Of course, conversions are ideal but that won’t always be the most realistic goal for B2B retargeting.
Set up unique goals based on the sales funnel stage of each lead. For some, your goal may be engagement and building trust like reading a few blog posts.
Start Generating More Leads Today
LinkedIn audience matching and personalized campaigns are great for helping you nurture leads through other channels – but what happens when they’re on your website?
Hushly software helps you create mobile-friendly lead magnets by removing annoying forms through features like content bingeing, self-nurturing landing pages, and adaptive content hubs.
In other words, you can use data you’ve already collected on your audience to create a personalized experience for each lead without bothering them with forms.
Hushly can help you generate 51% more lead conversions and vet lead quality. Take it for a test drive now and see how it works!
