8 Secrets to Nail an Awesome LinkedIn Retargeting Strategy

LinkedIn retargeting

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.

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.

LinkedIn Retargeting

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.

LinkedIn Retargeting

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!

4 Reasons to Use LinkedIn for B2B Lead Generation

A lot goes into running a successful B2B company, but lead generation has to be right up there at the top.

Obviously, without any leads, you can’t have any sales.

However, without a sufficient amount of leads, it’s almost impossible to effectively test your funnel and make sure you’re seeing as many sales as possible.

So, while there are countless avenues you could take, this is why every company needs to invest in LinkedIn B2B lead generation.

4 Reasons to Focus on LinkedIn for B2B Lead Generation

With all of the options out there, why does LinkedIn B2B lead generation deserve a spot in your budget?

There are actually dozens, but if you’re on the fence, these four reasons should convince you it’s time to start looking for leads on LinkedIn right away.

1. LinkedIn Is the Best Social-Media Platform for B2B Lead Generation

For years after its inception, social media was a four-letter word among B2B marketers. An easy way to make sure no one took you seriously was by advocating the use of sites like Facebook and Twitter for advertising purposes.

Obviously, a lot has changed since then. Plenty of companies use social media for B2B marketing and have seen incredible results.

With that being said, while there is no shortage of social media platforms to choose from, none are as good for lead-generation as LinkedIn, and it’s not even close.

LinkedIn B2B lead generation represents 80% of successes among companies that use social media. Twitter is in second place with just 12.73% and Facebook trails by almost half that at 6.73%.

So, while every B2B company is different and you should test out all of your options, it’s best to begin your investment with LinkedIn.

2. LinkedIn’s Membership Is Increasing Dramatically

There’s more good news, too: LinkedIn’s users are increasing. Again, it’s by no small amount, either.

In 2016, the company reported that they were at 106 million active users every month. A year later, that number more-than-doubled, reaching 260 million active monthly users.

That, alone, is a substantial statistic. It means that, if you begin focusing on a LinkedIn B2B lead generation strategy now, there’s no reason to think that it won’t pay off for years and years to come.

Furthermore, this isn’t a matter of simply more people becoming Internet users all around the world or a global surge in social-media users. In fact, many reports claim that social-media giant Facebook is actually losing users and the same goes for Twitter, making LinkedIn’s staying power all the more impressive.

3. LinkedIn’s Active Users Are Really Active

The term “active user” can be a vague one as there’s no one definition accepted across every platform. Even “monthly active user” could mean someone who simply signs in once and then never returns.

However, in the case of LinkedIn, 40% of their monthly users are actually using the site every single day. That equates to roughly 134 million people logging into LinkedIn on a daily basis. Do you think any of them might be your leads?

Keep in mind, too, that unlike, say, Twitter or Facebook, there’s most likely a lot less mindless meandering happening on LinkedIn. People are on there for professional reasons, not arguing politics or sharing family photos. So, those 100+ million active users are extremely valuable.

4. Current and Future Decisionmakers Are on LinkedIn

Finally, LinkedIn seems to be especially popular among a very important cross-section for B2B companies. Not only are decision-makers – the most valuable leads possible – on LinkedIn, but Millennial decision-makers especially love the site. Of the 82 million Millennials using LinkedIn, more than 11 million of them are decision-makers. Lock them in now, and you could enjoy their companies’ business forever.

Increase Conversions from Your LinkedIn B2B Lead Generation Efforts

As you just saw, placing a bigger emphasis on LinkedIn B2B lead generation is a phenomenal way to increase the ROI on your marketing budget. Better still, it could also reduce how long you have to wait to see conversions.

Both are big wins.

However, we can actually take your LinkedIn B2B lead-generation efforts and supercharge their results. At Hushly, we created a platform specifically for B2B companies that often face high costs-per-acquisitions.

Best of all, you don’t have to change any part of your site, landing pages, or ads. Just add our platform to your current strategy and we guarantee an increase to all lead-gen and ABM conversions of at least 51%.

Ready to see how?

Just contact us today for a free demo.

How to Get Started with LinkedIn B2B Lead Generation

LinkedIn B2B lead generation

For years, LinkedIn was a bit of a paradox for B2B marketers.

On the one hand, you absolutely had to have a presence on this social media platform. It was the one place online you could be sure your prospects visited. Everyone has a LinkedIn account, even if they’re not incredibly active on it.

On the other hand, LinkedIn’s advertising platform used to seem as though it was designed as some kind of cruel practical joke. Even though the site had all of your leads listed with a ton of valuable information about them, ads featured next-to-no helpful features and costed a small fortune. You would have been better off paying for a billboard outside your prospect’s office.

Fortunately, that’s changed. Today, if you know what you’re doing, LinkedIn B2B lead generation could easily be one of your company’s best investments.

3 Tips for Getting Started with LinkedIn B2B Lead Generation

Over time, you’ll learn how to modify your company’s LinkedIn B2B lead generation strategy to best serve your unique goals.

For now, concentrate on just getting started by using the following tips. The sooner you are able to put a strategy into place, the sooner you can turn it into a force multiplier for your marketing budget’s ROI.

1. Focus Your Company’s Page on Lead Generation

This may be a beginner’s tip, but it’s also one that 99% of companies seem to miss completely.

If you look at most company’s LinkedIn accounts, it’s as if they’re trying to put you to sleep. A lot of them are literally the About Us section from their website cut-and-pasted into the account. It’s all accurate information, of course, but who cares? If it’s not generating leads for the company, it’s not making any difference.

Do not make this simple mistake.

Instead, turn your company’s profile into a lead generation machine.

Use your header image to show off what you do. Include engaging content like testimonials or even advertise that you have case studies in your profile.

Follow through with your company description. Use this space to pitch what your B2B business has to offer. Remember, only about the first two lines are displayed until a lead clicks, so make them count.

2. Use Content to Gain Social Proof

Content marketing isn’t just for your B2B company’s blog. You can also share those posts on LinkedIn. In fact, you should be sharing them and even creating unique posts on LinkedIn as much as possible.

There are two reasons for this.

First, if your post resonates with a lead, that may be all it takes to have them visit your website and reach out about possibly becoming a client.

Second, the more your posts generate interests from your LinkedIn following, the more likes, comments, and shares you’re likely to receive. Not only will that feedback help to increase the exposure of your piece, but it will also go a long way toward building up your social proof.

When it becomes clear to prospects on LinkedIn that your company is viewed as an authority, LinkedIn B2B lead generation will become much easier.

Also, keep in mind that you don’t have to limit your efforts only to content you’ve actually created. Unlike your actual blog, you can share others’ content on your LinkedIn account and simply offer a few sentences of commentary.

3. Create Separate Showcases for Each Segment

Another tragically overlooked opportunity for LinkedIn B2B lead generation is their showcase pages. Even though they’ve been around since 2013, most companies don’t take advantage of them.

In short, these are subpages you can add to your company’s profile to promote any subsidiaries. However, even if your business doesn’t have any official subsidiaries, you can still use showcase pages to market your company’s different initiatives and business units.

For example, if your accounting-software company serves the needs of small businesses, medium businesses, and enterprises, you could create a showcase page for each. This specificity will draw more interest and automatically segments your audience right from LinkedIn.

LinkedIn B2B Lead Generation

LinkedIn B2B lead generation could become one of your company’s highest ROI investments, especially because all of the above tips are free. So, even if you’re still not ready to dedicate any amount of your budget to LinkedIn ads, this social-media platform could still be a goldmine.

For best results, add Hushly to the mix. Use LinkedIn to drive traffic to your site and then let our software turn those visitors into qualified leads. We’re so confident in what we’ve built that we actually guarantee lead generation and ABM conversions will increase by at least 51%.

Contact us today to see how.