According to Business Insider, 97% of visitors leave your website without making a purchase on their first visit. Most of these potential customers drift away, never to return. That’s a massive missed opportunity for conversion.
Enter retargeting. It’s like a gentle nudge, reminding those who’ve shown interest in your brand but haven’t taken the final step. And when we’re discussing B2B spaces, LinkedIn retargeting shines bright.
In this blog, I’m going to talk about LinkedIn Retargeting—breaking down its importance and showing you how it can be a game-changer for targeting high-intent individuals. Let’s dive in!
Understanding LinkedIn Retargeting
Imagine you’ve launched an initial ad campaign on LinkedIn—a cold ad, to be precise.
A potential client stumbles upon it, gets intrigued, and clicks through to your website. Yet, for some reason, they leave without striking a conversation. But here’s the magic: when they visited, their digital footprint, or ‘cookies,’ got stored.
With these cookies, you can then gently nudge these prospects again, tailoring more ads for them based on where they are in the conversion funnel. It’s a bit like saying, “Hey, remember us? We’ve got something else you might like.”
This strategy isn’t exclusive to LinkedIn. You can harness the power of retargeting for your website visitors too.
But what sets LinkedIn apart? It’s the granular level of targeting it offers. LinkedIn Ads allow you to fine-tune who sees your content, right down to specifics like job titles, seniority, company size, industry, geographical location, and more. This not only ensures you’re reaching the right people but also helps filter out those who aren’t a fit for your offerings.
Types of Audiences You Can Retarget on LinkedIn
Retargeting on LinkedIn isn’t a one-size-fits-all game. It’s about connecting with the people who matter most to your business—those who’ve already shown an interest in what you offer.
So, who exactly can you retarget on LinkedIn? Let’s delve into the specifics:
1. Your Website Visitors
Think of the traffic pouring into your website—be it from diligent SEO efforts or well-crafted ad campaigns—as a treasure trove. These visitors are ripe for retargeting, especially using LinkedIn Retargeting Ads, helping you guide them from mere interest to actual conversion.
To tap into this potential, there’s one critical step: installing the LinkedIn Insight Tag on your website.
Once that’s in place, you gain the power to be super specific with your targeting. For instance, say you want to zero in on those who’ve visited your “Pricing” page. With LinkedIn, you can create a distinct audience group based on this criterion. This enables you to craft specialized LinkedIn Ads tailored to this group, nurturing them with varied content until they transition from curious visitors to solid leads.
What’s more, you can also customize your approach based on how visitors navigate through your site, offering an even more personalized touch.
2. Video Views from Your LinkedIn Ads
Videos are compelling storytellers. And on platforms like LinkedIn, video ads can be invaluable tools to engage and nurture your audience. But what about those viewers who didn’t watch the entire video? With LinkedIn retargeting, you can recapture their attention.
Suppose you’ve got a video ad, tailored to a specific funnel stage. What’s interesting is how LinkedIn allows you to segment and retarget based on the duration of video watched.
For instance, if your video ad is a snappy 20 seconds, LinkedIn gives you the ability to create audience segments depending on how much of the video they viewed—be it 25%, 50%, 75%, or even as precise as 97%.
And here’s the fun part: with these segmented audiences, you get to tailor your retargeting strategies. Think about it—a viewer who watched 97% of a video showcasing your offerings is clearly interested. Why not keep their engagement going with a follow-up video ad, perhaps a glowing client testimonial? It’s all about moving them further down the conversion funnel, and with LinkedIn’s granular retargeting, the possibilities are exciting!
3. Audience Behavior with Lead Generation Forms
Lead generation forms are a marketer’s best friend. Their beauty lies in their simplicity—pre-filled profile data ensures potential leads can effortlessly share their professional details in just a couple of clicks. It’s no wonder brands are so fond of them.
But here’s where LinkedIn offers something extra.
When you’re keen to segment your audience based on their interactions with these forms, LinkedIn is ready to step in with its enhanced retargeting features. It lets you track user engagement ranging from a recent 30-day window all the way to a whole year.
There are two main groups you can focus on:
1. Those who opened your form but left without completing it.
2. Those who went all the way and submitted their details.
Each group represents a different level of interest, and LinkedIn equips you to approach them accordingly. Tailor your retargeting ads to resonate with their specific behavior, ensuring each viewer is nudged closer to conversion.
4. Visitors to Your LinkedIn Company Page
When someone steps onto your LinkedIn company page, it’s a clear sign of their budding interest in your brand. This audience data is invaluable; it’s a compass pointing towards individuals already leaning your way.
Like with lead generation form interactions, you can retarget company page visitors based on a timeframe, from a recent 30 days up to a whole year. Segmentation here is key:
1. Individuals who browsed through your company’s LinkedIn page but didn’t engage with any call-to-action (CTA) button.
2. Those who didn’t just visit but also interacted by clicking on the CTA.
It’s essential to grasp a crucial aspect of customer behavior: most don’t convert on their first encounter with your brand—be it a website visit, a glance at your LinkedIn company page, or even after viewing your ads. Often, they’re just dipping their toes in, researching, not yet ready to commit. That’s where your marketing prowess comes into play.
By consistently showcasing your brand through LinkedIn retargeting ads over a span of 90 to 180 days, you’re essentially courting them. Use this period to narrate your brand story—illustrate how you address their industry pain points, share success anecdotes, and underline your value proposition. This narrative builds trust. And as trust solidifies, their interest in your offerings naturally deepens.
But how do you keep this interest alive and transforming? Let’s delve into some top-notch strategies for your LinkedIn retargeting campaigns.
5. Diversify Your LinkedIn Retargeting Ad Campaigns
Variety, as they say, is the spice of life—and this couldn’t be truer for your retargeting efforts on LinkedIn. Continuously presenting the same type of ad can dull the impact. Hence, diversifying the content and format of your retargeting ads is crucial.
Imagine this: Your website visitor logs into LinkedIn and encounters various touchpoints of your brand. One moment, it’s a crisp LinkedIn Text Ad greeting them at the top of their feed. The next, a LinkedIn Spotlight Ad subtly grabbing attention on the right. And as they scroll, a captivating single image ad nestles amid their feed.
This isn’t about bombardment; it’s about consistent, varied visibility. Different formats resonate differently with individuals, so a mix ensures you cater to diverse preferences.
The core objective? Ensure your brand’s message is omnipresent, guiding your audience through the journey of education, nurturing, and ultimately, conversion. After all, an informed and engaged audience is much more likely to turn into a loyal customer.
6. Cultivate Your Google Ads Website Visitors
Google Ads remains an unbeatable tool in the marketer’s arsenal. Why? Because it pinpoints those already actively seeking solutions—solutions your brand can provide. It’s no wonder that brands ubiquitously rely on Google Ads campaigns.
Yet, here’s a nugget many overlook: Not every click-through from a Google Search or Display Ad culminates in an immediate conversion. But every click signals intent, an interest. And that spark of interest can blaze into engagement, then loyalty, if stoked right.
Enter LinkedIn retargeting.
Once they’ve landed on your site or landing page via Google Ads, these visitors are primed for further engagement. By creating a specific audience segment on LinkedIn, you can reconnect with these potential customers. And not with just any ad, but with a diverse range of content tailored to their interests and needs.
The goal is straightforward: Remind them of their initial interest, provide more context, and gently guide them down the conversion path—all through LinkedIn’s vast ad capabilities.
In Conclusion
LinkedIn, with its precise retargeting capabilities, isn’t just another platform—it’s a formidable ally for marketers aiming to reclaim audience attention. At the heart of it is the opportunity to reach out to those who have, in one way or another, interacted with your brand.
The power of LinkedIn goes beyond mere impressions. It offers the tools to foster brand recall, drive meaningful sales, nurture leads, and even fortify customer loyalty.
However, a one-size-fits-all approach won’t cut it. Tailoring content to match where your audience is within the conversion funnel is pivotal. Furthermore, experimentation is key. Rotate through different ad formats, gauge the responses, and refine your strategies based on what resonates most.
Contemplating a dive into LinkedIn retargeting? Or perhaps you’re keen to enhance your existing campaigns? Let me guide you through the nuances and best practices to ensure optimal results. Schedule a one-on-one session with me, and let’s chart out your roadmap to success. Until then, happy retargeting!
