“Remarketing” can be defined as taking a “second shot” at marketing to somebody who’s visited your website. If you’re running a B2B business and somebody visits your website to read an awesome article, blog or whitepaper 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 that potential client that got away? Of course, it would.
Is LinkedIn Remarketing Right For You?
If your business depends on lead generation and has a long sales cycle, it is critical that you interact with prospects after you receive the initial lead. Don’t let prospective clients that you worked so hard to visit your website slip away so easily. Remarketing can help you optimize your mid and bottom-funnel channels and push users to convert.
Here are a few areas to focus while planning your remarketing strategy on LinkedIn:
LinkedIn Lead Generation Forms
These forms allow you to capture a user’s information with pre-filled fields and are a great way to interact with past site visitors. This information can be automatically transferred into CRM platforms like Salesforce. Lead generation forms can be used with “Sponsored InMail” and “Sponsored Content” ad formats.
Sponsored InMails are the paid counterpart of your regular InMail. Sponsored InMails if overused can come across as spam but, when done properly, can actually convert higher than any of the other LinkedIn adoptions. Because these ads need to come from a personal profile versus a branded business page, people feel less like they are being sold and more like they can actually communicate with a representative of the business. Remember, personalizing your InMail will make your sponsored content stand out from the rest.
LinkedIn reports a 37% increase in click-through-rates of ads using Contact Targeting. You can build a custom audience by uploading your email address lists or using your own data. Once the list is uploaded, the contacts become an audience you can show your ads to. This targeting tool is undoubtedly a great move for marketers with a large compilation of contacts.
Mid-funnel retargeting aims to promote relevant content to the users that have already interacted with your business. Use content that reaffirms your company’s value propositions. Another good option would be to showcase testimonials from current clients, non-gated whitepapers, blogs, infographics, videos, and other engaging content. Make sure you choose "sponsored content” as your ad format because of its native appearance in a user’s feed. Based on the response you receive you can create different segments for high-value leads who are close to converting, leads who might have gone cold, and leads that have just started speaking with the sales team. Good content strategies are essential when working with longer sales cycles. There will be a lot of value in testing a variety of content at different stages in the funnel, someone who just watched a product demo will consume different content than someone who downloaded a whitepaper.
Platforms like Facebook already have detailed remarketing options that let advertisers further customize their ads based on their audience. The complete LinkedIn remarketing feature is expected to come out in 2020. LinkedIn also aims to add more narrowed geography-based targeting for cities, states, and countries. As marketers, it will be beneficial to stay ahead of the curve and optimize your digital strategy to reach out to your prospective client base from over 500 million LinkedIn users as of 2019.