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What is LinkedIn retargeting, and should you care? Yes, if you want more B2B leads, sales, and influence.
In most cases, the hardest thing business owners face with marketing is finding (and keeping) new customers. Every small company feels it, from independent consultants to franchisees. But what if I told you that you are already in possession of both a shortcut through the static and a gold mine of potential new customers that you haven’t tapped yet?
It’s true, and it’s in the form of LinkedIn matched audiences, or LinkedIn remarketing/retargeting.
Keep reading to find out:
- What retargeting on LinkedIn actually means
- Types of remarketing audiences
- Should your company use LinkedIn retargeting ads?
Author’s note: we use LinkedIn retargeting and remarketing interchangeably. They essentially mean the same thing; however the “true term” for LinkedIn remarketing is retargeting ads.
What Is Retargeting on LinkedIn?
Remarketing on LinkedIn targets those people who have already visited your website—or whose information you have—and serves ads to them based on your specific parameters. This platform is best for B2B companies and industries whose target audience includes the professional crowd. This includes:
- Commercial HVAC and construction jobs
- Computer software
- Office furniture/supplies
- B2B services
- Education or professional development courses
- Resume and interview prep
- Financial services
- Job ads
- And more!
Why Remarketing? And more Importantly, Why Remarketing on LinkedIn?
Why remarketing? On average, only two percent of the people who visit your website actually convert. What about the other 98 percent? Remarketing goes after them.
Why remarketing/retargeting on LinkedIn? On average, people spend at least two hours per month on the platform, and that number is only growing. Another reason is that four out of five LinkedIn members drive business decisions, and LinkedIn’s audience has 2x the buying power of the average web audience.
Basically, it’s a sea of the exact people you want to see your ads.
The biggest reason LinkedIn retargeting works is that matched audiences are often more open to your products and services. They know who you are, and they aren’t cold leads anymore.
Do matched audience work? Yes! A study by the platform found that advertisers saw:
- 37% increase in click rate (CTR) with Contact Targeting
- 32% increase in post-click conversion rates and 4.7% drop in post-click cost-per-conversion with Account Targeting
- 30% increase in CTR and a 14% drop in post-click cost-per-conversion with Website Retargeting
LinkedIn Matched Audiences Advertising: Your Different Remarketing Options
Before we go further, there’s one thing to clear up. LinkedIn “Matched Audiences” is just the term that encompasses all remarketing options on LinkedIn. You can use matched audiences and remarketing/retargeting interchangeably.
So how do LinkedIn retargeting ads work? You have three audience options:
- Contact Targeting
- Account Targeting
- Website Re-Targeting
After you’ve uploaded/entered your key source above, you then have the option (with all three types of matched audiences) to further narrow down your audience by parameters including seniority, job function, years of experience, etc.
With contact targeting, you upload a list of email addresses, and LinkedIn will match those to individual users.
When to Use Contact Targeting
You want to use contact targeting when you have specific email lists of people you want to see your content. This person-centered advertising is perfect for:
- Remarketing to existing customers your product updates or new services
- Soliciting testimonials or case studies
- Supporting your email marketing efforts
- Asking for signups for webinars or pushing out new website content
LinkedIn’s account-targeting option lets businesses upload lists of up to 30,000 companies they either already do business with or want to do business with, and LinkedIn will then cross-reference those lists with its own list of more than eight million company pages. It will then show ads to its users who work for those companies.
When to Use Account Targeting:
You’d use account targeting when you know exactly what companies you want to target and you have a specific message intended for those companies.
EXAMPLE: Company one wants to target employees of Acme Industries, since the headquarters is right down the road from their company’s location. OR Company number two, who wants to target operations managers of a list of industrial warehouses they want to do business with. With this type of targeting, you can do that and more.
Similar to the Facebook pixel, you remarketing to visitors on your website with the LinkedIn Insight Tag (commonly referred to as the LinkedIn retargeting pixel). You have the option to target people who visit specific pages, which is a good use to segment your audience and show ads most relevant.
Should You Use LinkedIn Retargeting Advertising?
To find out if you should use retargeting, answer the following questions. If you answer “Yes” to more than one, then YES ABSOLUTELY DO IT.
- Is your target audience on LinkedIn?
- 49% of college graduates use LinkedIn.
- 45% of adults making more than $75,000 per year are on LinkedIn.
- 34% of 18 – 29 year olds use LinkedIn.
- 31% of 30 – 49 year olds use Linkedin.
- 21% of 50 – 64 year olds use LinkedIn.
- Is your service B2B?
- Are you targeting commercial clients?
- Are you targeting professionals?
- Are you trying to hire someone?
- Is the information you have professional information? (work email addresses vs. personal email addresses)
- Is your service one that people would be interested in with a day-job mindset? (Would people be more likely to click on your ad while they’re at work or while they’re scrolling through in from of the TV?)
Navigating through all the layers in LinkedIn advertising to find that sweet spot isn’t an easy feat–that’s why we have a team pf paid social media experts. If you want to learn more about LinkedIn marketing, contact us now!
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
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