A few weeks ago, LinkedIn took a big step forward in improving their marketing offering by launching Matched Audiences. Consisting of 3 targeting methods, these new options can help marketers target the right audiences more effectively and open up options for new ways to advertise on LinkedIn. Below, we will provide some tips on how each targeting method can be utilized to enhance, expand or kick start your LinkedIn marketing strategy.
Website Retargeting
Website retargeting has been a tried and true tactic for a number of years now. Depending on how that traffic got to your site and what you spent to get them there, this audience can be some of the most qualified and important to monetize. Here are a few ways you can incorporate website retargeting into your LinkedIn marketing mix.
Remarketing
Put your offer back in front of your site visitors to help drive conversion from the campaigns that initially drove them there. The more specific your ad can be to the content the visitor viewed, the better chance you will have of driving a higher click through rate. Add a discount or special offer even higher conversion potential.
Cross Promotion & Upselling
Retargeting isn’t just for site visitors that didn’t convert. You can also run a campaign against audiences that took an action such as requesting information, signing up for a webinar, downloading content or making a purchase. These campaigns can focus on upselling or cross promoting other services, products or content.
Company Page Engagement
Rather than ask your website visitors to reengage with an action on your website, take a softer approach and ask them to connect with your brand on LinkedIn by following your company. This way, you can build up your company’s social presence on LinkedIn and increase the potential for future engagement.
Contact Targeting
Before the rise of display ad lead nurturing, most organizations were limited to utilizing direct mail, email and telephony to reach out to their database. Contact Targeting enables marketers to show ads directly to the individuals within your database. Here’s a few ways you can take advantage of this targeting method on LinkedIn.
Event Promotion
Hosting an event or attending a conference with access to the attendee list? Use Contact Targeting to enhance your outreach campaigns with targeted display ads. Drive registrations, awareness or schedule advanced meetings.
Lifecycle Nurturing
Drive prospective customers through your sales funnel or reengage with cold prospects, lost, current or previous customers with targeted display ads. Tailor the creative and call to action based on where they are in the lifecycle and what their next step would be in our customer journey.
Public Relations
Have a significant announcement that you want to disseminate to your customers and prospects? Use Contact Targeting to put that information directly in the newsfeed.
Account Targeting
While you’ve always been able to target your audience based on where someone works, Account Targeting makes this process faster and easier when dealing with a large list of companies. Instead of typing in the company name one by one when setting up the targeting for your campaign, you simply upload a list of target organizations directly. Here’s a few ways you can utilize Account Targeting.
Partnership Promotion
Let’s say your organization has partnered with a handful of large organizations to offer your product or services at a discount rate. You can use Account Targeting to show your ad directly to employees at those organizations.
Business Development
Have a list of key organizations that you’ve identified to add to your customer or partner base? You can use Account Targeting, overlaid with job title targeting, to put your message in front of decision makers and influencers at those target organizations.
Talent Acquisition
Target competitors or organizations that produce employees with desired skill sets and promote your job listings directly to their LinkedIn newsfeed.
Learn More
Ready to see how Matched Audiences can be incorporated into your digital marketing strategy? Contact In Linked Consulting to uncover opportunities and build a campaign that drives results.