Audience retargeting (commonly and interchangeably referred to as remarketing) is a highly effective technique for boosting LinkedIn ad performance and driving conversions from your most promising prospects.
1. Website Retargeting
Website retargeting is one of the most powerful tools in LinkedIn’s ad arsenal. This strategy allows you to target users who have previously visited your website but haven’t yet converted. By displaying relevant ads to these visitors, you can re-engage them and guide them back to your site, encouraging them to take further actions like filling out a form, downloading a resource, or making a purchase.
To get started with website retargeting on LinkedIn, you’ll need to install the LinkedIn Insight Tag on your website. This tag tracks the behavior of LinkedIn users who visit your site, allowing you to retarget them based on the specific pages they’ve visited.
Here’s how to use website retargeting effectively:
- Segment by Page Visits: Create segments based on the specific pages users visited. For example, you can retarget visitors who landed on a product page but didn’t complete the purchase.
- Deliver Relevant Messaging: Customize your ads based on where the user is in the buyer’s journey. For instance, if a visitor checked out your pricing page, show them an ad offering a discount or free trial to entice them to convert.
- Frequency Control: Be careful not to overexpose your ads. Keep your retargeting frequency in check to avoid annoying your audience.
Website retargeting can significantly boost your conversion rates by targeting prospects who have already shown interest in your offerings.
2. Engagement Retargeting
LinkedIn engagement retargeting allows you to re-engage users who have interacted with your LinkedIn content but haven’t yet taken further action. These interactions can include likes, comments, shares, and even video views. By retargeting these users, you’re reaching people who are already familiar with your brand and are likely interested in learning more.
Engagement retargeting is particularly effective for nurturing leads and keeping your brand top-of-mind. You can create ads that encourage further engagement, such as downloading a whitepaper, attending a webinar, or signing up for a free trial.
How to execute engagement retargeting:
- Target Video Viewers: If someone watched 50% or more of your LinkedIn video, they’re likely interested in your content. Retarget them with ads promoting similar content or a more direct offer.
- Re-engage Post Interactions: If users have liked or commented on your posts, retarget them with a follow-up ad that drives them to a landing page, a case study, or a demo of your product.
- Event Retargeting: If you’ve hosted a LinkedIn event, retarget those who attended or interacted with your event-related content.
By focusing on users who have already engaged with your content, you increase the chances of conversions while building stronger relationships with your audience.
3. Lead Gen Form Retargeting
LinkedIn Lead Gen Forms are an excellent way to collect leads directly from LinkedIn without directing users to a landing page. These forms auto-fill user information based on their LinkedIn profile, making it easier for users to submit their details. Retargeting users who have previously opened your Lead Gen Forms but didn’t complete them is a highly effective strategy.
Lead Gen Form retargeting allows you to reconnect with potential customers who may have shown interest but hesitated to submit their information. You can retarget these users with ads that encourage them to complete the form or offer additional incentives, such as a free resource, consultation, or demo.
Best practices for Lead Gen Form retargeting:
- Use a Clear CTA: Encourage users to complete the form by highlighting the benefits of submitting their details.
- Offer an Incentive: If users dropped off before completing the form, entice them with a limited-time offer or exclusive content.
- Follow Up with Nurturing Ads: After a user completes a Lead Gen Form, continue nurturing them with ads promoting your blog content, case studies, or free trials.
Lead Gen Form retargeting helps you re-engage warm leads and move them further along the sales funnel.
4. Video Retargeting
Video retargeting is a powerful way to engage users who have watched your LinkedIn video ads. Since video content tends to be more engaging than static images or text, retargeting users who have spent time watching your videos can lead to higher conversion rates.
With LinkedIn’s video retargeting, you can target users based on how much of the video they’ve watched. For example, you can create custom audiences of people who watched 25%, 50%, 75%, or 100% of your video content. This segmentation allows you to deliver more personalized ads based on their level of engagement.
How to make the most of video retargeting:
- Segment by Engagement Level: Target users who watched a significant portion of your video with ads that prompt further action, such as visiting your website or signing up for a demo.
- Use Sequential Messaging: Deliver a series of ads that tell a story or guide users through different stages of the buyer’s journey. For instance, show an educational video followed by an ad promoting a product demo.
- Leverage Testimonial Videos: Retarget users with testimonial videos featuring satisfied customers, helping build trust and credibility.
Video retargeting helps you nurture prospects by delivering tailored messages based on their engagement levels, ultimately leading to more conversions.
5. Event Retargeting
Hosting webinars, virtual events, or LinkedIn Live sessions is an excellent way to generate leads and engage with your audience in real-time. However, not every registrant or attendee will convert immediately. That’s where event retargeting comes in.
With LinkedIn’s event retargeting, you can target users who interacted with your event, whether they registered, attended, or simply engaged with the event content. This allows you to continue nurturing leads after the event and encourage them to take further actions, such as downloading a presentation, scheduling a consultation, or purchasing your product.
Steps to execute event retargeting effectively:
- Segment by Event Interaction: Retarget users based on their level of engagement with your event. For instance, create separate campaigns for registrants, attendees, and those who missed the event.
- Promote On-Demand Content: For users who missed the live event, offer access to on-demand recordings, slides, or other resources.
- Follow Up with Nurturing Campaigns: Retarget attendees with ads that encourage them to take the next step, such as booking a demo or downloading an ebook.
Event retargeting helps you capitalize on the momentum generated by your events and move leads closer to conversion.
6. Contact Retargeting
Contact retargeting, also known as email-based retargeting, allows you to upload a list of email addresses and target those individuals with LinkedIn ads. This strategy is particularly effective for re-engaging your existing customers or leads who have previously interacted with your brand through email marketing.
Contact retargeting is a great way to stay in front of your existing contacts and drive them to take specific actions, such as renewing a subscription, attending a webinar, or purchasing a new product.
How to use contact retargeting:
- Upload Custom Email Lists: Upload a list of leads, prospects, or customers and target them with tailored LinkedIn ads.
- Tailor Your Messaging: Create personalized ads based on the user’s relationship with your brand. For example, send upsell ads to existing customers or re-engagement ads to lapsed leads.
- Align with Email Campaigns: Complement your email marketing efforts by retargeting the same audience on LinkedIn, reinforcing your message across multiple channels.
Contact retargeting helps you maximize your marketing efforts by targeting individuals who are already familiar with your brand, increasing the likelihood of conversion.
Conclusion: Maximize Your LinkedIn Ad Campaigns with Retargeting
LinkedIn audience retargeting strategies offer a powerful way to re-engage prospects, nurture leads, and convert them into loyal customers. By implementing these top six retargeting strategies—website retargeting, engagement retargeting, Lead Gen Form retargeting, video retargeting, event retargeting, and contact retargeting—you can optimize your LinkedIn ad campaigns and boost your ROI.
