How to Target Your B2B Audience with Linkedin Advertising
How does LinkedIn advertising work?
The best way to answer that question is to start with the most effective method of advertising, retargeting.
Retargeting, a form of inbound marketing, can be used to deliver ads to potential customers based on their prior engagement on your website or in an app.
In the context of LinkedIn advertising, retargeting lets you use Contact Targeting to create highly tailored audiences using factors such as lead score.
1) LinkedIn Ads
You can use marketing automation to dynamically segment targeting lists and import them into LinkedIn using their ‘Contact Targeting’ tool.
This allows you to create highly tailored audiences using factors such as lead score. You can also use retargeting to deliver ads based on prior engagement.
This makes it possible for marketers of all levels of experience or size of the company, even those without an existing CRM solution, to target advertising campaigns directly at their most qualified leads.
A thorough understanding of your contacts is crucial if you want your campaign to be successful.
Think about things like job title, industry, or role at your company that are most likely indicating that someone is a good fit for what you have to offer.
2) Linkedin’s Contact Targeting Tool
LinkedIn’s Contact Targeting is great for helping you reach your audience on LinkedIn. The tool lets you target people who are currently in contact with your Virginia company by name or job title.
You can also import into it a list of email addresses that you’ve already collected using other forms of advertising, including LinkedIn Sponsored Updates, banner ads, and direct mail campaigns.
This allows you to deliver more personalized offers and nurture leads without having to build out an extensive (and expensive) email list first.
It also creates more personalized offers, which research shows increases click-through rates.
By building an accurate picture of each person’s interests and accomplishments—in addition to their work experience—you can make better decisions about when and how often you want to deliver specific ads across various channels.
3) Segment by Lead Score
LinkedIn uses a fairly robust retargeting platform, allowing you to target users on and off their site based on behavior.
If a user has already visited your website but hasn’t converted from visitor to lead or customer, you can target them on LinkedIn with an ad reminding them of your product.
4) Use Retargeting for Better ROI
One of my favorite ways to use LinkedIn advertising is through a retargeting campaign.
Retargeting allows you to show ads to people who have already visited your website or viewed a specific page on your site.
If you’re not using retargeting, I highly recommend trying it out as it can be extremely effective for getting new leads and re-engaging previous ones.