Maximizing Your Marketing Efforts with LinkedIn Ads: Why Start with Retargeting?

In a world where attention is the new currency, advertisers and marketers struggle to keep their messaging front of mind while their audience is inundated with others just like it. Optimizing your marketing efforts in today’s competitive digital landscape is vital for success. But is it possible to elevate your efforts above the noise of a digital cacophony? We wouldn’t have much of a blog post here if the answer were no!

If you invest in paid search, SEO, and other organic or paid channels, creating a full-funnel digital ads strategy to enhance your ROI and convert prospects at a higher rate is vital.  In this article, we’ll explain why starting with retargeting on LinkedIn Ads can be a beacon of light in this marketing storm.

The Unmatched Influence of the LinkedIn Insight Tag

The LinkedIn Insight Tag is a powerful tool that tracks beyond LinkedIn ads traffic to capture and analyze ALL website traffic. This means you can leverage this data to improve your retargeting efforts, getting your message in front of those who truly need to see it. The Insight Tag allows you to retarget ideal prospects by layering your own website traffic along with LinkedIn’s highly targeted company and personal filters for maximum results, saving your precious marketing dollars in the long run. Sounds great, right?

Cleaning and Segmenting Your Data

One of the challenges many organizations face when implementing the LinkedIn Insight Tag is a diluted retargeting audience. Diluted retargeting audiences are when the pool of users who have previously engaged with your website or online content becomes less focused over time. This occurs as the number of website visitors increases or as retargeting campaigns span multiple channels without effective segmentation. Because of this, reaching and engaging with the right audience becomes challenging, resulting in lower campaign effectiveness and wasted time and effort. However, LinkedIn filters can address this issue by helping you effectively clean and segment your data before it negatively impacts your efforts.

1. Eliminate Non-Decision Makers: When it comes to B2B marketing, reaching the decision-makers within an organization is crucial. Using LinkedIn’s advanced filtering options, you can exclude individuals below the Director’s seniority level, eliminating non-decision makers from your retargeting campaigns. Targeting this specific segment increases the chances of driving conversions and achieving your campaign objectives.
2. Target Companies with Budget: Understanding the financial capabilities of your target companies is essential for optimizing your efforts. LinkedIn allows you to exclude companies below a specific size, ensuring you align with companies that fit your ideal prospect. This targeted approach enables you to allocate your resources more efficiently, improving the overall ROI of your retargeting campaigns.
3. Industry-Specific Campaigns: Every industry has unique challenges, pain points, and requirements, which means your campaigns should, too! Create industry-specific campaigns that resonate with your target audience by narrowing your targeting parameters to specific industries and niche audiences. By aligning your messaging with the particular needs and pain points of each industry, you increase the relevance and appeal of your campaigns, leading to higher engagement and conversions. This extra effort also helps you establish trust and credibility with your audience by speaking their language.

Boosting Conversions and Streamlining Google Ads Budget

A great benefit of LinkedIn retargeting is its ability to qualify and retarget prospects with high intent through Google search. By integrating your retargeting efforts with LinkedIn, you can improve conversions and bid more aggressively on high-intent terms. This approach allows you to surpass competitors and confidently convert prospects in the long run, rather than solely relying on Google ads.

Building Trust on the Right Platform

LinkedIn sets itself apart from other channels by offering a unique environment where B2B buyers actively seek influence when making buying decisions. Unlike other social channels where users engage when they’re checked out of work mode, LinkedIn provides a platform where professionals are eager to engage and be influenced.

Incorporating LinkedIn retargeting into your marketing strategy offers unparalleled benefits for maximizing your existing efforts. By leveraging the power of LinkedIn Insight Tag, cleaning and segmenting your data using LinkedIn filters, and capitalizing on prospects who have shown intent through Google search, you can achieve better ROI and build trust with your target audience on a platform dedicated to professional growth and decision-making.

For many B2B companies, LinkedIn is the number one channel to reach their target accounts. However, many companies fail to capitalize on this opportunity because they rely on outdated strategies that don’t incorporate new tools. Don’t let your same old marketing efforts slow you down. Speak with our team and learn a few more tricks for leveling up your marketing strategy: reach out today!

Eric Foutch

Managing Partner at Red Branch Media.

Eric Foutch is a Managing Partner at Red Branch Media, a leading digital marketing agency specializing in SaaS and technology clients. With 12+ years of experience and a track record of driving results, Eric is committed to helping SaaS companies navigate the complex world of digital marketing and achieve sustainable growth.