May 17, 2017

LinkedIn’s new website retargeting features and how to take advantage

Posted by Mark Innes
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Do you ever feel like you are being followed? Look behind you.

At some point, all of us will have searched for flights (or something more exotic?) only to then see flight deals follow you across every single website you visit for the next few days.

As the advert is relevant, it doesn’t seem as obtrusive as a regular interruptive advert. You could even say you asked for it and the airline is trying to get you the best deal.

You searched for x, visited a website and you are now seeing adverts for x across the Internet like magic.

Except it isn’t magic, it's a type of digital advertising called Website Retargeting and it's very effective.

By adding a snippet of code to your website, you can begin collecting an audience of your website visitors to nurture them with an always-on retargeting campaign. You tried so hard to hook visitors into your website, somehow reeling them in to make the decision to learn more about your company. Not baiting a return seems illogical. Retargeting is like a digital net, catching your visitor’s attention again to remind them why they thought of you in the first place.

Enough with the fishing puns, retargeting has been around for years with Google and Facebook’s offering I hear you say...

LinkedIn's new website retargeting features

Website retargeting technology has just become available for LinkedIn’s advertising platform. A potential game changer for the B2B marketing industry.

The benefits of LinkedIn advertising in our industry compared to other social platforms are huge. You don’t want your company's brand message to be stuck in between a cat video and someone's racist uncle on Facebook. Being able to target job titles in the region you do business in with relevant content has been transformative to the sales process. No wonder Microsoft valued the company at $26 billion during 2016’s acquisition.

The new LinkedIn website retargeting feature allows tailored content delivery to your website visitors, helping move them along the buyer's journey. According to AdRoll, only 2% of visitors decide to buy products or services when visiting a website for the first time. Bringing your visitors back to the website is a pivotal part of the sales process.

How does it work?

The LinkedIn insights code triggers an anonymous browser cookie when a user visits your website. When the same user next visits LinkedIn your advert can be waiting to bring them back to your website.

What is in it for me?

Traditional digital advertising tactics send messages to users in your target demographic. Retargeting allows you to target prospects who have already shown an interest in your company by being on your website.

Your advertising budget can go further, to the right people, reducing spend on an unsegmented broad audience.

Moving your customers along the buyer's journey

Website retargeting can work best in the consideration stage of the buyer’s journey. At this point a user has already defined their problem by searching Google. By good fortune they found you then visited your website! They are still considering and researching which solutions serve them best but you're definitely an option. The right piece of content delivered now could be the difference between converting with you or your competitor.

Increasing your return on investment

Retargeting helps increase your ROI as it focuses on users that are most likely to generate revenue. As a result, you don’t waste your budget on blanket adverts targeted to people who are not interested in your products or services. Simple.

If you would like to know more about how to create the right type of content for your next LinkedIn retargeting campaign please get in touch. Now you’ve read this article you may be hearing from us on LinkedIn sooner than you think...

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