Adding LinkedIn retargeting ads to your prospecting is a natural and normal thing to do.
But adding Leadfeeder data to your LinkedIn retargeting ads is … like the cheese to your Mac. And, it works for B2B sales prospecting too.
However, the problems with B2B starts with a shortage of website visitors. The amount of website visitors you can’t add up using your fingers.
And, you need to generate leads. It’s then compounded by the long, drawn-out, (sometimes useless) sales prospecting process.
Another reason it’s so hard is that so many professionals are so bad at it and — honestly — just doing it wrong.
One way to significantly improve your process is through retargeting website visitors on LinkedIn with Leadfeeder.
Of course, you’ll still want to be selective with who you retarget on LinkedIn — you can’t go chasing every wild hare. 🐇
What you’ll want to find, instead, is a prospect who matches at least one — if not all — of these criteria:
- The prospect fits your target demographic. Avoid the college Freshman bedazzling their solo cup for the big game.
- The prospect is a decision-maker. If they can’t hit the buy button, then why are you talking to them?
- The prospect is aware of their need(s). You can’t sell a lifejacket to a man who thinks he can walk on water.
- They know of you and your organization. There’s a lot of strangers out there — a stranger is only a friend you haven’t met yet. Maybe.
- They’re willing to listen. It’s like politics: don’t waste your breath if they have earmuffs.
Site visitors who fit several of those criteria should be considered warm or hot leads.
You know how it is, the hotter the better. 🔥
Identifying the hotties is even more important for B2B than B2C because it’s so much harder to not only spot quality leads but to move them down your sales funnel.
The best way to engage with these quality leads — and sustain their interest — is through retargeting. Specifically, LinkedIn site retargeting.
What is retargeting and why is it important?
Retargeting, also known as remarketing, is basically a second attempt at turning a website visitor into a paying customer.
Everybody deserves a second chance at life, except that leftover pizza from last night. Just throw it in the trash.
Retargeting is important because 98 percent of visitors leave your site without converting, which makes that second impression incredibly valuable — not that you’d need it, of course.
You know what retargeting looks like in a B2C situation: a potential customer will visit a website then later start seeing ads for the website’s products on their social media feeds.
For example, I was searching in Google for wine-spiked cold brew (judgement free zone, right?).
A few days later, I was scrolling through my Instagram feed, when I’m served up an inspiring retargeting ad with a photo like this to make me want to buy. And, I did.
While many will forget that they went to the website and start telling all their friends how Alexa or Google is listening to them — or reading their minds.
B2B companies can also benefit from retargeting.
For example, Lumension, a global leader in endpoint security software, increased lead volume by 81 percent despite a 30 percent PPC budget cut.
And, this B2B company used LinkedIn retargeting text ads to reduce their cost per lead by 33 percent.
Retargeting offers a myriad of benefits, which include generating quality leads, increasing your ROI, recapturing lost leads, and sustaining brand awareness.
Basically, all the things you want in life when prospecting.
Increasing loyalty is also one of the benefits of retargeting; a study by Nielsen concluded that consumers buy from brands they’ve had positive associations with.
You can create a positive association with LinkedIn ads.
In fact, remarketing converts 50 percent traffic — which is worlds away from the two percent of search traffic you’ll convert with your website, on average.
Retargeting website visitors on LinkedIn is one of many ways B2B companies can make a second attempt at turning interest into a conversion.
If you’re out at the bars, one “no” is enough. In the business world, however, it’s worth making at least one more attempt to buy someone a drink — preferably something delicious — and spark up a conversation.
A very popular method of retargeting in B2B is free trials. These allow the user to try your product and experience its value.
On the flip side, it allows you to capture their email address and generates a very hot lead.
Anyone who takes advantage of a free trial should be subscribed to a lead nurturing email sequence as part of your retargeting LinkedIn email process.
Another approach is using freemium products. This method allows an interested party to use a free version of your product.
Then, when they’re hooked on it, you offer upgrades with better features. It’s like taking a walk in the woods, then asking them to join a forest bathing retreat for a price.
If a free trial or a freemium product isn’t going to work with your business, you can always nurture leads — and generate more — through powerful email campaigns.
However, for B2B lead generation, LinkedIn is one of the most effective platforms.
In fact, LinkedIn is 277 percent more effective at generating leads than Facebook and Twitter.
That’s almost like having a superpower (or a frozen margarita machine, your choice).
Sadly, many businesses and decision-makers who comprise a significant part of the about 600 million LinkedIn users aren’t using the platform to its full potential.
Most don’t even realize that LinkedIn has a retargeting feature.
Get started with LinkedIn website retargeting
Once the tag is added, sign in to LinkedIn Campaign Manager. Navigate to Tools > Insight Tag. If the tag is added properly, your website will be listed as “Verified”.
Now that the tag is up and running, you can create audiences to retarget.
To do this, go to the audience creation page in the LinkedIn Campaign Manager and click on Create an audience to retarget. Follow the steps to define website segments for your campaign.
And, that’s it! It’s simple, like beer and tacos. Don’t overthink it. The odds are in your favor.
It’s important to remember that once you’ve installed the Insight Tag and added your audience segments, they’ll have to grow beyond the LinkedIn retargeting minimum of 300 visitors in any given segment before you can successfully use LinkedIn ads to target them.
LinkedIn Audience Retargeting using Leadfeeder
Another way to retarget LinkedIn audiences involves using a combination of us, Leadfeeder, and LinkedIn.
Luckily, we’ve created a powerful tool that integrates with LinkedIn Sales Navigator to prospect better and faster.
Each and every day, we aim to bring you the best of things.
This is not like a tracksuit/tuxedo (or as I call it “Traxedo”) or unusable gold currency.
This is a lead generating machine when integrated.
Leadfeeder uses LinkedIn’s search filters to locate prospects based on your identified criteria.
With the premium version of LinkedIn Sales Navigator, you can filter according to criteria such as company size and level — allowing you to identify leads that are truly hot.
By combining Leadfeeder (which shows companies who’ve visited your site), and LinkedIn Sales Navigator (which also shows you contacts from within a company), you can conduct more specific targeting.
These datasets will allow you to see how many times a company has visited your site, which pages are often visited, and even how often they’ve visited those pages.
So, that’s something cool.
By failing to create and review these datasets, enormous opportunities are slipping through your fingers.
Another advantage of the retargeting feature is that it alerts you when a customer returns to your site, allowing you to quickly send relevant follow-up messages.
These messages are vital. They engage with prospects when you’re on their mind. They help you close deals — and, let’s be honest, you were made to close deals. 💪
The real key, however, is that Leadfeeder allows you to efficiently and effectively retarget the kind of hot prospects that can keep your company growing and revenue flowing (a little gift of rhyme for you there).
The two most popular types of matched audiences tagged for retargeting through Leadfeeder are website visitors based on your pixel’s data or folks on your email list.
Once identified, Leadfeeder will also help you keep track of everybody.
With Leadfeeder, you can save leads to a list. This means less time and confusion toggling between windows as you try to keep track of everything.
Even more important is that Leadfeeder determines if you have any existing connections and gives you an easy-to-use interface to review recommended leads.
That’s right. The team at Leadfeeder will do the heavy lifting and identify those hot leads for you.
Plus, it allows you to create custom feeds for accounts you want to target, export a CSV file of targeted accounts, and upload matched audiences to LinkedIn.
How to use this LinkedIn retargeting tool
The first step to using the LinkedIn retargeting tool is logging into your Leadfeeder account. If you don’t have one, sign up for a free 14-day trial.
Our script will reveal up to 30 percent more companies in close to real-time (fresh leads every hour) compared to other tools.
Once you’re on the Leadfeeder dashboard, you can integrate with your Google Analytics account by clicking the Add Website tab on the top right corner of the page. Google Analytics is not required, but it will gather more data.
When you’re connected, you’ll see your site data from the past 30 days on the dashboard.
This data includes:
- Who visited your site
- How long they stayed
- What pages they’ve viewed
- How they found your site (acquisition channel — organic, social, paid ads, referral)
You will then need to connect to LinkedIn’s Sales Navigator by toggling on the “Enable LinkedIn Sales Navigator” switch.
If you don’t have a Sales Navigator, LinkedIn offers a free trial. If you have Sales Navigator, this integration will only work if you have the LinkedIn Team or Enterprise plan.
Once you’ve connected Leadfeeder and LinkedIn, you’ll then be able to see additional information for each contact at target companies.
Final thoughts: How to use Leadfeeder lists to retarget on LinkedIn
Though retargeting is often associated with B2C companies, it’s especially important for B2B companies.
Certainly, you get that at this point, right? If not, go back to the top of the article and try again.
To summarize: retargeting will allow you to reconnect with interested parties, converting them into paying customers, upselling them, and even inspiring increased brand loyalty.
Not to be assumptive, but these are all things you want to do because you like your business growing — I mean, everyone likes money.
Because there is a conversion rate of 50 percent with retargeted LinkedIn ads, it’s essential you maximize your efforts at chasing down these warm leads.
Unlike in the B2C world, hot leads in B2B are few and far between. So don’t let these chances slip between your fingers.
By teaming up LinkedIn audience retargeting futures with the more nuanced Leadfeeder tool, you’ll optimize your conversions and keep your LinkedIn retargeting costs to a minimum.
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