Smart retargeting for B2B

If you’d ask me, LinkedIn is one of the best (if not THE best) social media platform for Business-to-Business marketing due to the great targeting possibilities. As people are eager to keep their LinkedIn profile up-to-date, the targeting data is of much higher quality (in contrary to some email lists that you might have bought in the past).

Also, people who roam through LinkedIn are already in de business mentality. They don’t necessarily go there to watch cute kittens or their friend’s children (don’t get me wrong, I love both…), which sets the stage for B2B messages. Another pro of LinkedIn is that there is no gatekeeper. I have worked with several CEOs who delegated their inbox completely to their assistant and often their Twitter account was managed by a ghost writer. LinkedIn however, is the platform that they manage themselves and with that one of the few places where you can reach them directly.

With all these benefits, what is the catch? Well, besides that there is no day parting, no device-level bidding and no exposed relevancy score, the main hurdle is the cost. With an average Cost Per Click (CPC) of $5.26 (1) it is significantly more expensive than the other social networks. For companies with limited resources this could be a deal-breaker.

So, how can you leverage LinkedIn to reach and engage the right audience without breaking the bank? With smart retargeting! 

  1. Use LinkedIn to set up an initial campaign, with the objective to drive people to your website. Your targeting can (for example) be based on people’s job title (e.g. “veterinarian”).
  2. Create a specific landing page for this campaign, that includes an “identifier” in the URL (e.g. “veterinarian”). 
  3. Make sure you have tracking pixels or tags installed on your website to be able to retarget website visitors (and make sure you comply with the GDPR Guidelines (2)). 
  4. After you have run the campaign, you can create custom audiences* in various platforms (e.g. Facebook, Google AdWords, Twitter) based on the people who visited that specific landing page. 
  5. Set up campaigns in the platforms of choice where you target the visitors of the specific landing page.

So, long story short: you identify and target your ideal audience on LinkedIn and follow up on a cheaper channel. We also created an infographic about it, that you can find here.

If you have enough budget to run a remarketing campaign on LinkedIn, where you retarget the people that visited your website through the first campaign, be aware that LinkedIn requires a minimum audience size of 300. Doing the math: if 300 people have clicked the link to go to your website, you probably have spent over $1,578 (300 times the average CPC). As LinkedIn also charges for clicks on other parts of your ad than the link (see the image below) it is more likely that you will spend more to get an audience of 300.

If you think, “Why would I use LinkedIn if I can also target job titles on Facebook?”, then let me give an example of a campaign we recently ran to reach veterinarians in the US. On Facebook the audience size was around 4,000. On LinkedIn it was 45,000! This doesn’t mean that veterinarians don’t use Facebook, but they might not have their job title in their profile (like so many other people).

Even though LinkedIn Advertising is more expensive than most other ad platforms, it is really worth considering due to the unique targeting opportunities towards business professionals and the fact that it is not as crowded from an ads perspective as for example Facebook. If you would like more information about LinkedIn Advertising for your company, don’t hesitate to reach out.

* The name for this varies per platform. On Facebook they call it “Custom Audiences”, on Twitter “Tailored Audiences” and on Google AdWords “Remarketing List”.

Sources:
(1) AdStage: https://blog.adstage.io/2018/05/16/linkedin-ads-costs-q1-2018
(2) Wordstream: https://www.wordstream.com/blog/ws/2018/04/04/facebook-ads-gdpr