Strategies for leveraging LinkedIn Matched Audiences for retargeting and account-based marketing.

liprospect

26 Sep 2023  •   3 minutes read

Author: Admin

Introduction

LinkedIn has become a powerful platform for marketers to reach their target audience. With over 774 million
members, LinkedIn offers a unique opportunity to connect with professionals in various industries and
organizations. One of the key features that LinkedIn provides for marketers is Matched Audiences. In this
article, we will explore strategies for leveraging LinkedIn Matched Audiences for retargeting and
account-based marketing.

What are LinkedIn Matched Audiences?

LinkedIn Matched Audiences is a set of targeting tools that allows marketers to reach specific audiences based
on their own data. It consists of three main components: website retargeting, account targeting, and contact
targeting. Let’s take a closer look at each of these components and how they can be used for effective
marketing strategies.

Website Retargeting

Website retargeting is a powerful tool that allows you to reach people who have already visited your website.
By placing the LinkedIn Insight Tag on your website, you can track the actions of your website visitors and
create custom audiences for retargeting. This enables you to deliver personalized ads to people who have shown
interest in your products or services. Here are some strategies for leveraging website retargeting on LinkedIn:

1. Segment Your Website Visitors

To make the most of website retargeting, it is important to segment your website visitors based on their
behavior. You can create different custom audiences based on the pages they visited, the actions they took, or
the products they showed interest in. By segmenting your audience, you can deliver highly relevant ads that
resonate with their specific needs and interests.

2. Create Personalized Ad Campaigns

Once you have segmented your website visitors, you can create personalized ad campaigns that speak directly to
each segment. For example, if someone visited your pricing page but did not make a purchase, you can create an
ad campaign that offers a special discount or incentive to encourage them to convert. By delivering personalized
ads, you can increase your chances of driving conversions and generating revenue.

Account Targeting

Account targeting allows you to target specific companies or organizations on LinkedIn. This is particularly
useful for account-based marketing strategies, where you focus your efforts on a select group of high-value
accounts. Here are some strategies for leveraging account targeting on LinkedIn:

1. Identify Your Ideal Accounts

Before you start your account targeting campaign, it is important to identify your ideal accounts. These are the
companies or organizations that align with your target market and have the highest potential for conversion.
Consider factors such as industry, company size, geographic location, and revenue. By focusing on your ideal
accounts, you can maximize your return on investment and drive meaningful results.

2. Tailor Your Messaging

Once you have identified your ideal accounts, it is crucial to tailor your messaging to resonate with them. Do
your research and understand the pain points, challenges, and goals of your target accounts. Craft compelling
messages that address their specific needs and position your product or service as the solution. By speaking
directly to the needs of your target accounts, you can capture their attention and drive engagement.

Contact Targeting

Contact targeting allows you to target specific individuals on LinkedIn based on their email addresses or other
contact information. This is particularly useful for reaching decision-makers or key influencers within your
target accounts. Here are some strategies for leveraging contact targeting on LinkedIn:

1. Upload Your Customer Email List

To leverage contact targeting, you can upload your customer email list to LinkedIn. This will allow you to
create custom audiences based on your existing customers or leads. By targeting individuals who are already
familiar with your brand, you can increase the chances of driving repeat business or generating referrals.

2. Expand Your Reach with Lookalike Audiences

Once you have created custom audiences based on your customer email list, you can expand your reach by creating
lookalike audiences. Lookalike audiences are created based on the characteristics and behaviors of your
existing customers. This allows you to reach a wider pool of individuals who are similar to your target
audience, increasing your chances of driving conversions and expanding your customer base.

Conclusion

LinkedIn Matched Audiences offer powerful targeting tools for marketers to reach their target audience. By
leveraging website retargeting, account targeting, and contact targeting, you can deliver personalized and
relevant ads to the right people at the right time. Whether you are running retargeting campaigns or
implementing account-based marketing strategies, LinkedIn Matched Audiences can help you achieve your marketing
goals and drive meaningful results.

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