Choosing the right platform on which to advertise can be a difficult decision to make. It will depend on your business type, your goals and your budget. If you’re looking to drive traffic to your website, you might choose the search network on Google or Bing. If you’re looking to boost engagement with your brand, you might turn to social media and opt for Facebook or Instagram. Perhaps you want to improve your brand awareness? For this you might choose a mixture of social media platforms, as well as the display network on Google. But what if your business isn’t a lifestyle brand and offers a specialist service to other businesses?
This is where LinkedIn comes into play. Although LinkedIn advertising is more expensive than advertising on other social media sites, and more expensive than running a campaign on Google, it offers a unique platform that’s especially valuable for B2B businesses.
LinkedIn already has a complex targeting strategy where you can create a highly-tailored audience for your ads, but they have now gone one step further, introducing a feature they have called ‘Matched Audiences’.
They describe this as:
A set of targeting capabilities that give you the unique ability to combine LinkedIn’s powerful professional data with your own first-party data.
It allows you to retarget your website visitors, upload a list of accounts or email contacts to target with your LinkedIn ads.
It’s best explained in the following video:
But why remarket?
Remarketing offers the opportunity to drive visitors that are already involved in a conversion process back into a sales scenario. To cut a long story short, it reminds people who have already shown an interest in your company that you are still there, encouraging them to convert.
For more general information on what LinkedIn advertising can do for your business, you can read our blog: LinkedIn Marketing for Business
If you need help organizing your next LinkedIn advertising campaign, then please get in touch.