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The Power of Retargeting in the Final Stages
Converting bottom-funnel prospects can be a challenge for many marketers. These are the people who have interacted with your brand, visited your website, and shown interest, but haven’t yet made the leap to become customers. The good news? LinkedIn’s retargeting ads are a powerful tool to nudge them toward that final decision.
For businesses, especially those working with a LinkedIn ad agency, retargeting ads offer a strategic opportunity to reconnect with these prospects at the perfect moment. This approach ensures that you’re focusing your marketing efforts on leads who are already familiar with your brand, giving you a higher chance of conversion compared to cold outreach.
Why Retargeting Ads Matter for Bottom-Funnel Prospects
Retargeting ads allow you to engage users who have previously interacted with your content or visited your website but have yet to take the desired action—whether that’s filling out a form, scheduling a demo, or making a purchase. In the bottom-funnel stage, prospects are typically weighing their options, comparing you to competitors, or finalizing their decision. This makes it the perfect time to reintroduce your brand through personalized, targeted ads.
LinkedIn offers robust retargeting features that let you track website visitors, video viewers, and even those who have engaged with your LinkedIn posts. If you’re collaborating with a LinkedIn ad agency, they can help you build retargeting audiences based on these actions, ensuring you stay top-of-mind for those ready to convert.
1. Building a Retargeting Audience on LinkedIn
The first step to a successful retargeting campaign is to define your retargeting audience. LinkedIn allows you to retarget users based on their interactions with your company’s content, such as website visits, video views, and even engagement with previous ads.
To build a website-based retargeting audience, install the LinkedIn Insight Tag on your website. This will track visitors and their actions, allowing you to retarget those who visited high-intent pages such as product pages, pricing, or case studies. These are bottom-funnel prospects who have already demonstrated an interest in your services and are close to making a decision.
If your prospects have engaged with a video ad, you can create an audience based on how much of the video they watched. For example, someone who watched 75% of a product demo video is more likely to convert than someone who watched only 10%. This level of precision ensures that your ad dollars are spent on prospects who are actively engaged and interested in what you have to offer.
2. Personalizing Your Retargeting Ads
One of the key advantages of retargeting ads is that they can be highly personalized based on a prospect’s previous interactions. At this stage, your goal is not to introduce your brand but to give that final push that encourages them to convert.
For example, if a prospect has visited your pricing page, your retargeting ad could offer a free trial or a limited-time discount. If they’ve engaged with a specific service page, the ad could highlight customer testimonials or success stories that demonstrate your solution’s effectiveness.
A LinkedIn ad agency can help craft these personalized messages and ensure that the ads are aligned with your prospect’s journey, increasing the chances of them taking action. The more tailored the message, the better your chances of pushing them further down the funnel and closing the deal.
3. Leveraging LinkedIn’s Ad Formats for Retargeting
LinkedIn offers various ad formats that can be used in retargeting campaigns. Here are some of the most effective ones for converting bottom-funnel prospects:
- Sponsored Content: This is ideal for retargeting those who have engaged with your website or posts. You can use Sponsored Content to promote product demos, case studies, or exclusive offers. It’s also an excellent format for offering content like whitepapers or industry reports to leads who need that final piece of information before converting.
- Message Ads: LinkedIn Message Ads allow you to send personalized messages directly to your prospects’ inboxes. For bottom-funnel leads, this format can be highly effective, especially when the message includes a direct call to action, such as booking a demo or meeting with a sales representative. Personalized offers work particularly well with this format.
- Dynamic Ads: These ads allow you to personalize the ad content even further by using the prospect’s profile details like name or company. For example, you could offer a special discount or personalized product recommendations based on the prospect’s previous interactions with your website or content.
A well-executed mix of these ad formats can reinforce your brand message while catering to the unique needs of your prospects, ensuring that you meet them where they are in their decision-making process.
4. Timing and Frequency of Your Retargeting Ads
While it’s important to stay top-of-mind with your prospects, overloading them with too many ads can backfire. Retargeting works best when it’s done strategically, with the right frequency and timing.
For bottom-funnel prospects, your ads should strike a balance between being persistent and respectful of their decision-making process. Ideally, you want to increase the frequency of ads as they near the point of conversion but avoid overwhelming them. A LinkedIn ad agency can assist in setting optimal frequency caps to ensure your ads remain effective without becoming annoying.
Additionally, timing matters. Prospects might visit your website or engage with your content during business hours. Scheduling your ads to appear during those times can increase their relevance and effectiveness.
5. Tracking and Optimizing Your Campaign Performance
Once your retargeting campaign is live, it’s essential to track its performance and make adjustments based on data. Key metrics to monitor include Click-Through Rate (CTR), Conversion Rate, and Cost Per Conversion. These insights will help you identify which ads are performing well and which may need to be refined.
Working with a LinkedIn ad agency can streamline this process, as they can provide detailed reporting and actionable insights. By continuously optimizing your ads and targeting criteria, you can ensure that your retargeting efforts are as efficient and effective as possible.
Conclusion: Retargeting as the Key to Converting Bottom-Funnel Prospects
LinkedIn retargeting ads are a powerful tool for converting bottom-funnel prospects who are already familiar with your brand. By targeting users who have shown intent and personalizing your messaging based on their behavior, you can significantly increase the likelihood of driving conversions.
Whether you’re running campaigns independently or partnering with a LinkedIn ad agency, a well-crafted retargeting strategy ensures that your efforts focus on the most promising leads. In the competitive world of B2B marketing, LinkedIn retargeting ads can be the final nudge that turns prospects into paying customers.
