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LinkedIn retargeting strategies: B2B advertising for the win

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We all know the importance of retargeting users who have visited your website but haven’t converted. If yours is a lead generation business that has a longer sales cycle, you know it is even more important to interact with prospects after you receive the initial lead. This can help you optimize to the bottom of the funnel and push users to convert.

Because of its professional, content-heavy focus, LinkedIn gives B2B advertisers some unique capabilities to interact with users who are still in the funnel but have not converted. In this post, I’ll walk you through how to push users closer to purchase with LinkedIn retargeting strategies.

Early-stage retargeting

LinkedIn’s lead generation forms, which capture a user’s information with pre-filled fields, are a great way to interact with past site visitors. This information can be automatically populated into Salesforce or other CRM platforms. We have also found that lead generation forms on LinkedIn lead to a stronger CPL and CVR than lead forms on the site or other on-site actions.

Lead generation forms can be used with “Sponsored InMail” and “Sponsored Content” ad formats.

  1. Sponsored Content: This is the ad format with which we’ve had the most B2B retargeting success, shows up natively in a user’s feed and can feature a video, static image, or carousel format.
  2. Sponsored InMail: This is a direct message to users and appears in messaging.

1. Sponsored InMail

LinkedIn retargeting strategies inmail

2. Sponsored Content

LinkedIn retargeting strategies sponsored content

Email addresses allow advertisers to constantly show the value of the product or service that you are trying to push, so give users a good reason to hand you that information. Showcasing free demos or providing genuinely helpful content in the form of briefs or whitepapers will get you deeper into the customer’s purchase process.

Mid-Funnel retargeting

Nurturing leads is extremely important for businesses with longer sales cycles, which is why mid-funnel retargeting is so valuable. It allows you to reappear before your users with relevant content that informs them about your value propositions and the benefits of working with your business. These are users you have already interacted with, so email capture is not important. It is more valuable to showcase testimonials from current clients, non-gated whitepapers, blogs, infographics, videos, and more.

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Depending on the size of your CRM lists, you can break out your targeting into different lists and push different content at various stages of the funnel. For example, create different segments for high-value leads who are close to converting, leads who might have gone cold, and leads that have just started speaking with the sales team.

Good content strategies are essential when working with longer sales cycles. There will be a lot of value in testing a variety of content at different stages in the funnel, someone who just watched a product demo will consume different content than someone who downloaded a whitepaper. Whatever content you’re serving, I’d recommend testing “Sponsored Content” as your ad format because of its native appearance in a user’s feed.

Important note

LinkedIn is expensive, and isolating LinkedIn metrics won’t get you the whole performance picture. Make sure you’re pulling the data from your CRM to see how your LinkedIn-nurtured leads are progressing throughout the funnel.

Conclusion

LinkedIn lends itself well to content consumption, which is a valuable step in the B2B sales process. Make sure you’re offering something of value and aligning your content with the right stages in the buyer’s journey. Get a variety of creative and messaging options ready, and prepare to offset high CPCs by measuring user progress in your CRM. There’s no magic pill to successful retargeting on LinkedIn, but when used strategically, it can be an efficient lever in moving users through your funnel.

Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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