Posted by LinkedSelling in B2B Lead Generation & Sales Development
Targeting to attract new business is nothing new and has been around for ages.
But the way in which we target leads and turn prospects into valued customers has evolved and advanced in a way no one could have predicted.
Now, there are so many strategies and tactics that knowing which one to try first can seem impossible.
That’s why it’s more important than ever to cut through the clutter, understand targeting options and make the right choice for your business.
And one way to do that is through customized targeting through LinkedIn Matched Audiences.
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What are Matched Audiences?
Matched Audiences are a set of targeting options to combine your business data with LinkedIn’s professional data. They allow businesses to build their audience profiles from many different sources including email lists, website traffic, and LinkedIn accounts.
This results in a richer marketing strategy that builds on what you’re already doing. The Matched Audiences process includes company targeting, contact targeting, and retargeting.
Matched Audiences provides more benefits to your marketing strategy by giving you the opportunity to find a larger number of higher quality leads that are a better fit. With over 810 million members in more than 200 countries, LinkedIn is THE social media platform to help you reach your best prospects.
It’s also the number one reason why it’s the world’s largest professional network. Understanding how to use it to its fullest potential is not always intuitive and that’s where LinkedSelling can help.
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What is Company Targeting?
Company targeting allows you to match your company data against other LinkedIn pages to target the best companies for your B2B strategy.
Company targeting allows you to find the decision makers that have the buying power and takes you straight to the source.
It gives the flexibility of drilling down demographically to reach leads by job title, function, and other characteristics that allow you to reach key decision makers. This allows you to reach more qualified leads which results in more possibilities and ultimately leads to more sales.
What is Contact Targeting?
Contact targeting allows companies to import lists of contacts to match with members on LinkedIn for ad targeting.
In essence, contact targeting gives you the flexibility to create a customized list of your best prospects. Knowing more about your prospects gives you the ability to create more relevant content that can speak directly to your target audience. Contact targeting is great for relationship building and provides an opportunity to speak to leads at every stage in the process until they ultimately become a valued customer.
It's important to make sure your current lists are up to date. Working to continually grow and maintain contact lists should always be a top priority.
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What is Retargeting?
Retargeting involves leads that you know or who you have touched or reached at some point. They may have visited your website and left some cookie volume. Since you may know a little more about them, you can send them a more in-depth, detailed and personalized message.
It allows you to really speak to your leads. And, they may know a little more about you because they made the initial inquiry.
Retargeting is important because not everyone is ready to make a purchasing decision at the very moment they receive your initial contact. That is why it’s important to maintain and cultivate relationships with your leads because you never know when the right time may be. Retargeting allows you to engage prospects at every point in the process.
Retargeting is also a great way to reengage existing customers.
It can cost five times more to attract a new customer, than it does to retain an existing one.
You never know when an existing customer may want to expand their services or refer a fellow colleague or business partner and retargeting can facilitate the process.
The Importance of Matched Audiences
You can find almost every and any business on LinkedIn but not everyone is taking advantage of the vast resources available. You want to make sure to build the foundation of LinkedIn connects to capture as many companies in your target as possible. Then it’s vital to grow and maintain your audience database and update regularly to ensure the continued quality of potential leads.
It’s all a process and that process can seem daunting at times. With over 10 years of experience, LinkedSelling has determined exactly what it takes to run a successful LinkedIn Ad Campaign and can help you understand why Matched Audiences are needed in your ad targeting. To learn more about Matched Audiences and LinkedIn Ad strategy, schedule a call and let’s start the conversation.
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