Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute.
Today’s Topic: “3 Steps to Get You Started on a LinkedIn Retargeting Campaign.”
Today I’ll touch on a marketing tactic which few financial advisors take advantage of. You may have had many website visitors, but apart from their initial visit, they don’t take any further action. If this is the case, don’t despair! Approximately just 3% of website traffic converts into clients after their first visit. Which is why retargeting is an effective way of reaching those people who have already shown interest by visiting your site in the first place.
As a financial advisor, you must establish trust with potential clients and build brand awareness. Retargeting can help you develop awareness, as well as trust. Retargeting is merely re-engaging your website visitors with targeted ads to ensure you stay at the forefront of their minds.
LinkedIn’s Retargeting is a neat tool to help you do just that. You can also distinguish your target audiences based on the exact pages they visited on your website. This is important to provide them with relevant content when you retarget them. The pages they visit will indicate where they are in their decision-making journey.
Here are three steps to help you get started with LinkedIn’s Retargeting:
2. The next step is to create audiences you want to retarget. Go to ‘Campaign Manager,’ and you’ll see the option to ‘Create an audience to retarget.’ Follow the simple set-up steps to add URL’s and filter the segments you want to retarget in your campaign.
3. The final step will require the most patience. Retargeting campaigns on social networks are restricted to members on that network. You’ll need to wait for your web audience to build up as more LinkedIn members visit your website. You need an audience segment of at least 300 members before impressions are served to the retargeted audience.
LinkedIn’s Campaign Manager will provide you with progressive analytics and reporting to gauge the effectiveness of your retargeting campaigns and enable you to make the necessary improvements.
There are other ‘retargeting’ tools that include and go beyond LinkedIn that are similar, and there’s also some additional hacks you can use, which is a subject that’s more involved and I may spend some time on them in later blog posts.
If you’d like to get more information, click the link below. Thanks, and see you next time.