When it comes to B2B healthcare marketing, LinkedIn is one of the leading platforms for connecting industry professionals, decision-makers, and potential customers with your brand or product.
Within the arsenal of LinkedIn’s advertising tools, one feature stands out for its ability to supercharge your targeting efforts: LinkedIn Matched Audiences.
What are LinkedIn Matched Audiences?
LinkedIn Matched Audiences is a powerful targeting feature that allows businesses to create custom audiences based on specific criteria and target them with relevant ads—making it an excellent tool to maximize marketing efforts and reach the right professionals.
There are three ways to build Matched Audiences on LinkedIn: website, account, and contact targeting.
Here’s how they work:
1. Website retargeting
This strategy involves re-engaging individuals who have previously interacted with your website. Website retargeting allows you to remind previous visitors of your brand, products, or services, to nurture their interest and increase the chances of conversion.
How it works:
First, you must paste a LinkedIn Insight Tag on your website. This tag allows you to collect data such as page views, conversions, and engagement. Then, you can then use this data to create segmented audiences and tailor your LinkedIn ad campaigns to target these specific groups.
2. Account targeting
With this approach, you can build a matched audience by targeting LinkedIn members associated with certain organizations or industries. Account targeting is effective for those who want to connect with decision-makers and key stakeholders of specific companies.
How it works:
First, upload a list of company names or domains that are relevant to your target audience. Once uploaded, LinkedIn matches this information with its user database to create a custom audience of professionals associated with those organizations.
3. Contact targeting
Repurpose your email marketing lists! Contact targeting allows you to create matched audiences by leveraging your existing contacts database. This approach helps you reconnect with past clients, nurture relationships with prospects, and expand your network within your target market.
How it works:
After uploading your contact list (up to 300,000 email addresses!), LinkedIn matches the data provided with its user database and creates a custom audience based on the uploaded contacts.
Pro tip: Use the email addresses of decision-makers and influencers for the best results. We recommend starting with at least 10,000 contacts to avoid limited exposure.
Ready to leverage LinkedIn Matched Audiences?
Incorporating Matched Audiences into your existing LinkedIn strategy enables you to make the most of your budget and achieve better results.