How can retargeting be utilized in LinkedIn marketing strategies?

Retargeting in LinkedIn marketing strategies leverages the ability to reach individuals who have previously interacted with a brand or visited a website. This is achieved through targeted ads specifically designed for those users, allowing marketers to remind them of their interest and encourage them to take further action, such as visiting a website again or completing a purchase.

By utilizing previous website visitors, businesses can create highly relevant ad experiences that resonate with these users, as they are already familiar with the brand or its offerings. This form of advertising helps to increase conversion rates, as retargeted ads are shown to a more engaged audience who have demonstrated prior interest in what the business has to offer.

In contrast, sending emails to all existing contacts does not specifically target previous website visitors; it reaches a broader audience, which may include those who are not currently engaged. Promoting job openings to new users focuses on attracting fresh talent rather than re-engaging previous visitors, and creating viral content pertains to organic reach and engagement rather than the targeted advertising approach that retargeting employs. Thus, using targeted ads for previous website visitors aligns perfectly with the goals of retargeting in LinkedIn marketing strategies.