LinkedIn advertising provides a powerful way for brands to reach professional audiences and generate leads. One key LinkedIn advertising strategy is retargeting – continuing to engage website visitors after they’ve left your site. But how big is the potential retargeting audience on LinkedIn? Let’s take a closer look.
What is LinkedIn Retargeting?
LinkedIn retargeting allows you to show ads to people who have previously visited your website. For example, if someone visits your website but doesn’t complete a purchase, you can show follow-up ads to them on LinkedIn encouraging them to come back.
Retargeting works by placing pixels on your website that track visitors. When those visitors later use LinkedIn, they’ll be shown relevant ads reminding them about your brand. This “recirculation” helps drive conversions by keeping your brand top of mind.
LinkedIn’s Massive Audience
As the world’s largest professional network, LinkedIn provides access to over 722 million members around the globe. This includes:
- Over 55 million company pages
- Over 30,000 schools
- 173 million monthly active users in the U.S.
With this huge built-in audience, LinkedIn offers extensive reach for retargeting campaigns. Targeting by job title, industry, interests and other filters enables you to hone in on your ideal customers.
High Audience Quality
LinkedIn isn’t just big – it also attracts a valuable audience. LinkedIn members tend to be affluent, educated professionals in their prime spending years.
- 64% hold a college degree or higher
- Average age is 41
- Average household income is over $109,000
These demographics make LinkedIn ideal for targeting business decision-makers, tech professionals, and other high-value segments. Retargeting to LinkedIn can help you reach elusive customers you may be missing elsewhere.
Massive Website Traffic Opportunity
Here’s where the big opportunity comes in: according to LinkedIn, 40% of its members visit company websites after viewing LinkedIn ads.
LinkedIn Members | Visit Company Sites |
---|---|
722 million | 40% |
That’s nearly 290 million monthly website visitors coming directly from LinkedIn. Each one of them is a potential retargeting opportunity using website pixels.
This massive volume opens up seemingly endless possibilities for remarketing to quality prospects on LinkedIn. Even niche brands can build sizable remarketing audiences in a short timeframe.
Typical Retargeting Audience Size
So what’s a reasonable target size for your initial LinkedIn retargeting audience? Here are some benchmarks:
- 10,000 visitors per month = Good starter audience
- 50,000 visitors per month = Solid mid-market audience
- 100,000+ visitors per month = Strong enterprise audience
Of course, your specific objectives and budget will determine the right audience volume to begin with. Starting small and ramping up over time is generally best.
Assuming a 1-2% conversion rate, even just 10,000 visitors per month can deliver 100-200 leads from your LinkedIn retargeting campaigns.
Strategies to Build Your Audience
Here are 5 proven strategies for rapidly expanding your LinkedIn retargeting audience:
1. Share Website Links on LinkedIn
Promote your website URL directly within your LinkedIn Company Page posts. This easily directs followers to visit your site. Install the website retargeting pixel code during this early promotion phase to start gathering visitors.
2. Run LinkedIn Sponsored Content Ads
Sponsored Content ads let you share blog posts, articles and other content with the LinkedIn feed. Include website links in these ads to drive visitors for retargeting.
3. Cross-Promote with LinkedIn InMail
Send targeted InMail messages to promote your website to high-quality prospects. Track InMail clicks with UTM codes to see which messages are generating the most website traffic for retargeting.
4. Develop LinkedIn Employee Advocates
Encourage your own employees to share website links across their personal LinkedIn networks. This authentic word-of-mouth provides great referral traffic.
5. Promote Your LinkedIn Company Page
Growing your Company Page followers boosts website referral traffic. Promote your Page through status updates, employee posts, Sponsored Content ads and other methods.
Reaching Website Visitors at Scale
The combination of LinkedIn’s audience size and website visit activity presents amazing potential to reach professional audiences. Retargeting website visitors through LinkedIn ads enables continuous nurturing as prospects move down the funnel.
To summarize key points:
- 722+ million global LinkedIn members
- 290+ million monthly website visitors from LinkedIn
- 10,000+ monthly visitors = good initial audience
- 100,000+ monthly visitors = strong retargeting audience
With the right strategy, nearly any brand can achieve success with LinkedIn retargeting at significant scale. Just focus on driving high-quality website traffic, then nurturing visitors into leads and customers.
Conclusion
The large volume of website visitors driven by LinkedIn represents a major opportunity for retargeting ads. Brands can readily build audiences in the tens of thousands or hundreds of thousands based on website traffic volumes. Retargeting these visitors in-stream on LinkedIn helps keep your brand visible and engaging to prospects. To maximize results, continuously refine target segments and creative based on performance data. With its massive reach and professional audience, LinkedIn retargeting offers powerful capabilities for brands to connect with customers.