One way of getting the attention of prospects is by retargeting old prospects.
However, LinkedIn retargeting is a weak method. It has a 90-day cookie duration with no event or user ID.
It is expensive for the feature it has and has a minimum of 300 audience size.
There is an advanced retargeting method that does a target net-new and a 2-step funnel.
Targeting new prospects by excluding landing page visitors from the campaigns that you will do is one of the ways you can do.
By doing a two-step funnel, a separate retargeting campaign will be made for Landing page visitors.
It will exclude the target audience from this campaign.
The content friction funnel determines the impact of your LinkedIn ad, depending on what level you are on the funnel.
The higher you are on the funnel, the lower is the impact that you have.
WHAT CONTENT SHOULD I USE?
Content Friction Funnel
This funneling model determines the impact of the content, depending on what level you are on the funnel.
On top of the funnel are blog posts or infographics, which gives the lowest friction.
Blog posts are one of the trends of today’s information age, so sharing content through this method is easily done.
There are three middle types of contents, which are whitepapers, e-books, and webinars.
These are the three most certain types of content that have middle friction.
These types of content which people use who are busy professionals but dedicates their time to study more about their work.
The content these platforms give is usually not organize and largely depends on how its viewers can learn from it.
These three levels of the funnel are called the sweet spot for content.
These are the usual types of content that garner the most attention as it is the most convenient for most LinkedIn users.
On the bottom of the content friction funnel, which has the highest friction, are trials or demos.
These types of content usually do not interest LinkedIn users since it does not present elaborate information ready.
Trials or demos are usually a way of experimenting on how to share information with others.
It is generally done by companies who are yet to know the best way on how they can get the attention of their target audience.
Trials and demos are usually what companies are doing who are just starting to grow and still looking the right way of promoting their business.
This method is a funnel that determines the impact, depending on where you are on the funnel.
The lowest impact is through testing ad messaging that only improves performance by 5% to 15%.
Testing the title of content can improve the performance by about 50% to 150% of your LinkedIn ad.
By testing landing pages, you can increase the impact of your LinkedIn ad by about 2 to 5 times.
Finally, the highest impact of that can improve your performance by 10 to 20 times is by improving the sales or nurture process of your business.
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