Maybe you are already familiar with building funnels in advertising platforms. Then you also know that this is exactly what is essential to optimize your advertising strategy. On this page we're going to tell you more about building funnels in LinkedIn. The platform to reach your business target group. Just like Facebook and Instagram, we have found that building funnels in LinkedIn increases the chances of reaching your target audience in the right way. To know exactly what that looks like, we invite you to read on.

what is the LinkedIn Ads Funnel?

As we mentioned above, LinkedIn is the platform to reach your business target audience. Just like Facebook and Instagram, LinkedIn is suitable for building in funnels. This funnel ensures that you guide your target group through the various phases of the customer journey. The only difference is that we do not divide the LinkedIn funnel into 3 different stages, but 2! Phase 1 is still visibility. The next 2 phases; interest and connection are combined in LinkedIn into one common phase.

phase 1: visibility

The visibility phase is the start of the relationship with your target audience. In this phase you have the opportunity to show why your brand, product or service is interesting for the target group. To reach as many people as possible, we keep the targeting broad in this phase. The main goal is of course to create awareness for your brand. How is your target group composed in LinkedIn next? Maybe you are familiar with ThruPlay. This is a way of advertising with video, which was previously only available in Facebook/Instagram. Until now. In fact, LinkedIn offers a similar way of video advertising.

videoadvertenties LinkedIn

What does this mean exactly and how can it make sure that you reach your target group in the right way in LinkedIn? This unique way of advertising allows you to save target group lists. Based on the percentage (25%, 50%, 75% and 97%) of the video that someone has viewed, you build remarketing lists.

What's important about this video is that it's relevant. Logical, of course. But by relevant, we mean from the beginning. And for a broad target group. The video must trigger from the first second. Until the very last. And it should respond to the needs of your target audience. The goal is to get as many people as possible to watch the video and finish it. So your lists will automatically fill up with people who have already shown some interest in your brand, product or service.

phase 2: connecting

Unlike the funnel in Facebook/Instagram, with LinkedIn we switch right on to the phase where we start connecting you. And by you, we mean your brand, product or service and your target audience. This is where you're going to benefit from the lists we built in the previous phase. As we mentioned, at this point these lists are filled with people who have already shown some interest. But it gets better. In fact, we can expand this target audience. Can you believe it? We'll explain how this works.

Expand target audience with lookalike audiences

LinkedIn analyzes the lists you build with the video campaign. With this they look at what type of person has shown interest in your video. Next, you can build a lookalike audience based on this target group. A lookalike audience is literally a target group filled with people who 'look like' the people in your accumulated lists. So chances are they are interested in your brand, product or service! In this phase you can start targeting both the people in your lists and the lookalike audience. You can also draw up a lookalike audience for your website visitors. Take these two target groups along and your campaign can begin.

Collect data from these leads

Je hebt de doelgroeplijsten opgebouwd en benaderd met je content. Er is interesse en hij of zij besluit dat jouw content waardevol genoeg is om hun persoonsgegevens achter te laten. Hier heb je naartoe gewerkt. Nu heb je de keuze om de leads ofwel naar een landingspagina te laten gaan, of naar een lead ad. Het grote verschil tussen deze twee is simpel. Wanneer je kiest voor een landingspagina begeleid je leads van het platform af. Kies je voor een lead ad, dan blijven leads op het platform.

difference lead ad and landing page

A lead ad reduces the number of clicks and makes it easier for visitors to leave personal data. A landing page gives you extra space to explain what makes your product or service the solution to the visitor's pain point. In addition, when visitors visit the landing page on your website, you can catch them in remarketing lists and target them in other channels. So both have their advantages. Depending on your situation and by testing both variants we determine which option is most suitable for your target group.

the benefits of building target groups

The benefits of building target groups
So what are the big advantages of building these target groups in LinkedIn? We're happy to list them for you.

  • By only 'saving' people who have viewed a certain % of your video, you can be sure that they are interested in your product or service.
  • Targeting your budget to a target group that is already warmed up
  • Higher CTR due to earlier engagement of the target audience
  • Lower cost per conversion.

omnichannel advertising

Wil je maximaal resultaat halen uit je LinkedIn campagnes, is een omnichannel advertising strategie essentieel. In deze strategie worden jouw advertentieaccounts in kanalen zoals Facebook, Instagram en YouTube gekoppeld met LinkedIn zodat jouw doelgroep over al deze kanalen wordt bereikt met relevante content voor de fase van de funnel waarin zij zich bevinden. Zo neem je de doelgroep bij de hand en begeleid je deze door de gehele customer journey.

Want to know how this works for your organization?