How to Use Content Layering for Retargeting Success

B2B Retargeting isn’t just about showing the same ad over and over. It’s about building a layered experience for warm prospects. Here’s a simple but effective 90-day retargeting strategy: ✔️ Run thought leader video ads ✔️ Layer in a lead magnet for value ✔️ Trigger a DM or conversation ad if someone watches 75%+ ✔️ Segment those high-intent users for 30-day follow-up ✔️ After 90 days, drop the expensive in-feed ads and stay visible with low-cost text, spotlight, or follower ads This approach keeps your brand top-of-mind without wasting spend. It’s organic-first, ad-amplified, and can be run effectively with <$3K/month in ad budget. Simple. Scalable. Smart. Website Linkedin Ads Agency: https://lnkd.in/guEafPKk LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC B2B Strategies and Guides: https://lnkd.in/gB-WQ82f Impactable YouTube Channel: https://lnkd.in/emYVDn_T

Remarketing is often the misunderstood middle child of performance marketing. Let’s break a couple of myths🔨 🎯 One size fits all fits probably no one:  I’ve seen many companies burn money on campaigns that don’t recognize that every section of their audience has their own motivations. Why, if I had a penny for every time I visited a site with no intent to purchase their product at all, only to spot a “Schedule a Demo Today” ad by them on whichever site I visit, I’d probably be the richest guy in SaaS! I read somewhere that 84% of users either ignore or are put off by retargeting ads! Shows how important it is to get it right. Start doing these things: - Segment visitors by page depth (1 page vs 3+ pages) - Track time-on-site thresholds (>2 min = higher intent) - Create separate campaigns for pricing page visitors vs. blog readers Tailor your content based on your audience’s behavior and stage in the buyer journey (URL path visitors, action completers, cart abandoners) 🎯 Retargeting works like a mosquito coil:  Retargeting is not plug and play, and it typically doesn’t stop with one level. Retarget for all customer stages. Not only demo and trial signups. This insulates your prospects from leaving the funnel midway. We’ve had cases where we spent thousands of dollars on a retargeting campaign only to make zero sales. But here’s what happened afterward ⭐ : When we triggered another retargeting campaign for the warmer folks from the previous campaign, giving them BOFU content, we made sales. A lot of it! What’s to learn here? You’re unlikely to be bet on with just the first touch point. You have to build that awareness consistently. Create a 3-tier remarketing structure: > Tier 1 (Cold): Educational content, industry reports > Tier 2 (Warm): Case studies, comparison guides > Tier 3 (Hot): Free trials, demos, limited-time offers Build custom audiences for each segment, assign specific content types to each, and implement frequency caps based on ‘bucket temperature’. Also, the focus should also be on increasing the credibility of your company rather than only pushing them towards the CTA. Here's one customized Google + LinkedIn campaign strategy we used for a client recently. What are some retargeting tactics that’s worked for you?

You know retargeting with #linkedinads is important. But do you know how to build your next layer(s)? One size does ❌ fit all, so here's how to approach it: -- Step 1: Outline your journey If you were a sales rep, what would be the 10 pieces of content you'd LOVE prospect to see before showing up to a call? Is there an order that makes sense? As much as you plan, prospects will NOT follow your nice, pretty path. Group your content into common themes to marinate them in each layer. - Step 2: Strategize your approach Budget matters. Maybe senior leadership isn't bought into the "dark social" movement, so you need early wins to earn more budget (aka TRUST). Instead of tagging them in posts from Chris, build off-ramps into your strategy. (lead gen forms with 'some' friction) As much as the sales team complains about "poor quality" leads, you know what they dislike more? No (quality) leads. Educate your audiences but create (attributable) ways for prospects to say, "Hey! I'm interested, and it's because I saw you on LinkedIn." - Step 3: Learn how to use Campaign Manager You thought LinkedIn was going to make it easy? Think again, bud. There are a thousand ways [for your budget] to die, and 14 just did in the time it took you to read this sentence. Depending on how you structure your layer(s), you can tackle this a few ways, and this little nugget 🪙 might be the best thing in this post: ONLY use people who engaged in your initial retargeting layer for your 2nd layer. i.e., single-image ad interactions, video viewers, lead gen form opens + company page visitors (30-60 days), website visitors (30-60 days) Why? You want to create a journey for prospects. Not everyone (yes, I'm talking to you) is a LinkedIn junkie who logs in daily to post, comment and engage. MOST LinkedIn users check it once a week (maybe a few times a month). And they lurk -- by golly, they lurk. - By *only* using retargeting audiences who engaged with your primary layer and people who visited your company page/website 30-60 days ago, you can create a journey that's unique for everyone. -- There's more to share here, but LinkedIn limits my characters, and I've avoided writing an article, so this is what you get. Got questions or comments, drop 'em here, or DM me and tell me to get my life together.

Campaign strategy is crucial, but here’s one of my GO-TO tactics when a client has a lot of content available. (And if content is currently limited, here’s a quick win: use LinkedIn’s Ads tool to identify 𝘵𝘰𝘱-𝘱𝘦𝘳𝘧𝘰𝘳𝘮𝘪𝘯𝘨 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 in your industry and focus on creating variations around those topics.) - - - - The strongest campaigns I see share a common theme: the more content we have to build trust and credibility, the stronger the funnel performs. 𝗧𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁: - Thought-Leader posts - Blogs - Case Studies - Guides - eBooks - Whitepapers - One-Pagers The more variety we can provide, the higher the chances of capturing attention and keeping prospects engaged. Here’s how I layer campaigns when I have at least 8-10 assets across different content categories: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗼 𝗧𝗮𝗿𝗴𝗲𝘁 𝗽𝗲𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻: ✅ 90-Day Website Visitors ✅ 90-Day Company Page Visitors ✅ 90-Day Single Image Interactions / Video Views 𝗛𝗼𝘄 𝗜 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝘁𝗵𝗲 𝗹𝗮𝘆𝗲𝗿𝘀: 1. MOFU - Blogs & Case Studies 2. MOFU - eBooks/Whitepapers/Guides (run as Doc Ads) 3. MOFU - Thought Leadership & Boosted Company Content This approach allows you to leverage BOTH: 👉 Your company’s voice (through branded content) 👉 Individual thought leaders (through boosted posts) 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Buying decisions in B2B are rarely quick or straightforward. Even "simple" offers can feel like major undertakings when processes need to change. Think about it: getting 10-20 people to adopt a new tool is one thing. But what if it’s 50, 100, or 5000+ people across a large organization? It’s a high-stakes decision for decision-makers who are already short on time. - - - - This is what 𝗗𝗲𝗺𝗮𝗻𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 is about: > Generating interest at TOFU > Keeping the conversation going with layered content that informs, builds trust, and reduces perceived risk Click #1 got their attention. Click #2, #3, and beyond—are you providing value or jumping straight to asking for their info? Here’s the key: Prospects need to feel informed. They need to see your expertise and social proof before they’ll take the next step. The brands that stay in front of their audience, with a variety of relevant content, are the ones that position themselves to win. #linkedinads #linkedmarketing #funnelbuilder

Remember Monday when I dropped that stat about 87-94% of leads bouncing after one piece of content? Let's talk about how to fix that. But first, let me tell you a quick story that proves how much retargeting matters in manufacturing: One of our clients creates content about sustainable manufacturing. Their blogs rank for all the right keywords: - "sustainable manufacturing trends" - "green technologies in manufacturing" - "carbon footprint reduction" It resulted in great traffic, but poor conversions. Here's where most manufacturers go wrong: they expect a first-time visitor to convert. When a cold lead comes to your website, you need to warm them up with valuable content. Serve them, educate them, and engage them meaningfully until they're ready to buy. To do that, we built a content journey: 1️⃣ SEO-optimized blog posts to catch attention 2️⃣ Internal links that guide readers to specific case studies 3️⃣ Case studies that showcase real results (think: 32% carbon footprint reduction through automation) 4️⃣ Lead magnets which offer exclusive webinar content As a result, visitors now interact with 3 pieces of content before we ask for their email. Conversions jumped. You could achieve similar results with strategic retargeting. The framework: ↳ Map your content journey ↳ Connect related pieces ↳ Show proof before asking for commitment ↳ Make each step valuable on its own Manufacturing leads convert when they're ready - not when you are. Your content strategy should respect that journey. Think of your content as a tool to serve, not a selling tool. Serve first, sell later. That's how you can turn more cold leads into customers.