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LinkedIn Matched Audiences: LinkedIn’s Secret Advertising Weapon for Law Firms

by Daniel Lopez • June 20th, 2024 • Digital Marketing, Social Media | Blog

LinkedIn Matched AudiencesLinkedIn Marketing Solutions offers a robust platform for law firms to reach existing and potential clients. Particularly, LinkedIn Matched Audiences are a set of targeting options that enable you to to combine your law firm data with LinkedIn’s professional data. These custom targeting options on paid LinkedIn allow your firm to connect with website visitors, key accounts, or mailing lists for hyper-targeted marketing that is more likely to generate new clients. Here’s how.

What are LinkedIn matched audiences?

Whether you want to nurture warm leads, advertise to specific companies, re-engage those who have visited your site, or find more people who match an audience already familiar with your law firm, customizing your ad targeting can help. LinkedIn Matched Audiences are a set of targeting options to combine your law firm’s first-party data with LinkedIn’s professional data. This results in a more powerful marketing strategy that builds on what you’re already doing.

Matched Audiences include Contact Targeting, Company Targeting, and Website Retargeting. Here’s our guide on how your law firm can use all three LinkedIn Matched Audience options.

1. Contact Targeting

The contact targeting feature lets you market to people in your contact database. The feature lets you upload up to 300,000 email addresses to target on LinkedIn, similar to the way Custom Audiences work on Facebook.  With LinkedIn Contact Targeting, you can build a customized audience by marketing to prospects, your target demographic, and known contacts. This is achieved by securely uploading your email address lists or connecting to your contact management platform. Additionally, you can deliver relevant content tailored to convert prospects, retain clients, and win back churned clients. By guiding your in-market audience along their buying journey, you can drive more conversions, resulting in increased sales and qualified leads.

2. Company Targeting

With the company targeting feature, you can upload a list of up to 300,000 target companies you want to see your advertising. Even more specifically, you can layer on additional professional demographic targeting such as job title or seniority to narrow down your audience even further. With company targeting, you can run account-based marketing (ABM) campaigns by matching your target companies against the 13+ million LinkedIn Pages. This allows you to target professional demographics and reach the people who make buying decisions at your highest-value accounts. By doing so, you can drive more conversions and guide decision-makers along their buying journey, resulting in more qualified leads.

3. Website Retargeting

Website retargeting gives marketers the opportunity to serve ads to audiences that have already visited your site, tracked by a LinkedIn Insight Tag placed on your law firm’s website. This technique allows you to segment website visitors and define audiences by the pages they visited on your site, and then tailor ad content to reactivate interest. Retargeting offers several advantages for marketers. You can tailor your message to the moment by personalizing content for your target audience based on their interactions with your brand. This accelerates the buyer’s journey from awareness to conversion, driving sales and collecting quality leads by guiding prospects along their purchase path. Additionally, retargeting allows you to engage your audience before, during, and after your event. By retargeting attendees pre and post-event with a robust set of marketing tools, you can maintain engagement throughout the event lifecycle. This technique enables you to segment website visitors and define audiences based on the pages they visited on your site, then tailor ad content to reactivate their interest.

Related: The Law Firm Guide to LinkedIn Advertising.


There you have it – our law firm guide to LinkedIn Matched Audiences. Now that you know what LinkedIn Matched Audiences are and how to use them for your law firm, you’re ready to leverage all of the marketing power that LinkedIn has to offer. If you want to retarget website visitors, specific people or accounts, it is all possible on LinkedIn. Follow our step-by-step instructions to get started.

If you need help building out a LinkedIn advertising strategy or adjusting current initiatives, reach out to us today. We have vast experience helping lawyers and law firms achieve measurable success through LinkedIn advertising.


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