The Significance of LinkedIn Remarketing for Your B2B Enterprise

If you run a B2B business, you might have heard about LinkedIn remarketing. If you haven’t tried it yet, you’re missing a great way to boost your revenue.

Remarketing is essentially giving a “second chance” to reconnect with someone who has already interacted with your brand. For instance, if someone visits your website to read an article about digital marketing automation but doesn’t reach out to you, you’re missing a potential customer. Running a follow-up ad allows you to re-engage with that contact.

LinkedIn remarketing works on the same idea. It uses web technology to track people who have visited your site, so you can send targeted ads to them later. It’s proven to be very effective, especially for B2B companies that market to other professionals.

Remarketing can significantly boost sales for online advertisers. LinkedIn users spend about two hours a month on the platform, and these users are often already interested in the products and services you offer. LinkedIn members have double the purchasing power compared to the average website audience, and four out of five LinkedIn members are involved in business decisions, making your ads more likely to convert into sales.

When exploring LinkedIn remarketing, you’ll often see the term “matched audiences.” This lets you target people you already know, which is the essence of remarketing. You can aim ads at those who visited your website, reach out to key individuals from specific companies, or send promotions to your contacts—all through LinkedIn advertising.

To succeed with LinkedIn ads in B2B, you need to follow some best practices. Start by setting clear goals for what you want to achieve, as this will guide the type of ads you should run. Given that LinkedIn has over 610 million members, the ad space is crowded, making it essential to place competitive bids. In 2019, the average cost-per-click (CPC) on LinkedIn was $3.99, compared to Facebook’s $0.63.

Despite the higher costs, you can employ various strategies to boost your conversion rates. LinkedIn is ideal for connecting with business professionals, offering several targeting options to reach the right audience.

When creating your campaign, you have three ad types to choose from. Experiment with different ad copies to find what resonates best with your audience. Keep your ads fresh by rotating content and trying new images and text. This prevents ad fatigue and can increase your click-through rate.

Remember, over 90% of website visitors might leave without responding to your call-to-action or filling out a form. LinkedIn remarketing helps ensure these potential customers get more chances to engage with your brand, reducing the likelihood they slip away unnoticed.