In the world of B2B marketing, standing out and reaching the right clients can be a challenge. But imagine if you could stay one step ahead of the competition? With LinkedIn remarketing, you can re-engage interested visitors and bring them back into contact with your brand. This strategy helps you maintain their attention and guide them effectively through the sales funnel. In this article, we discuss what LinkedIn remarketing is, how to set it up, and the specific benefits it offers your business.
LinkedIn remarketing, also known as retargeting, is a strategy that allows businesses to reconnect with previous website visitors through ads on LinkedIn. The concept is simple: not everyone who visits your website converts immediately. By approaching these visitors again with relevant ads, you increase the likelihood that they will return and eventually complete a purchase or inquiry.
Remarketing is particularly powerful on LinkedIn because it is a professional network. This means you automatically reach a business-oriented audience and exclude visitors without a professional profile, significantly increasing the relevance of your campaigns. With LinkedIn, you don’t just boost brand visibility; you communicate more precisely with a target group that has already demonstrated professional interest.
LinkedIn remarketing provides an effective way to boost conversion rates and improve ROI. By showing relevant ads to previous visitors, you increase the chances of them returning to convert. This strategy doesn’t just strengthen brand recognition; it ensures a cost-effective marketing approach. Here are the primary benefits:
Ads targeted at a specific audience
LinkedIn remarketing allows you to reach specific groups, such as people who previously visited your site and showed interest in your offer. This means your ads appear to an audience already familiar with your brand, making them more likely to respond. This streamlines your marketing efforts and ensures your budget is spent on high-relevance potential clients.
Increased brand recognition
By regularly reminding previous visitors of your brand, you ensure your company stays top-of-mind. This repeated visibility builds brand awareness. The more frequently people see your name and message, the faster they associate your company with the solutions they need. This makes your brand the first thing they think of when they are ready to make a business decision.
Higher conversion rates
Remarketing gives you a second chance to turn visitors into customers. People who have already interacted with your website are often further along in their buying journey and are more open to converting. Targeted ads can provide that final nudge needed to take action, increasing the likelihood of a purchase or contact request.
Cost-efficiency
Because you only show ads to an engaged audience, LinkedIn remarketing allows for highly focused spending. This prevents your budget from being wasted on a broad, less relevant audience, which is a common pitfall in general targeting. Focusing on people who have already shown interest ensures a better return on investment.
Strengthening client relationships
Beyond visibility, remarketing helps build a stronger bond. Staying in sight ensures clients feel connected to your brand and remain loyal. This fosters long-term relationships where customers choose your brand time and time again.
Improved lead generation
By remaining visible to visitors who haven’t taken action yet, you subtly help potential clients progress through their decision-making process. This results in a stronger flow of high-quality leads—building a reliable base of interested contacts ready for a deeper conversation with your company.
The LinkedIn Insight Tag is the engine behind your retargeting campaigns. This tool is a small piece of JavaScript code placed on your website that enables LinkedIn to collect data about your visitors. This information allows you to build accurate audience segments. The Insight Tag provides valuable behavioral data, such as which pages were viewed and how long visitors stayed. Furthermore, it enables conversion tracking, showing you exactly what actions visitors take after clicking your ads.
When using the LinkedIn Insight Tag, compliance with GDPR (General Data Protection Regulation) is essential. Because the tag collects personal data regarding visitor behavior, you are required to inform visitors and obtain their explicit consent. This is handled via a cookie notification on your website, explaining that data is processed in collaboration with LinkedIn. Transparency here doesn’t just ensure legal compliance; it builds trust with your audience.
LinkedIn allows businesses to retarget various audiences through the “Matched Audiences” feature. This allows for more effective, targeted marketing—whether you want to reach site visitors, target specific companies, or leverage your existing email lists. Here are two core strategies:
Website retargeting
Re-engage previous website visitors and encourage them to return. LinkedIn allows you to segment users based on their specific interactions with your site, enabling you to show ads that align with their previous behavior. Tailoring your message to their interests significantly boosts the chance of conversion.
Email targeting
If you have an existing email list, you can easily upload it to LinkedIn. These subscribers are already interested in your brand, having signed up for updates or newsletters. By uploading this list, you can show targeted ads to these prospects while they are active on the platform. Segmenting your email list before uploading makes your messaging even more relevant to their specific needs.
Retargeting is a powerful way to re-approach those who have already shown interest. Setting it up on LinkedIn is straightforward. Here is your step-by-step guide:
Step 1: Create a LinkedIn ad account
Before you begin, you must have an ad account linked to your Company Page. In LinkedIn, click the “For Business” icon in the top right and select “Advertise.” This opens the LinkedIn Campaign Manager, where you can create a new account using the blue button in the top left.
Step 2: Install the LinkedIn Insight Tag
Log in to Campaign Manager and select your account. Under the “Assets” dropdown menu, click “Install My Insight Tag.” If you choose to install it yourself, copy the provided code and paste it into the footer of every page on your website, just above the closing HTMLtag. Note that it can take up to 24 hours for the tag to show as active in your dashboard.
Step 3: Define your audience
Build your specific target group under the “Plan” menu by selecting “Audiences.” Click “Create Audience” and then “Matched Audience.” For website retargeting, use the data gathered by the Insight Tag. Ensure your audience reaches at least 300 members for effective targeting.
Step 4: Build the campaign
Select the campaign objective that fits your goals (e.g., Brand Awareness, Lead Generation, or Website Traffic). Define your message and creative approach, ensuring visuals and copy resonate with the audience’s needs. Set your budget (daily or total), duration, and bidding strategy (CPC or CPM). Fine-tuning these details ensures your ads reach the right people at the right moment.
Starting with remarketing can present hurdles. The technical setup can be complex, and the sheer number of options LinkedIn offers can be overwhelming. Selecting the right audience segments is a common stumbling block for many businesses. Furthermore, creating compelling ads requires a strong sense of design and persuasive copywriting.
Measuring results is another significant challenge. Many companies struggle to determine which metrics to track or how to use that data to refine their strategy. This lack of clarity can lead to uncertainty regarding the actual return on marketing spend. Without clear benchmarks, making informed decisions becomes difficult.
At Merkelijkheid, we understand these challenges and offer a full-service solution. We take over your campaign management entirely, allowing you to focus on your core business operations. Together, we define the optimal campaign structure, design high-impact ads, and set clear objectives. With our experience, we know what drives results and share that knowledge with you. Under our guidance, you won’t just see better numbers; you’ll gain the confidence and expertise to launch successful, high-impact LinkedIn campaigns that deliver lasting value.
Want to learn more about our approach or see how we use LinkedIn Advertising to power other B2B brands? We’d love to discuss it. Contact us or call +31 (0)20 854 01 88.