In the world of B2B marketing, it can be challenging to stand out and reach the right customers. But imagine being one step ahead of your competitors? With LinkedIn remarketing, you can re-engage interested visitors and reconnect them with your brand. This strategy helps you keep their attention and effectively guide them through the sales process. In this article, we discuss what LinkedIn remarketing is, how to set it up, and the benefits it offers your business.
LinkedIn remarketing, also known as retargeting, is a strategy that allows companies to reach previous visitors of their website again through ads on LinkedIn. The idea is simple: not everyone who visits your website converts immediately. By re-engaging these visitors with relevant ads, you increase the chance that they return and eventually make a purchase.
Remarketing is particularly effective on LinkedIn because it is a professional network. This means you automatically reach a business-oriented audience and exclude visitors without a professional profile, which increases the relevance of your remarketing campaigns. With LinkedIn, you can not only increase your brand visibility but also communicate more targetedly with an audience that already shows a certain business interest.
LinkedIn remarketing offers companies an effective way to increase conversion rates and improve ROI. By showing relevant ads to previous visitors, you increase the chance that they return and convert. This strategy not only strengthens brand recognition but also provides a cost-saving approach. Here are the benefits of LinkedIn remarketing for you:
Ads targeted at a specific audience
With LinkedIn remarketing, you can reach specific audiences, such as people who have previously visited your website and shown interest in your offerings. This means your ads appear to an audience more likely to respond to your message because they are already familiar with your brand. It makes your marketing efforts more efficient and ensures your budget is spent on potential customers who are truly relevant.
Increased brand recognition
By regularly reminding previous visitors of your website about your brand, you ensure your brand stays top of mind with potential customers. This repeated visibility grows your brand awareness among this audience. When people see your brand name and message more often, they associate your company more quickly with the products or services they are looking for. This increases the chance that your brand is the first they think of when ready to make a purchase or business decision.
Higher conversion rates
Using remarketing via LinkedIn gives you a second chance to convert previous visitors into customers. People who have already interacted with your website are often further along in their buying process and more open to conversion. With targeted ads, you can give them that final push to take action. This increases the chance they not only return but also actually make a purchase or get in touch.
Cost-saving
LinkedIn remarketing allows you to use your budget more precisely by showing your ads only to a previously engaged audience. This prevents your ad budget from being wasted on a broader, less relevant audience, which often happens with general targeting. By focusing on people who have already shown interest, you get more out of your investment. This makes remarketing a cost-efficient strategy that improves the ROI of your campaigns.
Strengthening customer relationships
Besides visibility, remarketing also helps build a stronger bond with your customers. By regularly appearing, you ensure customers feel connected and are more likely to remain loyal to your brand. This helps you build a sustainable relationship with customers who will repeatedly choose your brand.
Improved lead generation
LinkedIn remarketing makes it possible to target new leads by staying visible to previous website visitors who may not yet have taken action. This subtle reminder helps potential customers further in their decision-making process, which can lead to a stronger flow of quality leads. In this way, you build a reliable base of interested contacts ready to engage further with your company.
The LinkedIn Insight Tag helps set up retargeting campaigns. This tool is a piece of JavaScript code you place on your website, enabling LinkedIn to collect data about visitors to your site. With this information, you can create more accurate audiences for your retargeting campaigns. The Insight Tag provides valuable insights into user behavior, such as which pages they viewed and how long they stayed on your site. Additionally, the Insight Tag allows you to track conversions, so you can see what actions visitors take after clicking your ads. This not only helps optimize your campaigns but also better understand the effectiveness of your marketing efforts.
When using the LinkedIn Insight Tag, it is important to comply with GDPR (General Data Protection Regulation). The Insight Tag collects data about visitor behavior on your website, such as pages visited and duration of stay. Because this falls under personal data processing rules, you are required to inform visitors and explicitly ask for their consent. This is done via a cookie notification on your website, explaining that data is collected and processed in cooperation with LinkedIn. By including this notification and requesting consent, you ensure compliance with privacy laws and transparency towards your visitors, which increases their trust in your website.
LinkedIn offers companies the ability to retarget various audiences through the ‘Matched Audiences’ feature. With this feature, you can reach different types of audiences, making your marketing efforts more targeted and effective. Whether you want to address people who visited your website, target specific companies, or leverage your existing email list. LinkedIn enables you to tailor your ads to the unique needs and interests of your audience. Below are two strategies you can apply:
Website retargeting
With website retargeting, you can reach previous visitors of your website again and encourage them to return. LinkedIn allows you to segment users based on their interactions with your website, enabling you to show targeted ads that match their previous behavior. By tailoring your message to the interests of these visitors, you increase the chance of conversion and improve the effectiveness of your campaigns.
Email targeting
Another way to re-engage your audience is through email targeting. If you have a list of emails, you can easily upload it to LinkedIn. These subscribers have already shown interest in your offerings because they signed up for your newsletter or updates. By uploading your list, you can show targeted ads to potential customers active on the platform. It is effective to tailor your ads to the interests and behavior of your subscribers, especially if you have already segmented the list. This makes your message more relevant and better aligned with your subscribers’ needs.
Retargeting is a powerful strategy to re-engage people who have already shown interest in your products or services. With LinkedIn, you can set this up easily. Below we explain step-by-step how to get started with retargeting campaigns.
Step 1: Create a LinkedIn ad account
Before you start retargeting on LinkedIn, it is important to create a LinkedIn ad account and link your company page to it. Open LinkedIn and choose the nine dots at the top right with ‘for business’ underneath. In the menu that appears, you will find the option ‘advertise’. Click this to open the LinkedIn Campaign Manager. At the top left, there is a blue button to create a new account.
Step 2: Install the LinkedIn Insight Tag
As mentioned earlier, the LinkedIn Insight Tag is an important tool that collects data about your website. Installing the LinkedIn Insight Tag is not difficult. Log in to your Campaign Manager and select the ad account you want to use. In the dropdown menu ‘Assets’, click ‘Install My Insight Tag’. If you choose to install the Insight Tag yourself, a window with the code to copy will appear. Paste this code into the footer of every page on your website, just above the closing HTML <body> tag. It is important to check if the tag works correctly in your Campaign Manager dashboard. Don’t panic if you don’t see confirmation yet. It can take up to 24 hours for the tag to become active.
Step 3: Create your audience
Creating a specific audience is an important step in your retargeting campaign. Audiences can be targeted based on interactions with your website, video ads, Lead Gen Forms, or LinkedIn Events. For website retargeting, you use the LinkedIn Insight Tag. Within Campaign Manager, go to ‘plan’ and click ‘audiences’. Then click ‘create audience’ and define your audience by clicking ‘matched audience’. Make sure your audience has at least 300 people for effective targeting.
Step 4: Build the retargeting campaign
Now that you have created your audience, it’s time to build your campaign. Select the campaign type that best fits your goals, such as brand awareness, lead generation, or website traffic. Determine your message and creative approach. Make sure your ads align with the interests and needs of your audience. Use attractive visuals and clear call-to-actions to encourage them to reconnect with your brand.
Then check the campaign settings. Set your budget, choose whether to use a daily or total budget, and determine the campaign duration. Don’t forget to select your bidding strategy, such as cost per click (CPC) or cost per thousand impressions (CPM). By fine-tuning these details, you ensure your retargeting campaign is effective and reaches the right people at the right time.
When you start with LinkedIn remarketing, you may face several challenges. Setting up your campaigns technically can be quite complex. LinkedIn offers many options, which can sometimes be overwhelming. Choosing the right audiences can also be a stumbling block. Many companies struggle to segment their ideal customers well and apply the correct settings. Additionally, creating attractive ads requires a good design sense and knowing how to convey your message convincingly.
Another important challenge is measuring the results of your campaigns. Many companies don’t know exactly which metrics to track or how to use this information to improve their strategies. This lack of clarity can lead to doubts about the return on their marketing efforts. Without clear measurement points, it is difficult to make good decisions and improve your campaigns.
At Merkelijkheid, we understand these challenges and offer a solution. We take full campaign management off your hands so you can focus on your core activities. Together with you, we determine the optimal campaign, design effective ads, and set clear goals. Through our experience, we know what works and what doesn’t, and we share this knowledge with you. With our guidance, you not only achieve better results but also develop the confidence, knowledge, and skills to launch successful campaigns that make an impact and deliver lasting results on LinkedIn. This way, you quickly become a LinkedIn expert yourself.
Would you like to know more about our approach or are you curious about examples of how we use LinkedIn Advertising for other B2B companies? We would be happy to discuss this with you. Contact us or call 020 854 01 88.