Why LinkedIn Remarketing Is Important for Your B2B Business

By Clara Beck

you’re running a B2B business, you’ve probably heard of LinkedIn remarketing.
If you’re yet to try it, you’re missing out on a big opportunity to generate

Importance of LinkedIn Remarketing

those of you who are not familiar with the term “remarketing,” it’s just a
fancy word for “second chance.” Basically, it means reconnecting with someone
who has interacted with your brand before. 

you have a website that sells digital marketing automation. Somebody reads an
article on your blog but does not reach out to you to inquire about your

If you
don’t do anything about it, you’re letting go of a high potential customer. By
running an ad, it gives you the opportunity to appeal to that contact that got

remarketing applies the same principle. It implements web technology to track
individuals who have visited your website so that you can send ads their

LinkedIn marketing has been proven to be highly effective. Let me pull in some data for you:

  • According to a study, the click-through rates (CTRs) for display ad remarketing performs 10x better than regular display banners. 
  • Website visitors remarketed with display ads are 70% more likely to convert.
  • Remarked ads provide a 1,046% rise in trademark search behavior. 

LinkedIn remarketing can be highly advantageous for B2B companies that
advertise to other professionals. Here are some businesses that can benefit
from LinkedIn remarketing:

  • Office furniture/ supplies
  • Computer software
  • B2B services
  • Financial services
  • Construction jobs and commercial HVAC
  • Development course
  • Job ads
  • Resume/ interview prep and more

bottom line is that remarketing can boost sales for any online

Why LinkedIn Remarketing Works

LinkedIn users spend approximately 2 hours per month on the platform. These are warm leads because they are professionals and are already open to the products and services that you sell. 

purchasing powers of LinkedIn members are double to that of the average website
audience. Additionally, 4 of 5 LinkedIn members drive business decisions. This
makes your LinkedIn remarketing ads more probable to create sales as compared
to any platform on the web.

Here are
the latest findings regarding LinkedIn remarketing ads:

  • Contact targeting increases the click rate by 37%
  • Post-click conversion rates increase by 32%
  • CTR increase by 30%
  • Post-click cost-per-conversion decreases by 14%
  • Post-click cost-per-conversion decreases by 4.7%

The Importance of Matched Audiences

looking into LinkedIn remarketing, you will frequently come across the phrase
“matched audiences.” This expression covers all options of LinkedIn

audiences lets you target
or potential customers you
already know, which is what remarketing is all about. 

Grab the
chance to target potential customers who have visited your website before,
contact key players from select Companies, or send promos in your contacts. All
these are possible thanks to LinkedIn advertising. 

LinkedIn Remarketing Best Practices

succeed in B2B with LinkedIn ads, here are five best practices to follow:

Define Your Goals

you launch LinkedIn ads, it is essential to get clear with your goals. At the
end of the day, what you want to achieve with the program will determine which
ads you need to run. Here are some great goals for LinkedIn:

  • Acquiring new leads
  • Brand awareness
  • Creating a contact list

2. Keep a Tab on Bids

At 610 million members and counting, the ad space inventory in LinkedIn
has saturated. This means that in order to remain competitive, Companies must
place higher bids. According to the Q1 Benchmark Report from AdStage in 2019,
the average CPC of Linked advertisers is at $3.99 compared to the $0.63 CPC
median by Facebook. 

That said, an advertiser can implement many effective strategies to increase their conversion rate. 


LinkedIn’s main focus is bringing together the business world. This means LinkedIn would not be a good fit for advertisers that are more consumer-focused. For B2B businesses looking for business professionals, LinkedIn has a variety of options for targeting the right audience like:

  • Email list – Advertisers can reach out to LinkedIn users that match their Company email list.
  • Remarketing list – Advertisers can remarket their products or services to users who have interacted with their site before.
  • Demographics – Make an audience list by specifying interest, age, and location. 
  • Company and job – Businesses can get down to the company and job profile of a user, including industry, company size, company name, and job title. 

Select the Appropriate Ad Type

There are
different options available for advertisers to hit specific targets using
different ad types. There are three ad types for advertisers to build a
campaign. They include:

  • Sponsored InMail – Advertisers can use LinkedIn internal messaging system to send personalized messages to their target audience. This enables advertisers to be more detailed and direct with their audience.
  • Text ads – Text ads help advertisers to craft short messages and insert their company logo. This is a great option to promote brand awareness.
  • Sponsored content – It includes an image and multiple lines of text. Advertisers can even attach a form to the ad to build a contact list. 

Always Test Ads

try out new ad copies to discover text and images that connect with the target audience.
Testing ads will also ensure your ad copy stays fresh so that users will not
have to see the same ad more than a few times. 

For companies targeting only a small group of people, paying attention to an ad’s runtime will ensure a single user is not flashed with the same ad multiple times. Maintain a consistent schedule to rotate ads. 

Keep the
content fresh by constantly changing elements such as ad copy and images. This
will eliminate the likelihood of ad fatigue and boost the click-through


It is
likely that over 90% of visitors to your website will leave without responding
on your call to action or filling out a form. With the help of LinkedIn
remarketing, you can make sure these potential customers do not slip away
without getting a few more chances to respond. 

You need to acknowledge that this platform is different from other social media platforms like Facebook and Instagram. Once you understand this, it will help drive results. 

Featured photo credit: Depositphotos

Subscribe to the Small Business Bonfire Newsletter

And get your free one-page marketing plan template.

Clara Beck
Clara Beck is a Business Manager at Thomson Data which is known as the world’s best B2B data solution provider with its high-quality email lists including SAP customers list, Salesforce customers list & many more technologies. She’s best known for writing about small businesses, entrepreneurship, and technological innovations.

Source link